I have a bit of a love/hate relationship with email. Can you relate?

As a business owner, I know all about the importance of building an email list for my business, but I also feel very protective of my own email inbox. I like to keep it a serene, clean space. So, it was a bit of a struggle for me to get over my resistance to sending regular emails to you.

And I know a lot of my clients feel the same way. That it feels like an imposition, or that you shouldn’t send too many emails because people don’t want that.

So, I decided to do some research for myself on how to improve my email marketing and thought I’d share the results of my research with you.

I’m not sure where this quote came from but it’s so true, “The money’s in the list” and building your email list should be the first thing you do when starting an online business.

But just how effective is email marketing in 2023?

  • Well, according to Constant Contact, the average email open rate across all industries is 30.35%, and the average click-through rate is 1.1%.
  • And according to Litmus you can expect an average return of $42 for every dollar spent on email marketing. So, it’s still pretty effective, right?

But the real benefit of email marketing is in the relationships.

You see, even though you know the same email has been sent to thousands of other people on someone’s list, it still feels more personal than anything on social media. It’s addressed directly to you and comes to your inbox.

So, it’s very powerful… if done right.

To be an effective marketer overall means being a bit of a behavioural scientist. This especially comes into play with email marketing. You’ve got to understand who you’re talking to.

You see people do want to hear from you regularly, but nobody wants to sift through emails that don’t apply to them. They want to hear about things that benefit them and educate them, or make them laugh or inspire them in some way.

You want people to look forward to reading your next email because they know your content is relevant to them.

That’s the only way to get email marketing to work for you in 2023.

Now there’s a little more to it – because you also don’t want to get friend-zoned either – you want to be able to make that ROI with your emails. But essentially you just need to make sure that what you have to say in your emails – is what your list is interested in reading.

And that’s where personalisation comes in.

If you’re not personalising your emails in 2023, your emails are very likely going to end up in the trash folder… unread. And that’s a waste of time for everyone involved.

You need to treat your email contacts like VIPs – because that’s exactly what they are.

So, how can you roll out the red carpet for your VIP email contacts and make sure they start looking for your emails in their inboxes?

Welcome them warmly and hand them a virtual glass of champagne (free gift)
For example, you could:

  • Create an audio/video welcome message with your top 5 tips on your topic using a tool like Bonjouro or VideoAsk.
  • Offer a complementary 20-minute consult or coaching session or an ebook or PDF

Give them a sneak peek behind the scenes
We’re all inquisitive beings and there’s nothing that builds intimacy more than inviting people into your personal space. Record a video showing them around your office or workspace – a ‘this is where the magic happens’ video. If you have a specific item that you use every day that has a personal story behind it – tell the story.

Let them feel like they’re ‘in the know’
When you’re creating a new product/service involve them in the process. Talk about what you’re doing and even ask for feedback from them – then when you’re ready to launch, give them early access along with a special discount – just for being on your VIP list.

Ask them what they want
I mean, who doesn’t like to be asked what they want out of a relationship? Ask them for feedback on what sort of emails they’d like to get from you. And if they’re shy – you can take a look at your email stats and see what resonates – then give them more of that.

Show them you care
Not every email has to be about selling or educating or helping. Sometimes you can just send an email of appreciation. For example, if you see that someone has reached a specific milestone – perhaps been a subscriber for a year – send them an email acknowledging this and thanking them for sticking with you.


When it comes to creating a successful email marketing experience, making people feel seen and understood is important. You want the experience of your brand to stand out. Make your customers feel cared for, listened to, and excited to engage with you.

This is all very doable! So, why don’t you get started on creating your very own VIP email experience for your contacts – I’m on it – are you?