Building sustainable customer relationships
Challenge
Clean Power for All: Renewable energies are becoming increasingly important in all areas of life. However, bureaucracy and prejudices remain barriers to progress. As a leading global supplier of inverters and storage solutions, Sungrow wants to provide fresh impetus, inspire and contribute to the sustainable development of the planet. With the mission "Clean Power for All", Sungrow is committed to providing affordable power generation from solar energy.
In two of the European key markets, Germany and Poland, Sungrow wants to position themselves as an innovative and approachable partner for PV installers, offering access to highly complex solar products and responding to its customers' market-specific requirements. In terms of communication, Sungrow wants to break new ground, to engage with its B2B target groups at the same level, to share the fun of working for a sustainable future and to convey technical excellence.
Newsletter with 100% target group fit
Solution
Based on data-driven analyses, we rely on a high-conversion communication channel that meets the needs of the top target group in terms of familiar structures, efficiency and mobility. In market-specific newsletters, we present technical content in a reduced design with a high recognition effect and a young, dynamic approach. In this way, we provide installers the necessary knowledge and material for end customer advice, can play out market and target group-specific content in an automated and personalized way and integrate tailored interactive elements.
Target-oriented creative 360° newsletter support: Based on an in-depth content pool, we curate the content for the new newsletter editions in editorial meetings. We create and integrate both German and Polish-language content: Interviews, FAQs, event reports, videos, surveys or brochures. The newsletter is layouted and designed with one of our tools. By implementing technical automation, we ensure that all content is precisely targeted, addressed and seeded. Monthly performance analyses enable us to continuously optimize both the layout and the content on the basis of quantitative and qualitative data and ensure that the actions meet Sungrow's user needs and objectives.
Redefining what is possible: As an effective communication tool, the newsletter helps Sungrow to establish itself as the go-to industry leader for renewable energy solutions and to engage in a direct and valuable conversation with its target group. By continuously working on improvements, we keep our eyes on the common mission: to help shape a cleaner and greener future for all.
"We found the perfect match: Our newsletter combines technical excellence with hands-on content that can be benchmarked against outstanding performance."
Senior Manager Market Strategy Distribution
Sungrow Deutschland GmbH
Key Takeaways
#1
Strategic use of email marketing for maximum success.
#2
Specific newsletters for markets and target groups instead of a one-size-fits-all solution.
#3
Recipe for successful newsletters: high-quality content and continuous optimization.
