As a coach striving to scale your business, you may have heard about email marketing but dismissed it as too complicated or unnecessary. However, email marketing is not just another tool - it's a cornerstone of success for coaches who want to grow their impact and revenue. In this guide, we’ll explore why email marketing is essential, break down the steps to get started, and share actionable tips to help you make email marketing work for your coaching business.
Social media can be a great way to connect with your audience, but relying on it as your primary marketing platform is a risky move. Why? Because you don’t own your social media audience. Social platforms are, as one expert puts it, "rented land." They’re subject to outages, algorithm changes, and even hacking - meaning your access to followers could be cut off at any moment.
Consider this: coaches who leverage email marketing earn nearly 13 times more revenue than those who rely solely on platforms like Instagram or LinkedIn. Email offers a direct, reliable way to communicate with potential and current clients, unaffected by platform changes or downtime.
Social media will always be part of the marketing mix, but to build a sustainable and scalable business, email marketing should be the backbone of your strategy.
If the idea of email marketing feels overwhelming, don’t worry - it doesn’t have to be complicated. Here’s a simple four-step process to get started:
An email service provider (ESP) is where your email list will live and where you’ll create and send emails. Using a professional ESP ensures your messages don’t get flagged as spam, a common issue with personal email accounts like Gmail.
Two beginner-friendly ESP options are:
Pick the one that best suits your current needs and comfort level with tech.
A lead magnet is a free resource you offer in exchange for someone’s email address. It should solve a specific problem your ideal client is facing and give them a quick win.
For example, one coach who supports burned-out entrepreneurs created a lead magnet titled "Four Restorative Questions for Difficult Situations." This simple PDF offered value while showcasing her expertise, giving potential clients a taste of what it’s like to work with her.
When designing your lead magnet, keep it:
Tools like Canva provide free templates to design professional-looking lead magnets, but you can always upgrade your design later once your strategy proves effective.
An email funnel is an automated system that collects email addresses, delivers your lead magnet, and nurtures your audience. Here’s what you’ll need to set up:
Many ESPs offer tutorials for setting up these automations, making this process easier than you might expect.
Even the most valuable lead magnet won’t help if no one knows about it. Use these strategies to start driving traffic to your email funnel:
Remember, the goal is to let your audience know your lead magnet exists and encourage them to sign up.
Once you’ve built your email list, the worst thing you can do is let it sit idle. You’ve worked hard to capture those email addresses, so make sure to nurture your audience.
Aim to send regular emails - weekly if possible, but even monthly is fine. Focus on providing value:
Consistency builds trust and positions you as an authority in your field, keeping you top of mind when your audience is ready to hire a coach.
Email marketing might seem intimidating at first, but it’s one of the most powerful tools you can use to grow your coaching business. By taking small, consistent steps - choosing the right tools, creating a valuable lead magnet, and nurturing your audience - you can build a foundation for scalable success.
Remember, the best time to start building your email list was yesterday. The second-best time is today. So take that first step, and watch how email marketing transforms your coaching business.
Source: "Why Smart Coaches Start with Email Marketing (Not Instagram)" - Jennie Lakenan, YouTube, Sep 9, 2025 - https://www.youtube.com/watch?v=E3hokQ_OemI
Use: Embedded for reference. Brief quotes used for commentary/review.
Discover strategies to elevate your business.
