Equestrian Email Marketing 101
Email marketing is one of the most effective tools for equestrian e-commerce brands to build lasting relationships with customers and drive sales. Unlike social media, where algorithms control who sees your content, email lets you communicate directly with your audience. And when done right, it’s a powerful way to nurture trust, share updates, and encourage purchases.
In this guide, we’ll break down the basics of email marketing, explain key terms, and compare tools to help you get started. Whether you’re new to email marketing or looking to refine your strategy, we’ve got you covered.
Why Email Marketing Matters for Equestrian Brands
Email marketing helps you:
Build Customer Loyalty: Stay connected with your audience by sharing updates, promotions, and stories.
Drive Sales: Use targeted emails to showcase products, announce sales, and recover lost revenue.
Stay Top-of-Mind: Regular emails remind customers about your brand, encouraging repeat business.
Common Email Marketing Terms (And What They Mean)
1. Welcome Sequence
A series of emails sent to new subscribers to introduce them to your brand and products. This is your chance to make a strong first impression.
What to Include:
A thank-you for signing up.
Your brand story and mission.
Popular products or services they might love.
2. Abandoned Cart Emails
Emails sent to customers who added items to their cart but didn’t complete the purchase. These emails remind them of what they left behind and encourage them to finish checking out.
Best Practices:
Include images of the items left in their cart.
Offer an incentive, like free shipping or a discount, to complete the purchase.
Create urgency with phrases like “Items in your cart are selling fast!”
3. Product Launch Emails
Emails announcing a new product or collection, designed to create excitement and drive sales.
What to Include:
High-quality images of the product.
Key features and benefits.
A clear call-to-action to shop now.
4. Re-engagement Emails
Sent to inactive subscribers to win them back or encourage them to engage with your brand.
Best Practices:
Offer an exclusive discount or freebie.
Ask for feedback to understand why they’ve disengaged.
Remind them of your unique value or popular products.
5. Order Confirmation and Follow-Up Emails
These transactional emails confirm purchases and encourage post-sale engagement.
Why They’re Important:
Build trust by confirming orders immediately.
Include recommendations for complementary products.
Follow up with tips for using the product or a request for a review.
Top Email Marketing Tools for Equestrian Brands
1. Klaviyo
Best For: E-commerce brands looking for robust automation and analytics.
Pros:
Deep integration with Shopify and other platforms.
Advanced segmentation to target specific customer groups.
Templates designed for e-commerce.
Cons:
Higher cost than some alternatives.
Pricing: Starts at $20/month for up to 500 contacts.
2. Mailchimp
Best For: Beginners or small businesses wanting a simple, affordable option.
Pros:
Easy-to-use interface with drag-and-drop functionality.
Basic automation for welcome emails and abandoned carts.
Free plan available for up to 500 contacts.
Cons:
Limited features on the free plan.
Fewer e-commerce-specific tools.
Pricing: Starts at $13/month for the Essentials plan.
3. Shopify Email
Best For: Shopify users looking for a straightforward solution.
Pros:
Seamless integration with your Shopify store.
Easy to use for product-focused emails.
Affordable pricing based on email volume.
Cons:
Basic automation compared to Klaviyo.
Pricing: Free for up to 10,000 emails/month; $1 per 1,000 additional emails.
4. Constant Contact
Best For: Small businesses with less emphasis on e-commerce.
Pros:
Simple interface for creating emails.
Includes social media and event management tools.
Cons:
Limited features for advanced e-commerce.
Less focus on automation.
Pricing: Starts at $12/month for the Core plan.
5. Flodesk
Best For: Equestrian brands looking for visually stunning, easy-to-create emails.
Pros:
Gorgeous, highly customizable templates designed for non-designers.
Flat-rate pricing—no extra charges for list size.
Great for creative and service-based equestrian businesses.
Cons:
Limited advanced e-commerce functionality.
Fewer integration options compared to Klaviyo or Mailchimp.
Pricing: $38/month, unlimited contacts and emails.
Building Your First Email Campaign
Here’s how to get started with a simple yet effective email marketing strategy:
1. Create a Welcome Sequence
Day 1: Welcome email with your brand story and a discount for their first purchase.
Day 3: Highlight your best-selling products or services.
Day 5: Share customer testimonials or success stories.
2. Set Up Abandoned Cart Emails
Email 1 (1 Hour Later): “Did you forget something?” Include cart items and a link to check out.
Email 2 (24 Hours Later): Offer a discount or free shipping.
Email 3 (48 Hours Later): Create urgency with language like “Last chance to grab these items!”
3. Plan Weekly Newsletters
Include a mix of product promotions, educational tips, and personal stories.
For example:
Week 1: “How to Care for Your Leather Tack” + featured products.
Week 2: Customer spotlight with testimonial + new arrivals.
Tips for Email Marketing Success
Segment Your List: Group subscribers by interests, location, or purchase history to send targeted emails.
Write Clear Subject Lines: Keep them short, specific, and engaging to increase open rates.
Include a Call-to-Action (CTA): Guide readers on what to do next, like “Shop Now” or “Read More.”
Monitor Analytics: Track open rates, click-through rates, and sales to refine your strategy.
Final Thoughts
Email marketing isn’t just about selling—it’s about building a relationship with your customers. By using tools like Klaviyo or Mailchimp, understanding key email types, and crafting thoughtful campaigns, you can connect with your audience and grow your equestrian brand.
Need help setting up your email marketing or refining your strategy? Mare Media specializes in creating tailored marketing solutions for equestrian businesses.
