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Does Email Marketing Actually Work for Farms — and Why Are My Emails Going to the Promotions Folder?

Email marketing is the most powerful tool a farm has — when it's done right. This episode covers why email outperforms every other platform, why your emails might be sitting unread in the promotions folder, and exactly what to send your list once you have one.

Why is email marketing more effective than social media for farms?

Email marketing is estimated to be thousands of times more effective than other marketing platforms because subscribers have given explicit permission to be contacted, there's no algorithm filtering your message, and you own the list.

Social media is where people scroll. Email is where people buy. When someone is ready to make a purchasing decision, they go to their inbox, because that's where trust lives.

Why are my farm emails going to the promotions folder?

Emails go to the promotions folder for two main reasons: deliverability problems (account setup, sending patterns, list hygiene) and weak subject lines that don't earn the open.

Both are skill gaps, not signs that email marketing doesn't work. Subject lines are the single most fixable variable. They need to feel personal, specific, curious, or directly tied to a problem your reader has right now. Generic subject lines like "Farm Update" get ignored every time.

How do you write farm email subject lines that actually get opened?

Write subject lines that sound like a friend texting you, not a marketer broadcasting an announcement.

Think about your own inbox: you open emails that feel personal, that hit on something you care about, or that promise to solve a real problem. Subject lines like "The 5:30 freezer moment" outperform "Farm Update" because they're specific to a real situation your customer experiences.

How do you build a farm email list from scratch?

Build your list through three channels: a lead magnet on your website, social media posts that funnel people to your list, and in-person opportunities like library workshops, garden clubs, and partnerships with local wellness businesses.

A great example: Charlotte's student Cassie built "5 High-Protein Dinners to Simplify Your Life." Five recipes featuring her ground beef, with a meal plan and her phone number on the last page. Made in Canva in an afternoon. Other farmers asked her for the file before she finished showing it.

What should farmers email their customers about?

Email about things your customers actually care about: their lives, problems, and goals. Not just what's available this week.

Pure transactional emails ("Eggs available, $6/dozen") feel like a stranger asking for money. Story-based emails build relationship. Charlotte once sold out of London broil she didn't know what to do with by sending one email with a recipe and the story of how she figured it out. Relationship comes first; the sale follows naturally.

How often should farmers email their customers?

More often than you think. At least weekly during selling seasons, and consistently year-round to stay top of mind.

A cold list is hard to sell to. The goal is for customers to see your name in their inbox and feel something positive. Not every email is a pitch. Some are stories, some are tips, some are farm updates, and the rhythm matters more than the perfection.

Can someone write farm marketing emails for me?

Short answer: yes. For the June 2026 cohort of the Profitable Farmer Marketing program, full-pay students get a private 2.5-hour session with Charlotte's operations lead, Rebecca, who builds an entire year of marketing assets specifically for their farm.

This includes the lead magnet, welcome sequence, weekly emails laid out across the year, seasonal launch emails, and matching social posts (all customized to your customer interview language). The first farmer who tested this cried when she saw it. This bonus is only available for full-pay June 2026 enrollment; the next opportunity is October.

Resources mentioned in this episode:

• Free email marketing course for farmers - charlottemsmith.com/free-email-course
• Profitable Farmer Marketing program — June 2026 cohort opens with 'The Power of One' welcome workshop on Tuesday, June 23rd. Full-pay enrollment includes the done-for-you year-of-marketing-assets bonus. Sign up at charlottemsmith.com/masterclass

FAQ

Q: What email platform should farmers use? Kit (formerly ConvertKit) and MailerLite both have free tiers under 1,000 subscribers and work well for farms. Pick one and learn it well rather than switching tools.

Q: How long should a farm marketing email be? Long enough to tell the story, short enough that nothing extra survives. Most strong farm emails land between 200 and 500 words.

Q: Will my customers unsubscribe if I email weekly? Some will, and that's fine — those weren't your customers anyway. The right people will look forward to your emails.

Q: Do I need to write a year of emails before I start? No. Start with one email a week. The discipline matters more than the inventory.

Q: How do I avoid sounding salesy in my emails? Read every email out loud before sending. If you wouldn't say it to a friend at your kitchen table, rewrite it.

Connect with Charlotte

Sign up for Farm Marketing Week at charlottemsmith.com/masterclass.

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