Feb 6, 2025

Email marketing strategies for farm businesses

There has been a lot of discussion about various marketing methods, particularly regarding social media. Social media is an important part of any business marketing strategy, but sometimes we get so focused on social media that email marketing can get overlooked.

Email marketing is still considered one of the most effective marketing tools. Think about it: Customers give you their email address. They are permitting you to interact with them. However, email marketing requires a strategy so your customers remain engaged and don’t feel like you are overwhelming their inbox.

To start, building a quality email list is essential by collecting emails at events, using sign-up forms on your website and promoting your list on social media. Try segmenting your audience, which allows you to send tailored content and make emails more relevant by using customer names and preferences.

The key to a successful email campaign is creating engaging content. Share farm updates, recipes, tips and behind-the-scenes stories to build a personal connection. Compelling subject lines that grab attention and reflect the email content, along with clear calls to action (CTAs) that are direct and specific, can significantly improve engagement. Offering incentives like discounts or special deals can encourage action.

Keep in mind that most of your customers will read the email you sent on their mobile device, so optimizing for mobile is crucial, ensuring your emails look good on all devices and keeping content concise and visually appealing.

Consistency is important, so send emails on a regular schedule and maintain a consistent tone and style that reflects your brand. Analyzing and optimizing your emails by tracking metrics, conducting and adhering to legal compliance like opt-in and unsubscribe options, and following data privacy regulations will help you build stronger relationships with your customers and drive more sales for your retail farm market.

Engaging content for your email marketing can help capture your audience’s attention and keep customers interested in your farm business. Here are some examples:

1. Farm updates: Share news about your farm, such as new products, seasonal changes or upcoming events. For example, “Our strawberries are finally in season! Visit us this weekend to pick your own.”
2. Recipes and cooking tips: Provide recipes that use your products. For instance, “Try this delicious strawberry shortcake recipe with our freshly picked strawberries.”
3. Behind-the-scenes stories: Show what happens on your farm with photos and stories:. “Meet Daisy, our newest calf! She loves to explore the pasture.”
4. Customer spotlights: Feature stories or testimonials from your customers:;. “Jane has been a loyal customer for five years. Here’s her favorite way to use our organic honey.”
5. Educational content: Share tips on gardening, farming, or sustainability:. “Learn how to start your own herb garden with these simple steps.”
6. Special offers and discounts: Announce exclusive deals for your email subscribers:. “Get 10% off your next purchase with the code FARMFRESH.”

By incorporating these types of content, you can keep your emails fresh, interesting, and valuable to your subscribers.  

— Brian Moyer is an educational program associate with Penn State Extension. As founder of PA Farm Markets LLC and founder and manager of the Skippack Farmers Market, Moyer specializes in assisting farmers markets, retail farm markets, direct-to-consumer sales, and new and beginning farmers with marketing, business and regulatory issues.