Email Marketing for Coaches: 5 Ideas for Emails to Send To Your Coaching List

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It’s Jennie Lakenan, certified life coach & consultant for your web design strategy needs. Over the last handful of years I’ve designed dozens of websites for coaches. My mission is to get more coaching into the world and help elevate the quality of life of humans at large by delivering expert custom website design and strategy to coaches.

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The Life Coach's Tech Roadmap

The only 5 pieces of tech a coach needs to set up an online business without overwhelm.

Keep reading for five ideas for email marketing for coaches — what to send your list when you’re feeling stuck on content.

Once you have a website (or even before you do) you’ll be building a list of interested people who like what you offer.

You’ll build this list in an email marketing service so you can send bulk email to all these people at once.

But this is not just a list of email addresses. These are warm leads, people already interested in what you have to offer.

You want to treat them well and nurture their relationship with you.

Then they’re more likely to accept your future offers to help and coach them.

But the thing is, you don’t have a ton of time to spend crafting these emails. 

Especially when you’re first getting into the rhythm of sending these emails each week, it can be challenging to come up with unique and valuable content.

If you’re struggling with content ideas to share with your coaching list…

Keep reading for 5 that are bound to spark some inspiration.

1 The useful recycle

This is where you take another form of content and re-purpose it into something else (in this case, an email). Re-purposing content is a great strategy in email marketing for coaches.

Did you have an Instagram post that got a lot of engagement? Then take that short post and expound on it to offer even more value to your list.

Or, did you write a long blog post that got a lot of traction? Transcribe it! Then send it to your list as bonus.

Some people would choose audio over written word every day, and you’ll reach those people this way.

When you change the medium, you change the message. (No, I didn’t come up with that phrase.)

2 Round up of blog posts about a specific problem

Share with your list a round-up of blog posts or podcast episodes you’ve produced that are dedicated to solving a problem.

When you do this, you make it as easy as possible for your people to consume your content by organizing it in a cohesive way.

I sent a blog post round up to my list that this past week.

I have several posts all about lead capture strategy. To make it easy for my VIP list to get the benefit of those posts, I gathered them all up and sent them with a summary of each post so coaches on my list could read the ones that are relevant to them.

You can see that email here.

The whole purpose of email marketing for coaches is to build and nurture a relationship with your list by making it easy for them to get help from you.

3 FAQs about coaching with answers relevant to niche

Have you gotten a few questions frequently from your ideal client about coaching? Pick a few of those and answer them briefly in an email.

Bonus if you can make the answers specific to your niche.

By that I mean not just questions that anyone would have about coaching, but ones that your ideal client will benefit from specifically.

Offer examples from your own clients, if you can, of how these answers are illustrated when someone gets coached.

You aren’t being defensive in tone, here. You aren’t trying to prove that coaching is legit. You’re simply positioning yourself as an expert who can help.

Brooke Castillo did this recently in a podcast episode talking about the value of a coaching session.

She is offering an additional coaching product in her business, and so (my thought is) she recorded this episode to help sell that product.

In the episode, she answered questions that she frequently gets about coaching and being coached. And at the end she encouraged them to sign up for a coaching session.

That’s what you’ll do, too, in your email marketing as a coach. You’ll encourage your list to sign up for a free session with you.

4 Offer a client case study 

Do you have a client that’s had a huge transformation because of the skills they’ve gotten from coaching with you?

Ask for permission to share it, if it’s appropriate. (This may not be depending on your niche.)

Stacey Boehman did this recently in a podcast episode. She brought on a client who had had huge success in her program – 6K to 100K in less than a year as a coach!

This is super helpful to her clients because it inspires them to see they can get results, too, in her program.

People don’t care about you so much as they care about the results working with you will give them.

5 Answer a question

This is just a great content creation tip in general. Anytime anyone asks you a question about a life problem specific to your niche, write an email about it.

I’m not talking about FAQ about coaching, like I said above – though you can do that, too. I mean here answer more specific life questions, as if you’re offering a mini coaching session in their inbox.

I do this OFTEN. If you’re on my list, you’ll know that I often address answers people send me in my weekly emails.

I figure, if one person bothered to ask the question, then 10 other people are probably wondering silently.

You want to be answering questions that they’re wondering about, not that YOU think they should know the answers to.

Whatever you do, don’t do this…

Please, don’t just send your latest blog post in an automated email to your list.

The point of email marketing for coaches is to nurture a relationship. And automated emails just aren’t the greatest for building a connection.

They don’t feel very personal.

Plus, sending high value emails isn’t hard.

Definitely share your blog posts, but keep it in the P.S. This is how Jody Moore does it with her weekly email. She shares her podcast in the P.S.

I hope this is helpful!


P.S. Here are five ideas for your newsletter:

1 Send a useful recycle of content from another platform

2 Share a round up of blog posts about a specific problem

3 Address FAQs about coaching with answers relevant to niche

4 Offer a client case study

5 Answer a question from a niche client

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