Coaches: Think Your Email List Is Too Small? Here’s Why That’s Not True (And what you’re missing out on).

The Lie That Keeps Coaches Stuck

Most coaches don’t email their list enough.

Not because they don’t want to, but because they believe their list is too small to matter or they’re afraid of emailing the wrong thing or too much.

They tell themselves:

• “I barely have anyone on my list… Why bother?”

• “I don’t want to send emails too often and annoy people.”

• “I don’t even know what to email about.”

So you wait. And wait. And wait.

Until weeks (or months) go by, and when you finally do send an email… your audience has already forgotten you. (You totally ghosted them. There, I said it.)

If this sounds familiar, here’s what I’ve learned from working behind the scenes of multi-million dollar coaching companies and being a coach myself: A small list is not a problem. An ignored list is a problem.

So here’s what you can do about it.

Why Your Small List Is More Powerful Than You Think

So, you’re not an e-commerce store sending mass discounts to 100,000 people.

You’re a coach. Your business thrives on connection, trust, and relationships.

And guess what? It’s easier to build deep relationships with a small audience than a massive one.

Here’s why:

• Higher engagement: A smaller list means fewer passive subscribers and more real connections. (The people on your list joined for a specific reason.)

• Easier personalization: You can actually respond to people, ask questions, and tailor content. (You can learn a lot from a small list.)

• No pressure to be perfect: Perfect doesn’t exist, but still, you can make mistakes with a smaller list without the impact it might have on a “big” list. You just need to be YOU.

Instead of seeing your small list as a problem, treat it like a small room of potential clients. If five people showed up to hear you speak, would you ignore them?

Of course not. You’d give them all your attention.

That’s how you should treat your email list.

I mean, come on, you’ve been wanting to talk to people and help them right?! And your email list (no matter how many people you have on it) is right there, waiting on you.

Emailing your list is like having a direct line to your people, a line that no algorithm, social media trend, or platform change can mess with.

Think of it this way:

Social media is like renting a house. You’re building on someone else’s land. The algorithm decides if people see your posts, your reach can drop overnight, and one policy change can wipe out your presence. (Ever lost access to your account? See what I mean?)

Email however, is like owning your home. You control it. You decide when and how you show up. No algorithm. Just you and the people who actually want to hear from you. You are the one with the keys to your house. You choose the consistency, frequency, and quality. 

Personally, I have found that building your email list is a top growth driver of your coaching business.

When people invite you into their inbox? That’s personal. So treat it as such.

But here’s the real kicker: Your email list is full of people who have already raised their hand and said, “I’m interested.” They signed up. They want what you’re offering.

They may need some time to get to know you and build up trust before they join your “big” program, but they’ve essentially said, “Show me what you do and tell me more. I’m open to listening.”

Which means that when you email consistently, you’re not “marketing.” You’re building a relationship. Your people:

• Get to know you.

• Start to trust you.

• Come to YOU — when they’re ready to get the help they need. The coach that has made an impression on them, created a connection, and contributed value to their life.

That’s why email is the most secure, reliable, and profitable way to get clients.

We call it “email marketing.” But it’s really just staying in touch with the people who want to hear from you.

The Simple 3-Email System That Keeps Your List Interested

Now that you know your list does matter, let’s tackle the next big question:

“But what do I even email about?”

The answer? Use the Inspire-Educate-Promote rotation.

This simple system keeps your emails fresh, engaging, and never “too much.”

1. Inspire (Emotional Connection)

People don’t buy coaching. They buy an outcome.

They need to believe that the outcome is possible. That they can do it. And that YOU are the coach to help them.

That’s why your first type of email is an Inspiration Email. It’s something that makes your reader feel seen, heard, and motivated.

What to send:

• A personal story about a struggle you overcame.

• A client transformation (with permission).

• A powerful belief shift that changed your business.

Example: “Five years ago, I almost quit coaching. Why? I was afraid that no one would ever pay me. I told myself I needed a bigger audience, a fancier website, and a perfect offer. But what I really needed was to show up, give value to others, and believe in my value. Here’s what happened when I did…”

2. Educate (Practical Value)

Your audience needs motivation, yes, but they also need help.

That’s where your Education Emails come in. These provide actionable tips your audience can use right away.

What to send:

• A quick-win strategy related to your niche.

• A common mistake your audience is making.

• A step-by-step breakdown of something you’ve mastered.

• Some facts that they might not have been aware of before.

Example: “If you’re struggling to sign clients, you might be making this mistake: Selling the ‘coaching process’ instead of the outcome. No one buys coaching, they buy outcomes. Here’s how to reframe your offer so people say YES quickly…”

3. Promote (Invitation to Work With You)

Most coaches send too few promotional emails because they’re afraid of “selling too much.”

But let me be blunt: If you never sell, you’ll never make money.

Your list wants to hear about your offers, as long as they feel relevant, helpful, and exciting.  Not pushy.

How many times have you looked at something, checked the price, and didn’t buy right away? But you came back at some point, because you knew you wanted it when the time was right.

Your list wants to know, so they can make a decision or plans.

What to send:

• An invitation to book a free call.

• A launch announcement for a new program.

• A behind-the-scenes look at how you helped a client.

• A smaller, low-risk solution that enables them to “try” your work.

Example: “This week, I’m opening up 5 spots for [offer name]. If you’ve been wanting more clarity, more clients, and a business that actually feels good to run, this is for you. Hit reply if you want details!”

How to Make Emailing Consistently Easier.

Struggling to email consistently? Yep, been there (and I’m even a copywriter!)

It’s usually because of clarity, or a lack of it. 

The IEP rotation above gives you clarity. 

Here’s a simple system to create consistency and stay on track without overwhelm:

• Pick one day a week to write emails. (Just one hour on a Sunday can set you up for the week.)

• Use the Inspire-Educate-Promote rotation. (Rotate through the three types so you never run out of ideas. Or, if you’re ready to increase frequency, send all 3 in a week.)

• Keep a running list of email topics. (Any time a client asks a question, add it to the list.)

• Write like you’re talking to ONE person. (Forget “marketing.” Imagine writing to a really good friend who needs to hear from you today. Conversational moves people, too professional can lack connection.)

Your Small List Can Get You Clients, If You Start Now

You don’t need thousands of subscribers. You don’t need to be “perfect” at email.

You just need to show up. Consistently.

Start with one email this week.

Make it simple. Make it real. Make it helpful.

Get good at being consistent, then increase frequency.

Your people are waiting.

Now, go hit send.

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Michelle Sera

Michelle Sera is a Coaching Business Growth Specialist and Founder of ElevatedMind®, she guides coaches to consistent growth with strategic simplicity and energy alignment. If you’d like to join her tribe of Client-Getters, subscribe to her newest newsletter: Find Coaching Clients – The Newsletter that shows you where to focus your energy, so you can find plenty of clients.