When you’re just starting out as a health coach, email marketing can feel overwhelming. There are so many terms thrown around—welcome sequence, nurture sequence, automation, click-through rates. It can feel like learning a whole new language! I remember when I started my health coaching journey, I had no idea there were different types of email sequences. I just sent out random emails whenever I remembered, and surprise, my open rates were terrible.

If this sounds familiar, take a deep breath. You're not alone, and you're in the right place. This guide will walk you through the different types of email sequences for health coaches, explain what makes an effective email, and give you the confidence to set up your own powerful email marketing system.

Essential Elements of a Great Email

Before we talk about the types of email sequences, let’s cover what makes an email actually work. Every effective email, whether it's a welcome email sequence or a conversion email sequence, has these essential elements:

1.   Subject Line – The first thing your subscriber sees; it determines if they open the email.

2.   Greeting – A warm, friendly hello sets the tone.

3.   Body Text – The heart of your message, the tip or story you’re sharing. Keep it simple, clear, and conversational.

4.   Call to Action (CTA) – A clear next step: read a blog, book a call, download something.

5.   Sign-Off – Your name, job title, optional photo, signature and social media links. Wrap it up with personality and professionalism.

Subject Lines That Get Opened

Think of your subject line as a movie trailer. If it's boring, no one wants to see the full film! A good subject line grabs attention and makes the reader curious.

Tips for subject lines:

• Keep it short (40-60 characters)
• Ask a question (e.g., “Are you making this common wellness mistake?”)
• Use urgency or curiosity (e.g., “Only 3 spots left!”)

Good click-through rates for health and wellness emails typically fall between 30-35%. To improve this, you can test subject lines regularly. Try using a simple formula, e.g. ‘How to (achieve benefit) without (annoying thing they want to avoid). Example: How to sleep better without giving up coffee.

You can even use ChatGPT to brainstorm ideas! Simple ChatGPT prompt to try:

"Generate 10 subject line ideas for an IBS coach's welcome email sequence that focus on building trust and curiosity."

💡Pro Tip: Better subject lines = better open rates.

Choosing the Right Greeting

Your greeting sets the tone. As health coaches, we thrive on connection, so you want to sound warm and approachable, but still professional.

Here are a few go-to options:

• "Hi [First Name],"
• "Hello there!"
• "Hey [First Name], excited to connect with you!"
• Happy [day of the week]

Avoid overly formal greetings like "Dear Sir/Madam." This isn’t corporate banking, it’s personal wellness! Choose a tone that reflects your personality and how you speak to clients.

Understanding the Different Types of Email Sequences

Now, let’s break down the main types of email sequences for health coaches and when you might use them.

1. Lead Magnet Follow-Up Sequence

This is the series of emails you send after someone downloads your freebie (e.g., a guide or quiz).

Use it to:

• Deliver the freebie/say thank you
• Introduce who you are
• Offer helpful context or a bonus tip
• Invite them to the next step, e.g. work with you.

Typical length: 3-5 emails over a week

PURPOSE: Build trust immediately and set expectations

2. Welcome Email Sequence

Sent to new subscribers, this sequence is your first impression. Think of it as your digital introduction. Your new subscribers need to feel seen and appreciated. This series introduces your brand, values, and services.

Use it to:

• Build a relationship
• Share your story, your values and how you help
• Invite them to engage – reply, follow
• Set expectations for future emails, the tone for what they’ll receive
• Link to helpful resources

💡Pro Tip: This is where many health coaches skip ahead. Don’t miss it, this is your first impression!

PURPOSE: Welcome, orient and start nurturing.

3. Nurture Email Sequence

This is your ongoing content that adds value over time. Sent weekly or bi-weekly these emails offer consistent value. Think of it as keeping in touch with a friend.

Use it to:

• Share tips, education and inspiration
• Share recipes
• Share personal stories
• Share blog post links
• Share behind-the-scenes peeks into your life or business
• Share client success stories

PURPOSE: Build a loyal community.

💡Pro Tip: This is where the magic happens. A solid nurture email sequence for health coaches builds connection and keeps you top of mind until they’re ready to buy.

4. Launch Email Sequence (aka conversion sequence)

This is where you go from nurturing to selling. Do you have a new program, course, or challenge? This sequence builds excitement and encourages sign-ups.

Structure:

• Teaser emails
• Highlight the problem your audience faces. Story tell.
• Position your offer as the solution.
• Share testimonials, features and benefits
• Urgency, countdown to closing cart (e.g., "Doors close Friday!")

PURPOSE: Turn subscribers into buyers

💡Pro Tip: These are powerful email sequences for health coaches to increase sales and grow income.

5. Newsletter

A regularly scheduled email (weekly or monthly) with updates, tips, resources and value-packed content.

Use it to:

·      Share blog posts

·      Announce new freebies or events

·      Include curated tips or trends

PURPOSE: To keep your list engaged and informed, to stay consistent and relevant. This is often where coaches build their brand voice.

6. Re-engagement Sequence

If you have subscribers who haven’t opened your emails in months this type of sequence is designed to wake them up.

What to include:

• Acknowledge the silence
• Offer fresh value (a new freebie or blog post)
• Ask if they still want to hear from you, let them unsubscribe if they’re no longer interested.

PURPOSE: Clean your list and reengage your audience.

Don’t Forget to Personalize Your Emails

Including a subscriber’s first name in the subject line or greeting can significantly boost open rates, and using the subscriber's name in the email itself makes your message feel more personal and shows you care.

Example:

"Sarah, here’s a simple stress relief tip you’ll love"

“Sarah, I thought of you when I wrote this”

💡Pro Tip:  Emails with a name in the subject line get up to 26% more opens. They build trust and connection and make your emails stand out in a busy inbox.

Call to Action (CTA): Don’t Leave Them Hanging

Every email should guide your reader toward one clear next step. This could be reading a blog post, booking a discovery call, or replying to a question.

Effective CTA tips:

• Use action words: "Download Now," "Join the Challenge"
• Make buttons colorful and easy to click (avoid tiny text links)
• Place the CTA near the end and sometimes mid-way through

💡Pro Tip: A good click-through rate is around 2-5% and strong CTAs make a big difference.

Signing Off With Style

The end of your email is a chance to reinforce your brand personality.

What to include:

• A warm sign-off (e.g., "To your health," "With gratitude")
• Your name and job title
• A headshot or signature graphic (optional)
• Links to social media or website

Tone: Keep it friendly, authentic, and aligned with how you talk to clients in real life.

You Can Do This!

Email marketing doesn’t have to be scary or complicated. With the right email sequences, you can build meaningful relationships, grow trust, and guide subscribers toward becoming loyal clients.

Start with a welcome sequence and a consistent nurture sequence. Over time layer in launches, newsletters and re-engagement campaigns.

With the right health coach marketing automation, you can build trust, stay connected and increase conversions, all while freeing up your time.

I know from experience that once I started using strategic sequences instead of random emails, my open rates improved dramatically.

Use the tips in this guide to structure each of your emails with care and intention. You have the tools, and now you have the knowledge.

Here’s to building your thriving, heart-led coaching business, one email at a time!