Email Marketing: The Underused Goldmine for Coaching Businesses

Why coaches can’t afford to ignore email marketing, the most high-impact, low-noise channel in 2025.

If you’re a coach who spends all day dancing on Reels, chasing hashtags, and trying to decode the latest algorithm shift, and you’re not building an email list… then you’re missing out!

Email marketing isn’t just “nice to have.” It’s the most underused, over-performing tool in your entire marketing stack. It doesn’t go viral. It doesn’t trend. But it converts.

And yet? So many coaches overlook it. But why?

• Because for some, email doesn’t feel as exciting as social.
• Others see that it’s slower.
• It’s not public, so you cannot show off, right?
• Because nobody “likes” your email.

However, having an email list is great because:

• It builds trust with zero algorithm

• It lands in a space where attention is deliberate, not distracted

• It grows your ownership over your audience (unlike rented followers)

• It converts subscribers to clients at rates social media can only dream of

Why Email Marketing Still Reigns Supreme in 2025

Despite the hype around AI-generated content, TikTok virality, and Web3 buzzwords, email marketing remains the underrated powerhouse of digital marketing. But only if you do it right!

Email is permission-based

People asked to hear from you. They said, “Sure, come into my inbox.” That’s sacred space. Because you get their permission, you get their attention (most of the time).

Email has no algorithm

Every email has a shot at being seen. There’s no black box deciding your reach today. You only need to be interesting enough for people subscribing to your list to want to read you!

Email is scalable intimacy

You can talk 1:1 at scale. Your readers feel like you’re writing just to them, because you are.

Email builds audience ownership

You don’t own your Instagram followers. But you do own your email list. If someone wants to leave your mailing list, that’s okay. Someone else will give their permission to be in. You’re still in control of your whole mailing list.

Email is conversion-friendly

According to HubSpot and Statista, email consistently outperforms social media in ROI, engagement, and conversions across every industry.

Translation: if you’re not building your list, you’re leaving clients (and cash) behind.

What the Data Tells Us: Email > Social for Brand Communication

Consumers prefer email over social media for engaging with brands.

In a 2024 report by MarketingSherpa, 72% of consumers said they prefer email as the primary way to receive promotional content from brands they trust.
Compare that to just 17% for social media.

Why? Because email feels:

• Less chaotic

• More intentional

• Easier to control (unsubscribe is clearer than muting)

• More personal and private

And coaches, more than any other sector, rely on relationship-driven trust to sell. So if your prospects prefer email, and you’re still prioritizing social for launches, storytelling, or educational content, you’re fighting uphill.

Ignoring Email = Unsustainable Growth

Coaches who focus exclusively on trendy social platforms while neglecting email marketing are leaving their most valuable asset undeveloped—and risking long-term business sustainability.

But why is that?

• Platforms change, algorithms tank, and reach drops.

• But email? It’s consistent. Predictable. Stable.

• You can’t “go viral” on email but can go deep.

Depth builds clients. Not just visibility. The coaching businesses that survive and scale are the ones that understand this difference.

Email Strategy for Coaches: It’s Not About Selling, but About Serving

One of the biggest mindset blocks around email is this:

“I don’t want to annoy people with promos.”

Valid. But email marketing is not about blasting your offer. It’s about building trust over time.

Your list is your inner circle. The goal is:

• Consistency over volume

• Value over hype

• Relationship over reach

Build Your List the Right Way

You don’t need 10,000 subscribers. You need 100 who actually care.

Start here:

Create a Valuable Lead Magnet

A freebie that solves a real, immediate problem. Think:

• A 5-day mini email challenge

• A short “emotional toolkit” PDF

• A niche-specific checklist (for ADHD, burnout recovery, dating boundaries, etc.)

Use a Clear Sign-Up Funnel

Don’t bury your form. Put it in your Instagram bio, in your LinkedIn header, at the end of every post, and as a pop-up on your website if needed.

Make joining your list feel like joining a movement, not signing up for spam.

Set Expectations

Let people know what they’ll get and how often. This builds trust from day one. Then, be consistent. What you promise you’ll do, do it!

Writing Emails That People Love to Read

Now that they’re in, how do you keep them?

Write like a person

Your tone should feel:

• Conversational

• Thoughtful

• Insightful

• Supportive (without being smothering)

Your emails continue your coaching voice. They should sound like you, but maybe just a little more edited.

Spend your sweet time with that newsletter and make it enjoyable. It’s better to send one engaging newsletter per week than one meh one twice a week.

Not every email needs to sell. In fact, only 20–30% of your emails should be promotional.

The rest? Serve. Teach. Connect.

Consistency: The Secret Sauce (Even More Than Strategy)

You don’t need to write daily. You do need to show up reliably.

Why? Because consistency builds:

• Anticipation – People look forward to your emails

• Memory – You become the go-to person for your topic

• Momentum – Your sales don’t feel random—they feel earned

Recommended Cadence for Coaches

• Weekly: Ideal for most brands. Establishes rhythm.

• Biweekly: Still solid, but requires stronger storytelling.

• Monthly: Better than nothing—but too infrequent to build relationship unless paired with social engagement.

Organize yourself and batch your emails. Write 3–4 at a time when you’re feeling focused. Schedule and breathe.

Common Mistakes Coaches Make With Email

Treating Email Like Social Media

Short blurbs with no depth. Lazy formatting. No storytelling.
→ Email is a long-form relationship space. Respect the container.

Only Emailing During Launches

No one wants to hear from you only when you’re selling. That’s like a friend who only calls when they need something.

Writing to “The List” Instead of One Person

Always write to ONE reader. Picture them. Use “you,” not “everyone.”

Over-automating

Yes, automations are great. But don’t lose your human voice. Let your personality shine through even in your welcome sequence.

What Email Can Do That Social Media Never Will

Let’s list the competitive advantages of email (especially for coaching businesses):

The numbers don’t lie. But the trust-building potential? That’s where email really wins.

Think of Email as a Practice, Not a Promotion

You don’t write email to “get sales.” You write email to:

• Build community

• Deepen your voice

• Document your thought leadership

• Stay top of mind

• Coach, even in your content

Over time? Those emails sell for you. They warm your leads and prime your audience. So when the launch comes, they’re already in.

Need help?

Inside my course, Branding and Marketing for Coaches, I show you how email marketing can work for your coaching business. How to do it right, not be spammy, and create a list that will last.

Use the coupon d0bb4481e2bbCOACH until June 26 @10:00 (UK time)

£333

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Email Is Quiet Power

If you’re used to fast-scroll, fast-noise platforms, email is slow. But slow doesn’t mean irrelevant. It means intentional. And in coaching, intentionality is the difference between attraction and noise.

Although you need to keep posting and whow up on social to build the visibility, you also need to build a list. Behind every like, invite a deeper conversation.

So, if Instagram crashes, TikTok fades, and LinkedIn changes again, your list is still yours.