Barndoor Ag serves professional farmers, agricultural contractors, and hobby growers with rugged, aftermarket sprayer parts and farm equipment components tailored to field use and seasonal demands. The brand prioritizes parts reliability and easy online access to hard-to-find agricultural supplies for both small farms and large operations.
Hutchinson, Kansas, United States.
Barndoor Ag is a U.S.-based eCommerce brand serving the agriculture and farming community with specialized products designed for performance, durability, and reliability. Operating in a niche category with a highly targeted customer base, Barndoor Ag relies on repeat purchases, seasonal demand, and trust-driven communication to grow its business online.
As Barndoor Ag scaled its online operations, the team needed a lifecycle email marketing system that could do more than send one-off campaigns. Subscriber growth had to remain consistent, campaigns needed to drive real engagement, and automations had to contribute meaningfully to orders—not just exist as background workflows. The brand also needed clarity on which channels were actually driving results.
TargetBay offered a unified lifecycle platform combining email campaigns, SMS outreach, subscriber acquisition, and automation—all with strong deliverability and clear attribution. For a brand operating in a specialized vertical, precision, timing, and reliability mattered more than volume alone.
Over the last 90 days, Barndoor Ag grew its subscriber base by approximately 10%, reflecting strong audience expansion and acquisition performance. This steady growth strengthened their owned marketing channel and ensured a reliable foundation for promotions, seasonal launches, and product education.
During the evaluation period, Barndoor Ag ran large-scale campaigns while maintaining strong deliverability performance. Emails achieved a 33.9% open rate and 1.4% click rate, supported by bounce rates under 0.1% and zero spam concerns. This consistency validated email as a reliable, scalable growth channel.
Automation emerged as Barndoor Ag’s strongest lifecycle lever. Automated flows delivered over 5,300 messages and generated significantly higher engagement relative to volume, producing 57 orders from automation alone.
With 10 active automations running, and covering welcome journeys, post-purchase messaging, and re-engagement automations accounted for more than half of all attributed performance. This shift reduced reliance on manual campaigns and created a more predictable growth engine.
Barndoor Ag used SMS selectively, consuming over 16,700 SMS credits to support time-sensitive promotions and reminders. While SMS represented a smaller share of overall contribution, it played a valuable supporting role alongside email and automation, especially for urgent or seasonal messaging.
When compared to the same period in the previous year, Barndoor Ag achieved a 23% increase in overall performance and a 20% increase in marketing-attributed results. Email campaigns contributed roughly 43% of attributed impact, automations drove approximately 55%, and SMS accounted for the remaining share highlighting a mature, well-balanced lifecycle strategy rather than dependence on a single channel.
With TargetBay, Barndoor Ag moved from campaign-led marketing to a lifecycle-driven growth model. Subscriber growth is consistent, email performance is reliable, and automations now drive the majority of results with minimal manual effort. The team has clear visibility into performance by channel and can confidently invest in the tactics that work.
Barndoor Ag’s experience shows that even niche and specialized eCommerce brands can unlock significant growth by adopting a unified lifecycle approach. By combining strong deliverability, thoughtful automation, and targeted SMS outreach, brands can improve engagement, increase repeat orders, and drive meaningful year-over-year growth without increasing complexity.
