Email Marketing for Coaches | How to Write a Marketing Email that Works

Are you a life coach looking to connect with your clients and expand your reach?

Email marketing can be a powerful tool in your arsenal. In this blog post, we’ll guide you through the key steps to write emails that people eagerly open and read. We’ll also touch on how to start and grow your email list to build a thriving community of engaged clients.

Keep reading to discover the secrets to effective email marketing for life coaches!

Step 1: Master the Art of the Email Subject Line

Your subject line is your first impression. It’s a big part of what determines whether your email gets opened or sent straight to the dreaded “spam” folder.

To capture your audience’s attention, follow these simple rules to craft great subject lines:

1. Be Clear and Concise: Keep your subject line brief and to the point. Aim for around 50 characters or less to ensure it’s easily scannable.
2. Create Curiosity: Pique the recipient’s curiosity without giving away too much. Make them want to open the email to discover more.
3. Use Actionable Language: Include action verbs or words that prompt readers to take action, such as “Discover,” “Get Started,” or “Unlock.”
4. Personalize When Appropriate: Include the recipient’s name or other personalized details to make the email feel tailored to them. Personalization can significantly increase open rates.
5. Highlight a Benefit or Value: Communicate what’s in it for the reader. Explain how opening the email will benefit them or provide value, such as “Gain Exclusive Insights” or “Save Big Today.”
6. Urgency and Scarcity: Create a sense of urgency or scarcity by using phrases like “Limited Time Offer” or “Last Chance.”
7. Ask a Question: Pose a question that resonates with your audience’s needs or pain points. For example, “Struggling with Productivity?” or “Looking for Financial Freedom?”
8. Use Emojis Sparingly: Emojis can add visual appeal and emotion to your subject lines, but use them sparingly and ensure they are relevant to your content.
9. Avoid Spammy Words: Steer clear of spam trigger words like “guaranteed,” “free,” or excessive use of exclamation marks. These can land your emails in the spam folder.
10. Test and Analyze: Try different subject lines to see what resonates best with your audience. Analyze open rates, click-through rates, and conversion rates to refine your subject lines as you grow your list.

Step 2: Craft Engaging Email Content

Once your email is opened, the real magic begins. 

Your email should be well-structured, easy to read, and packed with valuable information. Here are some tips to ensure your email content is top-notch:

1. Know Your Target Audience

Understanding your target audience is key to creating content that resonates with them.

Identify their pain points, desires, and interests. Tailor your email content to address their specific needs and aspirations. When your subscribers feel like you’re speaking directly to them, they’re more likely to engage with your emails.

2. Build Trust from the Start

Trust is the foundation of any successful coaching relationship. In your emails, share your expertise, provide valuable insights, and offer solutions to common challenges your audience faces.

Be authentic and transparent about your coaching approach. The more trust you build through your emails, the more likely people will be to seek your guidance.

3. Use Clear and Concise Language

Avoid jargon and complex language. Keep your sentences short and to the point. Use bullet points and subheadings to break up long paragraphs. Make your content easy to skim so that readers can quickly grasp the main points.

4. Tell Compelling Stories

Storytelling is a powerful way to engage your audience emotionally. Share real-life anecdotes or client success stories that demonstrate the impact of your coaching services. Personal stories make your emails relatable and memorable!

5. Incorporate a Call to Action (CTA)

Every email should have a clear and actionable call to action (CTA). Whether inviting readers to schedule a consultation, download a resource, or join a webinar, your CTA should be specific, compelling, and easy to follow. Use buttons or hyperlinks that stand out.

Step 3: Optimize for Click-Through Rate (CTR)

Getting subscribers to open your emails is just the first step. You also want them to take action. Here are some strategies to boost your click-through rate:

1. Craft Compelling Content: Ensure that the content within your email is engaging, relevant, and valuable to your audience. Make it clear how the content connects to the subject line and the reader’s needs or interests.
2. Use Clear and Eye-Catching CTAs: Your call-to-action (CTA) buttons or links should stand out visually. Use contrasting colors, make them large enough to tap on mobile devices, and use action-oriented text like “Shop Now,” “Learn More,” or “Get Started.”
3. Position CTAs Strategically: Place your CTAs strategically within the email. They should be visible without the need to scroll extensively. Consider placing them both at the beginning and end of the email, especially for longer messages.
4. Personalize: Personalize your emails based on recipient behavior, preferences, and demographics. Consider segmenting your email list to send tailored content and CTAs to different groups with specific interests or needs.
5. Create a Sense of Urgency: Encourage immediate action by using words like “Limited Time Offer,” “Act Now,” or “Ending Soon.” This creates a sense of urgency that can drive clicks.
6. Include Relevant Images and Graphics: Incorporate visuals that support your message and make your emails more visually appealing. Ensure images are clickable and link to relevant landing pages or products.
7. Mobile Optimization: Ensure that your emails are mobile-responsive. Many people check their emails on smartphones, so your emails must be easy to read and navigate on mobile devices.
8. Provide Value: Make sure your emails provide genuine value. Whether it’s educational content, special offers, or exclusive access, your subscribers should see a clear benefit in clicking through.
9. Social Proof and Testimonials: Incorporate social proof, such as customer reviews or testimonials, to build trust and encourage clicks. Share success stories or endorsements that highlight the benefits of your products or services.
10. Follow Up: Implement a follow-up email sequence for subscribers who don’t click on the initial email. Provide additional information, incentives, or reminders to encourage them to take action.

Not Sure What to Write? Try This Exercise

Step 1: Define Your Ideal Client

Start by brainstorming and listing the characteristics of your ideal client. Consider demographic factors such as age, gender, location, income level, and occupation. Also, think about psychographic traits like interests, values, aspirations, and challenges.

Need more help identifying your ideal client? Click here for easy-to-follow steps!

Step 2: Give Your Ideal Client a Name

Personify your ideal customer by giving them a name. For instance, you might create “Coaching Client Cindy” or “In Pursuit of Purpose Pam.” This step helps you think of your audience as real individuals with unique personalities and needs.

Step 3: Dig Deeper with Questions

Imagine a conversation with your ideal client and ask yourself the following questions:

• What are their biggest challenges in life right now?
• What goals and objectives do they have?
• What are their preferred communication channels?
• What types of content do they consume?
• What motivates them to take action?

Step 4: Map Out Email Content to Your Ideal Client

Now that you have a clear understanding of your ideal client, brainstorm email content ideas that cater to their specific needs and preferences. Consider the following:

1. Pain Point Solutions: Address the challenges and pain points your ideal client faces and provide solutions in your emails.
2. Personalize Messaging: Craft your emails in a way that resonates with your ideal client’s interests and aspirations.
3. Tailor Offers and Promotions: Customize your email promotions based on what would appeal most to your ideal client
4. Content Alignment: Ensure your email content aligns with the channels and types of content your ideal client prefers.

Building Your Email List

Now that you know how to write compelling emails, let’s discuss how to start and grow your email list:

1. Create a Landing Page

A well-designed landing page is essential for capturing email addresses. Design a dedicated page on your website that highlights the benefits of subscribing to your email list. Include a sign-up form and a clear call to action.

2. Offer a Lead Magnet

A lead magnet is something of value that you offer in exchange for email addresses. It could be an eBook, a video course, a checklist, or exclusive access to your blog posts. Make sure it aligns with your coaching services and provides genuine value to your audience.

3. Promote Your Email List

Spread the word about your email list across your website, social media, and other marketing channels. Encourage your current subscribers to share your emails with their network, expanding your reach organically.

4. Leverage Content Marketing

Regularly publish blog posts, social media posts, video, and other content that showcase your expertise and provide value. Include email sign-up forms within your blog posts to convert visitors into subscribers.

Choose the Right Email Marketing Software

To execute your email marketing campaign effectively, you’ll need the right tools. Here are some popular email marketing software options for life coaches and small businesses:

• Mailchimp: A user-friendly platform with templates and automation features.
• Constant Contact: Ideal for beginners, offering email marketing, event management, and e-commerce tools.
• ConvertKit: Known for its simplicity and automation capabilities, suitable for bloggers and online businesses.
• Flodesk: Offers a wide range of templates and a user-friendly, visually appealing interface.

Select the software that aligns with your needs and budget.

Growing Your Coaching Business with Know-Like-Trust

Email marketing is a powerful strategy for life coaches to connect with their target audience, provide valuable content, and build trust.

Great email marketing can be a huge step in building a thriving community of engaged clients and opening doors to new coaching opportunities.

Start writing those emails and watch your coaching practice flourish!

Want more insider tips to help you grow your coaching business? 

Click here for immediate access to our insightful eBook, The Coaching Success Blueprint (crafted from decades of experience helping coaches like you start and grow thriving coaching businesses).