As a coach, you possess the knowledge and skills to guide clients toward their goals.
Every interaction with them has the potential to transform their lives.
You know it! You’ve done it.
Yet, if you’ve been in the coaching realm for a while, you know it isn’t just about the art of guidance…
No matter how good you are at your craft, you must finetune your practices for engaging and converting your prospects if you want to build a thriving business. 💸
But how to do that?
Well, for people to trust you, you must build a deeper and more meaningful relationship with them…
And to achieve that, you need the right medium that allows you to get more personal.
A bridge that speaks to your audience’s hearts and fosters trust.
Enter email marketing!
The often underutilized powerhouse that can redefine your approach to
- attracting
- nurturing and
- retaining clients
Oh, and please, turn off that little voice telling you, “Email Marketing is dead.” 😵
Email marketing for coaches is booming and is the single best way for you to grow your revenue and even create a passive income.
So, without further ado, let’s discover its benefits and the best practices to propel your business to new heights!
Rock it on, DJ.
The benefits of email marketing for coaches
Email marketing is your game-changing ally.
(And yes, you’ll listen to me saying this multiple times. In fact, I’ll be advocating for it till my last breath…
Ok, that was too dramatic, but you get the point.) 😅
Here are a few ways it can help you reach your goals:
1. Credibility and trust building
Your journey, qualifications, and successes are the bedrock of your competitive edge. Yet, potential clients cannot connect with your expertise unless they understand your story.
Email marketing saves the day as it lets you articulate your journey in an intimate way. By allowing prospects to become a part of it, you gain their trust by being authentic!
How cool is that?!
A moment of silence, please, to honor the mighty powers of email potential!
2. Immense value provision
Email marketing enables you to deliver personalized content to high-quality leads.
By addressing the specific needs, desires, and challenges of your audience, you add tangible value while staying on top of their minds.
And guess who they’re going to contact when they’re ready to level up their lives… 👉
You!
And all this because you’ve established yourself as their go-to expert.
3. Relationship nurturing
Committing to whatever form of coaching is a huge and scary decision for your prospects.
They want to feel secure and 100% aligned with the coach they’ll work with!
To reduce their objections, soothe their worries and help them feel more connected with you…
You should look no further, as your well-crafted emails can do phenomenal work!
The stories, tips and practices you share
- nurture your leads
- showcase your expertise and
- prepare them to be more open when you present your services
4. Cost-effectiveness for the win!
Digital marketing and cost-effectiveness usually don’t go hand in hand.
Email marketing is one of these rare gems that is a true financial boon for your coaching business.
With an impressive return on investment (ROI) averaging $38-$42 for every $1 spent, it’s akin to striking gold!
In short, it allows you to reach a wide audience, cultivate client relationships, and facilitate conversions without breaking the bank.
5. Complete list ownership
As governments enact more laws for personal data privacy and the big companies (aka Google and Meta) change their algorithms…
Owning first-party data has become a must for all businesses.
And yours is no exception!
Building your email list is the best thing you can do if you want to escape the rat race of the ever-changing social media and Google algorithms that influence your reach.
Imagine being able to connect with your target audience on your terms!
Ahh, the dream of every business owner coming true 😍
6. Segmentation and personalization capability
Email marketing platforms are versatile.
Their power doesn’t lie only in delivering messages. It lies in their ability to deliver personalized, relevant messages!
Being able to segment your email list and tailor your content to the unique needs, interests, and preferences of your subscribers is a superpower.
And before you ask why…
It’s because personalization helps you engage your audience at a deeper level and increases the likelihood of conversion!
7. Measurable Results
No more feeling clueless about whether your efforts yield any results.
With email marketing, you can track important metrics like
- open rates
- click-through rates
- conversion rates
And gain valuable insights to guide your decision-making.
This data-driven approach ensures you’re constantly aligning your strategy with your clients’ needs and expectations.
How to choose the best email software for your coaching business
Selecting the appropriate Email Service Provider (ESP) is your first step to successful email marketing.
Your ESP is more than a platform…
It’s the foundation upon which you’ll build your email campaigns.
That’s why its choice will significantly influence the effectiveness of your email marketing efforts.
🔎 What to look for when choosing your ESP
- Email limits: Understand the email limits imposed by your ESP. These limits may include the maximum number of emails you can send daily or monthly. Select an ESP that aligns with your business’s email volume requirements.
- Sending frequency: Consider your sending frequency and how it aligns with your email marketing strategy. Choose a platform that allows you to email your list as often as your strategy indicates.
- Budget: Weigh the costs of different ESPs against your budget. Some ESPs offer tiered pricing models, enabling you to start with a basic free plan and scale up as your coaching business grows.
- Requirements: Evaluate the specific features and functionalities required for your coaching business. For instance, if you plan to offer webinars, look for an ESP that supports webinar integration.
- Long-term goals: Select a platform that can grow with you. Your coaching business will evolve, and your email marketing needs will change over time. Ensure your ESP can accommodate these changes seamlessly.
- File storage: Ensure your ESP offers ample storage for your email marketing assets, including images, documents, and templates. Having sufficient storage ensures you can maintain a well-organized email marketing library.
Here’s a list of the most popular email marketing platforms for coaching businesses
- MailerLite
- ConvertKit
- ActiveCampaign
- Sendinblue
- Mailchimp
- GetResponse
Each of these platforms has its pros and cons.
So, check each one thoroughly before deciding which is the best based on your unique needs.
And this leads us to the most meaty stuff!
14 email marketing strategies for your coaching business
To successfully grow your business through email marketing, you should capitalize on strategies and techniques that are battle-tested and proven to work!
Like the following 👇
1. Draft a plan for acquiring new subscribers
To kickstart your strategy, you must have a solid plan for audience acquisition.
An effective method is to offer enticing lead magnets, such as ebooks, templates, or guides.
For FREE!
These helpful resources encourage prospects to join your email list, allowing you to establish a direct line of communication with them.
While creating such a piece of content requires effort initially…
It’s a valuable asset that can be reused for months or even years, continuously attracting new subscribers to your list. 🤩
2. Create your lead magnet
The effectiveness of your lead magnet lies in its value and appeal!
It should address a specific pain point or challenge your target audience faces and offer a practical, quick solution.
Alternatively, it should promise to deliver the dream outcome your prospects want to achieve.
Upon writing its content, design your lead magnet to make it visually appealing and easy to consume.
Remember: A well-crafted lead magnet not only attracts subscribers but also positions you as an authority in your niche!
3. Set up your autoresponders
“Gotcha! Gonna do that!
But wait…
What’s even an autoresponder?”
An autoresponder is an email or a series of emails that is sent automatically whenever a subscriber does an action that triggers it.
If you’re not using email automation, you’re
- leaving lots of money on the table
- gonna stretch yourself thin
- not gonna see your business grow that far
Why?
Because it plays a significant role in nurturing your subscribers and guiding them through your coaching offerings.
Some types of autoresponders you can set up for your business include:
- Welcome email sequence → Deliver the freebie they have opted to receive while introducing your brand, setting expectations and highlighting your value proposition.
- Nurturing email sequences: Send emails that move your prospects down the funnel by addressing their challenges and catering to their interests.
- Automated follow-up emails: Ensure timely communication with your leads and clients. Nothing else to add here 😜
4. Share valuable content
For your emails to be effective, you should deliver value. Period.
Here are a few things you can include in your newsletter to build trust and foster deeper relationships ➡️
- Success stories: Share real-life stories and testimonials from your clients to demonstrate the positive impact of your coaching services.
- Educational content: Offer helpful content, tips, and insights related to your coaching niche to help your audience on their personal development journeys.
- Announcements: Keep your subscribers informed about upcoming events, milestones, or changes within your business.
- Resources for personal development: Suggest tools, resources, or exercises to support their personal growth and self-improvement.
- Fun and engaging personal stories: Share your own stories to humanize your brand and connect with your audience on a more personal level.
5. Craft juicy email campaigns
Building effective email campaigns is akin to creating diverse coaching programs for your clients!
As a coach, you understand the importance of tailoring your approach to meet the individual needs of your clients.
Similarly, you should tailor your email campaigns to engage, inform, and convert subscribers more effectively.
Here are a few examples of the campaigns you can create:
- Sales campaigns: Promote your coaching programs, courses, workshops, or events. Use benefit-driven messaging to persuade your subscribers to take action, such as purchasing your recently announced offer.
- Engagement campaigns: Encourage interaction with your subscribers with emails that involve surveys, polls or requests for feedback. This way, you can better understand your audience’s needs and preferences.
- Nurturing campaigns: Maintain ongoing communication with your paying clients. Nurture these relationships through consistent, valuable content that supports their coaching journey and keeps them engaged with your services.
When executed strategically, those campaigns
✅ build trust
✅ boost conversions and
✅ guide your prospects toward achieving their personal and professional goals
If you need help crafting email sequences that deeply resonate with your subscribers, I’m happy to take the workload off your shoulders and help you throughout the process.
Get in touch to discuss your cool campaigns
6. Personalize your messaging
The magic stardust that helps you resonate better with your potential clients and foster a more profound connection is personalization!
Incorporate these tactics to level up your email efficiency:
- Address your subscriber as an individual, not a group.
- Incorporate your subscriber’s name (Did you know our name is our most beloved sound? Well, now that you do, please capitalize on that – but without overdoing it, huh!)
- Use a conversational and friendly tone that is engaging and enjoyable to read.
- Infuse your unique personality and flair throughout the content.
We’re halfway through the strategies and before we move on…
7. Create click-worthy subject lines
Subject lines are the gateway to your emails.
No matter how good your content is, it has no value if no one clicks to read it.
Right?
So, if you crave high open rates 👉 make sure you experiment with your subject lines.
Like, a lot!
A/B test different subject line styles, lengths and levels of specificity to find what resonates best with your audience.
Here are a few copywriting techniques to try:
- Use numbers: Numbers tend to grab attention easier. For example, you could say something like, “3 secrets to a healthier lifestyle.”
- Ask a question: Pose a relevant and intriguing question in your subject line, as it prompts recipients to open the email and find the answer. For instance, “Are you making these common financial mistakes?”
- Create curiosity: Open loops are great for generating curiosity. A subject line that hints at a mystery or incomplete information can entice readers to click. Such as, “The secret to achieving your dreams revealed…”
- Use urgency and scarcity: Phrases like “Limited time offer” or “Ending soon” can encourage recipients to open the email promptly. But beware only to use them when your content really requires fast action.
- Highlight benefits: Communicate the value or benefit of opening the email by letting readers know what’s in it for them. For example, “Unlock your full potential with these 5 tips.”
- Keep it short and sweet: Short subject lines are often more effective because they’re concise, to the point and fit entirely on a mobile screen. So, aim for brevity (try keeping it under 60 characters) while still conveying the message.
- Use emojis: Emojis add visual appeal and express emotions. (Hello! That’s why they’re called emojis.) They can be especially effective in mobile email clients. However, use them sparingly and make sure they’re relevant to the content and on-brand.
- Offer a teaser: Provide a teaser or sneak peek of what’s inside the email. This way, your subscribers will be more intrigued to open it and learn more.
- Avoid spam triggers: Stay clear of spammy language and excessive use of capital letters, exclamation marks, or trigger words that can land your email in the spam folder.
- Create a sense of exclusivity: People loooove feeling like they’re part of an exclusive group. Subject lines like “For our VIP subscribers only” or “Exclusive access” are quite compelling.
- Tell a story: Weave a story into your subject line. Could be a story about something that happened to your life or your client’s. No matter what, storytelling creates an emotional connection and prompts recipients to click to discover more.
- Be authentic: Avoid using clickbait subject lines that promise something unrelated to the email content. Remember: building trust with your audience is essential for long-term success!
And one final note…
Always monitor and adjust your subject line strategy based on analytics and subscriber feedback.
8. Segment your audience
Targeted content improves open rates and conversions, as it speaks directly to the interests and needs of specific subscriber groups.
For this reason, segmentation is a powerful tactic!
Divide your email list into smaller segments based on
- demographics
- subscriber type
- purchase history
- engagement level
- interests
With effective segmentation, you ensure that your emails remain relevant and valuable to your diverse audience.
9. Provide exclusive content
Think of your email subscribers as your VIPs…
And how do you treat your VIPs? By giving them the best you’ve got!
Reward them with exclusive content that isn’t available elsewhere. Like
- bonus resources
- early access to courses or events
- in-depth insights based on your expertise
This added value encourages loyalty and makes your subscribers feel appreciated and valued.
Bingo! Win-win 😉
10. Optimize your emails for mobile devices
That’s a non-negotiable!
Mobiles are now everyone’s default device. So you need to optimize for mobiles first!
Make sure your email templates are responsive and visually appealing on various screen sizes.
This way, you’ll improve the user experience and reduce your unsubscribes.
11. Use emails to grow your waitlist
If you’re about to launch a new coaching program, course or event, it’s vital to create a sense of anticipation and excitement.
Use email marketing to announce upcoming offerings and encourage subscribers to join the waitlist for exclusive benefits, such as
- being the first ones to know when doors open and
- getting a massive discount
💡 Pro tip: To entice more sign-ups, use persuasive messaging and 1 clear CTA per email.
Bonus benefit: This tactic is a great way to check your audience’s response and interest in your offer!
This way, you can make more informed decisions on how to proceed.
12. Drive traffic to your website
Your website is the central hub for your coaching business! It hosts valuable information and resources your prospects can benefit from.
But how are they supposed to know if you don’t promote them on other mediums, too? 🥴
Email marketing is a great tool to help you get website traffic, encouraging subscribers to explore your content, courses, or blog posts.
To make the most of this strategy, provide direct links and compelling reasons for them to visit in your email copy!
13. Encourage social sharing
The more reach you get, the better the chances are for you to get quality leads and, eventually, clients!
That’s why you should harness the power of word-of-mouth referrals and social sharing to expand your coaching community and enhance your online visibility!
How to do that?
Include social media buttons and prompts in your emails and encourage subscribers to share your content with their networks.
Easy peasy! 😉
14. Test & refine
Your last tip but certainly the most important one!
Continuous improvement is a fundamental aspect of successful email marketing.
For this reason, apart from your subject lines, you should experiment with all the other elements, such as
- send days and times
- email length
- calls to action
- visuals and design
… to determine what works best for your audience.
Study your email analytics, adapt your strategy, and refine your approach over time.
Your email marketing for coaches recap and next steps
There you have it!
Your ultimate go-to guide for creating a thriving and lucrative business with the power of email!
By implementing the above strategies, you can
✅ engage your subscribers with valuable content
✅ build meaningful connections and foster trust
✅ nurture your leads by addressing their challenges and
✅ book more clients who crave your expert guidance
How do all these sound?
A song to the ears, right?!
Or else, your blueprint for building an impactful legacy 😍
But…
Utilizing the full potential of email marketing is easier said than done.
The learning curve to become familiar with the features of your email platform is usually time-consuming.
Plus, building the email strategy that serves YOUR business and crafting spot-on copy that resonates with your audience’s needs requires experience to get right.
So, if you want to avoid trial and error and speed up your way to success…
Get in touch today and let’s leave a mark together 😉