Email Marketing.... Is it worth it for consultants and coaches?

 How to Build Relationships That Convert

Have you been hearing about lead magnets, opt-in offers, and list building, but you’re not sure how it all works or what it really means for your consulting or coaching business? You’re not alone. So many purpose-driven professionals shy away from email marketing because it feels too much like cold-call sales.

But here’s the truth: when you understand the strategy behind it, email marketing is one of the most powerful tools to grow your business and nurture long-term relationships with your ideal clients.

What Email Marketing Really Is

Email marketing is a digital marketing strategy that involves sending targeted messages to people who have voluntarily given you their email address. That’s the keyword... voluntary. They’ve exchanged their email for something of value, which makes this an act of permission-based marketing.

Unlike cold-call sales, email marketing isn’t about pushing for a quick sale. It’s about building trust, offering value, and deepening your connection with your audience over time. Cold-call sales are like asking someone to marry you before you’ve even said hello. With email marketing, you start with a friendly introduction and let the relationship grow.

Where Email Marketing Fits Into Your Business Strategy

Think of your business as having three core systems: marketing, sales, and delivery. Marketing helps potential clients become aware of your value. Sales turns those prospects into paying clients. Email marketing sits beautifully between the two. It bridges the gap by nurturing leads who are not ready to buy today but will be tomorrow.

When people join your email list, you have the opportunity to stay top of mind and position yourself as a trusted advisor. You’re giving value in advance and shaping their understanding of your expertise, which means that when they’re ready to take action, they think of you first.

Why Email Marketing Builds Trust

As consultants and coaches, we’re in the transformation business. That means our work is rooted in trust... trust in you, but also trust in your client’s belief that transformation is possible. Through consistent, value-driven emails, you’re helping your audience believe in themselves and in your ability to guide them.

Every helpful insight, every tip, every story you share builds credibility and emotional connection. That’s what transforms someone from a curious follower into a loyal client.

The Email List Building Path

Let’s talk about what it actually takes to start building your list. There are four main steps.

1. Create a Lead Magnet

Your lead magnet is something of value you offer in exchange for an email address. It could be an e-book, a cheat sheet, a challenge, a quiz, or even a simple newsletter sign-up. The goal is to offer something so relevant that your ideal client eagerly says, “Yes, I want that.”

Here’s my top tip: think about the questions you get asked all the time or the ones people should be asking but don’t. Build your lead magnet around those. Relevance beats design every time.

2. Set Up Your Offer on Your Website

You’ll need a spot on your website where people can easily sign up for your freebie. This could be a landing page or a section in your blog sidebar. Make the copy compelling. Tell them exactly what they’ll get and why it matters. Connect this form to your CRM system so that the lead magnet is automatically delivered once they subscribe.

3. Drive Traffic to Your Lead Magnet

Even the best lead magnet won’t work if no one sees it. Promote it through social media, your blog, your YouTube channel, or even paid ads. I often feature mine in my videos, inviting people to visit betsyjordyn.com/downloads, where they can access my free resources on messaging, website planning, and content marketing.

4. Nurture Your List with Ongoing Value

Once people are on your list, keep showing up for them. You can send weekly newsletters with actionable advice, link to your latest blogs or podcasts, or share success stories that inspire them. You’re not just staying in touch, you’re continuing to build the know-like-trust factor that makes people want to work with you.

How Email Marketing Turned Into a Six-Figure Contract

When I first started using email marketing, I had a simple opt-in box on my website. Someone joined my newsletter, and I sent weekly insights. Months later, that same person reached out for help with a retreat, which led to an ongoing partnership and eventually a six-figure global consulting engagement. The key wasn’t luck; it was consistency. Staying connected through email meant I was top of mind when they were ready for the next big step.

Common Sticking Points

Many of my clients struggle with the same three things:

1. Choosing the right lead magnet: It needs to meet people where they are, not where you want them to be.
2. Dealing with the tech: Setting up CRM systems, landing pages, and automation can be frustrating at first.
3. Seeing how it all fits together: Email marketing works best when it’s integrated into your larger brand positioning and marketing system.

I’ve been there too. At one point, I spent thousands on a beautifully designed e-book that didn’t perform as well as a simple one-page checklist. What I learned is that simplicity and relevance always win.

Putting It All Together

Email marketing isn’t just a tactic. It’s a long-term strategy that helps you nurture trust, demonstrate your expertise, and guide potential clients toward transformation. When done well, it becomes a seamless part of your business system, one that builds relationships and revenue over time.

If you’re ready to integrate list building into your overall brand and marketing strategy, I’d love to help. Check out my free download, How to Build a Content Marketing Foundation from Scratch. Create a system that supports your purpose, amplifies your impact, and helps you grow the business you love.

Other blog posts you might enjoy:

• What Executives Want You to Know BEFORE Pitching Your Consulting or Coaching to Them
• How to Build a Site That Attracts, Converts, and Builds Credibility
•  How Your Discovery Meetings Propel Your Income and Influence

About me: Betsy Jordyn is a brand messaging strategist and business mentor for purpose-driven consultants and coaches. With a background in organizational development—including a consulting career with Disney—she helps experts clarify their unique value, position themselves strategically, and build businesses that deliver impact, income, and personal fulfillment. Connect with Betsy Jordyn to clarify your message, elevate your brand, and attract the clients you're meant to serve. Start here → https://www.betsyjordyn.com/services