Divorce Coaches Academy

Email Marketing for Divorce Coaches: Your Secret Weapon

• Tracy Callahan and Debra Doak • Season 1 • Episode 156

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Have you been pouring endless energy into social media with minimal return for your divorce coaching practice? It might be time to unlock the most powerful marketing tool you're probably neglecting—your email list.

Trust serves as the cornerstone of the coach-client relationship, particularly when guiding someone through the emotional complexities of divorce. While social platforms broadcast your message widely, they lack the intimacy and privacy that email marketing delivers directly to your ideal client's inbox. As we often remind our coaching community, "If social media is the cocktail party, email marketing is meeting up for coffee."

The statistics don't lie—email marketing consistently outperforms social media in conversion rates, especially for service-based businesses like divorce coaching. Why? Because your subscribers have already demonstrated interest by sharing their email address, creating a warm lead that's significantly more likely to become a paying client. Plus, you completely own this asset. No algorithm changes, no shadow bans, no disappearing followers—just a direct line to people who've expressed interest in your expertise.

We walk you through creating compelling lead magnets that address specific pain points for divorcing individuals—from co-parenting communication guides to money-saving divorce checklists. The real magic happens in what follows: a thoughtfully crafted nurture sequence that builds trust, demonstrates your expertise, and gently guides potential clients toward working with you. Most importantly, we share how to confidently extend invitations to your services without coming across as pushy or sales-focused.

Whether you're just starting your coaching practice or looking to grow your established business, this episode provides a clear roadmap for building an email strategy that converts interested prospects into paying clients. Take one action step this week—choose an email provider, brainstorm lead magnet ideas, or draft your first nurture sequence. Your future clients are waiting in your inbox!

Learn more about DCA® or any of the classes or events mentioned in this episode at the links below:

Website: www.divorcecoachesacademy.com
Instagram: @divorcecoachesacademy
LinkedIn: divorce-coaches-academy
Email: DCA@divorcecoachesacademy.com

Debra:

Welcome back to the Divorce Coaches Academy podcast. I'm Debra. I'm here, as always, with my friend and business partner, Tracy Hi.

Tracy:

Hello, hello everyone, hi.

Debra:

Oh, okay, we've got a good business topic here today and here's what we want to say... If you are a professional divorce coach looking to get more clients, you absolutely cannot afford to ignore the power of email marketing Guys. It's cost effective, it gives you direct access to your audience and it provides the opportunity to nurture those relationships. So we're talking about this because a couple weeks ago, we hosted a lunch and learn for our coach community and we talked about email marketing and lead magnets and I think we hit a nerve. Because not only did we have a great, great attendance and a fabulous discussion, but several coaches reached out after the session to share how it encouraged them. Okay, and I want to share with you what one participant in this Lunch and Learn emailed us within hours. I'm going to quote here.

Debra:

"I was extremely motivated by today's Lunch and learn and spent the day creating a lead magnet. While I was knee deep in content, I realized I was giving too much and had Deborah and Tracy's voices in my head Offer value, but leave them wanting more, and I had to pull back. I ended up coming up with a signature method based on patterns with clients and how they approach conflict and what has worked in sessions. And wow, I am excited To the amazing alum in class who said done is better than perfect. Thank you, I powered through today and completed it. I started from a blank canvas in Canva, so whatever is keeping you from starting, just do it.

Tracy:

Just do it.

Debra:

Just do it so we love love, love, love, love, love getting feedback like this. It's so exciting to hear that our coaches are taking intentional action steps to grow their business, and it reinforces how important it is to be on this journey together as a community.

Tracy:

Yes, we need each other. We really do. We're better together. So let's dive into talking about the power of using email to grow your coaching practice, because if you're a listener and not part of our community, you missed the opportunity to attend our class and we felt it was so relevant. We wanted to really expand our reach here.

Tracy:

So if you're a divorce coach looking to grow your client base, you do, I'm assuming, know how challenging it can be to convert interested prospects into paying clients. Many coaches focus all of their efforts on social media, but there's a more reliable channel that basically consistently delivers better results, and that is called email marketing. So today we want to walk you through why email marketing matters for divorce coaches, specifically, how to create compelling lead magnets that address your client's unique needs and how to nurture those relationships through effective email communication. And by the end of this episode, we're hoping you will have a clear roadmap for building your email list and turning interested prospects into clients who are ready to work with you. So let's start with a simple truth - social media is not enough, wow.

Debra:

It's not, it's just not, guys, nope.

Tracy:

And, while it is important to have a presence on platforms like Insta and Facebook or LinkedIn or TikTok, relying solely on social media to build your coaching practice is risky and, I'm also going to say, really time consuming sometimes. So think about it this way, as Eric Harbison, a well-known digital marketing educator and coach, brilliantly put it "if social media is the cocktail party, then email marketing is meeting up for coffee" and I don't know about you all, but I love a meetup. Social media helps you get noticed, but email is where you build those meaningful one-on-one relationships.

Debra:

Amen, yep, amen. So let's keep going. Let's talk about why email marketing is especially powerful for divorce coaches. First, you have direct access to your audience. No algorithms are deciding who sees your content.

Tracy:

Nope.

Debra:

The magic going on behind. You're in charge of that. When someone's going through divorce, they need reliable information and your email lands directly in their inbox. Okay. Second, email marketing has a significantly higher conversion rate compared to social media. People who join your email list are already showing interest in you. There's already a vibe happening between the two of you. And third, as a divorce coach, trust is your currency. Trust is one of the competencies we teach - building trust with our clients.

Tracy:

And

Debra:

Yeah, we were.

Tracy:

But you know, divorce is a very private experience, it really is. And social media is a very public experience. So there is something in that trust factor right, when that message is coming directly to them privately, nobody else sees that right?

Debra:

Well, we've talked about this. If you look at most divorce coaches, most of their followers are other divorce coaches, because individuals again who are just thinking about divorce or at the beginning of their journey don't want to like your posts.

Tracy:

No, they don't want people knowing that they are seeking out divorce information.

Debra:

So, again, this algorithm. You're at the mercy of this algorithm and they're not even following you, so even if they've seen one of your posts, they might not see another one. Okay, so email allows you to build that trust consistently over time. And fourth, it is incredibly cost-effective, both from a financial and a time perspective Time is money Right. And that's really important when you're still building your practice. Okay and last but not least, email encourages repeat business.

Debra:

Okay Now, what do we mean by repeat business? We're talking lifetime customer value here. Your divorce clients might need ongoing support. They might be getting into a second marriage and a blended family. Maybe they need support with dating We've talked about this. You're already their person right or they may have friends that they want to refer to you later. Email allows you to kind of stay top of mind.

Tracy:

Absolutely

Tracy:

what's most important is that you own your email list. Yes, it's yours. Nobody can take it away. Social media platforms can change algorithms or even shut down accounts. It's happened. People said I've lost followers because I lost my account.

Debra:

I got shadow banned whatever that means, yes.

Tracy:

Your organic reach on these platforms is constantly declining, while email remains reliable. You do not actually own your social media followers. You just don't. Insta owns them, facebook owns them, but here you absolutely own your email list. So for divorce coaches specifically, having this direct line of communication with potential clients who are going through a difficult life transition is invaluable. Here you can provide targeted support exactly when they need it most. And though, before you can start collecting emails, you need to choose an email service provider, and there are many options out there, from basic free services to comprehensive marketing platforms. So if you already have a coaching platform or website, for example Wix, check if it includes email marketing capabilities.

Tracy:

Many do these days right, these are really kind of all-in-one solutions, and using an integrated system can certainly save you time and hassle. But there's things you should be looking for when choosing a provider. Right, and some of these key features include one strong email deliverability. Right, and some of these key features include one strong email deliverability right, this is ensuring your messages actually are reaching your subscribers. Two, robust analytics to see what's working. You want to see what your open rate was. Right, you want to see who's actually engaging. Three personalization capabilities right, so this is essential for making clients feel understood. So this is like tagging different people for different types of emails that are coming out. So, for example, if you have a co-parenting situation, that's coming out and you want to do that, right, that's part of that audience segmentation, so you can send targeted content to specific groups.

Tracy:

Okay. Automation options for nurture sequences Okay here. Automatic responses Okay, this is building trust. A user-friendly drag-and-drop editor that makes creating emails easy. Lots of these programs now have AI. That even makes it easier, seamless integrations with your other tools right. This is kind of those multi-solution systems that we see in like a Wix platform I like to talk about, because it's kind of looking at your marketing emails, your customer base, as well as who's subscribing and whatnot, and good customer support when questions arise, because questions will arise.

Debra:

Because new tech, even if it's user-friendly, can still be hard, right? Most importantly, we want you to choose a service that's going to scale with your business. Because you might start out with just a few subscribers, but as your coaching practice grows, you'll be surprised how your email list will grow, and so you want to choose a provider, a platform that's going to grow with you. The overall goal here is to make signing up for your email list as frictionless as possible. We're going to remove obstacles. So you've done your research, you've chosen a provider. Now let's talk about the most powerful way to build your list, and that's lead magnets.

Debra:

And if that's a new term for you. A lead magnet is simply a free resource or a special offer that you're going to provide to someone in exchange for them giving you their email address.

Debra:

It's it's a magnet. attracting distracting, pulling in, pulling in right Now for divorce coaches. I want you their email address. Yeah, it's a magnet. It's distracting, pulling in, pulling in right Now for divorce coaches. I want you to know this.

Debra:

t's where you can really shine by addressing specific pain points that your clients are experiencing. Remember, somebody's email address is valuable to them, so you need to offer something valuable in return. So start by asking yourself what does my ideal client want? What are they looking for? Okay, Some. What are they looking for? They want to have more time during what is a really stressful period. They want to spend less money on their divorce. They want to feel more prepared for what's coming. They want to reduce their anxiety and fear about all this stuff.

Debra:

So, based on these needs, let's talk through some effective lead magnet ideas that you might use specifically for divorce coaches. Maybe you're going to offer a PDF guide on top five tips to save money in divorce. Maybe you give them a checklist six things you must do before filing for divorce. Maybe you can create a quick video, a short video on co-parenting communication that works. Give them a worksheet called Negotiate Like you Mean it Preparing for Mediation or a template, a co-parenting calendar that reduces conflict. Again, we want to provide something that speaks to your client's pain point.

Tracy:

Yeah, One of the most fun ones I did was I had created a Spotify playlist an inspirational, motivational keeping it together. So once they got that, they shared their email, they got this playlist. So there's lots of creative, fun things to do.

Tracy:

But remember the goal of your lead magnet is to nurture that relationship. You want to strike this right balance between giving them something genuinely helpful, motivating, inspiring, while leaving them wanting more of your expertise. This goal here is is to convert your individuals into paying clients. So when creating your lead magnet, keep it focused on solving one specific problem.

Tracy:

A common mistake is trying to pack too much information into a single resource and it becomes overwhelming. Your clients are already overwhelmed. They need clear, actionable guidance on one issue at a time. We often talk about in divorce coaching right, when clients come in in their first session and they want all of the answers and all of the things and it's just too too much. Rome wasn't built in a day. So you can create your lead magnet as either a document or a PDF, a short video, a discount code for a paid service calendar or Zoom link for a free mini session.

Tracy:

I just talked about playlists. There's lots of exciting things you can do. Don't worry if you are not a design expert. I am not a design expert but tools like Canva have templates specifically for lead magnets, and you can now even use AI writing tools like ChatGPT or Claude to help draft content if you're struggling with writer's block. It's a tool. It's a tool in our tool belt. We, as solopreneurs who run our practices, do not need to be experts in every area of the work that we do.

Debra:

The quote that I read from that coach said she just went into a blank template on Canva and within an hour or two had her lead magnet fully designed. And by the way I looked at it, it was beautiful.

Tracy:

It was beautiful. I saw it as well and thank you for sharing, if you're listening. So, before finalizing your lead magnet, you got to do some market research. Where are your ideal clients hanging out online? What questions are they asking in forums or Facebook groups? What are they most afraid of or worried about? Also, look at what other divorce coaches are offering. How can you carve out a niche or specialty? What is your special sauce that makes your approach unique? Because we all have our own individual voices. Yes, universally, we work with clients in minimizing conflict in their divorces and co-parenting relationships. That's kind of universal. That's what we do as divorce coaches. What's your voice? Where are you specializing in? What are you offering to clients? And remember, the most effective lead magnets address a very specific pain point with a very specific solution. So, for example, instead of a general guide about divorce, how about creating, The First 30 days After Deciding to Divorce: A Survival Guide? That specifically makes your offer much more compelling to someone in exactly that situation. They could say yes, that's me.

Debra:

That's what I need.

Debra:

Okay, so you've chosen your provider. You've done your research and created a great lead magnet, and someone downloaded it. Someone gave you their email address, woohoo. Now what?

Debra:

This honestly, is where a lot of coaches drop the ball. Because getting their email is just the beginning. What really matters is what happens next. First and I urge you, please test this out. You need to deliver your lead magnet promptly. Make sure you test that everything's working. First impressions matter. So your email service provider should allow you to set up some sort of automatic response email that delivers immediately after someone signs up and I cannot stress this immediately. Don't send it the next day, don't put it on a delay. They want it. They want it right now, but your work doesn't stop there.

Debra:

This is where I want you to intentionally design a customer journey that nurtures this brand new relationship and gradually builds trust, and the most effective way to do this is through what I call a nurture sequence. This is a series of automated emails that go out at predetermined times. So let me give you an example of just kind of a generic basic nurture sequence and what that might look like for you. So, immediately welcome, thank you. And you give them their lead magnet. Then, two or three days later, they get another second email where you maybe address a few frequently asked questions about the divorce process. Two or three days later, email number three. Share a client success story that demonstrates your approach or your expertise - builds credibility. A couple days later, email number four - provide another valuable tip or share a resource. And then, finally, maybe the fifth email, you're gonna invite them to take the next step with you.

Debra:

Double check. Your email provider should allow you to set these up to send automatically. So once you do this design work, it's working for you 24/7. I don't have to touch a thing. They download my lead magnet and then they get a series of six emails from me. That's how I do it.

Tracy:

It's it's not a one and done situation. You are nurturing this relationship, right. You're using the lead magnet to start that relationship. You're courting this individual, right?

Debra:

Right, woo, it's time to woo them.

Tracy:

So beyond your initial nurture sequence that Deb just so beautifully outlined, you'll definitely want to stay in touch with your list through regular updates. So this might be a weekly or monthly newsletter or occasional emails about, perhaps a new service you're offering. For example, if you got certified as a pre-mediation divorce coach now and you're now including pre-mediation divorce coaching in your services, maybe special events like webinars that you like or you're appearing on, or you're sharing media appearances or interviews that you did. Certainly, solutions to common problems, resources your clients might find helpful. Deb has a wonderful sharing of books that she just read or things that her community may be very interested in. And, of course, success stories from your coaching practice. They're personal, they're relatable, right?

Tracy:

Remember that your subject line matters tremendously as well. I think this is so really important. When we were in class, I talked about an experience with my daughter and trying to get a potential employer to respond to her, and it was in the tagline. It was all in that subject line. It determines whether your email gets opened or ignored. Keep it short, descriptive and personalized when possible. You also want to use emojis sparingly. I know there's some people who love emojis (I'm not a huge fan) and limit excessive punctuation, which can certainly trigger spam filters. You want your email delivered. And, most importantly, include a call to action in every email, whether it's inviting them to schedule a consultation call, follow you on social media, respond to a question, perhaps a poll, or download another resource. Here, you want to never miss an opportunity to help your potential client take the next step in their journey with you, which is the ultimate goal - converting your email subscribers into paying clients.

Tracy:

Absolutely yeah. That's the goal here, that's the intention here, right.

Debra:

Someone who has shared their email address with you is already interested in what you offer. In the marketing world we call that a warm lead. We've all heard of cold calling. This is a warm lead. So nurturing that relationship consistently is key to staying top of mind when they're ready for coaching or maybe when a friend is thinking about divorce.

Debra:

The beauty of email marketing for divorce coaches is that you are reaching people exactly where they are in their journey. Some will be ready for your services immediately, while others might need months and I'm even going to say years. I have had people come back around to me after two years before they're ready to take that step. These regular update emails serve as gentle reminders that you're there and ready to help when they're ready. And by consistently providing that value through your emails, you demonstrate your expertise and you build trust, expertise and trust these are the two most important factors in a client's decision to work with you.

Debra:

So when you introduce your coaching services, frame them as solutions to specific problems you know your audience is facing. So, for instance, if your lead magnet was about co-parenting communication and you've been nurturing that theme in your emails, your offer might be a co-parenting communication coaching package. If you remember nothing else here, I want you to remember that people make buying decisions based on emotions and then they justify them with logic. So your emails have to address both the emotional relief your coaching provides and the practical benefits your client's going to get. And last, please do not hesitate, do not be afraid to make direct offers and asks in your emails. Many coaches provide a ton of value, but they never actually clearly and directly invite subscribers to take the next step. So be confident in the value of your services and extend clear invitations to work with you. Like we tell new coaches in Case Consult and our Lunch and Learns all the time - you're trained, you're certified, you're ready. Trust that.

Tracy:

Okay okay, so we've just shared a lot of information.

Tracy:

As we wrap up today's episodes episode this really important topic of lead magnets and email marketing for divorce coaches, we want to leave you with a few key takeaways. Okay, so, first, remember that, while social media is important, email marketing gives you ownership and control of your audience that social platforms simply cannot match. Second, creating a targeted lead magnet that addresses a specific pain point for divorcing clients is the fastest way to build your email list with qualified prospects. Third, the magic happens in the follow-up. Design a thoughtful nurture sequence that builds trust and demonstrates your expertise over time. And finally, review and optimize your email marketing regularly. Pay attention to which subject lines get opened, which content receives engagement and which calls to action generated responses. That's your secret sauce.

Tracy:

Okay, so we hope this has encouraged you to take one action step this week. Choose an email provider, if you haven't already, and start brainstorming lead magnet ideas that would solve a specific problem for your ideal divorce clients, and we'd love to hear about it if you want to share. So we want to thank you so much for turning into the DCA podcast yet again. We hope this has inspired you to think about using email and specifically lead magnets to grow your business. And if you are a member of our coaching community, please take advantage of our free bi-monthly lunch and learn sessions and our case consult groups to help you get the support encouragement you need to keep growing. As we said earlier, we are better together. You do not need to be an island unto yourself. We want you to succeed. When one succeeds, we all succeed.