No matter what the stereotypes of traditional farmers may be, those in the industry know that the ag sector is no stranger to technology.

Whether it's the latest innovative automous grain carts or AI crop monitors, the agtech revolution is in full swing. But how do you market your company to tech savvy farmers?

Digital marketing is the key to keeping your agribusiness alive amidst shifting trends.

Email marketing is incredibly effective in building a relationship with your audience and seeing a return on your investment in online marketing.

For every $1 spent, email marketing generates $38 in ROI ( Source )

Why is email marketing so effective? Its focus is on relationship building; strengthening that relationship you have with your current customers and growing trust between you and potential future clients. Email marketing is more personal than putting an ad out there.

A good email campaign focuses on your customers' unique wants, needs and problems. It reminds them your company is there, ready to help them whenever they need you.
If you want to build direct connections with farmers, it’s time to start investing in email marketing.

But don’t just take our word for it – check out these email marketing stats:

• Email marketing is 40 times more effective at acquiring new customers than social media channels ( Source )
• Customers coming through an email offer spend 138% more than people that don’t get email offers ( Source )
• 44% of people made at least one purchase in 2017 based on a promotional email ( Source )
• Email has a higher conversion rate than social media, organic search, and paid search combined ( Source )
• 75 percent of companies agree that email offers “good” to “excellent” ROI ( Source )
• 86 percent of consumers want to receive monthly email updates from brands they follow ( Source )
• Segmented and targeted emails generate 58 percent of revenue for companies ( Source )

So what do you with all those numbers and facts? Start an email marketing campaign to maximise your exposure to your customers (past, present and future included!)

How do you build an email marketing campaign?

So, you want to start email marketing? Great!

As with everything, you'll need to have a well-developed email marketing strategy to follow. Remember, your emails are designed to build a relationship with your farmers, not irritate them with content that just isn't relevant to them.

The worst thing you can do when emailing your clients is treating them like an afterthought. 'It's been a while, better send a newsletter' doesn't get you sales!

Think about what your clients want to hear about. What do they expect to get from you? Emails are a great way to showcase your company's personality and unbeatable customer service.

If you don't have buyer personas already, now is the perfect time to create them.

Once you know your audience segments, you can target your emails to each type of customer you have.

By focusing on what each customer group wants, you can create more personal, one-to-one connections with your audience – which will generate a much better return on your investment.

The 5 Types of Emails You Need to Send Your Customers

Sending the same boring sales email over and over again is quickly going to make your customers click 'unsubscribe', or even worse, 'spam'!

To get them interested in what you have to say, try mixing up your email strategy with a combination of the 5 main email types:

1. The Thank You Email
   Whether they've just signed up for your newsletter, bought an item from you or just passed the 10-year mark as a loyal customer, the Thank You Email should show you company's personal side. It's a personalised, simple message. Go above and beyond the usual template that comes with your email software - you customers will appreciate it.
   
   
2. The Industry Insider Email
   Show your status as an expert in ag by sharing the latest news, useful tips and interesting blogs you've written recently.
   
   Have product guides or videos to help promote your products? Send them to your email list; seeing helpful info and reviews about your products can help prospects to see added value in your company.
   
   The average customer needs to interact with your brand 7 times before committing to a purchase - this is a great way of answering any common questions they might have without taking up any of your time.
   
   
3. The Helpful Checklist Email
   Designed to help your customers choose between different service levels/products types, this email sums up valuable information for making a buying decision and compiles it into a simple checklist. This is a great way to educate new leads to your unique selling points.
   
   
4. The Special Offer Email
   One of the most popular emails out there!
   
   Offer up a special that customers can't say no to. Whether it's a percentage off their next transaction or a free add-on item, farmers (just like everyone else) love a good deal.
   
   
5. The Look-How-Popular-We-Are Email
   Promote that amazing testimonial from your biggest client. Show how many satisfied customers you have. Show real customers with real opinions.
   
   These types of emails work great as videos, watching real life clients interact with you, your products and tell their experience helps prospects see you as more than just a sales pitch.

The Golden Rules of Ag Email Marketing

1. Keep it personal - don’t make it obvious it's an automated email!
2. Don’t “Bait and Switch” - make sure the subject line is delivered in the email content, always deliver what you promise
3. Make it easy to unsubscribe - an 'unsubscribe' reaction is better than a 'spam' report
4. Track ROI, open rates and click rates from specific emails. Know exactly what you’re getting for every dollar you invest in email marketing
5. Keep your emails regular and interesting for your customers
6. Make sure all your emails are mobile-friendly and are enjoyable no matter what device your reader is using

So, there's your quick introduction to the world of email marketing to ag companies!

Here at Agtivation, we know you enjoy visiting your customers face-to-face and helping them solve their problems. We also know you don’t want to be at your computer all day, sorting out your next email marketing campaign.

L et us do the hard work for you! Plant the seeds now… And reap the harvest later.