Email marketing is a powerful way to grow your coaching business.  Email allows you to easily reach your audience and engage with them. As a coach, you constantly need to learn new ways of engaging your potential and current clients. 

Email marketing isn’t just about sending out emails anymore – it’s about building relationships with people who are interested in what you have to say. And if they don’t know how much value they can receive from working with you yet? Well, now they will! 

1. Offer a free gift to new subscribers

Your free gift is known as a
lead magnet because it attracts people to your coaching business who are interested in what you do.  And those people may become paying clients and raving fans. When you  please them enough  from the start, they will want more!

Whatever you offer, make sure it’s congruent with your overall offering. For example, if you’re business coach then a lead magnet offering 5 ways to increase productivity is far more relevant than 5 tips for redecorating your home office. As much as we all want beautiful and inspiring spaces, interior design is not your forte and not something you’ll be helping clients with. Leave that to the home stylists. 

Don’t be afraid to give people a huge amount of value because it they see what they can do with that one resource, they’ll be thinking ‘wow, what will I achieve if I actually work with them?!”  

People are beginning to get freebie blindness so get creative and blow their socks away.


2. Create an email series to help your audience move forward 


As a coach, be it life or business, you’re all about transformation.  Your emails need to reflect this and what better way than an email series that helps them transform.  

Perhaps the email series helps in the foundation work you do with a client if they can get to a certain place before working with you.  By creating an email series that takes them on a short journey, you’re showing them that you are the expert they need to help them make changes.  You don’t even have to give a lot away.  Remember that tiny but solid steps lead to consistent and permanent transformations.

One of the first email series you can use is the nurture series to new subscribers.  Often called a welcome sequence, this series starts to build the like, know and trust factor.  It’s usually 4-5 emails long, positions you as the expert, provides further value (perhaps expanding on some of the content in the lead magnet) and ends with an upsell to a service.

After that, you can lead them into various email series from a product campaign to a micro-course.


3.   Use emails to drive traffic to your primary content

By primary content, I mean your blog, podcast or YouTube channel.  I recommend that you create one piece of educational long form content each week.  You can create several bitesize social media posts from this one piece of content.  

Your email will include an introduction to the content, perhaps with a story attached or a flavour of the blog.  You then invite the reader to find out more by clicking on a link.

If you’re using Facebook ads, you can then retarget these readers through your custom audiences.


4. Ask for feedback to improve your coaching service and offerings

I’m sure you’ve heard the saying “if you don’t ask, you don’t get”.  So make sure you are surveying your audience to find out how they are thinking, what their challenges are and what are they doing to create change.  Your email audience is a warm audience.  They’ve got to know you and you’ve got to know them.  They are the ones most likely to engage with you and provide honest responses.

You may find that your audience wants something that you are not offering in your coaching business.  Their responses will undoubtedly give you ideas for future content.

Mailerlite allows you to create a survey direct inside an email or you could link to a survey created on specialist platform such as Typeform.


5. Have a strong call-to-action in each email 

The best way to increase the likelihood of people following through with your requests is by being direct and explicit in what you want them to do.  When writing emails, make sure your readers are clear about your intentions.  Ensure your language isn’t vague. Give people clear instructions and use an explicit language to grab their attention.

If you want them to book in for a discovery call, then have a button or a hyperlink that says “book in for my discovery call”.  If you want them to buy your course, then say “buy my course” rather than something like “read more”


If you’re looking for a way to build your list, increase engagement with current clients, or make more money from the work that you do – then email marketing is the answer. 

If you’re looking for help with any of these tactics or want more ideas, book a discovery call with and let’s chat! I can help you create an effective campaign for your business.



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