Feb 6, 2025

Farm market email marketing strategies to boost engagement

There has been a lot of discussion about marketing methods, especially social media. While social media is an important part of any marketing plan, email marketing often gets overlooked. Farm market email marketing strategies retain some of the most effective ways to connect with customers.

When customers share their email address, they are giving permission for you to interact with them directly. To maintain that trust, you need a clear strategy that keeps subscribers engaged without overwhelming their inboxes.

Build a quality email list

A successful email program starts with building a strong list. Collect addresses at events, add sign-up forms to your website, and promote your list on social media.

Segmenting your audience can help you tailor content to specific groups, making each email more relevant by including customer names and preferences.

Create engaging content

Content is the key to successful farm marketing email marketing strategies. Share farm updates, recipes, tips, and behind-the-scenes stories that create a personal connection.

Use compelling subject lines that reflect the content of the email and add clear calls to action (CTAs) that encourage readers to act. Incentives such as discounts or special deals can motivate subscribers to click through.

Brian Moyer, an educational program associate with Penn State Extension, emphasized this approach: “Engaging content for your email marketing can capture your audience’s attention and keep customer’s interested in your farm business.”

Optimize for mobile devices

Most customers will read your emails on a mobile device. Optimize your design to ensure emails display well on all screens. Keep your content concise, visually appealing, and easy to navigate.

Maintain consistency and compliance

Consistency builds trust. Send emails on a regular schedule with a tone and style that reflect your brand. Measure results by tracking open rates, click-throughs, and conversions, and make improvements based on performance.

Legal compliance is also critical. Always provide opt-in and unsubscribe options, and follow data privacy regulations. These steps help you build stronger relationships while maintaining trust.

Examples of engaging content

Here are some content ideas to keep your emails fresh and valuable:

• Farm updates: “Our strawberries are finally in season! Visit us this weekend to pick your own.”
• Recipes and cooking tips: “Try this delicious strawberry shortcake recipe with our freshly picked strawberries.”
• Behind-the-scenes stories: “Meet Daisy, our newest calf! She loves to explore the pasture.”
• Customer spotlights: “Jane has been a loyal customer for five years. Here’s her favorite way to use our organic honey.”
• Educational content: “Learn how to start your own herb garden with these simple steps.”
• Special offers: “Get 10% off your next purchase with the code FARMFRESH.”

Strengthen customer relationships

By focusing on quality content, consistency, and compliance, you can use farm market email marketing strategies to build loyalty and drive more sales. This approach ensures your email provide value, capture attention, and keep customers engaged with your farm.

— 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.