When it comes to growing your equine business, social media is usually the platform that gets all the attention. But if you’re relying only on Instagram or Facebook to connect with your audience, you’re setting yourself up for a potential disaster in the form of algorithm changes or platform glitches.
Email marketing gives you something that’s actually pretty hard to find online: direct, personal connection with your dream clients. And when you do it right, it can become one of your most powerful business tools that works to skyrocket sales + bookings for your equine business.
Table of Contents
Here’s Why Every Equine Business Needs an Email List
1. You Actually Own It
Unlike your Instagram followers, your email list belongs entirely to you. If social media goes down, algorithms shift, or your website crashes, you’ll still have a direct line to a list of potential clients and customers.
(Just make sure you keep a backup copy saved somewhere safe, like your computer or cloud storage.)
2. It’s Personal
People don’t give out their email addresses all willy-nilly. When someone joins your list, they’re saying, “I’m starting to trust you and want to hear more about what you can do to help to me + my horse”
That’s a big deal. And a huge opportunity to build a real connection that goes beyond a like or comment on Instagram.
3. It Builds Loyalty
Sending consistent emails that you pack full of value builds loyalty. It’ll help them remember who you are and why you’re the best fit to help them with their horsey problems (whatever they may be).
4. It Drives Sales
Whether you’re selling photography packages, PEMF sessions, or training programs, email marketing gives you an easy way to take your audience from being a silent Insta follower to a booked and paid client.
It’s a direct, distraction-free channel that lets you share new offers and updates with the people who are most likely to say yes.
5. It’s Your Direct Line to Your Dream Clients
Email gives you complete control over your messaging and timing. There’s no algorithm in the way. You click send, it lands right in someone’s inbox, and they can actually see it.
How to Set Up Email Marketing for Your Equine Business
Step 1: Create a Freebie Worth Downloading
To grow your list, you need a reason for people to sign up. A free, valuable resource (aka a “lead magnet”) is the best way to do that.
Here are a few equine-specific ideas to inspire you:
- 🐴 DIY Bodywork Mini Workbook
- 🐎 Groundwork Exercise Guide for Busy Riders
- 🗓️ Annual Vet + Maintenance Checklist
- 📸 Outfit & Pose Guide for Equine Photography Clients
You want to make sure that your freebie is packed full of value and gives your audience a glimpse into your knowledge and why you’re the pro they need.
Step 2: Choose an Email Platform
There are a lot of great tools out there, but three solid options for most equine businesses are:
- MailerLite – Super simple and affordable (my top pick for beginners)
- Mailchimp – A little more versatile and feature-packed
- Flodesk – My personal favorite for creating on-brand emails (best if you’ve got more of a budget)
Pick the one that meets your budget + goals, and keep in mind that the email styles are going to vary depending on the platform.
Step 3: Create Your Opt-In Form
Setup your opt-in form using the platform you’ve picked. Make the style clean and on-brand, so that it fits well on your website. Once it’s ready, plop it on your site using the code your platform gives you.
And for the love of all things, limit the pop-ups. No one likes being bombarded while they’re trying to read.
Bonus tip: Add reCAPTCHA for security (it helps filter out bots and spam sign-ups).
Step 4: Set Up a Welcome Series
You want to make sure you set up an intro set of emails that will automatically go out to new subscribers (after their freebie delivery). This is your chance to make a great first impression and show them what they can expect from being on your list.
Here’s a sample series you can use:
| Email # | Purpose | What to Include |
|---|---|---|
| Email #1 | Deliver the Freebie | Send the freebie your subscriber signed up for and explain the transformation they can expect after using it. Example: “Your horse will have improved flexibility after these stretches,” or “You’ll feel less overwhelmed now that you have a vet care checklist.” |
| Email #2 | Introduce Yourself + Your Brand | Share your story — who you are, what you do, and why you love helping horses (or the people who care for them). Keep it personal and relatable. |
| Email #3 | Provide Value | Give them something useful — a helpful tip, a client story, or a link to one of your most popular blog posts. Focus on helping, not selling. |
| Email #4 | Guide Toward a Purchase or Service | Transition naturally into your paid offer. Show how your product or service solves a problem they’re facing, without being pushy. Keep it friendly and genuine. |
The more conversational and genuine you are, the better. Think of writing these emails as if you’re talking to someone you met at a horse show or tack store.
Step 5: Stay Compliant + Keep It Clean
A few quick but important reminders:
- Always use double opt-in to make sure people really want to be on your list.
- Stay compliant with GDPR and other privacy laws.
- Regularly remove spam or inactive contacts (especially those weird “throwaway” emails that clearly aren’t real)
You want to make sure you’re keeping your list full of high quality leads, not bots. Just like Instagram followers, it’s more about quality over quantity. It’s not a competition to get as many emails as possible!
How to Stay Consistent with Your List
An email list only works if you actually use it. Decide how often you’ll show up (once a month or every other month is a great place to start) and stick to it.
Here’s a simple example calendar:
- January: New Year goals or service updates
- March: Spring prep or seasonal tips
- June: Mid-year check-in or sale
- September: Fall show season inspiration
- November: Holiday offers or gratitude post
Email Content Ideas That Keep People Reading
If you’re not sure what to send, here are a few easy ideas that fit almost every equine business:
- Behind the Scenes: What a day in your business looks like
- Exclusive Deals: Give your email list first access to sales or sessions
- Launch Announcements: New products, packages, or availability
- Educational Resources: Blog posts, checklists, or training tips
- Client Features: Showcase a horse, rider, or success story
The Bottom Line
An email list will almost always prove to be your equine business’s most valuable marketing tool. It helps you build trust while also creating a direct line between you and your dream clients. And when you use it strategically? It’ll strengthen your brand + increase your income.
So, if you haven’t already – it’s time to start building that list. Your future clients (and your future self) will thank you.
