Why you need an email list and how to build one

In my last blog post I talked about some of the mistakes you can make as a coach who is using social media as marketing for your business.

One of the mistakes I shared was that we post on social media with the aim of building up a following but we don’t use that as part of a larger strategy to get clients or to secure that following in case of an account getting blocked or algorithm being changed.

Creating, building and nurturing an email list makes a bunch of sense because you own that information and it enables you to get into people’s inboxes, build a relationship with them, serve them well and guide them towards becoming clients.

It can still be important to be visible in other ways (because people’s inboxes are getting fuller and fuller these days) but building a list of fans* simply makes good business sense.

*you can have a huge list but if those people aren’t fans and aren’t opening those emails then it’s pointless – that’s why you need to focus on building a list of the right people!

In fact, targeting most of your marketing efforts towards building that list is a good strategy. So what might that look like?

It’s basically having a strategy that says ‘all roads lead into your list’.

So you might do things like post on social media, blog, run ads, run a Facebook group etc, and all of those things have a marketing quality in their own right (growing that know, like and trust factor, positioning you as an expert etc) but they all should have ways of feeding people into your email list too – or else you’re missing a trick.

So for example, let’s say you write relevant blog posts that attract people who are experiencing the problems you solve as a coach (and sharing those blog posts somewhere they’ll get traffic let’s not forget!). Then you offer them a helpful free gift, often a pdf guide, mini course, training video etc to attract them onto your email list. That free guide might be promoted via a pop up or an opt in box like the one below!

Some people even have several different free gifts that help solve different problems – in my wellbeing business I offer a free Ultimate Self Care Kit pdf guide and a mini Mindset Course. Each of these free gifts lead towards a different product I offer in my business via a funnel, but that topic is a whole other blog post!

So what your plan may look like is this:


The last part of that strategy is a nurture sequence – a number of emails that people receive when they join your list that help them, tell them more about you, tell them more about how you can help them, and guide them towards taking an action like scheduling a discovery call or buying a course or programme.

That nurture sequence might look something like this:

  • Email 1: welcome email and delivery of the free opt in (sends immediately once someone joins your list)
  • Email 2: Introduce yourself and your message + serve
  • Email 3: Serve with some super helpful tips / best blog post links + p.s pitch
  • Email 4: Share something people usually miss around your topic + p.s pitch
  • Email 5: Invite questions
  • Email 6: Recap + full pitch + what happens next

You would usually schedule these emails to be sent out 3-4 days apart.

I have a full template and break down for all of these emails as well as instructions for how to set it all up in the Wholehearted Business Club.

There’s a difference between creating a nurture sequence and building a funnel, again something I go into more detail within the training inside the Business Club, as well as coming up with a topic and format for your opt in, creating it and putting all of these pieces together to create a marketing flow.

So there you have it, some ideas for how to structure your marketing as a coach to lead into your list!

One other thing to note with this – while building an email list is a proven strategy for success for most businesses there’s always going to be different / better ways to go about it for your business. This is why I advocate a process of strategy testing and measuring results within your business to make sure you’re not wasting time plugging a strategy that just isn’t working. Test it out, look at your results and then adjust when necessary. 

As for email agents, I’m a huge fan of ConvertKit* because it has an extra level of functionality over Mailchimp when it comes to the multiple opt ins that I offer. Otherwise Mailchimp is also a good place to start.

As I said, I offer a bunch of training and support around this whole topic inside the Wholehearted Business Club – if you join before the end of February you get a discount on the full price!

Check it the Wholehearted Business Club here >>>

As always I’d love to know your thoughts! Has this been useful? What does your list building look like?

*affiliate link

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