Email marketing has never been more effective than it is these days. People rely on email outreach for business growth. Ecommerce sites rely on email to drive sales and sign-ups. Marketers rely on email to grow their traffic and gain new leads. The trick is to learn how to write email messages that actually get opened and converted.
If you’re like most coaches, you probably spend a lot of time crafting the perfect email to your list. After all, your emails are a crucial part of your marketing strategy – they’re how you build relationships with your subscribers and eventually convert them into clients.
But if you’re not a copywriter by trade, it can be tough to know where to start when it comes to writing emails that will really engage your readers.
By the way, we’re Cass + Tee, the founders of Lovely Impact. As web designers and brand strategists who exclusively work with coaches, we have seen our fair share of the good and the bad when it comes to effective copywriting.
The common thread we’ve noticed? The most successful and productive emails are ones that make a person buy, see your offer, or talk to you. So let’s get to it.
In this article, we’re going to show you how to write direct, compelling emails that get clicked on, opened, and read.
Table of Contents
What Coaches Need To Know About Email Marketing
Here are the essential 8 components of an email that coaches need to know to master their email marketing goals:
1. The Subject Line
When it comes to emails, your subject line is like a headline, and you should spend a lot of time getting that right. If the subject line is not compelling, your subscribers will not open the message. You should put as much effort into your subject line almost as much as on the content itself.
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Here are a few tips to help you create effective subject lines:
- Keep it short and sweet: The best subject lines are brief and to the point. Get straight to the point and avoid using bloated language.
- Use active verbs: Active verbs make for powerful, persuasive subject lines. Words like “discover,” “unlock,” or “transform” can create a sense of urgency and encourage people to click through.
- Ask a question: Questions pique curiosity and can be a great way to get people engaged with your content. Just make sure your question can’t be answered with a simple “yes” or “no.”
- Use urgency: If you have time-sensitive information or an offer that expires soon, use urgency in your subject line to get people to open your email right away. For example, “Last Chance!” or “Limited Time Offer!”
By following these tips, you can write a compelling subject line that will get your email opened and read.
2. Return Email Address
When it comes to email marketing, coaches have to be careful about how they format their return address. A generic or “no-reply” address will make readers less likely to open the email, while a more personalized address will boost trust and increase the likelihood of people opening and reading the email.
The best way to format your return address is to use either your name or the name of your coaching business. This way, people will immediately know who the email is from when they see it in their inbox. Keep your return address friendly, professional, and relevant to make the best impression on your readers.
3. Email Opening
How you greet your readers is important. The first lines they see when they open your email need to hook them in.
- Greet your readers in a friendly, inviting way. The first lines they see will set the tone for the rest of the message, so make sure they want to keep reading!
- Keep your language clear and concise. Your readers are busy people, so they’ll appreciate emails that get straight to the point.
- Use humor wisely. A little lightheartedness can go a long way in making your emails more engaging, but be careful not to overdo it.
4. The Body of the Message
Once you have the reader’s attention, it’s time to move on to the body of the message. Continue to keep your language conversational and remember to break up long lines of text with headings and short paragraphs. This will make it easier for the reader to skim the content and find the information they’re looking for.
This part of the email writing process will always vary, but ultimately your body copy should consist of clear, useful information that someone could take action on without having to think too hard.
5. Your Font
The font you use can make a big impact on how your readers perceive your message. For coaches, it’s important to come across as professional and trustworthy. But you also want to be friendly and approachable. So, what’s the best font to use for email marketing? It depends on a few factors.
If you’re using HTML, then you have more options than if you’re just using plain text. And if you’re sending your emails to people who will be reading them on a mobile device, then you’ll want to use a sans-serif font such as Arial or Helvetica.
Most importantly, the best font to use is the one that makes your message easy to read and understand. So experiment with different fonts and see which ones work best for you and your audience.
6. Using Emoticons: Yes or No?
Wondering if emoticons are appropriate for your emails? We say, yes, definitely use them! You want to ensure that you convey the right emotion to your audience but do use caution about this because if you’re sending plain text messages versus HTML, your emoticons might look different.
Using emojis in email marketing can be a great way to make your emails more personal and memorable. People who receive your emails love hearing from you and vice versa. There’s a lot of research to back this up and it goes like this: Regular emails with a personal touch get opened more than ultra-formal emails. Emojis seem to stand out in emails because they’re cute and keep your message casual.
7. Spelling & Grammar
Of course, you want your spelling and grammar to match your readers’ expectations of a coaching business they are interested in working with. Spelling is more important, while grammar can be more creative. The important thing is that you write the way your audience speaks so that they resonate with the message.
Typos happen. But do you really want to be known as the coach who’s always misspelling words? Make sure you (or someone else) are handling proofreading your emails before sending them out. This part may seem nit-picky but we promise it’s not. Typos or grammar errors can be easily avoided by installing apps such as Grammarly in your web browser.
8. Closing & CTA (Call To Action)
The other thing you need in your email message is closing and a CTA. If you keep the email short, you can include one CTA. If it’s longer, you may want to place a CTA above the fold (before the scroll) and near the closing. Always sign off with your contact information, the CTA button, and any other info they need.
Keep your audience’s needs in mind when you’re crafting your message, and make sure that the call to action is something that will help them reach their goals.
And if you want to be extra witty, you can include a pun or play on words in your CTA. For example, if you’re a nutrition coach, you could say “Ready to get back on track? Sign up for my 5-day reset challenge!” Something lighthearted like that will stick in their mind long after they’ve hit the delete button.
Final Thoughts — Email Marketing for Coaches
Copywriting is not a magic bullet that will propel your business to new levels of success. It can, however, help attract leads, convert prospects into customers, and keep you in business. No matter how much experience you may have — or how much money you have lying around — your copywriting skills will always improve with practice.
Copywriting is a powerful persuasive technique. It can get visitors hooked, and make sales leads turn into customers. The more you know about copywriting, the easier it will be for you to incorporate it into your marketing strategies.
These copywriting tips for email marketing can work for any business, but they are especially helpful if you’re in the coaching industry. By using these tips, you can create emails that connect with your readers and encourage them to take action.
Which tip out of these 8 do you plan to work on first? Leave a comment below and let us know!