OBJECTIVE My team was tasked with coming up with the content for an email congratulating 7000 SolarCity customers who reached a milestone of 1 megawatt-hour of solar energy production. The email had to contain an image that customers would want to share on social media to celebrate this achievement.
APPROACH / SOLUTION In partnership with a copywriter, we created 2 email versions centered around toast, a shareable, everyday food item that customers and friends could immediately relate to. I took it a step further and created a playful gif that would get the customer’s attention and get them excited to share the graphic. The toast emails performed incredibly well with over 60% open rates and over 50% of customers shared their milestone achievement through human interaction and social media. 71% of customers reported that the email they received made them very happy.