This seems very normal when you think about it. After all, these days, almost without exception, there are a multitude of people and organizations doing and offering exactly what you are doing and offering. Therefore the crucial question you need to ask yourself, whether you're a multinational organization or a one person home based business is: "how can I connect with my target market in a memorable and personal way that separates me from my competition?"
Email marketing is a great way to do this if email list it is done right. If you are simply trying to sell someone something in every email, you can easily have the opposite effect. You can easily make people think "this company doesn't care about helping me, they just want to make a sale". I have found this to be an absolute killer when it comes to developing rapport. When it comes to VAM, there is no hard and fast rule when it comes to how many emails should be sent as 'information giving' before sending the 'sales email'. Some say 3 to 1, some say 5 to 1.
This is an individual decision for each organization to make for themselves. You can get on this ratio by asking your friends, work colleagues or associates how many value add information emails they would want to see before a sales email.