Statistically, people are most likely to take action in the evenings or early in the morning. Many people check their emails on their phone, so send yourself a test email to make sure everything looks okay before broadcasting a message to your entire audience. Try some of the following and see if they improve performance in your next email:Īdd personalization to the body of the email (e.g. Most of the time, this is due to formatting issues (the CTA is buried too far down, doesn’t appear on mobile, etc.) or send times.
Maybe your emails have high open rates, but subscribers just aren’t clicking.
Email marketing tools like Drip and MailChimp include personalization fields that allow you to address each one of your contacts by name with just 1 click! This is good tactic for grabbing people's attention. Use the subscriber’s name, known as personalization. Try to keep it somewhat short (below 50 characters) so the whole subject line is visible on desktop and mobile. Share "How to…" (not too often, but sprinkled in occasionally (e.g. Offer lists (people love lists because they're easy to skim, e.g. "Where does your food come from?")Ĭreate a sense of urgency (if you have a limited supply of something, or an upcoming event) These words CAN be used, just make sure it's sparingly and that there's other valuable content to offset them.īeyond avoiding clickbait, there’s a lot you can do to experiment with subject lines and find what works best for your farm.Īsk questions (e.g. What makes a good subject line?Īvoid words and phrases that sounds too sales-y, like free, click now, etc. If open and click-through rates are high and your email still isn’t converting, take a look at your website-it’s possible people want to buy, but just can’t figure out how. ) If click-through rates are low, look at your call-to-action (CTA). Check out our post about Drip Email Marketing for a list of best practices for getting to the inbox. (And make sure that you’re following best practices for deliverability - the art and science of getting emails to inbox instead of spam or promotions tab. Is it your open rates that are suffering? Click-through rates? Conversions? Rule of thumb: if open rates are low, look at your subject line. Once you’ve confirmed you’re not doing the above, it’s time to take a closer look at your emails. For a list size of 2,000-5,000, we recommend sending no more than 4-8 emails a month. What constitutes “too many emails” varies by industry and list size. When collecting emails, explicitly disclose that you will use the emails for marketing and give customers the opportunity to opt out. ❌ Sending marketing emails to contacts that haven’t opted in. That means they’re likely to report your messages as spam, which can have long-lasting repercussions for your email marketing efforts. This tactic is rare in the local food world, but in case you’re thinking about it-just don’t do it! These contacts have not consented to receiving marketing emails from you. If your farm emails are consistently underperforming, first make sure you’d not committing one of the cardinal sins of email marketing: There are plenty of quick and easy steps you can take to see an immediate improvement. If your email metrics don’t meet the above benchmarks, don’t worry. Some of our clients have seen consistent open rates of over 40%, so why not shoot for the stars? Apply the following tips to continue improving your farm’s email marketing. If your email metrics already meet these standards, great job! You’re standing on solid ground, but that’s no reason to settle for average. In the direct-to-consumer farm industry, the benchmarks for email performance are as follows: The first step to audit your email marketing efforts is figuring out how your emails are doing. How do I know if my farm emails are performing well?
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In this post, we’ll cover how to know if your emails are performing well and what to do if they’re not. Spending your valuable writing and designing and emails only to have low opens, low clicks, and low conversions can make it feel like you’re just shouting into the void. Most farm e-commerce platforms allow you to build a list of emails, and for good reason! When done correctly, email marketing is an incredibly powerful tool that allows you to connect directly with customers as often as you’d like.īut, if your farm has already tried email marketing and didn’t see any results, you might be frustrated.
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