ESN, eKonomics and Smart Nutrition™ MAP+MST® Automated Marketing

Email Marketing

2023 NAMA Award - First Place

A continued challenge in our industry is connecting with our customer base in an efficient, trackable way. To address that challenge, each of the three main Nutrien Premium Fertilizer Technology brands currently holds their own automated marketing strategies. Our job is to continue to create compelling communications for our top-of-the-line products, while simultaneously highlighting NPFT as a leader in science-based thought leadership. Understanding that our customer base prefers a concise and timely communication style, we developed a monthly newsletter for each brand  

We kept the following goals in mind:  

• Awareness — Keeping brand and products top of mind   
• Interest — Peak consumers’ interest and promote the proven benefits   
• Consideration — Ensure our audience is being informed, educated and engaged 
• Intent — Encouraging the customer to take action   
• Loyalty — Sharing the tools we offer and generating consumer retention  

The e-blasts were constructed to leverage campaign visuals and deliver essential information in concise and digestible blocks for readers. Each newsletter is delivered once a month to keep content timely and relevant without creating content fatigue with our audiences. In 2023 we saw record-performing newsletters for each brand, with high click through rates, captivating subject lines, timely highlighted articles following industry trends, and strong call-to-action indicators to help cross-promote other offerings.