There’s a few reasons why email marketing is uniquely beneficial strategy for solar installers.
Purchasing solar is not the same as buying more energy-efficient light bulbs. Investing in solar can come with a large price tag, and customers see that.
Because it is such a big purchase, potential buyers frequently consider solar for a long time before actually making a purchase. They often take time to research and understand if the benefits make the price worth it.
Aside from offering educational and informational content about solar directly to your customers’ inboxes and helping your business be top of mine once homeowners are ready to buy, email marketing is low-cost, customizable, and measurable.
Among all the methods of marketing, email marketing is one of the most cost-efficient marketing strategies.
Because the cost of generating and sending emails is relatively small, you can funnel more of your business’s funds into other areas that may cost a bit more. According to studies, email marketing actually brings in $40 for every $1 spent– a dramatic return on investment.
Email marketing also offers a personalization aspect rarely found in other channels.
The emails in your contact list were provided by their owners, meaning you’re sending your solar information to people who are actually interested in hearing more. Based on email user analytics and specific characteristics, you can send groups information that is more applicable to their situation, like promotional offers to prospective buyers. Highly targeted content is far better performing than the generic, one-size-fits-all.
Perhaps one of the biggest draws to email marketing is its measurability. Marketing functions at its best when it’s paired with concrete metrics that reflect which strategies are successful and which strategies are not.
These metrics include demographics, click-through rate, subscriber retention rate, and open rate, among many others. Email marketing platforms can accurately track and attribute performance. Especially over time, you can generate enough data to see patterns on what is effective, what needs to be altered, and where your solar marketing efforts should be focused.