Case Studies

Persuading farmers to trade online

Launched in February 2008, Agonline is PGG Wrightson's livestock online trading website. The initial marketing campaign focused on driving registrations on the site and to encourage farmers to place listings and bid on livestock auctions online.

However, following the launch campaign, PGG Wrightson needed a cost effective tool to keep Agonline members engaged with the site and consequentially with the brand. The project success or failure rested on maintaining interest and traffic to the site without running up high ongoing marketing costs.

YouMail worked with PGG Wrightson to develop an e-newsletter template that was easy to update and could be easily adapted for both farmers and PGG rep communications. The creative included a news column that could also be used to feature PGG Wrightson promotions and products and provide relevant information to the marketĀ  - adding value beyond pure Agonline material.

The results have been impressive with between 30-40% open rates for each send and results indicating that the market are keen to hear more about Agonline. PGG Wrightson are particularly please considering the digital environment for the target market is still considered challenging.

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