Email marketing for farms and food businesses – 20 ideas for growing your list
Email is one of the most powerful, cost-effective tools in your marketing kit.
In the last blog I covered why it’s so important and how to get it right (even when you’re time-poor), and this time we’re getting stuck into how to build that mailing list.
All of the tips and methods below are little-to-no cost, and will work whether you’ve already got thousands of subscribers, or are starting out with three (with one of them being your mum). Let me know how you go!
1. Put a sign-up form on your website
Step one! Most email platforms let you do this very easily, or your web developer can help out. I recommend putting the form at the bottom of pages (like home, blogs, or “About Us”) where users will find it when they’ve already read up and are hungry for more. Make sure you add a call-to-action that tells them WHY they should let you into their inbox (e.g. exclusive tips, offers, first access to new products and events).
2. Post a link to the form on social media
Link to it directly in a Facebook post, or add it to your Linktree (or other bio directory) in Instagram. Like on your webpage, make sure to tell them why. A dry “sign up for our newsletter” translates to “receive monthly emails where we talk about ourselves” in your customers’ minds.
3. Have a sign-up form at your cash register or market stall
Paper and pen, or iPad – up to you!
4. Hold a competition
Have people enter their details to go in the draw to win. I like to keep competition entrants tagged and segmented where possible so you can keep track of them (your email marketing platform can help you do this) as they can be a bit more opportunistic and harder to convert than other subscribers.
5. Set a timed pop-up on your website
Generic pop-ups that immediately get all up in your face? Annoying, distracting, can drive people off your site – no thanks. But tailored pop-ups that appear after someone’s been looking at a page for a few minutes are less intrusive and hit already-curious, more willing eyes.
6. Develop a “lead magnet”
Create a free, value-packed resource, which people enter their details to receive via email. Recipes, planting guide, video tutorial… sky’s the limit, but make sure it’s related to something they could later buy from you.
7. Event registrations
Hosting an event? Even if the event is free, make registration or RSVPs mandatory and add a mailing list opt-in to the form. Your website or ticketing platform (e.g. Eventbrite, Humanitix) can do this.
8. Webinar & online classes
As for live events, but online – and probably more realistic in our current climate! Your webinar platform will help you do this.
9. Host a virtual happy hour
Party animal with followers who love you and no interest in formal workshops? Host a webinar without the structure and get your people together for a video Q&A over beer or coffee! Ask people to submit their email to register so you can send the Zoom invite.
10. Tease upcoming emails on social media
Give your followers hints about the jam-packed value of an upcoming newsletter. Tell them to DM you their email address if they don’t want to miss out.
11. …then give them one last chance after you’ve sent it
Let them know what they missed, but that it doesn’t have to be that way! (just make sure you go back and send the newsletter to new sign-ups)
12. Exclusive content and email-only deals
Over time, build up a reputation of keeping the good stuff for your email VIPs. It could be discounts, deals, first access or kick ass resources. Get testimonials from existing VIPs to back it up.
13. Encourage forwarding
Sometimes the human brain just needs a nudge! We can read the most incredible email, maybe use a tip or two, then close it and move on with our days without thinking to share the goodies with someone else. Break that cycle and end your newsletters with a “know someone else you could use this [insert week-making knowledge you shared here]? Forward it to them!”
14. Add an opt-in to your online store
Turn new customers into loyal buyers – ask them to sign up for more information, resources and offers on check-out and keep them in the loop (don’t do it automatically, that’s a recipe for spam accusations)
15. Offer a discount for new subscribers
Set up an autoresponder to give the new subscriber a discount code or voucher to display in-store or at the market (you can combine this incentive with plenty of the other methods on this list, like 1,2, 3 and 14).
16. Conduct a survey
A survey is a double win – grows your email list AND gives you a valuable market research opportunity (works best if you’ve got super loyal social followers who want to help out, or if submissions put them in the running to win something).
17. Just ask!
That simple. Get chatting to someone at the markets? Ask them if they want to sign up. Get a business card at a Chamber of Commerce event? Ask them if they want to sign up.
18. Piggyback on high-performing content
If a social media post is performing really well, put a note in the comments telling people to sign up to your emails for more.
19. Take registrations for an exclusive community
Start a value-packed Facebook group for your friends and customers, where would-be members sign up through email to get the invitation link.
20. Put the link at the bottom of your email signature
Again, have a quick call-to-action telling them WHY. But it could be the difference between a customer or stockist enquiry that didn’t convert never coming back, vs staying in the loop and eventually converting.
Remember – thousands of subscribers won’t help you if they don’t open your emails. Content that has them hanging out for your next is key – check out my tips on creating valuable newsletters for food and farm marketing for more.
Want even more ideas, tailored to your business and customers? Get in touch for a no obligations chat.
Happy list building!
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