Building an email list is a crucial strategy for health coaches looking to grow their businesses. But many are unsure about what to send to their subscribers or how to use their lists to sell without feeling “icky.”
To help health coaches navigate email marketing with confidence, I interviewed Kate Doster, host of the Do The Brave Thing podcast and an expert in email marketing. Kate shared practical tips, actionable strategies, and a refreshing perspective on how health coaches can effectively engage their audience through email.
Kate kicked things off by addressing a common misconception: “All your email list is, is people who are raising their hand and saying, ‘I really want to know about counting macros or need help with my mental health.'” She emphasized that your email list represents people who genuinely care about what you have to say—and that’s a privilege.
What to Send Your Email List Every Week as a Health Coach
A major hurdle for many health coaches is figuring out what to send their email list. Kate explained that it’s not about having to create brand-new content every week. “You don’t need a new blog post, video, or podcast to justify emailing your list,” she said. Instead, think of your subscribers as people excited about your topic and eager to hear from you.
To make things manageable, Kate recommends setting a consistent emailing schedule. “Pick a day—say Tuesdays—and stick to it so your audience knows when to expect you,” she advised. This consistency helps build trust and familiarity with your brand.
Here are some easy content ideas you can send:
- Quick Tips: Short, actionable advice that solves a common problem.
- Tools & Resources: Share your go-to tools, whether it’s meal planning apps or workout trackers.
- Personal Stories: Be relatable by sharing personal experiences, such as challenges you’ve faced during holidays or while sticking to a fitness routine.
- Assumption Breakers: Kate recommends addressing common objections, like “I’d love to eat healthy, but it’s expensive.” By helping people overcome these mental blocks, you can build trust and credibility.
Kate summed it up perfectly: “If you can sit down and write out a list of ‘buts’ that your audience might have, you’ll have more than a year’s worth of email ideas.”
Selling on Your Email List Without Feeling Slimy
Selling through email doesn’t have to feel pushy or uncomfortable. Kate emphasized that sales emails are just another way to serve your audience. “Every email is a sales email in a way,” she said, “because you’re always selling your expertise, your personality, and your trustworthiness.”
Her advice? Focus on your subscribers’ needs and how you can help them. Instead of leading with how much time you spent creating your program or course, highlight the transformation they can achieve. “They don’t care how long it took you to create your program,” Kate pointed out. “They care about what you can do for them.”
When writing a sales email, follow this simple structure:
- Identify the Problem: Clearly articulate the issue your audience is struggling with.
- Offer a Solution: Introduce your program, course, or coaching as a way to solve that problem.
- Focus on Results: Show them how your offer can help them achieve real, tangible results.
Kate also recommends sending multiple emails during a sales campaign. “People don’t always act on the first email,” she explained. “Some need more information, reassurance, or time to make a decision.”
Creating Effective Email Funnels as a Health Coach
If you’re ready to take your email marketing to the next level, Kate suggests creating a funnel that leads your subscribers toward a specific offer. She emphasizes the importance of aligning your freebie with your paid offer. For example, if you’re promoting a plant-based nutrition program, your freebie could be something like “How to Go Vegan When You Love Cheese.”
Kate’s signature “Little Black Dress Sales Funnel” consists of several strategically crafted emails:
- Welcome Emails: Start by introducing yourself and giving your subscribers a quick win.
- Rant or Myth-Busting Emails: Address common misconceptions in a way that resonates with your audience.
- Solution-Oriented Emails: Show your readers how your offer can solve their problems.
- Case Studies & Testimonials: Provide social proof to build trust and confidence.
“Think of it as a journey,” Kate said. “You’re guiding your subscribers step by step, giving them everything they need to make an informed decision.”
Handling Unsubscribes Gracefully
Unsubscribes are inevitable, but Kate encourages health coaches not to take them personally. “We’ve all Marie Kondo’d our inboxes,” she joked. “Sometimes people unsubscribe just because they’re overwhelmed with emails, not because they don’t like you.”
Rather than worrying about losing subscribers, Kate suggests focusing on the positive: “If people are unsubscribing, that means you’re actually emailing your list. And that’s a good thing.”
Jess added her own perspective: “I remind myself that unsubscribes don’t bother me anymore because those people weren’t going to buy from me anyway. If someone unsubscribes, they’re probably not my ideal client.”
Final Tips for Rocking Your Email List as a Health Coach
Kate’s final piece of advice is simple: just start emailing. “If someone signed up for your list, they want to hear from you,” she said. “Don’t overthink it. Even if your first draft is terrible, you can always refine it.”
She challenged health coaches to send an email today using this prompt: “The biggest mistake I see people make when it comes to their eating is…”
So, what are you waiting for? Start engaging your list and watch your health coaching business grow.
Connect with Kate Doster
If you want more dangerously actionable email marketing tips, check out Kate’s podcast, Do The Brave Thing. You can also grab her free resource, a year’s worth of email prompts, at KateDoster.com/2years. It’s the perfect tool to help you stay consistent and confident with your email marketing.