12 Winning Email Marketing Ideas for Coaches

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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.

5 simple website fixes to get more coaching clients

Five sure-fire ways to increase the number of clients you sign from your coaching website.

Sometimes coaches ask me, “Do you think email marketing for coaches still works?”

My response is, “Well, 60% of people report making purchases from emails.”

So…the short answer is yes, email marketing is still working very well for you to build your business as a coach.

It works well because there are fewer distractions than social media and other advertising methods. Plus, your email list is your property that no algorithm can touch.

This level of diversification is important for a healthy, thriving coaching practice that will be around for years to come.

Why email marketing works for coaches

When someone first visits your website, they’re likely not ready to work with you right away. That’s why it’s important for them to have a way to stay in touch with you via email marketing.

This way, when they ARE ready, they know that you’re the go-to person for them,

Here are a few ways that using email marketing helps you to build trust with your audience:

Give value ahead of time

Email marketing allows you to give value ahead of time. That’s why I always encourage my web design clients to include some kind of free resource (or freebie) on their website that entices visitors to subscribe to their email list.

A valuable freebie, such as a downloadable guide, a short video, or a snappy email course, should be designed to give a quick win to your potential client.

This freebie not only helps you capture email addresses but also starts out the relationship with a subscriber on a positive note by giving them support right away.

10 Essential Elements for a High-Converting Freebie

Build industry authority

Regularly sharing your coaching tools via email helps you to become the go-to authority in your niche. This credibility also makes your business more referable since people tend to recommend coaches they trust and who solve a very specific problem.

Pro Tip: An effective opt-in page for your freebie makes you much easier to refer since your subscribers can easily send it to their friends! Read this post to learn how to create an opt-in page: 8 Principles of an Effective Opt-in Page.

Establish a key touchpoint

Considering that the average person checks their email everyday (58% of those open their inbox first thing in the morning!) the email inbox is one of the most consistent and crucial touchpoints you can have with your audience.

But what to send to your email list to nurture your audience and help them want to buy from you?

What to write in email marketing for coaches

Keep reading for 12 ideas for what coaches might send to their email list to build that like, know, and trust factor.

1. The Useful Recycle

Have a recent social post that got a lot of engagement? Give it a second life by recycling it into content for your email list. You might expand that engaging snippet into something deeper and more valuable for your subscribers.

This could mean expanding on the topic with additional detail or even converting it into an audio version for those who prefer listening. This strategy not only gives your content a broader reach but ensures you connect with those in your audience who might prefer listening over reading.

When you change the medium, you change the message.

2. Solve a Problem

The biggest secret to creating super helpful content is this: anytime you get asked a question about a life problem specific to your niche, write an email about it. It’s like delivering a mini coaching session directly to your subscriber’s inbox.

If one person took the time to ask, chances are, there are many more silently seeking the same answers. Focus on solving the problems your audience is actually asking about, rather than what you believe they should know.

3. Round Up Your Resources

A clever strategy in email marketing for coaches is to curate a roundup of your own blog posts or podcast episodes that address a common challenge.

For instance, a divorce coach might group together a few podcast episodes they’re recorded on navigating financial challenges post-divorce, while a performance coach for athletes could compile a handful of blog posts on growing mental resilience when physical training hits a plateau.

By grouping related content, you make it easy for your subscribers to find and consume the coaching tools they need. Plus, this has the added bonus of solidifying you as an expert on the topic you coach on.

See it in action: For a hands-on look at this strategy in action, view an example of a roundup email I sent to my list here.

4. Answer a Few FAQs

When you notice a pattern of repeated questions about your offer from potential clients, it’s a golden opportunity to craft an email that addresses these frequently asked questions directly.

Let’s say you’re a health coach specializing in holistic skincare, and you find potential clients frequently ask about how well your natural skincare remedies work compared to traditional skincare routines. Answering this in an email not only responds to their questions but also highlights how your holistic approach leads to lasting skin health improvements.

Answering FAQs like this not only educates your audience on the benefits of working with you, but also reinforces your position as a trusted guide in your niche.

5. Offer a Client Case Study

If a client gets results while coaching with you, then share their success story in an email to your list (with permission, of course). This will help your subscribers see the potential for change in their own lives.

Real-world success stories are the ones that resonate most. People are looking for outcomes, and seeing someone else’s progress makes the benefits of working with you more tangible.

Pro Tip: If you struggle with gathering case studies and testimonials from your clients, check out this blog post for strategies my web design clients use to get amazing testimonials for their marketing.

6. Share Behind the Scenes

Share a unique aspect of your coaching process with your email list. When you do this, you invite them into your world in a way that’s engaging and helps them see what it would be like to work with you.

I have a web design client who told me he starts every coaching session with, “What’s better than last time?” I told him he should highlight that method in his marketing material so potential clients start imagining the positive changes they could experience with him if he were to ask them that question every session.

Sharing these types of details helps your audience see you take your coaching seriously and makes the idea of working with you more real.

7. Give Opinion on Current Events

Talk about current events in your email content when you have something to say about them. Doing this connects with your audience on a more personal level and helps them see you’re a human engaging in the world, just like they are.

You might share thoughts on uplifting stories like the Chiefs clinching the Superbowl for the second year in a row in 2024 (if you’re a Chiefs fan!), or how you’ve seen resilience in more challenging times like the COVID-19 pandemic.

Whatever you share should help relate the current event with a coaching tool or lesson that shows you care and that subscribers can be apply to grow personally.

See it in action: For a real-world example of talking about current events in email, check out this email I sent at the start of the pandemic.

8. Discuss Recent Learning

What did you learn about recently, whether it be from an in-person event, a book, or an online workshop? Share a nugget with your list in a way that builds credibility for your coaching expertise.

For example, if you’re a business coach who’s recently gone to a conference on increasing conversions during the sales process, share your top takeaway from the conference with your subscribers. This will help them see you as someone who stays “in the know” with topics like this, making it more likely they’ll want to hire you to tap into that knowledge!

See it in action: To see this strategy in action, read this email I wrote to my list after attending a Mastermind event a few years ago.

9. Share a Story

Humans learn best through story. That’s why I encourage you to always be on the lookout for ways you can story tell in your marketing.

You don’t need to start a storytelling email with, “Once upon a time…” But you should be looking for experiences in your own life that you can tie in to coaching principles to create simple, powerful story in your emails.

For example, I could write an email to my list about how my kids approach technology with such fascination and curiosity, even though they’re little and don’t know how to use tech properly yet.

Since my list often is afraid of the tech — it might encourage them to be a bit more open and curious, too!

10. Send Recent Content

This is what I do on days where I’m meant to write an email to my list, but I’m fresh out of ideas.

If I’ve published a blog post recently, I’ll take one nugget from that blog post and write an email about that nugget. Then, I’ll link to the full post towards the end of the email so my subscribers can click through and get more detail on that topic, if they want to.

If you’re a podcaster instead of a blogger, you could use the same principle to send subscribers to your latest podcast episode.

Not only is this a very easy email to send, but it also has the added bonus of driving traffic to your blog or podcast content, encouraging your audience to engage with you there and adding another touchpoint.

11. Send a Survey

About once a year, I send a one-minute survey to my email list. I ask them questions like:

  1. What kind of business do you have?
  2. what kind of content do you like hearing about from me?
  3. If I could snap my fingers and solve one problem for you in your business, what would it be

It’s a quick survey, but it gives me so much information on what my audience finds helpful and how I can curate my emails to solve their problems and build trust.

I highly recommend surveying your audience at least once a year so you know what content your list is interested in!

See it in action: Feel free to steal the copy I used for my survey email this year, you can find that email right here.

12. Don’t Forget the Autoresponder

When someone first subscribes to your list, it’s critical that you welcome them with an automated email they receive right away. We typically call this an autoresponder email.

This autoresponder email welcomes them to your list and, if you’re offering a freebie like we talked about earlier, delivers the freebie to them.

Sending an autoresponder not only engages subscribers right away, but it also helps them to start to build trust and see that you’re a coach who does what you say you’re going to do.

10 Essential Elements for a High-Converting Freebie

Read more: How to pick a marketing email service for your coaching business

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