How to Write an Email Campaign For Your Coaching Program


There are 7 steps to writing an email campaign for your coaching program:

1) Determine the purpose of your email campaign. Do you want to sell your coaching? Do you want to build trust and rapport with your prospects? Or do you want to build credibility? Or maybe you simply want to create a list of rabid fans who will help you build your brand.

2) Once you have determined the purpose of your campaign, you can think about the emails that will be necessary to make that purpose come true.

For example, if you want to build trust and rapport with your subscribers, then you probably want to go light on selling, especially right away. Maybe you would write informative content that others aren’t sharing. Maybe if you are willing to write back to your prospects, you could ask them a question in your emails. Or perhaps hold a survey and give them the results. Or you might use engagement emails to engage with your prospects. Emails that lead them to connect with you. Perhaps you would write emails that would direct them to your Facebook page or another social media page.

3) Maybe you use holographic traffic techniques, and if so, then you might lead prospects into your holographic web of web content.

If you want to sell your coaching, is it wise to just send selling emails? No. Instead, you probably want to write credibility, engagement, trust and rapport building emails.

4) Once you have determined the kinds of emails you want to write in your email campaign, start writing. I like to write my complete email campaign in a single word processing document. That way I can read through all my emails from top to bottom and make sure they make sense. Your emails should read, in a sense, like a sitcom that shows every Monday night on television, and each week the watcher is expecting the next thing.

5) Write out your email campaign, starting with an introductory email, then maybe a credibility email, then maybe a rapport- building email, then maybe a trust- building email, then maybe an engagement email, then maybe do a 3 day presentation of your coaching program, then 3 days of content, then start rotating through these email types.

6) Load all of these emails into your autoresponder, and be sure to set up tracking in your autoresponder or use a tracking service like kissmetrics so you can tell which emails are performing well over time and which are not.

7) Over time, as you naturally write great content or new emails, add them into the email campaign. Take out under-performing emails. Over time, your email campaign will improve in value and responsiveness, due to the kaizen approach of constant improvement.

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