EP 328 - Email Marketing Basics for Coaches - Part 2/5 Marketing Series
If social media feels like a lot… this might be a simpler way to grow your business.
In Part 2 of this 5-part free marketing series, I’m breaking down why email marketing is one of the most important (and most misunderstood) tools in your coaching business.
Because so many coaches think email is just a newsletter… or something they’ll “get to later.”
But the truth is, email is where real relationships are built and where clients actually decide to work with you.
If you’re new to my channel, my name is Debbie Shadid. I’m a Business Growth and Life Coach and the founder of the Business Building Boutique. For over two decades, I’ve helped women build simple, profitable coaching businesses without relying on tech overwhelm, paid ads, or complicated funnels.
In this episode, I’ll help you see email differently.
Not as something technical or overwhelming…
But as a simple, powerful way to stay connected and grow your business.
You’ll walk away knowing:
why email is more powerful than social media for building trust and getting clients
how to use email as a relationship-building tool (not just a newsletter)
how to follow up in a way that feels natural and actually converts
what most coaches are missing when it comes to nurturing and inviting people to work with them
Email is not about sending more.
It’s about staying connected in a more meaningful way.
Because when someone gives you their email, they’re choosing to hear from you and when you show up consistently, your business becomes much more predictable.
This series is designed to simplify your marketing and show you what actually works, so you can stop overcomplicating your business and start seeing real results.
Over the past two decades:
Helped thousands of women start and grow profitable boutique-style coaching businesses with integrity and clarity.
When you commit to simple strategies like this, your confidence grows, your audience trusts you, and your results begin to compound.
Follow along for the rest of the series, and tell me in the comments what’s landing for you so far.
Life Coach Business Building School Podcast:
Private podcast series: https://coaching.debbieshadid.com/private
Let’s connect!
Website: https://www.debbieshadid.com
Instagram @debbieshadid
#DebbieShadid #LifeCoachBusinessBuildingSchool
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Don’t forget to connect with me on social media: Instagram | Facebook
Transcript
Let me ask you something. I bet you might be spending all of your time on social media posting, showing up, maybe just scrolling, actually trying to be consistent, and then the algorithm changes and you know what happens. Half your audience will never see your posts. But here's the deal. Today I'm gonna talk to you about email. Email. When you have a list, nobody can take that from you. It is your email list. And today I'm gonna explain to you why this matters more than almost anything in your coaching business. Hey there. Welcome back. I am Debbie Shattered. I am so excited to help women over 50 who are growing their coaching businesses. I help them build profitable, simple, sustainable businesses without tech overwhelm, without living on social media, with no paid ads or complicated funnels. This episode is part two of our five part series, and today we're gonna talk about email, not how Howdy email. We can save that for another conversation. Today, what I wanna do is cover what email marketing actually is, because I want you to see it differently.'cause right now I bet you're thinking, I don't wanna do email marketing. I don't like email marketing. I'm gonna do my best to tell you why you want to do it and to change your mind. So you too might think it is the most powerful tool you could have. And also I'll talk about what happens when you consistently start using it. If you are new here, make sure you subscribe. Hit the bell because this is a five part series, and I don't want you to miss any pieces of this series. Each one builds on the other. Let me first start by clearing something up, because a lot of coaches have this narrow view of what email marketing actually is. Most people think it is just a newsletter, and by the way, I don't even recommend anyone send just a newsletter. I want you to send something that's more valuable than that. Email marketing is so much more, it is more than just an email that you send to somebody. It is a relationship building tool. It is where you invite somebody to something to educate them to follow up. It is the way that you stay connected with people. I love to compare email marketing to dating. so when you get their email address, that's like getting somebody's phone number, right? And then you wanna call 'em, you wanna follow up, you wanna build a relationship. You want to nurture that relationship. If you like them, that's what you do. That's the same way with email. Every person that gave you their email address you want to build a relationship with, you want to give them something of value. You actually wanna give them your best so they can see that you really have something that could change your life. There are sequences of emails that deliver your freebie, but also you could use your personal Gmail address to just follow up with somebody. Now, I do wanna be clear. When you are doing email marketing through like something like flow desks, which I'll talk about in a moment, you do need to use a domain based email that is debbie@debbieshadid.com. Debbie shadid.com is your domain and you create an email with that domain. But there is nothing wrong with you sending a personal Gmail to somebody. If you have what I call a comfortable conversation or a consultation. You can send somebody a personal email and that way it looks personal. You just reach out to 'em with your Gmail address and it is almost then guaranteed that it will land in their inbox. And you could say, Hey, you know, I enjoyed connecting. I'm doing something and I would love for you to come, or whatever it is you want to. Or however it is that you want to connect with them, you can ask, how did this session land for you? Just wanted to check and see what's happening for you. So here's the key distinction though, that I want you to know when somebody gives you their email address. There are two ways to reach out, and again, that's the automated way, which is through a funnel, a nurture series, through the automated process where you write the email, you schedule and it goes out to your list. That is one way, but again, the other way is through reaching out personally with just one email. I actually send video a lot where I do a personal video message. I send that out often to people individually. So if you are not doing this, I have to tell you, you are missing opportunities. So let me give you some numbers on email marketing to prove to you that what I'm talking about really does work and to open up your eyes of what is possible for you. emails consistently ranked as a top marketing channel for effectiveness above paid ads above organic search, above social media. For those of you guys who don't love social media, yeah, email marketing is a thing. More than 70% of marketers Put email marketing as their top three ways that they connect with people. And even more interesting is nearly 60% of the people who have made a purchase said that email marketing influencer purchase, that means six out of 10 of your subscribers are more likely to buy something from you because you email them. Are you guys hearing me on that? Six out of 10. These are not stats that I'm just guessing at. This is research that you can go find and prove to yourself how good email marketing is. So I talk to coaches every single week who have barely sent an email. In fact, a lot of coaches who've sent no emails. and I wanna tell you that research shows that even going from one email a month to two to four emails triples the return on investment. Are you guys following me? That means if you had something you were selling for a hundred dollars, you're gonna triple it. They return on investment to those emails to $300. Why would you not do that? Okay, so I'm telling you this, but I also want you to know you don't have to flood their inbox. You don't have to email'em 10 times a day. Sometimes I get emails from somebody that I opted in and I've counted and there's like 16 emails, and I must tell you, it doesn't bother me because what I know is that I'm only gonna click on one of those, right. One subject line that looks interesting, but I'm not recommending that you do that. Okay. I'm just pointing out to you that if you go look at, let's say Loft, I shop at Ann Taylor and Loft often. Loft sometimes will send me a dozen emails in one day. Guess what? I don't unsubscribe because I actually wanna know when they have 50% off the thing that I really like. So when I have time, I click through their emails. Otherwise, I don't let 'em bother me. They're just in my inbox. Your subscribers, guess what? They're checking their inbox multiple times a day just like you are. It's on their phone. They're killing time at the doctor's office looking at it. Why do you not wanna be one of the things that they would look at? They check it even before they open their social media. They treat their inbox like their personal office space. There's a concept for you to think about, right? So when you show up there consistently with value you become part of their life. They start looking for your email. You become familiar. You become trusted. Trust is what sells Coaching. I teach my clients at emails where you build the relationships. You don't have to sell there. You build relationships. Think about coaches and business owners that you follow. The ones who feel like. You actually know them like me, for example, I can tell you, people read my emails. They know I'm gonna invite 'em to an event. They're following along because they know I'm going to give 'em something. When they come to the workshop, they feel like they already know me. I'm sharing my YouTube videos. I'm sharing resources with them. Yes, I'm inviting 'em to have conversations with me as well. You get to decide what that looks like. You can even celebrate a client win in an email. You can tell a story. You can share your own story. People love to get to know you and what's happening, and they want to hear about the thing they're interested in. They opted into your list because they're interested in you. So here's the truth that I want to really land today. Relationships matter. trust matters more than ever. You also have to offer to help and to ask to buy. Okay? You have to do both of those at some point, or you're just giving free value. So too many coaches build a relationship and they never ask. When I help people create their nurture series, inside of our program, we actually have a series of emails and we have templates that people follow and utilize. And there is a process for delivering value, for showcasing your skill level and for inviting people to have a conversation with you. So you have to nurture and invite. You give and you sell. You show up, you give value. And then people get a clear idea of what they want to do next. before we wrap up, I wanna share something I personally discovered that change the way I think about email follow up. My husband had a consultation on Tuesday with a coach, and he knew that they were gonna work together. It was a speaking coach. He liked her. They had made the decision, but we didn't pay her until Thursday morning. It took two days, a couple of follow-up emails before we said, all right, send over the money. Okay. That's not unusual. That is how people buy. When I want to buy something, I tell people, look, if I don't have my card with me right now and I can't take care of this, or I'm busy, please bug me because I do actually want to buy with you. And I always say, look, if you keep following up, I will eventually just take care of this. I know maybe you are better than that and you take care of things right on the spot but I'm a busy woman and I need reminders, and I like the reminders. So this is how people buy. It's not unusual. They are interested. Sometimes people need a little time. They need that little nudge. your follow-up email is a nudge. Sometimes it's a link. Sometimes it's a way to schedule a second conversation. The mistakes that coaches are making is they are not doing that part. Do not make your person hump for the link. No kidding. Don't make them ask you for the link. In fact, guilty as charged. I had somebody ask me for a link the other day. It turns out I had emailed her with an old email address. I didn't realize that, and she reached back out to me asking for the link to buy. So make sure that you provide that. I did forward the email back and said, well, I did follow up with the email. You know, I did have the link. It's just, it went to the wrong email address. So make sure that you give people what it is they need. Give 'em a way to buy from you, create some urgency, some excitement. Make that next step obvious and easy. The follow-up email after a consultation, that is the highest converting email that you can do. Most coaches, they're not even doing that. I have one that's automatically goes out, that asks, tell me about your consultation. So there it is, this is what I want you to think about today. Email is not optional. You're not spamming anyone when you email 'em, they gave you their email address and they want to hear from you. They want the link to your workshop. They want the reminders to your workshop. It is not something that you will eventually get to. It is the foundation of your marketing. It is the most direct path to real relationships with potential clients. This is the second step that I just shared with you. The first one was networking, which was talking to people. now we've just covered email. We've got three more parts to this series. Make sure you subscribe, hit the bell. If you are already starting to email and you want to know about a beautiful tool that I recommend to all of our clients, I'm gonna share a link for flow desks, it's an affiliate link you save 25%. I do benefit from it, but you do too. It is the tool that we recommend to all of our clients. It is the easiest email marketing tool and honestly, one of the most affordable. I also am gonna share with you a training on flow desks, I'll put the link down in the comments and you can use that link to be able to watch a training on flow desks, start to finish, how to use it. It is that simple. You can do it in one training with me. So that's it. Make sure you subscribe. I'd love to hear from you in the comments, what your takeaway is, and then I will see you in the next episode.
