Farmers Business Network

Cultivating Connection in Ag Ecommerce

FBN wanted to welcome new members with an experience that was both educational and inspiring. We developed an email campaign designed to simplify the onboarding process, highlight key benefits of the platform, and motivate users to explore tools that improve their operations. Each touchpoint was built to engage, inform, and strengthen the Farmers First® brand.

the challenge:

FBN’s growing network required a more intentional approach to onboarding communication. The existing emails lacked narrative flow and didn’t clearly connect new members to the tools and advantages available to them. The challenge was to create a cohesive, easy-to-follow campaign that guided users with confidence and clarity.

the deliverables:

  • Copywriting & Content Development
  • Email Design & Layout

the results:

The redesigned email series delivered measurable improvement in open and click-through rates while reinforcing FBN’s brand tone of partnership and empowerment. The combination of approachable copy and strong design helped members quickly understand the value of joining the network and take action to get started.
Design
Tablet displaying an FBN email with the headline “Welcome to the Farmers First® Network.”
Collection of FBN email designs shown across multiple tablets featuring campaign layouts and calls-to-action.

For a company as data-driven as FBN, communication had to be clear, helpful, and human. We built the campaign around a simple progression that met new members where they were—educating them on the platform’s benefits while prompting them to take the next step.

Our design approach balanced clean layouts with confident headlines and clear calls-to-action. Every visual decision, from image selection to color contrast, reinforced brand consistency and readability.

The copy spoke directly to farmers in a voice that felt authentic and encouraging. Each message layered on value, from introducing the FBN community to explaining specific tools like financing, input shopping, and market insights.

The result was a streamlined communication flow that strengthened engagement from day one and helped new members feel part of something bigger—the movement toward farming done better, together.