Solar Express – lead generation with newsletter

Client: Solar Express | Campaign: Sale of solar PV systems during the tender period | Task: Email campaign

The start

Solar Express is engaged in the sale, design, and installation of solar photovoltaic systems. Roof-mounted, household solar systems are eligible for the local Home Renovation Allowance Program for 2021-2022 and can be purchased at up to 50% cheaper, so there is strong demand for them. The grant will end in December 2022, and the survey and individual quotation process take a lot of time and effort, so it is very important to get a high percentage of well-intentioned, high-quality leads.

The goal

High volume, year-round, quality hot leads sourcing for solar PV system installation, quote requests, and on-site surveys.

The solution

Those who are thinking about installing a subsidized solar system are open to undergoing a pre-qualification process to find out if they qualify for the subsidy and how much it will cost to install the system. Solar Express, therefore, redirects traffic to an online calculator on its website where they ask for basic household data and then call back prospective customers by phone. However, each survey and bidding process takes up several hours of working time, so it makes a big difference in how many of them end up in a specific order, for cost-effectiveness reasons.

Solar Express wanted to improve the quality of its leads even further, so it started using Datainno’s newsletter service in December 2020. We also created a custom landing page for them, where we collected and filtered the inquiries from the newsletter and forwarded them to their client contact persons.

The email was sent to leads who, based on the results of our previous research, appeared to be open to improving their home – for example, living in a family home they owned, having children, and planning to take out a loan for home improvements.

The result

The monthly lead volume requested by Solar Express is delivered on a regular basis, and we have been able to increase the number of specific inquiries and orders with highly targeted traffic from the newsletter sent to the filtered database on the landing page.