Why Every Horse Business Needs Email Marketing (Yes, Even Yours) as a Part of Your Overall Marketing Strategy.
Crushing the Myths, Backed by Stats, and Built for Longevity
If you’re in the horse industry, whether you’re a trainer, tack shop owner, equine therapist, or sell supplements, you’ve likely heard some version of these myths:
“Email marketing is dead.”
“People hate getting emails.”
“Social media is all I need.”
“Email is too hard to set up.”
“My list is too small to matter.”
Wrong.
It is so wrong, in fact, that it might cost you thousands of dollars in lost relationships and sales.
Let’s get one thing straight: social media is powerful.
It’s where people discover you, follow you, and watch your daily reels of horses in slow-mo glory. But here’s the harsh truth you don’t hear enough:
You don’t own your followers.
Algorithms change. Platforms crash. Accounts get hacked or banned. And when that happens, the audience you spent years building can disappear in hours. Your marketing strategy deserves better!
The Tale of a Trainer Who Lost It All
Let’s talk about Sarah.
Sarah was a successful barrel racing trainer based in Texas. She had 25,000 Instagram followers and nearly 9,000 on Facebook. Her videos regularly hit 20k+ views, and clients nationwide would message her for lessons, clinics, and training spots. Business was booming until one day, her Instagram account was randomly disabled.
No warning. No explanation.
She submitted appeal after appeal. But Instagram? Crickets.
She didn’t have a website. She didn’t have an email list. All her communications ran through DMs. And just like that, she went from fully booked to scrambling to rebuild from scratch.
What saved her?
A former client helped her create an email list using the few emails she did have. They sent one email to 120 people, and within 48 hours, she booked three new clients and sold out a weekend clinic. That tiny list generated more income than 6 months of likes and shares.
Myth: “People hate getting emails.”
Nope. Stat check:
- 72% of people prefer receiving promotional content via email, compared to only 17% who prefer social media.
- The average ROI for email marketing is $36 for every $1 spent.
- Email converts 4x more buyers than social media, especially in niche markets like ours.
Horse folks are a loyal bunch. If they trust you, they want to hear from you. But not every day. And not with spammy sales pitches. That’s why strategy matters.
Email Marketing: The Workhorse of Your Business Strategy
Here’s why email marketing should be a cornerstone in your marketing plan:
✅ You Own It – Your list is YOURS. No algorithms. No shadow bans. No competing for attention in a feed full of cats, cowboys, and cute kids.
✅ It’s Personal – You can segment your audience based on their interests (e.g., trail riders, show jumpers, reiners) and speak directly to their needs.
✅ It Converts – Emails are action-driven. People are more likely to click a link, buy a product, or register for an event via email than from a social post.
✅ It’s Trackable – You get clear data: who opened, clicked, and bought. That kind of insight is gold when you’re running a small business.
How to Get Started With Email Marketing in the Horse World
1. Choose the Right Platform
Start with user-friendly platforms like Horse Business Manager (OUR #1 PICK!) Mailchimp, ConvertKit, or Flodesk. Don’t overthink it—just pick one and get started.
2. Offer a Lead Magnet
Give people a reason to join your list. A few ideas:
- “5 Mistakes Every New Horse Owner Makes”
- “My Favorite Joint Supplements Ranked”
- “The Complete Packing List for Your Next Horse Show”
3. Be Consistent (but Not Annoying)
Send emails weekly, bi-weekly, or monthly. Don’t ghost your list for 3 months and then drop a sales pitch. Treat them like your barn family.
4. Use Storytelling, Not Just Sales Talk
Instead of shouting “Buy my product!” every time, try this:
“When one of our clients switched from traditional bedding to hemp, their gelding stopped coughing overnight…”
People remember stories. Make your brand human.
5. Segment Like a Pro
If someone buys a product for senior horses, consider whether they need an email about foal nutrition. Keep your messages relevant and personal.
What to Send to Your Horse Industry Audience
Wondering what types of emails to send? Here’s a quick list of ideas that convert in the horse world:
- Weekly training tips or videos
- Special offers or product launches
- Client or horse transformation stories
- Upcoming clinics or events
- Seasonal tips (fly control, colic prevention, feeding in winter)
- Spotlights on your favorite gear, feeds, or supplements
Email Marketing Isn’t the Only Tool—But It’s the Smartest One
Social media is the billboard. Email is the conversation. One gets you seen. The other gets you sales.
Imagine if Facebook shut down tomorrow—how would you contact your clients? How would you promote your spring clinic, summer camp, or new equine supplements?
If you’re building a lasting horse business, build it on your list.
Start with one email. Tell a story. Offer value. Show up regularly. Before you know it, your email list won’t just be a backup plan; it’ll be your most profitable channel.
It’s time to rein in your marketing and take control of your audience.
You wouldn’t hand your best horse over to a stranger and hope for the best, so why do that with your audience?
With email, you’re not chasing trends. You’re creating connection. You’re building trust. You’re growing a business that doesn’t depend on likes to survive.
Want the power of email marketing without the hassle?
If you’re nodding along thinking, “Yes, email is awesome—but I don’t have the time (or desire) to do it all myself,” you’re not alone. That’s where we come in. At Yellow Barn Media, we help horse businesses like yours build and manage strategic email marketing systems that actually work.
From writing and designing to automating and tracking, our team handles everything so you can stay focused on doing what you love.
👉 Click here to schedule a free discovery call and see how we can help you grow your list, nurture your audience, and boost your sales, without adding more to your plate.
