Email marketing for coaches; Strategies for success

If you’re a coach of any kind (life coach, business coach, or spiritual coach), you want to attract the right type of clients to work with. You’re all about growing your business while helping your peeps the way only you can! 

People sign up to work with a coach to change their lives for the better in some way- and you want to show people exactly what you’re all about through quality personalised content (where you share about your unique coaching approach, the values upon which you’ve built your coaching business), before telling them about your various offerings and coaching programs.

Email marketing can be the backbone of an effective marketing ecosystem because email marketing helps coaches have a more ‘up-close-and-personal’ connection to their audience. 

Let’s say you’re a health coach. You empower people to lead healthier lives, and email marketing is an effective way to generate leads that could become your next paying clients (yay!). In this blog post, we’ll go over the basics of how to start writing email marketing campaigns and dive into some strategies to make your email marketing efforts pay off. 

Why you should invest in your email marketing as a coach 

Taking the time to write and set up email automation means you can connect with a pool of leads who want to hear from you regularly so you can build a sustainable coaching business. You don’t need any qualifications or tech expertise, either—just a desire to keep showing up for your subscribers with relatable, nurturing content.

The main reason mail marketing is so effective is that you have access to a direct portal to the inboxes of both your current clients and potential new ones! You can build a relationship with your subscribers over time and share about your coaching, deliver valuable content, and tell them about your latest products or services. 

Of course, the privilege of access to people’s email addresses comes with great responsibility, so your focus should be on delivering value and service to your people with every email. 

Inform your existing clients about your coaching business

Hiring a coach is a big decision and investment, and people want to be sure beyond a shadow of a doubt that you’re the right fit for them (amongst a sea of competition online). The whole coaching process is also deeply personal. When you coach someone, you walk closely hand-in-hand throughout an extended period of their lives, and you share a lot.

A nurturing email sequence is a great way to connect with potential clients and give them an insight into what it would be like to work with you. Building a connection and trust with your subscribers is vital to show them who you are, what you stand for, and why you have the skills to help them on their journey.

Also, remember that email marketing for coaches is a marathon, not a sprint. Writing long-form, quality emails are more likely to pay off by turning leads into paying clients than quickly gaining followers on social media (social media is a great place to invite people to sign up for your newsletters, though!).

Become a voice of authority in your niche as an online coach

I know it’s not always easy to tell the world how rad you are, but email marketing is just the place to start tootin’ ya own horn because people have given you their email addresses for a reason: they WANT to hear from you, and they’re interested in what you bring the table (o remember this next time imposter syndrome comes knockin!). 

Show people how brilliant you are by sharing helpful, relatable, easy-to-read content in your coaching niche. You can also coach people through your emails, leading them through a process specific to your expertise. (This is the power of email marketing!) For example, relationship coaches could write a mini-series to help people understand their partners’ communication styles. Through this, they get valuable insight into how their work can make a real difference in their relationships. By doing this, you’re giving people more reasons to work with you.

Don’t be afraid of giving away too much for free. While accessing your knowledge and wisdom through your emails can help your readers up to a point, it won’t even come close to the real deal—getting to work up close and personal with YOU! The more you help people for free, the more they’ll see how life-changing it would be to work with you on a paid basis!

Build trust with your audience through a regular newsletter

Coaches can start their email marketing efforts by sending regular newsletters as a gentle way to build trust with their audience and grow their business. If you’re a business coach, you can send a weekly email newsletter to those subscribers who opted in. If this feels too much, start by committing to writing to your email list once a month.

Over time, you’ll build an email list. Keep showing up in those inboxes with the same excellent content that HELPS people; you’ll keep your audience engaged and grow as the voice of authority in your niche. I still look forward to monthly updates from my first business coach, who delivers super helpful content that makes me feel good.

I also love receiving her emails because I love HER! So don’t forget to add some of the special spice that adds the yummy YOU-NESS throughout your emails! This comes through in your language and tone of voice (write to your peeps how you would talk to them over a flat white).

Email marketing strategies for coaches to get started with email marketing 

Sending emails to attract your ideal client

As a heart-led entrepreneur, you want to magnetise a steady stream of aligned clients to serve. When someone lands on your website, they may not be ready to sign up and work with you on the spot. But if they subscribe to your newsletter, you can keep in touch via email to share with them how your services can impact their lives- and get them what they want. When the time comes for them to be ready to work with you, it will be seamless for them to step into your world.

Using online marketing to grow your client list might seem daunting at first, but remember that you’re just implementing this as one part of your marketing ecosystem.

Everyone who has subscribed to your email is interested in what you offer, so the more you grow your list, the bigger your pool of warm leads will be. And most people check their email inboxes every single day. 

An email doesn’t have to compete with the noise of a gazillion reels and posts on Instagram. An email can get you and your biz directly under the eyes of your ideal client. 

Think about it for a second: on social media, you’re scrollin’, and it’s all very fast-moving. But you’ll only open an email if it has your attention. Email also converts more than social media and is a permanent marketing strategy- if your Instagram got hacked, you could rest assured you have all those contacts stored in your email subscribers list. Phew.

Choose the right email marketing software

If you’re just starting with email marketing, keep things simple. Email marketing tools can help you set up automated email sequences (boosting your chances of a successful open rate and better conversion rate). An email marketing tool will also offer design templates you can easily set up with your brand colours via drag-and-drop email design.

Set up an autoresponder email so the minute people sign up for your newsletter or opt-in to your freebie, they receive a warm, welcoming email from you. I enjoy using Flodesk; it’s easy to use and budget-friendly. I have an affiliate code here if you’re interested in checking it out to start your email list and send effective email marketing campaigns that resonate with your audience. 

Grow your email list with a quality lead magnet

How many times have you enjoyed a good freebie? Creating a value-packed free resource is a great way to showcase your skills and knowledge. Also known as a lead magnet, you can use this to collect email addresses and build your email list. Add your lead magnet to your website to lead with value and maximise your reach. Near the top of your home page is an optimal location so visitors to your website can immediately see how you can help them and can opt in.

Here are some ideas for your free resource:

  • A checklist or guide for creating something
  • A list of resources to find a specific thing
  • A masterclass or webinar 
  • An online course
  • Downloadable templates or eBooks

To promote your freebie, set up an opt-in form with your email provider, and you can embed it in your website, pop it on your social media bio, LinkedIn banner, or anywhere else you can maximise your lead generation. This is where email marketing and automation can do the heavy lifting for you. You can write your email sequences into a workflow with your email provider and select the frequency at which your emails get sent. 

How to write a welcome email

Any marketing coach will tell you that a warm, welcoming email is essential to letting your subscribers know how happy you are to have them in your world and introducing yourself as the brilliant life coach (or any kind of online coach) you are!

Tell people what to expect as a subscriber to your email marketing emails and what sort of resources and super helpful content they’ll be able to benefit from. After someone signs up for your email, tell them how often they can expect to hear from you. Start by emailing your list once a month and build this up. The more regularly you write to your email list, the more connected you’ll be. 

Write quality subject lines for your emails for the best open rate

We only choose to open emails that look like they’re worth opening. And whether or not your subscriber opens and reads your email depends on one thing—is your subject line persuading them to do so? Email subject lines are intentionally written captivating statements that engage your reader and communicate that what’s inside the email is worth opening. 

That little sentence is the absolute key to your email marketing success. 

Email subject lines might summarise the email’s topic or include a compact summary of its contents, but their primary function is to get people to open your email campaigns(and not ‘moved to bin’).

We’ve all received emails from an online business with spammy or cringey subject lines full of clickbait – so I don’t need to tell you not to do that! I’ve got loads of tips on my blog How to write Good Email Subject Lines, and over 15 ready-to-go attention-grabbing subject lines for you to try on my blog, How to Write Good B2B Email Subject Lines. 

What does your ideal client want from your email content?

Let your personality shine through your unique brand voice

By using the (name) feature on your email platform of choice, your subscribers will all receive a personalised message from you both in the body of the email and the subject line. We’re all more likely to read something if it’s addressed to us by name (even if we know it’s just a tech feature.)

One of the best ways to nurture a relationship with your subscribers is to show them ‘behind the curtain’ a little in your emails. Talk about other stuff in your life apart from business, like something you’re learning or where you took a trip, or tell them a story of your personal growth. You never know what will strike a chord with a reader.

Keep the focus on helping your ideal client

Consistently deliver high-quality email content. Focus on resonating with your audience, serving their problems, and making their lives just that little bit easier/better/happier/calmer. Every email should prioritise THEM. As you do so, leverage your email marketing to point to the benefits of working with you as a coach:

  • Ask your subscribers to fill in a quick questionnaire to understand their real needs so you can focus your content on their pain points.
  • Share success stories of past clients you have helped.
  • Give them coaching tips they can apply to their lives immediately for an ‘easy win.’

Lead people to your website by sharing your blogs in your emails

Include a few points from your latest blog post in your email to promote your blog posts and drive traffic to your coaching business. You can then add a link to the full post to invite subscribers to visit your website if they want to read more. You could do the same with a podcast, too; it’s a great way to extend the reach of your content.

Using email marketing to promote your services as a coach

Tell stories

It’s how humans learn best, so honing your storytelling skills is an excellent bow in your content marketing quiver! Tell stories about your clients, share experiences from your own life, and anything relevant to your principles and values as an online coach.

Keep your stories concise and clear. Summarise the point of your story with a clear Call to Action (CTA) for how your readers can engage with the story or apply principles from it to their own lives. As part of your CTA, you can also invite people to reply with their takeaways—another great opportunity for you to nurture a connection one-on-one. 

Paint a picture of what life looks like after working with you

Tell a client’s story and how they came into your coaching business. With permission, you can share real names and photos, or they may prefer to be anonymous. A case study of the journey someone went on with you can demonstrate how your coaching program can transform someone’s life. People will only invest if they can see social proof and trust you.

Use words to draw your readers into this testimony. Describe what problems this person faced before they met you, what attracted them to your coaching model, outline the process of how you worked together, and then tell them what life looks like for them these days. These kinds of real-life client stories show your subscribers what’s possible for them, too; it creates hope (and desire!). 

Share special offers and giveaways with your subscribers

Reward your loyal subscribers with offers and fun competitions from time to time. Remember, if they’re reading your emails, chances are they’re waiting for the ideal time to jump in and work with you. Offers and giveaways are an excellent way for coaches to grow email lists. You can share that these giveaways are happening within the ‘inner circle’ of your email list on your social media and invite people to sign up.

Final thoughts on email marketing for coaches

Email marketing is a hugely effective way to connect with clients and prospects. I want to encourage you to get started—take it step by step and start building your list today. As you get more confident, you can start using email marketing tools like templates and autoresponder emails to streamline the whole process. 

Remember, a successful email marketing strategy is not just about sending out mass emails – it’s about delivering value and building relationships with your audience- because you have SO much to offer! If you want a checklist to get you going, download my free email writing checklist Stuck to SENT! here, and feel free to share this blog with your coaching network, too.

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