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To some, the concept of crypto may be novel even though it has been around for quite some time. Many companies have begun looking into cryptocurrency in the past decade, and many have dabbled in it, but they haven’t fully explored its potential.
A crypto industry disruptor was looking for potential partners to advance their international payment product, so a marketing email campaign was drafted and sent on their behalf.
Wave 1: Leveraging the personalization approach
In the first wave, we took a personalized approach by mentioning the email recipient’s property address and talking about their capital assets. We showed the prospect that we’d done background research on their company, which is an effective way to get more engagement. We also provide the recipient with metrics to illustrate how they can benefit from shifting to renewable energy.
Email 1
Subject Line A: Taking {{Company}} solar
Subject Line B: Turning {{Company}}’s roof into an asset
Hi {Firstname},
I saw your building on {{Address}} after visiting {{Client_1}} the other day – it’s big enough to make a difference in your property value. I see from public estate records that you purchased this property in the past several years. As a {{Title}} at {{Company}}, you might be interested in turning your building’s roof into a profitable asset.
After installing solar panels on your roof, you can cut your electricity bill by at least half and save at least $10,000 per year. Every year your profit will be higher, and the value of your building greater.
At {{Sender’s_Company}}, we’ve helped {{Client_1}} navigate the entire process of going solar, including winning 50% government incentives and generous financing, and would like to do the same for {{Company}}.
Would next Tuesday at 1 p.m. work for you for a call to explore our possible cooperation?
Best,
{{Sender}}
Serrano 23 tip
You can mention case studies to boost your company’s credibility.
Wave 2: Outlining the advantages in the first follow-up
The second email is a follow-up in which we shared more success stories and provided additional financial benefits of shifting to green energy solutions.
Email 2
Hi {{FirstName}},
Did you have the chance to see my last note?
We’ve helped local property owners and managers like {{Client_1}}, {{Client_2}}, {{Client_3}}, and {{Client_4}} cut their electricity bill by 70%, with 50% cost coverage by the US gov’t.
Current incentives are allowing our clients to break even on solar in 3-4 years for their properties, getting free electricity and free “green marketing” that tenants love.
We offer highly efficient costs and installations, as well as over 40 years in combined solar experience.
I’d be happy to go over your options on a 20-minute call if that works for you. Would next Tuesday at 2 p.m. work for you?
Best,
{{Sender}}
Serrano 23 tip
The more metrics you provide in your emails, the better they perform.
Wave 3: Scaling up the product’s value
In this email, we mentioned the full scope of services our client provides, including financing and permitting, which is likely to get readers’ attention. In the CTA, we invited prospects for a call to hear about their needs. The willingness to listen and learn about the challenges leads face usually works as a “door-opener” for a conversation.
Email 3
Subject Line A: Cut {{Company}}’s electric bill to zero
Subject Line B: Re: {{Wave 1 SL}}
Hi {{FirstName}},
Are you interested in cutting the electricity bill at {{Company}} to zero?
We’re just a few miles down the road from you at {{Company}}, we help property owners and managers like {{Company}} navigate the entire process of going solar from start to finish. We can advise you on the financing, design, engineering, permitting, and construction of your solar project.
We can help you break even in as little as 3-4 years, and show you how to use incentives to save over 50% on the total cost.
If you’re interested in switching to solar at {{Company}} properties, I can set up a 20-minute intro call where we can go over your needs and the basics of the process.
Best,
{{Sender}}
Serrano 23 tip
When setting up an initial meeting, try to make it quick (up to 30 minutes). Otherwise, your prospect may be unable to carve out a time in their busy schedule.
Wave 4: Perfectly brief sequence completion
The final email in our sequence was a short follow-up note. Here we aimed to get the prospects’ attention by asking if they had a chance to read the previous correspondence.
Email 4
{{FirstName}},
Wanted to see what you and your team thought of my previous email.
Let me know if I can help at all.
Best,
{{Sender}}
Serrano 23 tip
If your final email does not get replies, you can stop the efforts to get in a conversation or write one more follow-up email asking prospects to connect with you whenever they have a need.
Conclusion
In this cadence, we described how renewable energy providers could get prospects’ attention by personalizing their emails, providing hard metrics, and sharing success stories in their email outreach. Think of how your prospects can benefit from your services. Create your emails with a focus on the prospects’ needs. Hope this will help, and with wishes for great campaigns, Serrano 23 Team