Jimmy Kim explains why educational emails get 3-4x more engagement than promotional ones. His 80/20 rule: 80% value-driven content, 20% sales asks. Educational content builds trust and authority, which makes everything that follows more effective.
Educational emails really do drive 3 to 4 times higher engagement rates than their promotional emails because they're driving indirect sales through the trust building. And the key insight is that the value-first content creates compounding returns. So it's gonna help you build trust, authority, and anticipation that makes all your other comms and all the other things that you're doing so much more effective.
And I'll add a little like caveat to all this. I recommend always saying what I call the following, the 80/20 rule, 80% value-driven content, but you still gotta have promotional content. You can't just have value only, guys. You've gotta ask for the sale. So 20%, 80% value, 20% promotional, establish trust and authority, and then ask for the sale ultimately. And measuring that success based on engagement and the depth of the customer relationship metric, not just immediate conversion from individual emails. So like, think about this bigger and long-term.
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