In Their Inbox: Turning Emails into Enrollment

Why email marketing still matters—and how to make it actually work for your barn

Let’s be real: email marketing doesn’t exactly sound glamorous.
It’s not trending on TikTok, and it won’t give you instant clout with the cool kids. But if you’re running a barn or equestrian program, email is still one of the most powerful (and low-cost) ways to grow and retain your community.

Why?
Because unlike social media, where your posts can get lost to the algorithm gods, email lands directly where people are already paying attention—their inbox. You’re not fighting for visibility. You’re showing up with value, right on time.

So what should you be sending?

Email marketing doesn’t need to be fancy. It needs to be useful, personal, and most importantly—regular. Here are a few ways to use it effectively:

1. The Monthly Barn Update

Keep it simple: lesson reminders, event dates, weather notices, and quick highlights. A short roundup keeps your current clients in the loop and shows prospective clients that your barn is organized and thriving.

Bonus points: Include one fun win or photo from the month to make it feel personal, not just logistical.

2. Welcome/Waitlist Warm-Ups

Got new inquiries or a full program with a waitlist? Perfect.
Set up a short automated email series that welcomes new riders, shares what makes your program different, and gives them a peek into barn life while they wait for an opening.

Think: “Here’s what to expect at your first lesson” or “Meet some of our horses.”

3. Seasonal Tips & Expertise

Position yourself as the trusted expert in their inbox.
A few ideas:

• “5 Spring Prep Tips for a Smoother Season”

• “Blanketing Basics”

• “What Every New Rider Should Pack in Their Barn Bag”

These emails build trust and keep you top-of-mind (even when they’re not actively in lessons).

4. Spotlight Emails

Feature a horse, a rider, a volunteer, or even your working student crew.
People love these. They’re feel-good, shareable, and help build a sense of community.

💡 You don’t need a $200/month platform to get started.
YAMM (Yet Another Mail Merge) is $40/year and connects to Gmail.
Mailchimp has a great free tier.
The goal isn’t perfection—it’s connection.

A few best practices (because you know I love a checklist):

• Keep it short. People skim. Use bold text, short paragraphs, and clear calls to action.

• Use subject lines that make them want to click. “Spring Schedule” = fine. “Barn news + baby horses 🐴” = better.

• Don’t overdo it. One to two emails per month is perfect for most barns.