Newsletters: A Core Tool for Market Communication

Email newsletters are one of the most reliable and effective tools farmers’ markets can use to communicate with their community. Unlike social media, newsletters provide a direct, predictable channel to people who have chosen to stay informed.

For markets of any size, whether volunteer-run, limited-capacity, or supported by paid staff, email provides structure, continuity, and long-term value.

Core principle:
The platform matters less than consistency, clarity, and readability.
A simple, well-structured email sent regularly will outperform a complex newsletter sent inconsistently.

A website is helpful, but it is not required to begin building an email audience.

Using tools like Mailchimp, markets can:

• Create a simple email signup landing page
• Collect subscribers in one central place
• Share a single, consistent signup link across platforms

That signup link can be placed on:

• Your Facebook page
• Your Instagram bio
• Printed signage, flyers, or QR codes at the market

This approach allows markets to build an audience immediately, rather than waiting for a future website launch.

Markets operate on predictable cycles: weekly schedules, seasonal transitions, special events, and recurring programs. Newsletters align naturally with this rhythm.

They allow markets to:

• Share timely, organized information about each market day
• Highlight programs, access initiatives, and community impact
• Provide consistent recognition for sponsors and partners
• Reinforce the market’s role as a stable community resource

Over time, newsletters also become a written record of your season, valuable for sponsor reporting, grant applications, board updates, and year-end summaries.

Frequency & Timing: What’s Realistic and Sustainable

Consistency matters more than frequency. The goal is to communicate reliably without burning out staff or volunteers.

There is no single “correct” schedule. The right cadence depends on seasonality, capacity, and the complexity of your market.

Common and Effective Cadences

• Weekly (Peak Season)
  Works well for active markets with live music, kids’ programming, rotating vendors, or frequent special events.
• Biweekly (Limited Capacity)
  A strong option for smaller teams. Focus on upcoming highlights and reminders rather than weekly detail.
• Monthly (Shoulder or Off-Season)
  Useful for maintaining connection when the market is not operating weekly or during winter planning periods.

Rule: A predictable schedule is more valuable than a frequent one.

Timing: When to Send

While audiences vary, most community newsletters perform best when sent:

• Tuesday through Thursday
• Morning to mid-day

This timing avoids Monday inbox overload and weekend distractions.

Full Newsletter vs. Reminder Email

These serve different purposes and can coexist.

• Full Newsletter
  Sent early in the week (Tuesday or Wednesday). Includes vendor highlights, programs, music, and spotlights.
• Reminder Email
  Sent 3–4 days before the market. Short, focused, and practical.

Rule: Reminder emails are not repeats; they are reinforcements.

Newsletters support the full lifecycle of a market season, not just weekly reminders.

They can be used to:

• Announce the upcoming season (dates, hours, new programs)
• Share fundraising campaigns and explain why support matters
• Recruit vendors and communicate application timelines
• Send reminders 3–4 days before each market
• Close the season with thoughtful thank-you messages

Rule: Not every email needs to drive attendance. Some exist to build understanding, trust, and continuity.

Newsletter Platforms & Best Practices

Most markets do not need advanced automation or complex marketing systems. What matters is choosing a platform that supports consistent communication and clear presentation.

Common Platform Options

• Mailchimp
  Best for markets without a website or with limited technical capacity.
  Strengths include signup landing pages, simple list management, clear open and click tracking, and strong support for clickable sponsor logos.
• Constant Contact
  Best for teams that value guided support.
  Strengths include a very straightforward editor, strong customer service, and event-focused templates.
• Wix (Email Dashboard)
  Best for markets already using Wix.
  Strengths include website and email management in one system, clean mobile-friendly templates, and simple publishing workflows.

Rule: The best platform is the one you can use consistently.

Readability Is Non-Negotiable

If your newsletter is hard to scan, it will not be read.

Most readers:

• Open emails on their phones
• Skim rather than read word-for-word
• Decide quickly whether to continue scrolling

Required Design Principles

• Clear headings for every section
• Short paragraphs (1–3 sentences)
• Bold text for dates, times, locations, and deadlines
• Adequate spacing between sections
• Avoidance of large, dense text blocks

Design should support reading, not compete with it.

Weekly newsletters are most effective when they rotate through familiar topic categories. You do not need to include everything every week.

Core Weekly Information

• Vendor lists or highlights
• Live music and entertainment details
• Special activities, demos, or pop-ups
• Kids’ activities and family programming
• Parking, pet, weather, and logistics reminders

Spotlights & Feature Content

• Musician spotlights
• Vendor spotlights
• Sponsor spotlights with clickable logos
• Category spotlights (meat, skincare, baked goods, gluten-free, organic, vegan)

Food & Seasonal Content

• In-season produce availability
• Storage and preservation tips
• Simple, seasonal recipes
• Dietary-friendly shopping guides

Programs, Access & Impact

• SNAP/EBT, Maine Harvest Bucks, Bumper Crop
• How these programs support farmers and shoppers
• Community impact highlights
• Recognition of statewide support from the Maine Federation of Farmers’ Markets

Fundraising & Support

• Market fundraising initiatives
• Program-specific fundraising efforts
• Sponsor recognition and thank-yous
• Updates on how funds are being used

Community Building & Capacity

• Volunteer recruitment and roles
• Seasonal milestones and anniversaries
• Behind-the-scenes looks at market operations
• Explanations of market rules or logistics

Education & Transparency

• What “local” means at your market
• Certified organic vs. organic practices
• Why prices or availability change
• How to talk with farmers and producers

Shopper Guidance & Experience

• First-time visitor guides
• Accessibility information
• Market etiquette
• Tips for shopping efficiently
• What to do when a favorite vendor sells out

Seasonal & Timely Content

• What’s starting soon
• What’s ending for the season
• Holiday planning and cooking tips
• End-of-season transitions

Engagement & Participation

• Polls or questions for readers
• Photo submissions
• Recipe requests
• Music or activity suggestions

Planning Ahead & Long-Term Connection

• Looking ahead to upcoming events
• Notes about off-season markets or programming
• Ways to stay connected year-round

Growing your email list is not about volume; it’s about trust.

A smaller, engaged list is more valuable than a large, unengaged one.

Effective, Ethical Ways to Grow Your List

• Ask in person at the info booth
• Offer a clear reason to subscribe
• Use QR codes where people pause
• Promote signups on social media

What Not to Do

• Do not add people without consent
• Do not import old lists without permission
• Do not keep emails that never engage

Rule: Consent protects trust and deliverability.

Accessibility & Inclusion Considerations

Accessibility is not an add-on. It is part of clear communication.

Practical Accessibility Guidelines

• Use alt text for images
• Avoid tiny fonts
• Maintain strong color contrast
• Use plain language
• Limit all-caps and emoji use

Accessible newsletters serve more people, reduce confusion, and align with food access and equity values.

Measuring Success (Without Overwhelm)

Metrics exist to support decision-making, not to prove perfection.

What Actually Matters

• Open rates over time (trends, not benchmarks)
• Clicks on sponsor logos and key links
• Attendance signals after reminders
• Fewer repeated questions at the market

Rule: Consistency tells a better story than any single data point.

Common Newsletter Pitfalls to Avoid

• Trying to include everything every week
• Writing like a press release
• Over-designing
• Inconsistent sending
• Forgetting the call to action
• Waiting for perfection

Final rule: If you are choosing between done and perfect, choose done.

Final Takeaway

A successful newsletter does not require perfection. It requires commitment.

Even a short weekly or biweekly email can:

• Improve communication
• Increase attendance
• Support fundraising
• Strengthen sponsor relationships
• Build long-term trust

For many farmers’ markets, email is not just a marketing tool; it is essential operational infrastructure.

Build it steadily. Use it consistently. Let it grow with your market.

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