Legends 101 was a sequence of nine weekly email newsletters that each featured a different aspect of Legends Solar’s value proposition.

Even when a user signs up for a product online, they might not fully understand how it works. Only the most studious users take time to carefully read marketing and education materials on the website – most just scan it at best. That’s why Legends made sure to engage signed up users by targeting them with educational social media posts and sending them the Legends 101 newsletter.

The newsletter had the effect of reinforcing Legends’ brand for months after users signed up. By the time Legends asked them to take out their credit cards, they would have seen related content dozens of times over multiple touchpoints.

Legends was able to monitor who opened and clicked on each email, an importagen gauge of engagement and marketing effectiveness.

In addition to increasing awareness and education, Legends 101 created credibility. Several weeks after signing up for Legends Solar, many users came to believe that Legends had a mature team of dozens of employees, when in fact there were only four co-founders.