Game theory and bluffing:
First you determine the chance that you have the best hand
Add that to the percentage of the time you will have the best hand at the 
river
Add the percentage chance your opponent will 
fold if you bet
Subtract the percentage chance that your opponent will 
raise if you bet
use that as your chance of bluffing
For example in the above $5/$10 NL game my opponent raises on the 
button to $30 
I 
call in the BB with j/10 
offsuit
the 
flop comes  389
I probably 
don't have the best hand, but I have an 
OESD with 2:1 chance of hitting, and 2 over cards
My opponent could have been trying to 
steal the blinds
so I will assume that there is a 10% chance that I have the best hand
and a 33% chance of having the best hand (not including the 6 
outs from my over cards) 
I think there is a 30% chance that my opponent will 
fold to my bet,
and a 10% chance that he will reraise (you have to gauge this on how your opponent has played up to this point)
so 10+33+30-10= 63%
so, I should actually bet this 
flop more than half the time.
You need also, however, to take into account the 
pot odds that your opponent is getting to 
call your 
bluff.
so, you take the pot size ($65)  and consider your chances of making your hand (33%) then bet an amount where your odds from the pot- if your opponent calls- are equal to the odds of making your hand.
So, going 
back to the above example, I would bet the pot, hoping my opponent folds, but if he called, I would have bet $65 to win $130 (his 
call, plus the pot amount)
NOTE: This would not be a winning play, in general, except the amount of times that your opponent folds, more than makes up for the times you lose the hand.