Give readers a reason to keep opening.
The 80/20 rule is a starting point for planning email marketing: aim for roughly 80% useful, educational or entertaining content and 20% direct promotion. The Pareto principle asks a different question: does a small share of your campaigns or subscribers account for most of your results? Measure that share in your own data.
Here’s how to apply both ideas with a worked UK example from Email Blaster. Our email marketing software overview explains the tools you can use.
How do you use 80/20 to plan email content?
Choose a unit you can track. For a small team, count campaigns by their main purpose over the next five sends. Plan four emails that teach, help or entertain and one that asks readers to buy or book. If you send a digest instead, count the items by purpose. An email can contain a modest product link while still primarily helping the reader.
Five sends from a UK cycle shop
- Show readers how to check tyre wear.
- Share a checklist for riding in wet weather.
- Explain how to spot a worn chain.
- Answer a common question about commuter bike lights.
- Invite readers to book a paid winter service, with a clear price and booking link.
Plan against what subscribers signed up to receive. A weekly deals newsletter can reasonably contain more offers than a beginner’s advice series. Think about subject line, message and next action together. For example, a tyre guide may ask readers to check their tread today and save a sales offer for another send.
How can you check the Pareto principle in your results?
Pick a period and a defined outcome. Rank the campaigns from highest to lowest by that outcome, then divide the result from the top group by the total. The ASQ guide to Pareto charts explains how to order categories and calculate cumulative shares.
A worked example using attributed revenue
Suppose five campaigns are credited with £600, £180, £120, £70 and £30 respectively. The top campaign is one of five, or 20%, and its £600 represents 60% of the £1,000 total. That is concentration, even though the measured split is 60/20. These figures are invented for the calculation.
For a subscriber analysis, use the same idea with one row per eligible subscriber, including subscribers with zero attributed revenue. Decide how to handle refunds and orders touched by multiple campaigns. Use one consistent attribution method to avoid counting the same order twice. Attributed revenue tells you what your reporting credits to email. It does not show how many sales would have happened anyway.
What should you change after measuring?
Review bookings, purchases or useful replies alongside clicks, opt-outs and complaints. Compare like audiences and account for seasonality, offer size and reach. Apple’s Mail Privacy Protection guidance explains why a recorded open is an unreliable signal on its own. If one campaign dominates, look for a repeatable reason before giving that theme more slots. Keep room to serve new subscribers and people who need longer to buy.
Does the content split change who you can email?
Check your audience and opt-outs separately from the content plan. A useful tip can still appear in a marketing email. Use the ICO’s guidance on electronic mail marketing for the rules that apply to your send.
Try the approach with Email Blaster
Build a reusable layout with the email designer, use segmentation to focus the audience and use campaign analytics alongside your booking or sales records. We recommend trying Email Blaster if you prioritise UK mailing-data storage and support from a UK team. Monthly accounts include all software features as standard. Plans have sending allowances and VAT applies where relevant. Check current prices or open a free account.