How Manor Farm Fruits made email its biggest marketing channel with Beyonk

Discover how Manor Farm Fruits turned past visitors into repeat bookings and drives one in ten bookings with Beyonk's email marketing feature.

Content

Background

Manor Farm Fruits is a family-run fruit farm in Tamworth, growing pick-your-own since the first strawberries went in back in 1971. The land has been in the family since the 1940s, and over the years the farm has diversified into a year-round events calendar.

Pumpkin Fest has just celebrated its 10th year, Christmas is in its third, the flower field its second, and tulips join the line-up next year. Last year the farm welcomed close to 100,000 visitors.

Manor Farm fruits have been working with Beyonk as their ticketing provider since 2024.

The challenge

Prior joining Beyonk, ticketing had always been a pain point. The previous system wasn't the right fit, and a small team was carrying a lot of manual work as the events calendar grew.

Marketing had its own blind spot. The team was already sending emails, but had no way of tying them back to ticket sales. They could see open and bounce rates, but not what those numbers meant or how to improve them. Without that link to revenue, it was hard to know if the effort was paying off, and email risked feeling like a box-ticking exercise rather than a way to bring people back.

The growth Beyonk have had has been great to see. We’re growing too, so it feels like there’s a synergy between the two. As a farm that’s diversifying all the time, it’s good to have a system that’s doing the same and can keep up.

Amy Caddick, Marketing Manager at Manor Farm Fruits

How Beyonk helped

Easier booking for visitors, clearer reporting for the team

Moving ticketing to Beyonk made the booking journey simpler for visitors and gave the team reporting they could actually use day to day. As the team has grown, the platform has grown with them.

Marketing suite and attribution

Beyonk’s marketing suite sits inside the ticketing system, so the team can see where every booking comes from without piecing data together from different tools. For the first time, they can compare channels side by side, see which ones are driving revenue and put their time and budget where it counts. It also showed them who their most valuable audience is: past visitors, who are the most likely to come back for the next event.

Email marketing, built into ticketing

Manor Farm Fruits was one of the first farms to use Beyonk's email marketing feature. Because it sits inside the ticketing system, every campaign can be traced back to revenue. The team can now talk directly to past visitors, who are the most likely people to book the next event.

The editor felt familiar from day one, so there was no steep learning curve. Just as useful was the context around the numbers.

"Being able to see the marketing attribution and where the revenue is actually coming from is huge"

Listening to visitors feedback directly

Visitor feedback collected through Beyonk gives the team a clear view of how each event lands with families. Scores and written comments come in after each visit, so the team can see what visitors love and spot anything that needs attention while the season is still running. For a farm adding new events every year, that feedback helps shape what comes next.

The new email marketing feature has been a gamechanger for us

Amy Caddick, Marketing Manager at Manor Farm Fruits

The results

Revenue is up 14% on last year and 26% on 2024.

Email went from a guessing game to a measurable revenue channel. The results came quickly. Within two months, email brought in more than 40x the tracked revenue of Facebook, Instagram and Meta ads combined.

Past visitors are the farm's most valuable audience. Around 44% of revenue comes from people who have visited before, more than Google and social media combined. That's exactly the audience email now reaches directly.

Visitor feedback collected through Beyonk tells the same story, with families describing the farm as a yearly tradition, some returning for nine years or more.

Booking is quick, and visitors finish what they start. The average booking takes two minutes 26 seconds, and cart abandonment sits at 31%, well below the industry average of 70%.

Visitors are happy too, with 74% of visitors scoring it nine out of 10 or higher. With tulips joining the calendar next year, the farm has a platform that keeps pace as it diversifies.

"As a platform, it’s really easy to use. Anybody could use it, I really believe that. And the added benefit of the marketing suite, I can’t speak highly enough of it."

Why choose Beyonk for your farm and PYO attraction

Farms that run several seasonal events need ticketing and marketing that work together. Beyonk brings bookings, reporting, attribution and email into one place, so a small team can see what drives revenue and act on it.

Because email sits inside your ticketing system, you can invite past visitors back to your next event and see exactly how much each campaign brings in. The platform is easy for the whole team to use, and a dedicated account manager helps you make sense of the numbers.

As your farm adds new events, Beyonk grows with you. The team takes your feedback on board and builds it into what comes next.

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