Full Guide to Email Marketing for Coaches.
Email marketing is one of the most powerful tools for coaches to grow their business, generate leads, and sign high-paying clients. Over the past two years, I’ve personally used email marketing to sign over $600,000 worth of coaching clients. If you’re a coach looking to scale your income and build a thriving business, mastering email marketing is essential. In this blog post, I’ll walk you through the basics of email marketing, share actionable strategies to grow your email list, and show you how to nurture your subscribers to turn them into paying clients. Whether you’re a beginner or have some experience, this guide will help you take your email marketing game to the next level.
Why Email Marketing is More Important Than Ever
Email marketing has been around since the 90s, and it’s not going anywhere. While social media platforms come and go, email remains a consistent and reliable way to communicate with your audience. Here’s why email marketing is crucial for coaches in 2024 and beyond:
1. Declining Organic Reach on Social Media
Social media platforms like Instagram and Facebook have seen a significant decline in organic reach. Five years ago, a post might have reached 2-3 times more people than it does today. This makes it harder to connect with your audience solely through social media.
2. Higher Engagement Rates
On average, email open rates are around 25-30%, while social media posts might only reach 3-5% of your audience. This means email is a more effective way to ensure your message gets seen.
3. You Own Your Email List
Unlike social media, where platforms own your audience, your email list is yours. If a social media platform disappears (remember MySpace?), you don’t lose your email subscribers. This makes email marketing a safer, long-term strategy.
How to Start Building Your Email List
If you’re new to email marketing, the first step is to grow your email list. Here’s how to get started:
1. Create a Lead Magnet
A lead magnet is a valuable piece of content that you offer in exchange for someone’s email address. Think of it as an “ethical bribe.” The key is to make it something your audience truly wants.
Keep it Simple: Your lead magnet should be easy to consume, like a short guide, checklist, or a 5-minute video.
Focus on Pain Points: Address your audience’s biggest challenges or desires. For example, my lead magnet is a “Client Attraction Guide” that helps coaches sign 2-4 new clients every month.
Use a Strong Headline: The title of your lead magnet is crucial. Make it juicy and emotionally compelling.
Lead Magnet Idea:
For Life Coaches:
Free Quiz: “Discover Your Communication Style and Improve Your Relationships”
Free Guide: “10 Ways to Get Unstuck and Achieve Your Goals”
Free Mini-Course: “5 Days to Unshakable Confidence”
For Health Coaches:
Free Checklist: “Daily Practices for Better Health and Energy”
Free Webinar: “How to Meal Prep for the Week in Under 2 Hours”
Free Audio: “5-Minute Meditation to Reduce Stress and Boost Focus”
For Business Coaches:
Free Guide: “How to Double Your Revenue in 90 Days”
Free Template: “The Ultimate Client Onboarding Checklist”
Free Webinar: “Scaling Your Business Without Burning Out”
2. Build a Landing Page
A landing page is a dedicated page where people can sign up for your lead magnet. It should be simple, distraction-free, and focused on one action: getting the visitor to enter their email address.
Highlight Benefits: Clearly explain what the visitor will gain by downloading your lead magnet.
Keep It Mobile-Friendly: 90% of your traffic will likely come from mobile devices, so make sure your landing page looks great on smartphones.
Ask for Minimal Information: Only ask for a first name and email address to reduce friction and increase sign-ups.
By focusing on providing value and making it easy for people to join, you’ll grow your email list organically and attract the right audience for your business.
How to Nurture Your Email Subscribers
Once you’ve started growing your email list, the next step is to nurture your subscribers. Here’s how to keep them engaged and warm them up over time:
1. Welcome Sequence
A welcome sequence is a series of emails that new subscribers receive when they join your list. The goal is to introduce yourself, deliver value, and establish your expertise.
Send 5-7 Emails Over the First Week: Start with the lead magnet they downloaded, then introduce yourself and share valuable content.
Be Personal and Conversational: Write as if you’re talking to one person, not a large group. Use “I” and “you” to create a sense of intimacy.
Lead with Value: Give away free resources, tips, and insights to build trust and keep your subscribers engaged.
2. Regular Newsletters
After the welcome sequence, your subscribers will enter your “newsletter pool,” where they’ll receive regular emails from you.
Send Emails 2-3 Times a Week: Consistency is key. Repurpose content from your social media or blog to make it easier.
Focus on Value: Share free trainings, tips, and resources to keep your audience engaged.
Use Short, Scannable Content: Break up your emails into short paragraphs and use bullet points to make them easy to read.
3. Launch Campaigns
Every 6-8 weeks, consider running a launch campaign to promote your coaching services or a new offer.
Create a Sense of Urgency: Use limited-time offers or bonuses to encourage action.
Segment Your List: Send targeted emails to different segments of your list based on their interests or behaviour.
Tips for Writing Emails That Get Opened and Read
Writing effective emails is an art. Here are some tips to ensure your emails stand out in a crowded inbox:
1. Write Like a Friend
Your emails should feel personal and conversational, not like corporate marketing. Avoid using fancy images or designs. Instead, write in plain text, as if you’re sending an email to a friend.
2. Use Attention-Grabbing Subject Lines
The subject line is the most important part of your email. It’s what determines whether someone opens it or not.
Be Specific and Juicy: Use language that sparks curiosity or addresses a pain point. For example, “How to Sign 2 New Clients This Month” is more compelling than “Check Out My New Guide.”
Keep It Short: Aim for 5-7 words that grab attention quickly.
3. Include Multiple Links
If you want people to click on a link, include it multiple times throughout the email. This increases the chances of someone taking action.
Key Metrics to Track in Email Marketing
As you start sending emails, tracking key metrics will help you understand what’s working and where you can improve. Here’s a breakdown of the most important metrics to monitor:
1. Open Rate
Your open rate measures how many people opened your email. A good benchmark is 25% or higher, but this can vary depending on your industry. To improve your open rate:
Write Compelling Subject Lines: Use curiosity, urgency, or personalization to grab attention.
Segment Your List: Send targeted emails to specific groups based on their interests or behavior.
Test Send Times: Experiment with different days and times to see when your audience is most engaged.
2. Click-Through Rate (CTR)
CTR measures how many people clicked on a link in your email. A CTR above 1% is generally good, but aim higher by:
Including Clear Calls-to-Action (CTAs): Use action-oriented language like “Download Now” or “Learn More.”
Keeping Your Emails Focused: Avoid overwhelming subscribers with too many links or options.
Using Visuals: Add buttons or images to make your CTAs stand out.
3. Unsubscribe Rate
This metric tracks how many people opt out of your email list. Aim for less than 0.5% per email. To reduce unsubscribes:
Deliver Value Consistently: Ensure every email provides useful information or solves a problem.
Avoid Overloading Inboxes: Stick to a consistent sending schedule that aligns with your audience’s preferences.
Segment Your List: Send relevant content to avoid annoying subscribers with irrelevant emails.
4. Conversion Rate
Conversion rate measures how many subscribers took a desired action, such as purchasing a product or signing up for a webinar. To boost conversions:
Align Your Emails with Your Goals: Ensure your content and CTAs support your overall business objectives.
Use A/B Testing: Experiment with different subject lines, CTAs, and email layouts to see what drives the most conversions.
Provide Social Proof: Include testimonials or case studies to build trust and encourage action.
5. Bounce Rate
Bounce rate measures how many emails couldn’t be delivered. A high bounce rate can hurt your sender reputation. To reduce bounces:
Clean Your List Regularly: Remove invalid or inactive email addresses.
Use Double Opt-Ins: Ensure subscribers confirm their email addresses to avoid typos or fake sign-ups.
6. List Growth Rate
This metric tracks how quickly your email list is growing. Aim for steady growth by:
Promoting Your Lead Magnet: Share it on social media, your website, and during webinars or events.
Adding Sign-Up Opportunities: Use pop-ups, exit-intent forms, and inline opt-ins to capture more leads.
Final Thoughts
Email marketing is a powerful tool for coaches to grow their business and connect with their audience. By creating a valuable lead magnet, building a landing page, and nurturing your subscribers with a welcome sequence and regular newsletters, you can turn your email list into a goldmine of leads and clients.
The key is to keep it simple, focus on delivering value, and write emails that feel personal and conversational. Start small, and over time, you’ll see your email list grow and your business thrive.
If you’re ready to dive deeper and want a step-by-step roadmap to signing high-paying coaching clients.
Happy emailing!