Imagine if every abdominal crunch you did was worth 44 of them. If that was the case, most of us would be walking around looking like Brad Pitt from Troy, with our abs glistening in the sunlight. Unfortunately, it doesn’t quite work that way and getting a summer six pack requires some serious reps. But, do you know what doesn’t? Email marketing.
Unlike your one-rep ab crunch, $1 invested into email marketing can return roughly $44—talk about efficient. Those who start slinging emails also see over an 80% customer retention rate. It’s just the facts—thriving brands and businesses use email marketing to scale their operation and diversify their audience, positioning themselves to offer their knowledge and coaching to a growing group of people.
Before you can start hitting inboxes with your own memorable messages, you’re going to need some people with open and willing inboxes. That might sound complicated, but it’s not and we’ve made it even easier with the 3 ways to collect emails for your coaching business.
If you’re ready to start finding some faithful followers, let’s get right into it.
Spread It Out
Gathering emails doesn’t have to be complicated or even time consuming if you break it down and spread out your resources. That being said, there is one aspect to building your email list that does deserve your focus and time: a lead magnet.
A lead magnet is what you’re going to trade a subscriber for their email address–consider it a housewarming gift from you to them. They usually come in the form of digital, downloadable content, such as a free PDF checklist, special videos, guidebooks, articles, etc.
The key to a good lead magnet is to make sure it’s actually magnetic—don’t just chuck boring and expendable stuff to your people—give them something worth their coveted email. Depending on your business and audience, you could offer free and exclusive recipes, a video series on meditation, or a comprehensive guide for beginner runners.
If you remember anything it’s this—always create your lead magnets with a specific audience in mind. Just like any other content you create, offer something that is actually helpful or solves a problem. This will give them a taste of the knowledge you’ve got backing your business.
Now, let’s talk about building a list.
Sure, you could walk the streets asking for people’s email like a cheap tour guide or you could make it easier on yourself by trying these three methods:
1. Opt-In Forms
An opt-in form allows the user to consent to you contacting them with further information. It’s the permission slip for modern day marketing. These forms can be a pop-up on your site or a standard embedded sign-up form, either way, it’s important that these forms are simple. Check out how we use ours on the SPRNG website.
Pop ups can be set to trigger based on time, button selection, or even page scroll to ensure that your audience isn’t slammed with annoying forms as they first enter your site. Regardless of where a pop-up is, it should always include an intriguing incentive to your potential subscriber or client.
Side Note: Opt-in features aren’t exclusive to forms and pop-ups. Many email marketing tools allow you to build an email acquisition page–a completely exclusive page for people to sign up for your good words. (We will be talking about this more soon)
2. Organic Content
You can also capture emails throughout your regular content. For example, dropping a few sly opportunities to “get your hands on some juicy fitness tips every week” doesn’t feel intrusive and will present your reader with the chance to hand over that email. Then once you have it, they’re locked in and their inbox is ready for your magic.
Remember: In copywriting, clear always beats cute. Make your call to action clear and straight-forward, but don’t shy away from being creative. Just make sure to include why joining this email list could change your life—or something just as riveting like improved gut health.
Use the content you’ve already created– simply go in and find the proper spots to inject small CTAs that drive to your email. Weave it into conclusion to your blog posts or include an email list invitation on your social media pages.
Speaking of social media…
3. Social Media
Facebook ads are one of the most common ways businesses grow their email list. With a good lead magnet and a little money, they can be a great way to target specific audiences and get into their inboxes.
But, Facebook is just one of the many ways social media can allure new subscribers. Twitter Chats, LinkedIn Groups, and Instagram posts can also be used to share details or leverage your lead magnets.
Toss a call-to-action in your social media profiles and bios, you’ll be surprised to see how many people click that link. Just be careful to not be a sleazy salesperson—you know those ones who push the product regardless of the person.
Use the CTA in your bio to direct people toward your email sign-up where they can opt in for badass content that will make them better than they were before.
Keep a lookout
Marketing is an organic process—the people and tactics are always changing, but the intention should always be the same: be the solution to a problem. Knowing your people will allow you to always be aware of their questions and provide real, educated answers.
Build your list intentionally, and focus on quality over quantity.
You’re looking for people who crave golden nuggets of greatness in their inbox, who will actually open your emails. It’s better to have fewer people on your list who will insist on telling other people about your business than have one million subscribers who take the lead magnet you offered, say thank you, and move on.
Serve, don’t spam.
Remember, good marketers and business owners don’t spam people, interrupt people, trick people, or force people to do things they don’t want to do. Good marketing is about making authentic connections with real people. Email marketing is no different and should be focused on serving your audience.
When you genuinely believe that what you have to offer can help real people solve their problems you’ll start to see how marketing is more about opening hearts and less about prying at wallets.
An eager and excited audience is out there waiting for you to grace their inbox with everything you know about health and fitness—it’s time you started showing up.
As always, some of our favorite discussions happen over on our SPRNG Training newsletter. Join us there to learn more about how to build a health and fitness business that leads to everyone’s success.