email marketing for coaches

Are you a coach wondering how to use email marketing for your business?

If you’re a coach who is only focusing on social media to grow your coaching business, you’re missing out on a very effective marketing strategy: email marketing.

Despite not being as trendy as TikTok, email marketing is still one of the best ways to nurture, engage with, and build relationships with prospective clients.

Email marketing allows you to establish a deeper connection with your audience, to deliver consistent content, to build trust, and ultimately to find more coaching clients.

In this post, we’ll explore why email marketing is one of the best marketing strategies for coaches, the numerous benefits it offers, and practical steps to start and grow and engaged email list, so you can attract and serve coaching clients.

Why use email marketing for your coaching business

Despite the popularity of social media platforms, email marketing is still a more effective way to engage with your audience and sell your services. (That’s because the email marketing converts better than social media, generally speaking!) 

With its ability to nurture relationships, deliver valuable content, and drive conversions, email marketing is an essential strategy for coaches looking to make a lasting impact.

Why email marketing is an effective marketing strategy

  • Email marketing offers a better ROI (return on investment). The ROI for email marketing is $36-$40 for every dollar spent vs. organic social media which is $2.80, according to Hubspot.
  • Email marketing offers direct access to your audience. There’s no algorithm to fight through to get to your people. And 99% of people check their email everyday.
  • Email marketing has a higher conversion rate than social media. In fact, email boasts a conversion rate of more than 2x that of social media.

And anyone can do it! Email marketing doesn’t require a degree in marketing or even a lot of tech knowledge.

With a little bit of set up, email marketing simply takes being able to consistently create content that connects with your ideal audience on a regular basis.

7 benefits of email marketing for coaches

Email marketing can help you book out your coaching programs, sell courses, and build a community. Here are some key advantages that email marketing provides that other marketing platforms don’t:

#1. You own your email list.

You don’t own your audience on social media platforms. It’s not uncommon for your account to get hacked on Instagram or even get shut down completely. When that happens, you have no way of getting in contact with your audience.

Alternatively, when you have an email list, you own your email list. Yes, you are still dependent on platforms like Mailchimp or Convertkit to help you deploy emails on a regular basis. But your list is yours.

#2. You’re in control of who sees your content.

Do you know many of your followers actually see your content on Instagram or any other social media platform, for that matter? A fraction of them. (Only 2% of your fan base will actually see your organic Facebook posts!)

The truth is, you have little to no control over whether your followers see your content — unless you pay for ads.

With email, your emails go directly to the inbox of your subscribers who then can decide whether to open them or not, bypassing any algorithm. 

#3. Email allows you to develop deeper connections with your audience.

The goal of email marketing is to nurture your audience and build relationships with them. You can do this by sharing engaging content that you don’t share anywhere else, while also asking for their opinions and feedback.

In fact, many people (especially introverts marketing their businesses) find it easier to share more and connect more deeply over email marketing than they do on social media.

This is because you’re sharing content with someone who actually has consented to getting your emails, versus shouting into the void of a public Instagram account.

#4. Email marketing helps you build authority and credibility.

Through consistent email communication, you can stay top of mind with prospective clients, so if and when they are ready to hire a life coach or health coach, you rise to the top of the list.

By sharing valuable insights, success stories, and actionable tips, you establish yourself as an authority an build credibility as a coach in your niche, which helps you get known as an expert and attract more coaching clients.

#5. Email allows you to segment your audience and personalize your messages.

As you grow your business and your email list, segmentation becomes even more important.

Segmenting your email list enables you to provide highly targeted content to specific groups of subscribers. (This is especially helpful if you have more than one ideal client or serve more than one niche!)

When you personalize your email content, you increase engagement of your subscribers because you provide content that is relevant and valuable to them. More engagement = more conversions = more clients.

#6. Email is a cost-effective, time-effective marketing tool that stands the test of time.

Keeping up with TikTok fads is exhausting. Social media burnout is common. Email marketing is a cost-effective and time-efficient strategy for coaches, that once you learn, you can use time and again to share content, launch new offerings, and grow your business.

With the help of email automation, you can schedule and send emails in advance, freeing up time to focus on other aspects of your coaching business.

#7. Email allows you to nurture an engaged audience that is ready to buy.

A warm lead is a person who already knows, likes, and trusts you. A warm lead is more likely to sign up for your offer or service than a cold lead.

The problem with social media is that many of the people who see your posts may be complete strangers, aka “cold leads.” They don’t yet know, like, and trust you.

With email marketing, you can nurture and “warm up” these leads more quickly and effectively. So that when you are ready to launch your next program or coaching package, you have an audience who is ready to buy.

Ready to dive into email marketing?

… but not sure where to start? I have a training for that! It’s called Email Marketing 101 and it’s a 90 minute training on how to start and grow an engaged list of potential coaching clients. You can get it here.

5 steps for coaches to get started with email marketing

Now that you understand the benefits, let’s dive into how you can get started with email marketing:

1. Create an irresistible lead magnet.

Develop a valuable free resource, such as an ebook, checklist, or video series, that addresses a specific pain point or offers actionable tips. Creating a quality lead magnet serves to entice potential subscribers to join your email list while providing something that is valuable to them.

2. Design an eye-catching form and landing page.

Place a visually appealing opt-in form on your website, blog, or social media profiles. Make it prominent and use persuasive copy to encourage visitors to subscribe to your email list. Make sure to promote your lead magnet on your home page and all your social media bios.

3. Choose a reliable email marketing service.

Select an email marketing service provider that suits your needs. Consider factors such as ease of use, automation capabilities, and integration options with your website and other tools. The best way to choose is to try out a few and see what you like best. (I use and recommend Convertkit!)

4. Craft an engaging welcome sequence.

Once someone join your email list, send them a warm and personalized welcome email series. An email welcome series or sequence is a short sequence of emails that acts as a mini-funnel to introduce someone to your work and invite them to taking the next step. (Psst, if you’re looking for an email welcome series template, it’s offered with Email Marketing 101.)

5. Create and send email content consistently.

Once you get started with email marketing, aim to email your list once a week or every other week. Focus on providing valuable content and tips tailored to your coaching niche. Work on creating subject lines that your audience wants to open. Email marketing should be part of a holistic marketing plan for your coaching business.

Tips for growing an engaged list of potential coaching clients

If you’ve already started email marketing and are working on growing your list. These tips can help you expand your reach and keep your subscribers engaged:

1. Provide valuable and relevant information.

Consistently deliver high-quality content that resonates with your audience. Share your expertise, success stories, and practical tips related to your coaching niche. Make each email valuable and tailored to the needs of your subscribers.

2. Share your lead magnet regularly.

Don’t forget to share your lead magnet regularly to attract new subscribers. Share your lead magnet whenever you’re a guest on a podcast or speaking at a summit. Share it in relevant Facebook groups of your ideal audience. Share it on your social media channels and make it easily accessible in your bios.

3. Encourage your subscribers to share your content.

Incorporate social sharing buttons in your emails can encourage your subscribers to share your content with their networks. You can also simply ask your email audience to share your email with a friend if they found it helpful! This can significantly expand your reach and attract new subscribers who resonate with your coaching message.

4. A/B test your emails and subject lines regularly.

Continually test different elements of your emails, such as subject lines, call-to-action buttons, and email copy. A/B testing helps you identify what resonates best with your audience and optimize your emails for higher engagement and conversions.

Get started with email marketing for your coaching business

Email marketing should definitely be a part of your overall marketing plan for your coaching business. Email helps you as a coach to establish deeper connections with your audience, nurture relationships, and grow your coaching businesses.

By being consistent with email marketing, you can share valuable content, build trust, and invite people into the experience of working with you

If you want to learn how to start and grow an engaged email list of potential coaching clients, check out the training below.

Email Marketing 101: How to Start and Grow an Engaged Email List

In this 90-minute workshop, you’ll learn the art of using email marketing to grow your coaching, healing or service based business. Whether you’re new to email marketing or looking to enhance your existing strategy, this workshop is packed with actionable insights.