use cases

Newsletter Marketing for Life Coaches

Grow your client list with life coaching newsletters

You know how to maneuver through life but do you know how to amplify your coaching brand to attract new clients steadily? It might be surprising, but compared to social media, 60% of respondents say that marketing emails have influenced their purchases. Emails are the best way to sell coaching services and grow a community. Millions of people have email addresses and the numbers are always on the rise making it the optimal marketing strategy for coaching businesses. Email marketing is 40% better at converting customers compared to other strategies. Low-cost and effective, email marketing provides access to powerful tools that can skyrocket your life coaching business. Newsletters are a direct and personalized communication channel to connect with subscribers, nurture leads, foster long-term client relationships, and establish yourself as an authority in your field.  

Price Point

For businesses, email marketing is consistently a top marketing channel for converting clients. For those starting their life coaching business, newsletter marketing is even more appealing because it is budget-friendly with a high return on investment giving you an ROI of $42 for every $1 spent. While social media is free, you have limited access to the core marketing tools which give you a leg up. Life coaches are fighting against ever-changing algorithms in the hope of garnering views and engagement. On the other hand, email marketing has dozens of powerful tools that elevate your marketing strategy and you own your mailing list–– with the right email service provider, email marketing is truly a bang for your buck. There are many providers but if you’re looking for a platform that has affordable pricing, an intuitive interface, powerful tools, and superior customer support, Buttondown might be your match. Buttondown offers plans starting at just 9/mo

I wanted a platform that was being actively cared for, something I could trust would keep working, and that could flex and adapt to what I was doing, which was and still is often changing.Mandy Brown


Life coaches know well that there is only so much you can control in your life, the same is true with social media marketing. Social media is unpredictable and constantly evolving. On top of working with clients, you have to worry about Instagram’s algorithm. Will X stay around long enough to justify the time you invested in nurturing leads into clients? Will your feed posts even land on your targeted audience's timeline or is the algorithm pushing video content? What happens to your following if you get hacked? Meanwhile, you own your newsletter mailing list. Email is a consistent long-term platform that offers direct communication with established and potential clients. Professionally, newsletters position you as an authority figure in your niche coaching field while allowing you the opportunity to be authentic. It’s a journey of building trust and establishing your reputation as a coach. Building and cultivating relationships is key. Sharing your values and beliefs in your newsletters can help you reach a wider – yet still focused and aligned – audience. Newsletters offer long-term security and autonomy when it comes to your life coaching business’s journey


Automation is a core email marketing tool that drives engagement, conversions, and overall performance. Compared to manual campaigns, automated campaigns have a 75% higher open rate and a 114% higher click-through rate. This highlights the power of automation in driving engagement, conversions, and overall campaign effectiveness. Automating emails, like “welcome” emails saves you time. Email sequences are automated series of emails that must meet the set criteria to be delivered, usually immediately after triggered. If someone sign-up to your newsletter they will immediately receive a greeting. More than 80% of people will open a welcome email, generating 4 times more opens and 10 times more clicks than other types of email. Capitalize on this opportunity by including your best content, resources,  products, or upcoming events. Engaging with subscribers immediately is the best way to stay on top of their minds and earn their trust. Automation might be a life hack.


In life coaching, reviews sell. Testimonials engage potential clients by offering insights into your coaching achievements. Highlighting testimonials in your newsletter is crucial as they are a form of social proof of your quality service. Client stories boost your business’s visibility while simultaneously delivering valuable feedback that will improve your business. The best way to acquire client testimonials is to include surveys in your newsletter. Keep the questions concise with a focus on their journey under your coaching. Ask about their previous experiences with life coaches and what made them request your services. Ask them about their personal growth during coaching and their final thoughts. Would they refer you to a friend? You can get a good sense of your achievements as a life coach and what areas need improvement for your business to succeed. With permission, client stories are an easy way to increase your brand awareness. Testimonials are powerful because they could be that extra nudge that turns leads into conversions.


There is always room for improvement, especially in business. No marketing campaign is perfect. Marketers learn from experimentation, analyzing, and adapting the campaign to achieve optimal success. Metrics provide key insights into what aspects of the campaign are doing well, and which aspects need small adjustments. Data like open and click-through rates can inform you on what subject line, content, and promotions produce higher rates. Perhaps content-heavy emails produce more engagement than others. This is an indicator that you might need to include coaching content in every newsletter, creating a lead magnet. Content to include could be:

  • Journal prompts
  • Templates
  • Affirmations or meditations
  • Coaching video content
  • Professional development workbooks
  • Coaching podcasts
  • Free e-books

Continuously testing new approaches is essential to effectively marketing your coaching business. Checking email data is the easiest and fastest way to ensure that your marketing efforts are delivering the desired results. 


Creating a newsletter for your life coaching business might seem overwhelming but it's the easiest to manage of all marketing channels. Newsletters are an extension of your passion for helping others and a space to showcase your creativity. Try to remember that successful marketing goes beyond just selling your services. Showcasing your authentic self and niche coaching approach provides the foundation for meaningful connections and growth. Buttondown provides powerful core email marketing tools that will transform your business.

 Buttondown is trusted by multiple life coaches, including:

Blackmill, a technology-focused coaching company made of tech leaders and practitioners. The members have decades of combined experience in software engineering and leading teams in renowned organizations including Atlassian, Culture Amp, Envato, Fairfax Media, Fastmail, GitHub, LookSmart, Microsoft, News Limited, Ninefold, Sausage Software, Sydney University, and Thoughtbot. Blackmail works exclusively with technology companies, startups, and scale-ups to develop processes and practices that allow them to excel.

Everything Changes with Mandy Brown, Mandy Brown (she/they) has led resilient, diverse, remote-first teams across the tech and media industries. She coached people up and down the career ladder and in a variety of roles—from engineers to designers, product and project managers, researchers, community managers, and writers and editors. Mandy brings a wealth of practical experience alongside a reader’s ability to listen closely, an editor’s knack for shifting the narrative, and a product manager’s skill for managing change.

Andy Polaine, an independent design leadership coach, consultant, educator, trainer, and writer who helps clients build and grow their own design and innovation capability to transform their organizations and themselves.

What customers say about Buttondown

I made the transition from MailerLite and I have no regrets. I also like that Buttondown focuses on the essentials by design and keeps me grounded and centered on what really matters.
Arthur Cendrier
Author, Thoughtful Inquiry
Overall, Buttondown has been terrific to work with and I recommend them for anybody who's thinking of starting a newsletter or moving over like I did.
Andy Magnusson
Customer Engineering Leader
Wanna know how good Buttondown as a product experience is? I upgraded to Basic before sending the first email, and then upgraded again two days later.
Zak El Fassi
Founder, Zaigood Labs
Mailchimp lost me due to their inferior product and the nightmarish merry-go-around experience with their overseas support team. Buttondown won me over with their superior product and second to none customer service.
Sav Tripodi
CEO, Sanico Software
Your support is amazing and I deeply appreciate how available and helpful you are. I LOVE being able to turn tracking pixels off. I didn't even realize this was an option when I signed up and am SO HAPPY to not track people.
Andrea Mignolo
Method & Matter
I'm also impressed with how responsive you are, and how you directly answer customers. Makes it really clear that signing up for your service was a good decision.
Nicole Tietz-Sokolskaya
Software engineer and writer
Very happy with Buttondown, works smoothly, it's very configurable and I love the minimalist design of the UI. It makes me focus on my writing. Plus, I'm super happy to support independent software and I should mention - the support I receive whenever I have a question is warm and quick :)
Martina Pugliese
Data scientist and storyteller
I just tested the RSS to Email feature for one of my blogs and it was incredibly easy to set up. It took me about 30 mins to figure out the same feature in Mailchimp.
Nicolas Bernadowitsch
This long weekend I fulfilled a long-standing promise to myself to switch my RSS-to-email provider from Mailchimp to Buttondown, and it’s been such a great experience. It’s cheaper, more flexible, less cluttered, and it’s run by Justin Duke who is just delightful and answered a bunch of my questions over the weekend (even though I asked him to please not!).
Rian van der Merwe
Director of Product at PagerDuty
I've been wrangling half a dozen tools to get my stuff up and running recently, almost all of which had some hiccup. Buttondown had zero. It did everything I expected and needed the first time.
Catherine Cusick
Self-Employed FAQ
I, like almost everyone else I've seen talk about Buttondown, am IMMENSELY happy and impressed with your customer service. It turns out we can have nice things, which is really refreshing.
Ed Yong
Staff writer, The Atlantic
Email makes the world go ‘round, and Buttondown is how I manage it all for my keyboard projects.
Tim van Damme
Founder, MVKB
It's a truth, that should be more universally acknowledged, that Buttondown is the best newsletter software. Simple, does exactly what it sets out to do, and reasonably priced.
Noel Welsh
Founder, Inner Product
Buttondown is the perfect fit for my headless newsletter use case. And I contacted support with some specific requests and Justin responded within 30 minutes with great answers and a nice pinch of charm.
Sam Roberts
Software engineer, Tamr
Hands down the easiest way to run a newsletter - and the free version is generous!
Javeed Khatree
SEO expert
With API and Markdown support, you can build workflows that make it so easy to write.
Westley Winks
Peace Corps
I’ve never enjoyed writing newsletters as much as I do with Buttondown.
Kevin Lewis
You Got This!
Buttondown remains the easiest thing I use regularly, and I am grateful for that.
It's a humble app doing a common job but with end users in mind.
Si Jobling
Engineering Manager
Buttondown has been an amazing experience for me. The service is constantly being improved and customer service is the best. My newsletter with Buttondown has grown from a fairly small list to over 15,000 subscribers, and it hasn't broken a sweat yet.
Cassidy Williams
CTO, Contenda
I switched over to Buttondown from Mailchimp because of the difficulty I had with Mailchimp's campaigns, so Buttondown's easy and user-friendly system has been a genuine breath of fresh air.
Jessi Eoin
Illustrator + Comic Artist
You’ve truly built a great product that I feel good about using (vs a monopoly from our tech overlords).
2030 Camp
I love how personal Buttondown feels, especially compared to Mailchimp, Convertkit, and services like that.
Simen Strøm Braaten
This product has been exactly what I’ve needed!
Nathan Bird
Podcast host, Chattanooga Civics
It's already so refreshing compared to the mega companies.
Casey Watts
Author, Debugging Your Brain
Definitely will be using for the foreseeable future. It’s a great service and I feel well cared for. Thank you!
Phoebe Sinclair
I’m a sucker for elegant UI and I really love your site, but above that I think your product has so much value for so many different people. I’m not a coder, I’m only familiar with the bare basics, but I was able to figure out and utilise Buttondown quickly.
Claudia Nathan
Founder, The Repository
The killer feature for me: Buttondown will take an RSS feed then automatically slurp up the content (in their words) and then send it to our subscribers. Job done. They seem like a good company too, so I’d say this is a winner.
Andy Bell
Founder, Set Studio
As a recent user of Buttondown, they are super on the ball. A week ago I discovered a security vulnerability and reported it on Friday afternoon. They acknowledged and fixed it in under two hours. On a Friday night! Talk about going above and beyond for your users!
Predrag Gruevski
Principal Engineer, Kensho
Well may I just say your support experience is already approximately 1 billion times better than ConvertKit. Excited to be switching!
Michael J. Metts
Author, Writing is Designing
Privacy focused sending and sign up form; lets me focus on writing - editor is "just" markdown; simple, elegant design template looks like a blog post; the founder is amazing - he's helped with every question I've had, even outside of Buttondown.
Joe Masilotti
Founder, RailsDevs
We need more nice and professional services like yours on the web.
Tobias Horvath
Designer and developer
No one is paying me to say this, but I love @buttondown so far for my lil newsletter. It’s so smart, simple, and attractive (and to my knowledge, not actively anti-trans!). Customer service is also legitimately excellent.
Julie Kliegman
Copy chief, Sports Illustrated
I love it! It lets me breathe, not compete as I write with other writers.
Devin Kate Pope
Writer and editor
It’s a pleasure working with you. Thank you! (And what a contrast with Mailchimp, where I spent two weeks and a dozen of emails trying find out why our form goes down sometimes (only sometimes), and never really got a real answer.)
Anton Sotkov
Software Engineer, IA
Buttondown exemplifies how I wish most software worked, and I hope to achieve a similar thing with the software I develop in the future.
Matt Favero
Software engineer
It feels incomparably good to be able to email just like a guy named Justin when you have a @buttondown question 15 minutes before you’re about to blast a Geistlist email. (Not a guarantee but wow this guy is human-level good.)
Jacob Ford
Designer About Town
Enter Buttondown, Justin Duke’s lovely little newsletter tool. It’s small, elegant, and integrates well. And it is also eminently affordable.
Will Buckingham
Your settings page is a joy to use and everything about Buttondown makes me happy.
Gareth Jelley
Magazine editor
have been on Buttondown for ~18 months and I can't recommend it enough.
Elizabeth Minkel
Podcast host
You really do make ALL other customer service look terrible by comparison.
Chris Mead
Improv teacher
There is a caring person on the other side of this software, which is one of the things I like the most about Buttondown.
Keith Calder
Film & TV Producer
I’d also like to add that @buttondown is an absolute joy to use. Hats off, Justin!
Elliot Jay Stocks
Creative Director, Google Fonts
Shoutout to @buttondown and @jmduke for building an amazing bootstrapped product for newsletters, all while being very open to feedback and connecting directly with customers 🙏 Easily one of the most enjoyable product experiences I've had.
Den Delimarsky
Head of Ecosystem, Netlify
if you are looking for "newsletter tool for hackers" i tentatively believe the answer is @buttondown full api, compose in markdown, good docs for setting up domain auth, simple subscribe form HTML that you style yourself (or not)
Brian David Hall
Author, Your Website Sucks
I really like @buttondown as a blogging platform, it has the simplicity of Substack but the corporate culture is less toxic.
Chad Loder
Extremism researcher
I worked with @buttondown and asked for some new payment support beyond the supporter single tier / pay-what-you-want options. Justin was great and built it in just a couple days.
Dan Hon
Author & consultant
I write nonfiction and I use @buttondown - indie, GREAT personal customer support, very nice default styling, all the options I want including ones to protect my readers' privacy
Sumana Harihareswara
Open source maintainer
I use @buttondown because it does exactly what I need (manage subscribers and send markdown emails), not more and not less 👍 As a bonus it's made by an indie dev which I love!
Max Stober
Founder, GraphCDN
If you’re considering running an email newsletter, or if you already run one and are considering a change of provider, I highly recommend @buttondownemail. Super-easy app, very fair pricing with a generous free tier, and exemplary support. 💯
Peter Gasston
Technologist and speaker
imo @buttondown is easily one of the best-designed services i’ve used in recent years, if you have a substack you should really consider switching!
Kabir Goel
Engineer, Cal
Thanks for getting me excited about email newsletters again.
Garrick van Buren
I'm very thrilled that I can just write in Markdown without having to deal with email builders and all that crap.
Parham Doustdar
Thanks again for all the help! You’ve really turned something super complex into something super easy – sending new issues is as simple as firing off a text message.
Kartik Chaturvedi
Thanks for creating a simple way for people who want to, like, put words in a hole and have it sent to people... I am just thankful that something just nice and human exists on the internet.
Emmanuel Quartey
I tried 3 other newsletter services today and I felt like wanting to rip my hair out. They were all painfully slow. I'm so glad I found Buttondown.
Mohamed Elbadwihi
I’ve found Buttondown to be a great fit for my workflow and have been delighted by all of Justin’s thoughtful features and improvements to the product.
Michael Lee
Like seriously, so many lovely little easter eggs in one could-be-boring service.
Alexandra Muck
I just switched over from Tinyletter and I'm really excited to have found a place to host my tiny newsletter that doesn't seem like it's assuming everyone sending newsletters is an email marketer / growth hacker.
Tessa Alexanian
I'm in love with the simplicity of Buttondown.
I’ve used similar tools in the past and Buttondown is by far the simplest to use and most promising.
Fabrizio Rinaldi
Thank you for creating such a simple and brilliant tool. I’ve just signed up and the experience has been smooth and painless (the docs are great too!)
Oliver Holms
As a developer who has hated every email system I've ever used this is so nice.
Drew Hornbein
I wish I still wrote a newsletter just so I could use buttondown again. It’s like that.
Steven Kornweiss
No credit card required. Only pay for what you use. Cancel anytime.