As a coach in the online space, you know the importance of building trust with your clients and leads. One of the best ways to do that is by sending regular, value-filled email newsletters to your list. 

Regular newsletters offer a direct line of communication to your clients and leads, keeping you top-of-mind as the go-to expert in your space. Today we’re discussing the what, why, and how of email newsletters for coaches so you can easily and efficiently grow your list and serve more clients. 

What are Email Newsletters?

Email newsletters are a form of communication sent out regularly to your email subscribers. Some coaches may choose to send newsletters weekly, bi-weekly, or even monthly, but the key is consistency. You want your subscribers to expect and anticipate hearing from you in their inbox. 

Newsletters can include a variety of content, such as updates about your coaching business, useful tips and advice, and inspiring stories. The content of your newsletter will depend on your niche and the needs of your clients.

Here are some ideas for content to include in your newsletters: 

– Student or client success stories

– Something you learned or experienced this week 

– Resource roundup of helpful tools

– Top 5 lists (favorite books, quotes, songs, websites, articles, recipes, etc.)

– Highlights from your latest blog, podcast episode, or social media

– Behind-the-scenes of your business

– Team member spotlight

– Personal anecdotes

– Surveys, polls, or requests for feedback

– Holiday and/or seasonal content

The options are endless! Try out different types of content and see how your audience responds. Remember: the goal is to maintain an open line of communication with your subscribers so you can build and nurture your relationship with them. 

Email Newsletters Vs. Automated Sequences

Let’s pause and make a quick distinction between email newsletters and automated sequences. Both are important pieces to a business’s email marketing strategy, but they do serve different purposes. 

Automated sequences include welcome sequences that are triggered when someone signs up for a lead magnet or opts into your newsletter, or sales sequences to promote offers. They are dripped out at pre-determined intervals. 

Sequences have an endpoint with a specific call-to-action, at which point subscribers are typically placed in or returned to the general newsletter audience. Here are eight types of automated sequences you may want to consider. 

Newsletters tend to be more timely and personal. While it is best practice to send your newsletters on the same day and time, they aren’t dripped out in a series that has a start and endpoint. 

Why Should Coaches Send Regular Newsletters?

Email newsletters offer several benefits for your business as a coach. First, they allow you to stay top-of-mind with your clients and prospects. By providing regular updates and content, you remind them of your value and expertise.

We know that people do not like to be constantly sold to. If the only content your subscribers receive from you is about your offers, your unsubscribe rate is going to soar. Newsletters are a solid strategy for delivering loads of value to your leads and clients. 

Second, email newsletters give you a chance to showcase your expertise and establish yourself as a thought leader in your niche. By sharing advice and insights with your clients, you position yourself as a trusted source of information.

Additionally, newsletters are a great way to drive traffic to your website and social media pages. By including links to your blog, social media channels, and other resources, you encourage clients to engage with your online presence.

Most importantly, your newsletter content is where you can truly let your personality shine. Let your clients and leads see the human side of you. We hire people we like, trust, and relate to, after all! 

How to Create Effective Email Newsletters

Here are some key areas to focus on if you want to start sending effective, engaging newsletters: 

1. Know Your Audience: The first rule of creating impactful email newsletters is understanding your audience. Your subscribers are unique individuals with specific needs and desires. Take the time to segment your email list based on their interests, goals, and where they are in their coaching journey. This will enable you to deliver personalized and relevant content that resonates with each subscriber.

2. Craft Compelling Subject Lines: Your subject line is the first impression your subscribers will have of your email. Make it count. Use attention-grabbing hooks that are concise and relevant to the content inside. Pose questions, offer solutions, or create a sense of urgency to entice your readers to open your email.

3. Visual Appeal: A well-designed email newsletter is more likely to capture and hold your audience’s attention. Use clean, mobile-responsive templates that are easy to read and navigate. Incorporate eye-catching visuals, such as images, infographics, and videos, to break up the text and make your content more engaging.

4. Call to Action (CTA): Every newsletter should have a clear and compelling call to action. Whether it’s encouraging readers to book a coaching session, download a free resource, or follow you on social media, make it easy for your subscribers to take the next step. Use action-oriented language and strategically place your CTA buttons.

5. A/B Testing: Don’t rely solely on your instincts. Use A/B testing to optimize your email newsletters. Test different subject lines, content formats, CTA buttons, and send times to determine what resonates best with your audience. Continually refine your approach based on data-driven insights.

6. Personalization: Incorporate personalization elements in your newsletters, such as addressing subscribers by their first name and tailoring content based on their preferences and behaviors. Personalized emails are more likely to grab attention and foster a sense of connection.

7. Analyze and Refine: Regularly review the performance of your email newsletters. Pay attention to key metrics such as open rates, click-through rates, and conversion rates. Use this data to refine your email marketing strategy and continuously improve your newsletters.

Bottom line? Email newsletters are a powerful tool for coaches to connect with their audience, showcase expertise, and drive business growth. If you need help crafting a winning email strategy that will land you more clients, reach out to the Amazing OBM team today.