Last Updated: 18 Sep 2025
Last month, I was speaking at an email marketing seminar for business owners.
During the Q&A, a coach stood up and asked:
“Should I even bother starting email marketing for my coaching business?”
I smiled — because I knew exactly where this was going.
I told them:
“You should. In fact, if you’re not doing it, you’re leaving money and clients on the table.”
Here’s the thing 👇
According to a recent report, 88% of people open their emails.
That’s not just a stat — that’s a massive opportunity for coaches to connect with the right people, build trust, and fill up their calendar without chasing clients on social media all day.
- But why should you need to start email marketing for your coaching business, well for every 1,000 subscribers on your email list, you are looking at an average of $36,000 in annual revenue. This number show that your email list is a critical business asset, not just a list of contacts. Source
After the seminar, that same coach came to me for help.
We started their email marketing from scratch — no list, no fancy tech, nothing.
Within months, they had a growing list of highly engaged subscribers, and their coaching bookings? They didn’t just grow — they exploded. 🚀
And here’s the exciting part:
In this guide, I’m going to give you the same actionable, practical steps I used for them. even you can make a email list without a website.
You’ll be able to take these, apply them right now, and start seeing results in your coaching business — even if you’ve never sent a single marketing email before.
By the end, you’ll know exactly:
✅ How to set up email marketing from zero without overcomplicating things
✅ What kind of emails actually get replies & bookings
✅ How to turn your email list into paying clients consistently
Oh, and stick with me till the end — I’ll share a simple growth trick that helped that coach triple their client calls without spending a single USD on ads. 👀
Setting Up Your Email Collection System (Your 24/7 Lead Machine)
Picture this:
Imagine your Email list as a little machine that never sleeps. While you’re eating breakfast, on a walk, or watching Netflix, it’s quietly collecting names of people who want to hear from you. That’s the power of a well-set-up email collection system.
Most people think they have one because they have a newsletter link buried on their website — but that’s like leaving a jar in the corner of a busy street and hoping people drop money in. We’re going to build something far more intentional — a real system that works 24/7.
Step 1: Pick Your Email Marketing Platform
You can’t collect and send emails with Gmail or Outlook — you need a dedicated email marketing tool. Think of it like a virtual assistant that
Do you know that companies using email marketing tools that are mismatched to their needs report a 31% lower average return on investment (ROI) than those with the right tools so choose it carefully: (Source)
Stores your subscribers’ information.
Sends emails automatically.
Tracks who opens, clicks, and engages.
Beginner-friendly options:
MailerLite — free for up to 1,000 subscribers. Clean, simple interface. (Use Mailerlite for free Now) Mailerlite vs Klaviyo
ConvertKit — great for creators, free plan up to 1,000 subscribers. (Use Convertkit (Kit) for free Now) MailerLite vs Convertkit
Beehiiv — newsletter-focused, simple setup. (Use Beehiiv for free)
- ActiveCampaign – If you seriously want to play game like a Pro. (Use Activecampaign Now)
How to set it up:
Visit your chosen platform’s website.
Click “Sign Up” or “Get Started.”
Fill in your name, business name, and email address.
Verify your email (most platforms will send a confirmation link).
Create your first list or audience (name it something simple like “Main List” or “Newsletter Subscribers”).
Pro Tip: Use a branded email (like you@yourbusiness.com) instead of Gmail or Yahoo — it builds trust and helps you avoid the spam folder.
Action: Sign up for your chosen platform today. Don’t overthink — you can switch later.
Step 2: Create & Embed Opt-In Forms on Your Website
If you’re serious about list building, your website is the #1 place to capture emails. And the tool you’ll use to do this is called an opt-in form — a simple signup box where visitors exchange their name and email for your lead magnet.
But here’s the catch: placement and design can make or break your conversions. Let’s break it down so you can set this up in under 30 minutes.
How to Create an Opt-In Form (Step by Step)
Open your email marketing tool
Go to the “Forms” or “Signup Forms” section (every tool has this: Mailchimp, ConvertKit, MailerLite, etc.).
Choose a template
Pick a simple, clean design that looks good on both desktop and mobile.
Write a clear headline
Show the benefit of signing up.
❌ Bad: “Subscribe for updates.”
✅ Good: “Get my FREE 5-Day Coaching Challenge.”
Keep fields minimal
Just Name and Email. More fields = fewer signups.
Customize design
Use your brand colors, but make sure the button stands out (contrast is key).
Example button: “Get Instant Access.”
Add your lead magnet promise
Briefly remind them what they’ll get: “Download your free coaching toolkit instantly.”
Save & copy the code
Your email tool will give you an embed code or link.
Add it to your website
WordPress → Use a “Custom HTML” block or widget.
Squarespace/Wix → Drag and drop the “Embed” element.
Kajabi/Showit → Paste directly where you want the form.
🔑 Where to Place Opt-In Forms on your website (Proven High-Converting Spots)
1. Homepage Hero Section
Your homepage is usually the most visited page. Above the fold is your best chance to grab attention. Carrot tested this and found that a simplified, value-focused hero section increased motivated seller leads by 50%. The takeaway? Simplicity converts.
How to do it better:
Keep it simple: one headline, one short benefit, one form or button.
Use a background image/video that reinforces your coaching vibe.
Example: “Want to book your first 5 coaching clients? Download my free 3-step system ↓”
2.Sidebar Widget
For years, sidebars were the default place to stick an email opt-in. The logic was simple: as readers scroll, the widget stays visible, offering a constant reminder of your freebie. But here’s the problem—visibility doesn’t equal conversions.
Bryan Harris of Growth Rock tested this on a blog post. In Version A, the page had a sidebar opt-in plus in-content links to a content upgrade. In Version B, the sidebar was removed entirely, leaving only the in-content upgrade. The result? Removing the sidebar increased clicks on the content upgrade links by 26%.
Why? Because the sidebar wasn’t helping—it was hurting. Readers had trained themselves to ignore it (classic “banner blindness”), and its presence pulled focus away from the offer that actually worked.
The takeaway: If you use a sidebar, don’t settle for a generic “Subscribe.” Make it earn attention with a sharp lead magnet headline, a clean mockup image, and contrasting colors. But don’t be afraid to test removing it altogether. Sometimes, less really does convert more. here is the link for the case study
3. End of Blog Posts
Why: If someone makes it to the end of your article, they’re engaged—and that’s the perfect moment to turn interest into action.
Here’s the kicker: Growth Rock found that generic sidebar forms convert at a miserable 0.4%, while optimized end-of-post offers can hit 5.94% or higher. That’s nearly a 15x jump. In fact, with the right content upgrade, some marketers report conversion lifts of 500%+—and top performers even crack 10%.
How to do it better: Tie your freebie directly to the topic they just read. If your post is about productivity, offer a “Free 7-Day Productivity Planner.” Then seal it with a strong CTA like: “Before you leave, grab this free resource to put today’s tips into action.”
4. Pop-Ups (Smart Timing)
Why: Pop-ups work because they demand attention. But they can also annoy people if done wrong.
How to do it better:
Use smart triggers:
After 20–30 seconds (not instantly).
After scrolling 50% of the page.
On exit intent (when someone moves to close the tab).
Keep the copy playful: instead of “Subscribe,” say “Don’t leave without your free client booking script.”
Always give a clear close button — annoying pop-ups kill trust.
6. Dedicated Landing Page
Why: Sometimes you want a page with one single job: collect emails. No menus, no distractions. Perfect for sending traffic from social media, ads, or guest posts.
How to do it better:
Write it like a mini sales page: headline, benefits, mockup, CTA.
Remove the site menu/header so there’s no escape route.
Example CTA: “Get Instant Access to the 5-Day Coaching Challenge.”
7. Header or Footer Bar
Why: Sticky bars stay on the screen as users scroll, which means your offer is always one click away. Subtle, but effective.
How to do it better:
Use a single line + button, no long copy.
Example: “🎁 Free Training: Book Your First 3 Clients → [Get Access].”
Change background color so it stands out from your site design.
8. Resource Library / Content Hub
Why: People love “all-in-one” access. By locking multiple resources (checklists, guides, templates) behind an opt-in, you give them a reason to sign up and stay subscribed.
How to do it better:
Use language like “Free Resource Vault” or “Members-Only Library.”
Keep it updated with fresh content so subscribers stay engaged.
Example: “Unlock my full Coaching Toolkit (worksheets, scripts, planners) free.”
👉 Rule of Thumb: The more touchpoints, the more chances to collect emails. Think of your opt-in forms as fishing nets — one big net won’t catch everything, but multiple smaller nets spread across your site will.
🛠️ How to Set Up an Opt-In Form
Go into your email tool → Look for “Forms” or “Signup Forms.”
Choose a template → Keep it clean, mobile-friendly, and short.
Write a headline with a clear benefit:
❌ Bad: “Sign up for updates.”
✅ Good: “Download My Free 5-Day Beginner’s Yoga Challenge.”
Keep fields minimal → Just Name + Email. More fields = fewer signups.
Customize design → Match your brand colors and fonts, but keep contrast high so the form stands out.
Add your lead magnet promise → Make it specific and outcome-focused (“Get my exact 3-step system to book your first 5 coaching clients”).
Save and grab the embed code your platform gives you.
Paste it into your site → WordPress, Squarespace, Wix, Kajabi, or Showit all make this easy with widgets/blocks.
🎯 Conversion Boosters You Shouldn’t Skip
Use social proof: Add a line like “Join 3,200+ coaches already using this checklist.”
Add urgency: “Available free until Sunday night.”
Use visuals: A mockup of your checklist, workbook, or challenge makes the offer feel more real.
A/B test headlines and CTAs: Sometimes changing “Download” → “Get Instant Access” doubles conversions.
⚡ Action Step
Add at least one opt-in form today (preferably on your homepage). Then, layer in more placements over the next week until your site has at least 3–5 high-visibility forms running at all times.
Step 3: Capture Emails from YouTube
Most people think YouTube is only for getting views. But the smart creators know it can also grow your email list fast. Here’s a great example: Video Creators ran a test where they offered a free eBook as a lead magnet. The result? They turned 1 out of every 5 YouTube subscribers into an email subscriber.
The reason it worked so well is simple—people will happily leave YouTube and give you their email if the offer feels valuable enough.
📌 Where & How to Collect Emails
Video Descriptions → Put your freebie link in the first 2 lines so it’s always visible.
Pinned Comments → Post your link as a comment on your own video and pin it to the top.
In-Video Callouts → Mention your freebie verbally and add on-screen text pointing to the link below.
Cards & End Screens → Add clickable CTAs during and at the end of your videos to drive viewers to your landing page.
Channel Banner & About Section → Add your freebie link to your banner buttons and About section for passive signups.
👉 Pro Tip: Start with your top 5 videos — they drive most of your traffic. Optimize those first for instant results.
Your social profiles aren’t just for likes and follows—they can quietly build your email list around the clock if you set them up with intention. And nothing proves this better than Digital Jeff’s case study.
The Challenge: Jeff Castillo, better known as “Digital Jeff,” wanted to turn his Instagram following into a large, high-quality email list. The problem? Instagram doesn’t give you many places to collect emails. Most creators stop at “link in bio,” which rarely drives big results.
The Strategy: Instead of relying on that one link, Jeff built his entire content flow around list growth. He posted short, punchy videos packed with quick “growth hacks” that his audience could use right away. At the end of each video, he offered something more—a content upgrade. Viewers could comment, like, or DM him to get the full version of the hack. From there, they were sent to an opt-in page to access the bonus.
The Results: This simple but powerful strategy added over 100,000 subscribers to his email list in just one year. More importantly, it turned his Instagram presence from “rented land” into an owned asset he controlled.
The Takeaway: Jeff’s success shows that your social media profile isn’t just decoration—it’s a conversion engine. By tying valuable, relevant upgrades to the content you already share, you give followers a reason to take the next step. And when the upgrade feels too good to ignore, they’ll happily leave the platform to join your list.
Step – 5: Create a Lead magnet so users exchange there emails
A lead magnet is the easiest way to turn a stranger into a real connection.
When someone gives you their email, they’re giving you permission to start a relationship — and for coaches, that’s gold.
Unlike social followers, emails are yours to keep. A good lead magnet gives your audience a quick win in 5–15 minutes, builds instant trust, and opens the door to booked calls and paying clients.
Step 1 — Pick one clear outcome.
Decide the single result your magnet delivers (example: “Get 3 discovery calls this week”). Keep it specific and short.
Step 2 — Choose a narrow audience.
Target one type of coach (new health coaches, executive coaches with teams). The narrower the audience, the higher the conversions.
Step 3 — Pick a fast-win format.
Choose a checklist, 1-page worksheet, short script pack, 3-video mini-series, or a 5-day email challenge — something someone can use in 5–15 minutes.
Step 4 — Validate in 24 hours.
Ask your audience: quick poll, story sticker, or DM. If one option gets the most votes, build that — validation saves time.
Step 5 — Outline (3–6 sections).
Hook → 3 simple steps → real example/template → 1 reflection prompt → one clear next step. Make each section scannable.
Step 6 — Write like a coach.
Use “you” language, add 1–2 reflection prompts, and include one micro-action they can do immediately.
Step 7 — Design fast (Canva).
Clean cover, readable fonts, one mockup image, export to PDF. Visual credibility increases perceived value — keep it simple.
Step 8 — Build the delivery flow.
Landing page headline (Outcome + Timeframe + Audience), opt-in (name + email), MailerLite/ConvertKit automation to deliver instantly.
Step 9 — Add a short 3-email follow-up.
Email 1: deliver freebie. Email 2 (day 1): quick story + one tip. Email 3 (day 3): client proof + gentle CTA to book.
Step 10 — Promote once, then repurpose.
Add to your bio, pinned posts, YouTube descriptions, and turn sections into reels, carousels, or LinkedIn posts.
What Makes a Lead Magnet Irresistible?
Specific Outcome: Be clear and tangible.
Bad: “Boost sales.” → Good: “Book 3 clients in 21 days.”Fast Win: Something they can use in 5–15 minutes.
Low Friction: Ask only for an email (maybe first name).
Audience Fit: Use niche words and real situations they face.
Proof: Add one quick case study or testimonial.
Personalized Feel: Quizzes, prompts, or fill-in-the-blanks.
Clear Next Step: End with one easy action (reply, join group, call).
Strong Title & CTA: Formula → Outcome + Timeframe + Audience.
Example: “3 Client-Booking Scripts — Use in 10 Minutes (for Health Coaches).”Immediate Delivery: Instant access via welcome email.
Perceived Value: Professional PDF/video + mockup = higher impact.
Step 6 — Automate Your Coaching Emails (MailerLite)
Automation is your virtual assistant: it delivers the freebie, starts a short relationship, and warms people up for a call — while you’re coaching.
Do this once and your onboarding runs 24/7, turning casual visitors into ready-to-talk prospects.
How to create a Email automation
Step 1 — Open Automations
Log into MailerLite and click Automations. You’ll see Workflows (finished) and Drafts (needs fixes).
Step 2 — Create workflowClick Create workflow
→ choose Start from scratch (or a template). Name it clearly: Freebie → Welcome Sequence (Coaching).
Step 3 — Pick the trigger/Select Trigger:
When a subscriber joins a group and link that group to the specific opt-in form for this freebie.
Step 4 — Save & add first step
Save the trigger, click +, choose Email. Enter subject, sender name, and sender email.
Step 5 — Deliver the freebieDesign Email #1 to deliver the asset immediately: thank them, include the download link, and give one 2–5 minute coaching action.
Step 6 — Add delays & follow-ups
Add Delay (1 day) → Email #2 (intro). Add Delay (2–3 days) → Email #3 (client proof). Add Delay (2–3 days) → Email #4 (soft CTA).
Step 7 — Add simple personalization
Collect one field on the opt-in (e.g., “main goal”) and use a Condition block to send tailored tips to each group.
Step 8 — Decide what to do with existing subscribers
When activating, choose: new-only, add-to-start, or add-to-step. Default to new-only unless you want the whole list to see it.
Step 9 — Test before activating
Preview emails, send test messages, then sign up with a real address to walk the whole flow on mobile and desktop.
Step 10 — Deliverability & safety checks
Authenticate your domain (SPF/DKIM), include a plain-text link as backup, and keep one clear CTA per email.
Step 11 — Activate & monitor
Activate the workflow. Check opens, clicks, and replies after 7–10 days and note which email needs improvement.
Step 12 — Improve based on data
If opens are low, change the subject and resend to non-openers. If clicks are low, move the link higher and shorten copy.
The 4-email coaching welcome sequence (plug-and-play)
Email 1 — Deliver the freebie (immediate): Thank them, link the asset, and give one tiny coaching action they can do in 5 minutes.
Email 2 — Who you are (day 1): Short story of why you coach, who you help, and what outcome you create. Make it personal and human.
Email 3 — Proof (day 3): One client before→after (numbers, timeline). Close with a single question that invites a reply.
Email 4 — Gentle next step (day 5–7): Invite to a discovery call, mini-audit, or workshop. Make the CTA low-friction and clear.
Personalisation that converts
Ask one scalar on the opt-in (goal: “get clients”, “raise rates”, etc.) and use it to send targeted tips.
Move engaged clickers into a “Warm Leads” group for a different follow-up sequence or manual outreach.
Activation choices — pick what fits you
When MailerLite asks about past subscribers, choose: new-only (safe), add-to-start (if you want everyone to get it), or add-to-step (if many already have the freebie).
Default to new-only unless you want to reintroduce the whole sequence to your list.
Quick deliverability & test checklist
Authenticate your domain (SPF/DKIM).
Include a text link and a button to the freebie.
Subscribe with your own email and test the whole flow on mobile and desktop.
Pro tips coaches will actually use
Write like you talk to a client — short sentences, personal tone, single CTA.
Give one small win per email; never overload.
Measure opens, clicks, and replies; rework the email with the lowest CTR first.
Action to take now: in MailerLite, build the workflow, create Email #1 (deliver freebie), activate, and test — that two-step automation already improves trust and response.
🤝 Partner for List Growth
Collaboration beats competition. Partner with coaches who share your audience but don’t compete with you directly.
Ideas:
Swap freebies — they share yours, you share theirs.
Do a guest training inside their paid community.
Exchange newsletter mentions.
💡 Mini-Story:
A life coach I worked with partnered with a nutrition coach. They swapped lead magnets, and both added 500+ subscribers in just 14 days.
Action Step:
Make a list of 5 potential partners this week and send them a short, friendly DM/email.
6. 📊 Track & Optimize
If you’re not tracking, you’re guessing.
Every Monday, check:
Which traffic sources brought the most sign-ups?
Which lead magnet converts best?
Which sign-ups turn into paying clients?
💡 Why this matters:
Sometimes your “highest volume” source sends the lowest quality leads. You want the opposite — fewer, better-qualified subscribers.
Action Step:
Set a weekly 15-minute “list health check” reminder in your calendar starting this Monday.
✅ Bottom Line:
Growing a high-quality email list is NOT about chasing big numbers.
It’s about building a small, loyal audience who actually wants to hear from you — and eventually pay for your expertise.
Follow these steps consistently for 90 days, and you’ll have a list that actually converts, not just collects dust.
📢 Boosting Engagement — Keeping Subscribers Hooked
So, you’ve got people on your list. 🎉
Now the real question: How do you keep them engaged, opening your emails, and actually looking forward to hearing from you?
Think of it like dating. Getting the phone number is just step one. If you never call, or you keep talking about yourself with zero interest in them… well, let’s just say you’ll be ghosted. 😬
Let’s make sure that never happens to your subscribers.
1. 🤗 Send a Welcome Sequence That Builds Trust
Your welcome sequence is your first impression — and you never get a second chance at that.
Here’s a simple 3-email sequence that works for almost any coaching business:
Day 1: Share your story + deliver the promised freebie.
Don’t just say “Hey, here’s your PDF.” Tell them why you do what you do. People connect with people, not faceless brands.
Example: “Five years ago, I was burned out, underpaid, and wondering if coaching was for me… until I discovered [key turning point].”Day 3: Give them a quick win tip they can apply immediately.
This isn’t about selling — it’s about proving you can deliver results.
Example: “Here’s one mindset shift my clients say changed their business overnight.”Day 5: Share a client success story that mirrors your subscriber’s struggles.
Show them transformation is possible. Use specifics: “Maria went from $2K/month to $8K/month in 60 days…”
Action Step: Draft these 3 emails today in Google Docs or your email platform. The faster they’re ready, the sooner you’ll be turning strangers into fans.
Welcome Sequence That Builds Trust (Copy-Paste Templates)
Email 1 – Story + Freebie Delivery (Day 1)
Subject: “Welcome — and here’s the [Freebie Name] I promised 🎁”
Hi [First Name],
I’m so glad you’re here! Before we dive in, here’s your [Freebie Name]:
👉 [Download Link]Now, a quick story…
Five years ago, I was [describe relatable struggle — e.g., “burned out, underpaid, and wondering if coaching was even for me”].
Everything changed when I discovered [key turning point or insight]. That shift not only transformed my business — it gave me the freedom to [insert desirable outcome your audience wants].
That’s why I created [Freebie Name] — so you can take the first step toward the same transformation.
You’re now part of a community that’s all about [insert your mission/promise]. Over the next few days, I’ll be sharing tips and stories that will help you get there faster.
Talk soon,
[Your Name]Email 2 – Quick Win Tip (Day 3)
Subject: “Try this today — my clients swear by it ✅”
Hi [First Name],
I want to give you something you can use right now to see results.
Here’s a quick, proven tip my clients love:
[Insert one simple, specific action — e.g., “The 10-minute daily journaling routine that reprograms your mindset for success”].Why it works: [Explain briefly in 2–3 sentences. Keep it practical, not fluffy.]
If you try it today, you’ll notice [specific benefit, e.g., “more clarity, less stress, and a stronger sense of control over your week”].
Hit reply and let me know how it works for you — I personally read every message.
You’ve got this,
[Your Name]Email 3 – Client Success Story (Day 5)
Subject: “How Maria went from $2K to $8K/month in 60 days 🚀”
Hi [First Name],
I want to introduce you to Maria, a client who was once exactly where you might be now.
When Maria first came to me, she was [describe pain point — e.g., “working 12-hour days and barely covering her bills”].
Here’s what we did together:
[Step 1 — e.g., “Streamlined her offer so she could charge what she was worth.”]
[Step 2 — e.g., “Created a simple email funnel to nurture leads automatically.”]
[Step 3 — e.g., “Set boundaries so she could actually enjoy her weekends again.”]
The result? Within 60 days, Maria’s revenue jumped from $2K/month to $8K/month — and she now works fewer hours than ever.
The truth is, Maria isn’t special — she’s just like you. The only difference is she decided to take action.
If you’re ready for your own transformation, I’d love to help. Here’s the link to book your free strategy call:
👉 [Booking Link]Talk soon,
[Your Name]
2. 🗓 Find Your Email Frequency Sweet Spot
Too few emails and people forget who you are.
Too many and they feel spammed.
Start with 1–2 emails per week — this is a proven sweet spot for most coaches. After 4–6 weeks, check your open rates and unsubscribe rates:
If opens are high and unsubscribes low → you can increase frequency.
If opens are dropping and unsubscribes are rising → dial it back.
Think of it like a fitness plan: you wouldn’t start with 2 hours of daily workouts if you’re new to the gym. You build up over time.
3. 🎯 Mix Content Types That Resonate
If every email you send is a pitch, subscribers will start ignoring you.
If every email is pure value, they’ll love you but may never buy.
The secret? Content variety.
Here are four high-performing types:
Quick tips: A short, punchy piece of advice they can use right away.
Behind-the-scenes: Share your own struggles, processes, or daily routines.
Myth-busting: Challenge industry misconceptions they’ve believed for years.
Exclusive offers: Give subscribers something they can’t get anywhere else.
Action Step: Open a spreadsheet, list these four types, and plan your next 4 weeks of topics right now.
4. 🔍 Segment for Personalization
Not every subscriber is the same — treat them like individuals, not email addresses.
For example:
If you’re a business coach, you might tag subscribers who click on “Mindset” articles separately from those who click on “Marketing” content.
Why? Because personalization skyrockets engagement.
When you send mindset tips to people who love mindset tips, your open rates can double.
Action Step: Go into your email platform today and add 2–3 interest tags based on your main topics.
5. 📣 Use Interactive Elements
Email isn’t a one-way street. The more people engage with your emails, the more your emails get prioritized in their inbox by Gmail, Outlook, etc.
Easy ways to add interaction:
Polls: “Which of these is your #1 struggle?”
Surveys: Quick Google Form or Typeform links.
Reply prompts: “Hit reply and tell me your biggest challenge this week.”
These small asks not only improve deliverability but also help you learn what your audience actually wants from you.
Action Step: Add at least one interactive element to your next email.
💡 Pro Tip:
Think of your email list like a community. If they feel seen, heard, and understood, they’ll not only stay — they’ll look forward to your emails.
Writing Emails That Convert Subscribers into Clients 🚀
Most coaches fail at email marketing not because they don’t send enough emails… but because they send the wrong emails.
Think of your subscriber’s inbox like a busy coffee shop — dozens of voices competing for attention.
Your job? Be the one person who tells the most interesting, relevant, and actionable story that naturally leads them to work with you.
Here’s how to do it, step-by-step.
1. Craft Irresistible Subject Lines ✉️
Your subject line is the gatekeeper to your email. If it fails, your perfectly written email will never be read.
The secret is combining curiosity + benefit + urgency — just like a good Netflix title that makes you click.
Examples:
Curiosity: “The coaching mistake you don’t know you’re making…” (They want to know what it is.)
Urgency: “Closes tonight: Your last chance to join” (Fear of missing out.)
Benefit: “3 habits to double your coaching income” (Clear gain for them.)
💡 Pro Tip:
Subject lines under 50 characters tend to get more opens, especially on mobile.
Also, avoid spam-trigger words like “FREE!!!” or “$$$” — they kill deliverability.
✅ Action Step:
Right now, open a doc and brainstorm 10 subject lines for your next email.
Pick the top 2 and A/B test them with a segment of your list to see what performs best.
2. Follow the Story → Solution → Offer Formula 📖
If your email feels like a pushy sales pitch, people will unsubscribe. But if you tell them a story that leads to your offer, it feels natural and valuable.
Here’s the breakdown:
Story: Share something relatable — a client’s struggle, your own journey, or an industry myth. Example: “When Sarah first came to me, she was spending 10 hours a week creating Instagram content but still wasn’t booking clients…”
Solution: Reveal the strategy or tip that solved the problem. Example: “We switched her focus to email marketing, creating a single weekly newsletter that brought in 3x more client calls.”
Offer: Invite them to take the next step. Example: “I have 2 coaching spots open this month. Click here to book your free strategy session.”
💡 Pro Tip:
The “Offer” doesn’t always have to be paid — it could be a free call, free download, or webinar. The point is to keep them moving forward in your funnel.
✅ Action Step:
Take your last email and reframe it into Story → Solution → Offer format. Send it to a test segment and compare click-through rates.
3. Write a Clear, Single-Action CTA 🎯
One of the biggest conversion killers is giving people too many options.
The brain hates decision overload. If you say, “Check my blog, follow my Instagram, book a call,” they’ll do none.
Instead, have one clear CTA per email and make it impossible to miss.
❌ Weak: “Check out my blog and Instagram.”
✅ Strong: “Book your free 15-minute strategy call today.”
Formatting Tip:
Use a big button or a bold link. Repeat it twice — once in the middle of the email, once at the end.
✅ Action Step:
Go to your next scheduled email and remove all but one CTA.
Highlight it visually so it stands out on mobile.
How to Personalize your emails (That Actually Gets Replies)
Here’s something I’ve seen over and over with my coaching clients: the coaches who sound personal in their emails get way more replies, more trust, and yes — more paying clients.
Why? Because personalization makes your reader feel like, “This was written for me.”
And here’s the thing — you don’t need fancy tech or dozens of hours to pull it off. Let me walk you through the exact steps I give my clients (and they work every single time).
Step 1: Ask one smart question at signup
Instead of a boring opt-in form that only collects names and emails, ask one simple question. Something like:
👉 “What’s your #1 goal right now?”
👉 “What’s your biggest challenge?”
This one detail gives you gold. You’ll know what matters most to your subscriber before you even send the first email.
Step 2: Use their name — but don’t overdo it
Yes, first names matter. But nothing screams “automation” louder than overusing it.
Do it like this: “Sarah, here’s a 2-minute tip for today’s workout.” — then move on naturally.
Step 3: Send emails based on their goals
This is where most coaches fail — they blast the same content to everyone. Big mistake.
If half your list wants “more clients” and the other half wants “more confidence,” you shouldn’t treat them the same.
Just split them into two groups and send emails that speak directly to their goals. It’s simple segmentation, and it makes a HUGE difference.
Step 4: Add a coaching touch inside every email
Don’t just tell. Coach.
Drop a reflection prompt like: “What’s one small step you could take before Friday?”
These tiny coaching questions make readers pause and think — and suddenly your email doesn’t feel like marketing, it feels like a coaching session.
Step 5: Share quick stories that hit home
Personalization isn’t only about data — it’s about connection. Share one short client story or even a personal struggle of your own.
Your readers see themselves in those stories, and that’s when trust is built.
Step 6: Watch who clicks — and follow up smartly
If someone keeps clicking links about “booking more clients,” they’re waving a flag at you. Tag them. Put them in a warm lead bucket.
That’s your cue to send a personal invite for a call or a tailored resource.
Why this works so well
When you combine relevance, human stories, and small coaching touches, your subscribers stop seeing you as “just another coach online.”
They feel like you’re already their coach. And that’s the magic that moves people from subscriber → client.
👉 My challenge for you: Add one “goal” question to your opt-in form today. It’s the simplest move you can make to instantly personalize your emails — and I promise, you’ll notice the difference.
Case Studies — Real Coaches Who Used Email to Grow Their Business
Case Study 1 — Business Coach: Emily from the USA
Emily had always dreamed of scaling her business coaching programs online. She was posting consistently on Instagram, engaging with followers, and sharing tips — but her email list barely moved beyond 200 subscribers. Every time she launched a course, she felt anxious: the few sign-ups barely covered her marketing costs. Emily knew email marketing could be the game-changer, but she didn’t know how to start or structure it.
When Emily approached our agency, we immediately mapped out a plan. We decided to focus on a laser-targeted lead magnet that would attract exactly her ideal clients. We created:
“10 Proven LinkedIn Post Templates to Attract Clients in 7 Days.”
Next, we built a 24/7 lead capture system. Opt-in forms went on her website homepage, blog posts, Instagram bio, and even YouTube descriptions. But that was just the beginning. We also developed a 3-email welcome sequence:
Day 1: Emily shared her story and delivered the free templates
Day 3: A quick, actionable tip her subscribers could implement immediately
Day 5: A client success story showing that transformation was possible
To warm up her audience before the launch, we sent a two-week value email series, providing tips, insights, and micro-case studies to keep readers engaged and ready.
The result? In just three months, Emily’s email list exploded from 200 to 1,500 subscribers. When she launched her 6-week coaching program, the email list alone generated $15,000 in revenue. Her engagement skyrocketed with 48% open rates and 12% click-through rates. Most importantly, she now had a scalable, repeatable email system she could rely on for every launch.
Case Study 2 — Fitness Coach: Liam from the UK
Liam was a personal trainer in the UK with a loyal Instagram following, but he wanted to expand online. He shared workouts, tips, and videos, yet very few followers converted into paying clients. He realized that people loved the content but didn’t know how to trust him enough to pay for a program.
Our agency stepped in and designed a strategy focused on trust-building and consistent value. First, we created a 7-Day Home Workout Plan, an easy-to-follow guide for beginners that required no equipment. Then, we implemented weekly “Quick Tip Friday” emails, where subscribers received actionable workouts every week.
To keep engagement high, we added monthly progress surveys, asking subscribers to share results. This not only built trust but gave Liam valuable insights into what worked. Each email ended with a soft CTA: “Want a custom plan? Book a free consultation.”
The results were immediate. Within two months, open rates averaged 45%, subscribers started replying and sharing progress, and Liam’s online personal training bookings doubled — all without spending a penny on ads. His email system became a powerful, automated lead-nurturing machine that worked while he focused on coaching.
Case Study 3 — Life Coach: Sophia from Canada
Sophia, a life coach in Canada, was preparing to launch her high-ticket 1:1 coaching program. She had tried launching before, but results were disappointing. Her emails felt generic, engagement was low, and prospects were hesitant to join without seeing proof of results. She needed a strategy that connected emotionally and drove action.
We created a 5-day storytelling email sequence that led readers from her personal struggle to small wins, and finally to her offer. Each day had an emotional hook:
Day 1: Sophia shared her story — the struggles, doubts, and fears she overcame
Day 2–4: Highlighted client transformations and relatable scenarios
Day 5: Strong CTA with urgency — “Only 5 spots available, doors close in 48 hours.”
We also segmented her email list based on engagement, targeting the most interested subscribers first. Social media was used to drive traffic to the email sign-up, teasing the upcoming launch.
The outcome? 80% of program spots were filled before the public launch. Email open rates reached 52%, click-through rates 18%, and engagement was at an all-time high. Sophia walked away with a proven, high-converting launch system she could replicate for future programs.
Conclusion — Your First Step to Email Marketing Success
If there’s one thing these case studies prove, it’s simple: email marketing is the fastest, most reliable way to grow your coaching business. From Emily in the US to Liam in the UK and Sophia in Canada, the story is the same — with the right system, your email list can go from a few hundred subscribers to a fully engaged audience that actually buys your programs.
Here’s your first actionable step you can take today:
Pick one traffic source — Instagram, YouTube, or your website — and create a small, irresistible lead magnet. It doesn’t have to be perfect. Deliver value, capture emails, and start building your 24/7 client-generating system.
💡 Soft Pitch:
If building, automating, and optimizing all of this feels overwhelming, don’t worry. That’s exactly what we do. Our agency builds high-converting email systems for coaches, so you can focus on what you do best — coaching your clients.
📅 Book your free strategy call here and let’s craft your email system together.
Email marketing for Coaches – FAQs
Q.1 – What is the best email marketing platform for coaches?
It depends on your needs:
MailerLite – Best free option, beginner-friendly
ConvertKit – Great for automations and audience segmentation
ActiveCampaign – Advanced features for scaling programs
AWeber – Simple, reliable, easy to start
Q.2 – How often should I email my coaching list?
Start with 1–2 emails per week, track engagement, then adjust. Consistency beats frequency.
Q.3 – How do I grow my email list fast?
Use lead magnets like guides, templates, or checklists. Share links on your website, social media, and YouTube. MailerLite or ConvertKit make capturing emails easy.
Q.4: What types of lead magnets work best for coaches?
Business coaches: LinkedIn templates, content guides
Fitness coaches: Workout plans, nutrition checklists
Life coaches: Mindset reset guides, reflection worksheets
Q 5: How do I write emails that convert clients?
Use story + value + call-to-action. Start with a personal story, provide tips, then invite them to your program. ConvertKit or ActiveCampaign help automate this sequence.
Q 6: Can I automate my coaching sales funnel?
Yes! Tools like MailerLite, ConvertKit, or ActiveCampaign let you automate lead capture, nurture emails, and sales sequences — so you focus on coaching, not chasing leads.
