Email Marketing For Coaches: Simple Steps You Can Proudly Take to Boost Your Sales
We’ve all had it happen.
While scrolling through your emails you come across a subject line that’s so irresistible you unconsciously click it open. You spend the next 3 minutes smiling at your screen because the email, filled with tidbits that leave you feeling like this happens to you, too?, is just so dang good.
The type of email you want to forward to a friend because it’s pure gold.
The type of email where you hardly notice the sales pitch at the end.
The type of email you’d like to send in your business.
Email marketing is a powerful way to connect with your readers. And, as a coach, your business is all about making others feel understood and seen.
The simple truth? Email marketing for coaches is a must-have tool in your arsenal.
That’s because emails met their reader in their virtual living room. You’re connecting with them in their space. This sets a more intimate tone than, say, social media.
But there’s an art to hosting your virtual living room party just right. You want to set the perfect ambiance.
I know a lot of coaches struggle with trying to avoid the icky factor when it comes to selling their services via email.
No matter how you may feel, promoting yourself is simply a part of any business. But with the right email marketing tactics, it can feel more like two people connecting over a satisfying cup of coffee and less like a clunky door-to-door salesman.
Sprinkling that magical word fairy dust into emails is exactly what a talented copywriter does.
As a copywriter, I’m here to spill the details on how to get your email marketing in tip-top shape.
So read on if you’re ready to make your business emails shine bright like a diamond 🎶
Why Every Coach Needs a Marketing Plan for Their Emails
Because money talks I’ll give it to you straight: email marketing has an average ROI of 4,200%. When done right email marketing will put $42 in your bank account for every $1 spent. It is the best bang-for-your-buck, most effective marketing medium out there. It reigns supreme over social media, organic search and paid search.
89% of Americans check their email at least once a day – and a staggering 21% check theirs more than 5 times a day. It’s clear we’re all checking our emails, so why not meet your audience where they already are?
Plus, unlike social media, you have way more control over how to interact with your crew. And you own your list. Mark Zuckerberg you have no power here.
As a coach, emails are a great way to nurture your audience.
Let’s take a look at the facts – aka why keeping in touch with your online crew is so important:
It’s 5x more costly to gain a new customer than it is to keep one
You have a 60- 70% success rate of completing a sale to a customer you already have vs. 5- 20% chance of selling to a new one
A simple 5% increase in customer loyalty can increase profits anywhere from 25- 95%
Looking to grow your coaching business big time?
Use emails to direct readers to your latest podcast or blog. Share a teaser of what you’ll be covering – the key here is to provide value. How can you help them solve a problem or save time and money if they tune in?
Directing your crew to your website or blog via emails has the added bonus of boosting your SEO (aka the process Google uses to rank your site). The more visitors Google clocks you in at having, the more it will rank you higher as an expert in your field.
Email Marketing for Coaches: Tips for Creating that Irresistible Email
Email Marketing for Coaches Tip #1: Don’t skimp on the subject line.
Looking to bump up your email open rates? That one’s ALL about the subject line – because, without a great one, your emails simply aren’t going to get opened. Try having fun while creating a little intrigue or suspense.
Email Marketing for Coaches Tip #2: One headline to rule them all.
Sorry, I just couldn’t resist letting my Lord of the Rings fandom show. But really, get the most out of your headline by providing value or intrigue upfront with a bang. Let your readers know what’s in it for them if they read on. Or make it so they can’t help but want to know what’s going to happen next. No, there’s no one way to do this – there’s like one million.
Email Marketing for Coaches Tip #3: Who said storytime was just for children? – use them to connect with your crew!
Personal narratives are the perfect way to give your readers that I’ve been there, too feeling. We all want to be seen! We all want to feel understood! And as a coach, you are someone who truly sees and understands others. Don’t shy away from your power – step into your light. Be vulnerable: share your truth and struggles. You never know who needs to hear them that day.
Email Marketing for Coaches Tip #4: Be consistent.
Question: How often should you send emails? Answer: Consistently.
There’s no one-size-fits-all approach. The key is tracking the analytics. How are your readers responding when you send more emails? How do they respond when you send less?
And because humans are creatures of habit, it’s a good idea to send an email consistently on the same day of the week.
Living proof it’s in our nature to create routine? My two-year-old’s hissy fit anytime I even suggest brushing her teeth before her pajamas are on.
Email Marketing for Coaches Tip #5: Have a Call To Action.
It’s not the best idea to try to close a sale with every email. But you can invite your audience to stay in touch. Ask them to follow along on social media or forward the email to a friend your message might serve. You don’t get what you don’t ask for, after all.
Now That You Have the Magic Ingredients, Here’s How to Ace Your Email Marketing for Coaches Exam.
Just kidding, there’s no exam.
But there IS strategy.
Let’s take a look at email types that pack a big punch.
The Welcome Email Sequence
The average email open rate sits right around 21%. The open rate for emails welcoming new subscribers? A whopping 82%!
A welcome sequence can be anywhere from 4- 6 emails. It’s your chance to greet new readers at the gates of your online community with all the bells and whistles. The whole shebang.
Use these emails to gain your reader’s trust while establishing credibility as an expert in your field.
This is also your shot to get readers excited about what they can expect from you in the future.
The Abandoned Cart Email Sequence
If you’re a coach who offers an online course, having an abandoned cart email sequence is a savvy business move. One that I often see go overlooked.
Those who abandon their cart are potential customers that have shown a high level of interest in your expertise – reach out and connect with them!
These emails have:
a click rate of 9.0%
an average revenue of $5.81 per recipient
Hot Insider Tip: Sending 3 abandoned cart emails results in 69% more orders than a single email. If a customer doesn’t complete the purchase after the first email sent, use that as an opportunity to follow up with social proof to remove doubt.
In your final email, you can even offer a discount to persuade those who are price conscious.
Businesses with an average order value of $100 to $500 recover 4 - 5% of their abandoned carts.
You’re simply leaving money on the table if you don’t have this email sequence in place.
The Launch Email Sequence
As a coach, having a stellar email sequence to chat about your new offerings is the secret formula to selling out a launch.
But setting the right foundation before you even send out that first launch email is critical.
You want to provide tons of value to your email list prior to launching, so they’re already avid fans of your emails by the time this kicks into gear. You want your email readers to already feel like they understand you, your shared passions and your insights. Because people buy from those they can relate to. That’s the golden ticket.
Use your Launch Email Sequence to spell out how your product is exactly what they need to solve a problem. You’re there to help with an issue. It’s powerful knowing your product is actually making a difference – let your audience know! This email sequence is usually 7- 10 emails long. Don’t skimp here, this one’s ALL about letting your audience in on what you’ve been working on.
Armed With All This Email Marketing Knowledge, You’re Already Two Steps Ahead of the Game. Go, You!
It’s a whole strategy that will help your business soar to new heights.
If you have email marketing questions – or wondering exactly how all this might work for you – my virtual living room is always open to you.
Shoot me a message and we can chat about how to make your email marketing strategy *even better*.
