Monthly sales emails

A few times per month, Arcadia sent out a conversion email blast to community solar leads. These emails needed to be punchy, digestible, and actionable — highlighting the financial and environmental benefits of a solar subscription, while driving urgency around a temporary incentive.

I worked with our email marketing manager and designer to optimize this send month over month, based on learnings from past performance.

B2B Welcome series refresh

As part of a content audit, Arcadia’s marketing team decided to refresh their welcome materials for their cohort of small- to medium-sized businesses that subscribe to community solar farms. I worked with the Lifecycle Marketing Manager and Designer to optimize a set of emails that welcomed this industry audience to the solar program.

The emails prioritize education — directing readers to resources packed with information on how community solar works, what billing will be like, and the impact that their subscription will help build. The emails include dynamic content per invoicing style, unique graphics that help clarify elements of Arcadia’s solar experience, and conspicuous prompts to contact Arcadia’s customer experience team with any questions. All together, these first touch points with Arcadia help make their commercial customers feel welcomed, informed, and supported.

Driving interest calls via lead outreach

To help supercharge WeSolar’s B2B leads pipeline, they wanted to craft a new set of emails dedicated to driving informational calls with their team.

The emails were crafted to help generate awareness across WeSolar’s sustainability services, their community-led development philosophy, their past partners and projects, and their experienced team. I directed folks not only to schedule a call but also to learn about WeSolar via their blog and various webpages — encouraging a holistic exploration of the company rather than pushing for calls without context.

I designed and drafted the emails in Figma, then built and sent them via Sendgrid.

Win-back customer series

Retention is a big challenge in community solar. I wrote these emails to remind folks who had canceled their subscriptions about the program’s main value props: accessible energy bill savings and positive climate impact.

The series is primarily educational, highlights social proof, and reads in a friendly voice — with just a hint of FOMO.

“Get a Quote” Lead Chase

I helped write some of Haven Energy’s first drips, including this email for prequalified leads. To encourage the reader to get a quote – specifically, to call or text a salesperson – we focused this send on breaking down how Haven works.

This email uses Haven’s relatable, supportive, friendly brand persona to transparently communicate the ease of their process.

Pre-seed Welcome series

This series welcomed new members who had signed up for community solar in states where the program was not live yet. As such, this content had to do a lot of work to keep them engaged and make them feel excited about joining a community that wasn’t going to bring them tangible benefits for months – perhaps over a year.

We filled these emails with ways to learn more and take action, so that these “pre-seed” audiences still felt connected to Arcadia. While the link below displays one version of these emails, I wrote six versions in total to accommodate audiences across two billing types and three incentive cohorts.