The Mosaic Company needed to grow its first-party data and convert cold prospects into engaged subscribers. The campaign targeted a purchased audience list, meaning recipients had no existing relationship with the brand. The challenge was to earn attention, build credibility, and inspire action from farmers who hadn’t sought Mosaic out.
Root+Beta developed an email campaign that emphasized tangible farmer benefits and peer credibility. The creative showcased real-world insights, practical agronomic tips, and farmer spotlights to make the content feel relevant and useful. Incentives like gift cards reinforced the call to action, while optimized landing pages ensured a seamless path to conversion. A reminder and win-back series maintained engagement and strengthened response rates over time.
The campaign captured valuable first-party data, generated strong engagement and sign-ups. The reminder email alone generated 50% of total conversions, and a win-back email achieved a 70% open rate and 20% click rate. Overall, the effort proved the value of continued nurturing and established a strong foundation for long-term audience growth.
