Why Your Nurture Emails Aren’t Converting: Email Marketing for Health Coaches, Nutritionists and Dietitians
Are you sending regular, value-packed emails and still not seeing enquiries?
You’re probably doing everything you were told: show up consistently, provide helpful tips, educate your audience, and build trust over time.
And yet, your email list isn’t converting.
That’s because there’s a missing piece most wellness professionals don’t realise:
Most value-based emails are speaking to low-intent leads — not the people who are nearly ready to work with you.
Value-Heavy Emails = Low-Intent Nurture
As a health coach, nutritionist, or therapist, you want to empower and educate. It’s the nature of your work.
But when your email marketing leans heavily on education and general value, you end up speaking to people who are curious about their health but not actively looking to invest in support.
These are low-intent leads.
They read your tips. They feel validated. They may even save the email for later.
But they’re not taking action because they’re not ready to work with you ie they’re not high intent.
What High-Intent Leads Actually Need
High-intent leads already know they need help. They’re browsing options. They’re trying to decide who to work with.
And they need different messaging to get over the line:
“Why should I choose you?”
“Can I really trust this process?”
“What’s going to happen if I wait?” (without painting the transformation because they already know this and it’s why they want to work with someone like you)
These are the questions you need to be answering in your nurture emails if you want your content to lead to conversions.
What to Send Instead
For your email marketing to turn subscribers into clients, start building nurture that meets people where they are in the buying journey.
That means:
Telling client stories that speak specifically to high intent leads
Gently handling the objections, fears and unspoken beliefs that high intent leads have (these aren’t the same as for low-intent leads, who will have a lot more objections, fear and myths to overcome)
Creating clarity around your process and why your approach is the right fit
This is strategic nurture. And it moves high-intent leads from almost ready to clicking book now.
The Hidden Cost of Value-Only Emails
When your emails are purely informative or empowering, you risk:
Training your audience to stay in free mode
Keeping low intent leads in consumption, not conversion
Missing out on clients who are ready, but don’t yet have what they need to convert
So What Should You Do Now?
Take a look at your last few emails.
Are you:
Giving helpful info to people early on in the customer journey ie they’re not solution aware yet?
Educating and trying to create a lightbulb moment of clarity?
Trying hard to build trust and connection with low intent leads?
If so, it’s time to realign your email strategy.
Start with your signature offer and build your email themes backwards from there.
Ask: What does a high-intent lead need to hear to feel confident in taking that next step?
That’s the kind of email marketing that converts.
Want More Free Support With This?
🌀 Start with The Pre-Sold Path Email Series — a private, bingeable series that helps you shift from educating low-intent leads to attracting high-intent ones who are already nearly sold.
