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    by Simone Sauter

    Newsletter marketing (or email marketing) is king when it comes to building your position as an expert, growing your business and adding more value to your clients’ lives.

    But when your coaching business is still getting off the ground, it can be hard to know how to get started with newsletter marketing and making it work for you.

    This is one of the main challenges that my clients complain of facing before they start working with me.

    So in this blog I want to walk you through email marketing and show you how you can start building your list today, how to get your subscribers to actually open those emails, and how you can keep nurturing your email list so they become loyal to you and your brand.

    Let’s dive right in.

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    Newsletter marketing is one of the most effective ways you can communicate with your audience on a regular basis. It will help you build trust, position yourself as an expert in your field, and also help you attract more clients with ease.

    By consistently creating highly relevant newsletters and emails you can help solve your clients’ problems and become the go-to person in your niche.

    That’s why it’s so important that you have a precise and very clear niche. It will help you stand out from all the other coaches out there and provide optimal value. So make sure you go back and define your niche  if you haven’t done so already.

    Whatever content you create, such as blog posts, podcasts or videos should also be included in your newsletters so that your audience has chance to use and share what you’ve created.

    link to post about defining niche

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    Getting started is super-easy.

    You simply need to create an email list of people who are interested in what you have to offer, then you can send them that useful content you’ve created and the magic can start happening.

    This is known in the industry as ‘list building’. Easy, right?

    There are just three tools you need to get started.

    #1. An email service provider 

    Firstly, you need an email service provider from which to send your emails. Don’t ever be tempted to use your regular email address to do this – it looks unprofessional and your emails are unlikely to even make it through the spam filter.

    You don’t need to spend any money to get started – Mailchimp offer a great free version which is fine to use when you just start out. Personally, I use ConvertKit these days. I’ve also used Infusionsoft in the past but it’s too expensive and ConvertKit as much. 

    #2: A freebie

    Of course, it’s very unlikely that someone is just going to hand over their email address to you for nothing. Our inboxes are already overflowing with promotional emails and we’re getting wise to the whole thing.

    So you need to create something that your audience wants so much that they’re willing to trade their email address just to get their hands on it.

    For example, I do free video courses, I have free workbooks and I have free cheat sheets which add a ton of value to my audience.

    But you can create anything you like, provided it’s a free resource that helps to solve the unique problems that your audience is facing and it’s something that they really want. It needs to be a treat for their inbox, not just something else that will take up space.

    Be careful with the words you choose when you encourage your audience to sign up. No one will be convinced if you just say ‘Hey, sign up for my newsletter’ because that doesn’t provide any value for them. Offer them value and they will be much more likely to sign up.

    #3: A list-building strategy

    It’s not enough just to create an awesome freebie then sit back and hope people sign up for your email list. You need to get proactive and do everything you can to make it easy for them to get your freebie.

    The best way to do this is to build your strategy. Here are a couple of examples of how you can start list building.

    • Set up your website for list building

    You need to have signup boxes everywhere. Just take a look at my website for example.

    You can see that before you get to the content there is a header with a signup box. This is the first thing that you’ll see when you get on my website. There is this headline then a small description to tell you what you get when you sign up, then a box to fill in your details.

    You don’t need to have your sign up box in the same place as I do. But you do need to make sure that your sign-up box is somewhere prominent. It needs to be the first thing that people see when they come to your website.

    But don’t think that this is enough. You need have to many more sign up boxes on your website, including several times in your blog post, on the sidebar and so on. You should also create pop ups too.

    • Guest post

    Guest posting is a great way you can talk about a topic that is dear to you within your niche, position yourself as an expert in your niche and help you collaborate so you can piggyback on each other’s audiences.

    If you’ve chosen carefully, your audiences should also be related so you can both gain maximum exposure by working together. Then anyone who enjoys your message can come and visit your optimised website with all the sign boxes that I just mentioned, and they’ll happily join your email list! Check out the next blog post to find out how to pitch a guest post!

    • Host a webinar

    Webinars are effective and very fast tools that you can use to build your email list. You just need to choose a really appealing topic that your audience will love, host the webinar and encourage people to sign up.

    Social media is a great place to promote these webinars, especially if you’re using Instagram stories and Facebook. These days you can also effortlessly record your webinars so that you can continue to use them as list building tools without needing to invest any extra time or effort.

    • Host a five-day challenge

    Set up a five-day challenge around one core topic and then you can help solve one of your target audience’s struggles. Over the five days, you can provide support and help take people on a journey through this challenge, then at the end pitch your product (if you choose to upsell).

    • Socialise! 

    Another great way to build your list is to get really active in social media groups, in forums and on blog posts related to your niche. Then you can add a link to your website and encourage more traffic to come to you. With most blogs, this is as easy as adding your URL to a little box when you submit your comments. Make sure it’s about a topic you usually talk about and that you’re really adding value.

    • Use Pinterest 

    Pinterest is one of the best sources of web traffic apart from Google. It’s something that I love using at the moment and it’s also very easy to optimise. Educate yourself on how to use Pinterest for list-building and you’ll be amazed at how effective it can be!

    • Learn the art of SEO

    As I said in my last blog post, SEO (aka search engine optimisation) is a long-term game that will help you become more visible on Google and climb higher up the rankings. This will help you better reach your ideal audience, help you position yourself as an expert and naturally help you get more clients with ease.

    Make sure you have an SEO strategy in place, do your keyword research and optimise all the content you produce. This helps people to find you through Google and then they will get to your website and sign up for your email list.

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    So, you’ve done all the hard work to get in front of your ideal audience, you’ve given them that freebie and they’ve signed up.

    Congratulations! One of the hardest parts is over.

    But now what? What do you need to do to nurture your relationship with this person and help add value to their life?

    #1: Send them the freebie

    First up, you need to send that person the freebie you promised them.

    Simply send a friendly email saying, ‘Hey, thanks for signing up.’ Then add a couple of sentences to introduce the freebie and make sure you tell them how to get the freebie (i.e. click a link to watch or download it, check out the attachment, etc.)

    That’s it. That’s all you need to do at this point.

    #2: Create an automated email series

    I like to think of list nurturing like holding a house party where I want everyone to feel welcome. They arrive at my home and I make sure they have exactly what they need – perhaps a drink, some nibbles and I might even introduce them to a friend or two.

    But I don’t just abandon them at this point. They might not stick around and enjoy the whole party if I do that. Nor will they know that I have this awesome stuff waiting for them, unless I tell them all about it.

    I need to pop over on a regular basis, see how they’re doing, see if they want another drink, have a conversation and keep doing everything I can to make them comfortable.

    That’s exactly what you need to do with this person on your email list.

    But instead of physically doing it, you’re going to harness the power of email to do it for you.

    This is very straightforward when you’re using an email service provider like Mailchimp or ConvertKit. All you have to do is set up the email series, hit the automation button and then you’re done.

    Here’s how the automated sequence should go:

    Email 1:  Give them that freebie (see above)

    Email 2: Introduce yourself

    The second email is where you should introduce yourself better and tell that person who you are, what you’re about, what your blog is about, what people can expect from you and what topics you talk about.

    This doesn’t have to read like a CV or some dull list – tell a story, share your why and help people really get to know you.

    By doing this, you really start building a relationship with them because people want to know who is behind the blog, podcast or YouTube channel.

    Emails 3, 4, 5 and 6: Educate your audience

    Over the course of around 3-4 emails, you can continue to add value to your audience and educate them more on the topic you build your freebie around.

    You can address their common fears and issues, help them to problem solve, overcome their core challenges and provide as much value as you can.

    Email 7: Pitch your product

    In the last email, you can pitch your product if you want to.

    But don’t send out more than about two to three emails to do so as you want to keep your marketing friendly and ethical at all times.

    There are so many unethical marketers out there who more or less force people to buy stuff. By using various psychological tactics and techniques, they convince people that they need the product they’re selling when they absolutely don’t.

    Don’t be like that person. Do marketing that feels good to you, and don’t feel like you need to be sleezy or pushy in order to grow your business. You don’t.


    Everything I’ve shared with you here today should help you build an effective email marketing list and understand how you can use it to attract your ideal client and provide value to your audience.

    There’s just one last topic that I’d like to cover. It will help you create a highly relevant newsletter that will get more email opens, more clicks and really help you build that relationship with your audience.

    Here are my top three tips.

    #1: Create an awesome subject line 

    Firstly, think of a compelling subject line to make people open your newsletter.

    Your subject line is the most important thing about your entire newsletter because if this isn’t appealing and doesn’t work well, people won’t open your newsletter.

    If they’re not opening your newsletter then you clearly won’t have chance to give them the information they need or they want and they won’t know if you’re offering them some great paid products.

    ConvertKit for example offers you the chance to do something called ‘A/B testing’. This is simply where you do an experiment to test which of two subject lines works best.

    The provider will send 15% of your list an email with one subject line, and a further 15% with the other. Then it will automatically check which subject line performs the best and send the remaining 70% of your mailing list an email with the most effective subject line.

    #2: Be personal 

    As I’ve said many times throughout my blog posts, it’s always important to get personal in your emails. 

    Build up trust, be likable, be friendly and be open.

    Always answer emails, especially when you start out, really engage with people and share relevant information.

    #3 Send newsletters on a regular basis

    Don’t let your audience forget you – keep sending them regular emails. Once a week is about what I recommend.

    As you can see, it’s easier than you think to grow your email marketing list and kick-start your email marketing campaign.

    Start by creating a freebie, building an automated sequence and sending regular newsletters and you’ll soon become an email marketing pro.

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    Probably you already heard me saying how vital SEO is to become visible online. One crucial aspect of that is that my content is shared. So if you like what you heard/ read, please share with the social media buttons on this page. Thank you so much!



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    I am the founder of FEATHERY, and I help ambitious coaches to become a recognised expert in their niche, so they get clients with ease.


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