Give Your Farm Revenue a Boost up to 35% with Barn2Door + Mailchimp

Running a small business is tough, especially when you’re a Farmer who already wears multiple hats. Between tending to the animals or harvesting crops to arranging pickup schedules and managing deliveries, finding time to engage your Buyers can sometimes seem daunting. However, email has been proven to give Farmers the highest return on investment, especially when you reach the right people, with the right information, at the right time.    

Email gives your Farm a channel to regularly communicate with your audience, build your brand, and develop lasting relationships with customers. Farmers who’ve successfully driven sales with email, target their efforts based on customer segmentation and activity. To see these benefits of email, Farmers need to take full advantage of which techniques yield the highest results. 

Barn2Door + Mailchimp provides Farmers with the opportunity to keep all your customer details “in sync” automatically. Every customer at check-out, scanning a QR code at the market, or signing up for your newsletter on your website, is automatically added to your customer list.

Barn2Door Farmers can use their customer list with Mailchimp’s Customer Journey builder to reach and engage your Buyers. In short, a Customer Journey allows Farmers to create an automated path that sends different emails to Buyers based on their interactions with your Farm. For instance, customers who subscribe to your Farm products versus customers who made a one-time purchase more than 60 days ago, can be automatically targeted with different messages, calls-to-action, and promotions.

Depending on a customer’s journey with your Farm, building different paths and delivering tailored messages will drive more sales for your business. In fact, segmented emails based on individual customer journeys increase open rates by 14.2%. Sending targeted emails makes it easier to spark interest and drive more visits to your Farm store.

Read: Email Marketing 101: Increase Farm Sales by 30% (14-min Read)

4 Tactics to Create  Successful Customer Journeys:

• Explore Pre-Built Customer Journey Maps. New to Customer Journeys and not sure where to start? No worries. If you don’t have a specific journey in mind, Mailchimp offers pre-built journey maps to get you started. The pre-built templates include starting points, rules, and actions that can be customized to fit your needs (re-engage customers, offer a promotion, or begin a relationship with new subscribers). 

• Reach New Customers with a Welcome Campaign. An automated welcome email sent to new subscribers is a must! On average, Farms that send a welcome email generate 4 times as many opens and 10 times as many clicks than any other email type. This first email will be the beginning of a personalized relationship with your Farm. Try engaging new customers with a welcome promo (10% off their first purchase) featuring your Farm products from your Barn2Door catalog directly integrated with your Mailchimp email. 

• Re-Engage Absent Customers. Your Customers are busy! It’s often that they will forget to place an order from your Farm. Creating a Journey for customers who haven’t purchased from your store for more than 30, 60, or 90 days is crucial to nurture those relationships and retain more customers. Include catchy headlines, like “Limited Time Only!” to create excitement and a fear of missing out (FOMO). 

• Track What Works. Segmenting your email campaigns based on a customer’s relationship with your Farm has the power to create a personalized relationship with your buyers. Tracking the data from each email will help you determine what works best for your Farm. Using Mailchimp’s analytics tools will help you better understand what emails are “paying off” and which Farm products from the Barn2Door catalog are driving an increase in order value. 

Read: 5 Promos to Drive FOMO- Fear of Missing Out

Read: Mailchimp Tactics: How-To Guide to A/B Test Your Farm’s Email Campaigns

Case Study: Produce Farm Uses Customer Journeys to Boost Sales by 35% in a Single Week

At Barn2Door, all of our Account Managers are Mailchimp-certified, which means they know the tools and tactics to help your Farm drive revenue through email. With one of our newest services, Barn2Door Scorecards, one of our Account Managers identified an area of opportunity for a California-based Produce Farm to pick up more sales. (Note, this Farm already experiences high demand and sales, but Barn2Door uncovered more untapped revenue potential).

Using the Barn2Door + Mailchimp integration, Barn2Door set up two Customer Journeys for the Farmer to re-engage customers that hadn’t purchased recently. The two campaigns, each consisting of two emails, targeted customers in different stages of their “journey” with the Farm.

The first Journey targeted customers who actively clicked any of the last 5 emails sent by the Farm. The initial email boasted a 45% open rate. The second email included a FOMO (fear-of-missing-out) Promotion in the subject line, reaching a 44% open rate. Although this campaign targeted those already engaged with this Farm’s emails, these campaigns proved to be overwhelmingly effective, considering the average open rate for all email campaigns in 2020 was 18%.

The second Journey targeted those who did not actively click any of the last 5 emails sent by the Farm.  Because the messaging was tailored to grab this groups’ attention, these emails performed exceptionally well. The first email, which featured the FOMO Promotion subject line “This Week Only,” received an astounding 33% Open Rate. The second email highlighted the FOMO Promotion with the subject line “24 Hours Left!” which prompted a 24% Open Rate.  

In just one week, this Customer Journey campaign boosted Farm sales by 35% (several $1,000’s of dollars for this specific Farm). The success can be attributed to the personalization of the content for each group included. The messaging used in each email spoke specifically to the needs of that customer type, leading to higher Open Rates and Farm store visits. And, because the emails were automated, it took no extra effort on behalf of the Farmer, saving him time while generating more orders. 

If you’re interested in learning about how Barn2Door can help your Farm create strategies to grow your business, check out this blog:

Watch this 5-minute video to learn more about how Barn2Door could help your Farm improve your go-to-market strategy to increase sales, access more customers, and save time.