Why You Should Start an eNewsletter for Your Coaching Business

May 17, 2022

An eNewsletter may sound like a marketing tactic of the past, but email is still very much thriving in our digital world. In fact, average open rates increased by 3.5 percent from 2020 to 2021, according to Campaign Monitor

Unfortunately, click-to-open rates declined from 2020 to 2021 by 3.6 percent as a result of mail privacy updates and regulations. This decline is one of the key reasons why it’s important to implement an eNewsletter for your coaching business.

An eNewsletter is a value-based email that shares insights, updates, tips, or other information unrelated to sales. The goal is to connect more regularly and share without asking for anything in return. 

Here’s what you need to know about why an eNewsletter can be so valuable and how to create one for your marketing efforts.

Need help writing your emails? Join the Marketing From the Gut membership for $35/month and get access to our Swipe Files! Find the style you love and then make it your own!

The Benefits of an eNewsletter

A newsletter is the number one email type sent by marketers today, according to Litmus—and for good reason. Consider the many ways an eNewsletter can support your overall marketing efforts.

Stay Front of Mind

When you email your subscribers more regularly, you keep your brand in front of them. As of 2021, 9.5 billion emails were sent a day in the U.S. alone. This means your subscribers are getting a lot of emails—and you need to make sure you cut through the clutter. One way to do that is to consistently give them something they enjoy reading or engaging with. Ideally, instead of hitting “delete” they think, “I love these emails! I should read this.”

The key, however, is to create an email that your subscribers actually want. To do so, poll your community on Instagram or send out an audience survey and collect some data. Ask them what topics they care about, what type of content is most interesting or helpful (I.E. long-form text vs. video), and what would make them want to open your emails. 

Use this to develop an eNewsletter strategy that actually works.

Showcase Your Expertise

Sending an eNewsletter allows you to showcase your expertise. Instead of simply selling, you’re saying, “Here’s how to do this” or “Here’s what you need to know about that.” This is key for warming up subscribers to become a client, buy your course, or sign up for your membership. You want to give them a taste of who you are, what you do, and how good you are at it so that when it’s time to sell, they have an idea of who they’re buying from. 

To come up with ideas for how you can showcase your expertise, go to old social media content. You’ve likely shared dozens if not hundreds of value-based posts on your various platforms. Repurpose that content into the eNewsletter format. This also helps you save time when coming up with content ideas!

Provide Value Now to Drive Sales Later

Sending sales emails is important, but it can’t be the only email you send. If your subscribers consistently open your emails only to find a “join now” or “enroll today” button—but they’re not ready to convert—they’ll stop opening your emails. 

Instead, use your eNewsletter to build a relationship and develop a connection with them. To do this, you have to start sending regularly to have an impact. If you send a value-based email once every three months, but you send sales emails every week, you won’t have the same impact. 

The guys at Email Marketing Heroes explain it like this: 

“If you rarely email them, the connection weakens. They stop seeing you as someone they consider a friend. So when you DO email them with an offer, they think you’re only interested in connecting with them for the sale.

On the other hand, when you begin to email your list frequently, the connection between you strengthens. The audience feels like they’re part of your life, and they trust you and see you as an expert. And people WANT to buy from someone they trust. If you provide value in every email, they’ll be excited to receive your offers.”

Create an eNewsletter That Works

If you’re not sending email newsletters regularly, or have never sent one before, here are a few tips to get yours up and running. 

  • Know what your audience cares about. Don’t send emails just to send them—pack them with information, tips, and insights you know your subscribers will find valuable.
  • Be consistent. Weekly and monthly newsletters are most common. Better yet, take the Email Marketing Heroes' advice and send these value-based emails daily.
  • Make it well-branded. Make sure your emails look the same every time with consistent headers, colors, and styling. This gives subscribers a visual cue that this email is yours, and as they come to look forward to your emails, may be more likely to engage with them.
  • Choose a format and stick with it. If you’re not sure which format you should use, join the Marketing From the Gut membership and find different styles to choose from in our Swipe Files.
  • Track your metrics. Each month, look back on your eNewsletters to check open rates and click rates. This will help you determine the best time to send, the most popular topics, and more.

Start Your eNewsletter This Week

Don’t miss out on this chance to connect with your audience and give them value. When you give more than you take (or ask for, I.E. selling your services) you increase the chances that they’ll connect with you and want to buy at some point. Use these tips and ideas to create an eNewsletter that allows you to stay front of mind, showcase your expertise, and build a brand that subscribers love.

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