Digital Marketing Archives - Page 9 of 12

Creative Inspiration for Energy Utility Promotions

When it comes to promotional emails, there is a fine line between selling your product or service and creating a narrative that resonates with customers. For energy utilities, this is not always an easy task. The reality is, utility products and services can be technical, complicated and not always on customers’ radars. More so, energy utility emails are competing in inboxes brimming with promotional messages from Amazon, Netflix, Starbucks and other popular brands. However, with the right messaging, your energy utility promotions can cut through the clutter and make an impression with the right customers.

Ready to take your emails to the next level? For a dose of inspiration, check out these creative ideas for your energy utility’s product and program promotions.

Powerful Promotions: Storytelling vs. Selling

Storytelling is a powerful way to showcase the benefits of a particular product to customers. Rather than overtly selling to customers, guide them through a story that shows your product can add value to their lives. This leads them to make a purchase on their own accord.

For a major IOU in the Southeast, Questline Digital created a promotional email campaign to help increase awareness and sales of their security lighting product. For the residential email, the message centered around the main benefit for customers: greater security.

Example of creative program promotions email for energy utility lighting

To reach business customers, we created segmented emails for six industry segments: apartment complexes, warehousing and storage, auto sales and services, religious organizations, educational facilities and general commercial. The message focused on how each business sets the stage for important milestones for both employees and customers.

For example, the email targeted to educational facilities focuses on a new student moving into her college dorm. The email to apartment complexes showcases a new couple enjoying their first night together in their new home. The utility’s security lighting can provide a “safety spotlight” for these special moments.

Example of creative promotions email for energy utility business lighting program

Key takeaway for energy utilities: Instead of only listing the selling points of the product, craft a story about how it will benefit customers in their daily lives. In this example, customers want to feel safe and secure at their home or business so they can focus on the important things in life. By speaking to customers’ unique needs and interests, your energy utility promotions are more likely to capture their attention and connect with them emotionally.

Program Conversions: Incentives for the Win

When promoting various energy utility programs, such as paperless billing, outage alerts or My Account enrollment, an incentive is sometimes all you need. According to Questline Digital’s performance metrics, paperless billing promotional emails with incentives have a 17% higher open rate and 28% higher CTR than messages without incentives.

Beyond engaging customers, incentives have the power to drive conversions, too. For a Pennsylvania-based IOU, Questline Digital created a promotional email, sent around Earth Day, with an eco-conscious incentive to encourage customers to sign up for e-Bill. Customers could win one of 10 smart thermostats to help save energy in their home.

Example of e-bill campaign email with Earth Day theme for energy utility

Key takeaway for energy utilities: Incentives are often the extra push your customers need to take action, whether to enroll in paperless billing, sign up for My Account, take a survey or participate in other programs. Be creative with your incentive and tie it to a particular theme. A smart thermostat is a great giveaway around Earth Day, while a gift card might be better suited for a holiday season promotion.

Encouraging Customers to Go Electric

With growing consumer interest in renewable energy, energy utilities are increasingly promoting rebates and incentives for electric vehicles, EV smart chargers and electric warehouse equipment. When promoting these rebates, a focus on getting or saving money is typically the best approach to reach customers. Whether residential or business customers, everyone is motivated by the chance to either save or receive money.

For a large IOU in the Northeast, Questline Digital created a fun campaign to promote their EV smart charger rebate program to residential customers. The email featured a brightly colored animated GIF of a woman throwing money into the air with “$500 Smart Charger Rebate” front and center. Not only was the campaign eye-catching to customers, but it effectively highlighted the main benefit of the rebate while providing straightforward instructions on how to activate the smart charger and submit the rebate.

Example of creative promotions email for energy utility EV smart charger program

For another campaign, a Southeast energy utility wanted to encourage business customers to make the switch to electric equipment. With this goal in mind, we created a campaign that focused on the cash incentives for purchasing various equipment for their facility, including forklifts, man lifts, commercial level 2 EV chargers and golf carts. Through the use of an easy-to-read table and iconography, the email made it easy to see the benefits of going electric and taking advantage of the rebates.

Example of email marketing for energy utility electrification program

Key takeaway for energy utilities: When promoting rebates and incentives, focus on what your customers care most about: saving money. Remember, sometimes less is more when explaining technical products, such as EV smart chargers and electric equipment. The goal is to get customers intrigued by the offer so they visit your website for more details. In other words, you don’t need “everything but the kitchen sink” in the email.

No One-Size-Fits-All Answer to Energy Utility Promotions

As you can see from the above examples, successful energy utility promotions start by paying attention to what is most important to your target audience. For some campaigns, you might need to tell a story to showcase a particular product’s benefit and pull at the heartstrings of your customers. With other campaigns, an incentive or laser-focus on one specific benefit (like extra cash) is all you need to motivate customers to take action. Listen to your customers and their needs to develop creative campaigns specifically for them.

Learn more about the engagement strategy behind Questline Digital’s program promotions campaigns for energy utilities.

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Data Security: Critical Trends for Energy Utilities

Few industries reach as wide and varied an audience as energy utilities. In fact, just about everyone is an energy utility customer — which means, when it comes to the growing challenges around data and email security, energy utilities have a lot more customer information to protect compared to other companies.

It is a critical responsibility to protect private data on behalf of our customers and communities. And yet, just like all other companies, utilities are often at risk for malicious attacks. As such, it’s imperative for energy utilities to stay informed of the latest trends in data security and compliance.

Understand how the risks of data management are assessed

Depending on the particular use case, your energy utility may need to comply with one or a variety of types of data management standards, whether directly through your utility or third-party vendors. These could include:

PCI DSS: Payment Card Industry Data Security Standard applies to any company that stores, processes or transmits cardholder data or sensitive authentication data
SOC 2: Auditing procedure that ensures data is securely managed and protects the privacy of customers
FedRAMP: Federal Risk and Authorization Management Program is a federal initiative that provides a standardized approach to cloud security
NIST 800-53: Provides a catalog of security and privacy controls for all U.S. federal information systems and are continuously updated for federal agencies
NERC CIP: North American Electric Reliability Corporation distributes standards of security for all North American bulk electric system providers

If you work with third-party vendors, you need to understand what standards they follow. For example, Questline Digital is SOC 2 certified and rigorously undergoes a yearly audit to ensure conpliance. This means that we are verified in complying with the trust principles of SOC 2, including security, availability, processing integrity, confidentiality and privacy.

Data security in the cloud

According to GreatHorn’s 2021 Email Security Benchmark Report, “Organizations are continuing their migration from on-premise email solutions to cloud native solutions. While 24% of organizations are still running on-premise email solutions, 77% have plans to move to cloud native email solutions.”

The cloud has the potential for quicker customer responses, increased reliability and lower costs. However, it needs a strategic approach to security. By using cloud servers over the internet, your energy utility would no longer need to manage physical servers or manually run software applications.

Although there are many benefits to cloud computing, there are security risks. If moving to the cloud, your energy utility needs to ensure plans are in place to maintain security and privacy.

Data security is a concern for IT pros and customers

Your customers’ privacy is of utmost importance. Energy utilities are already a target for malicious users. Phishing schemes are one of the most common tactics used by hackers to attempt to obtain sensitive information. They pretend to be a utility employee and threaten power shutoffs if the customer doesn’t pay. In fact, the GreatHorn Email Security Benchmark Report says the top threat that concerns most IT professionals are “people impersonations” followed by “payload attacks.”

The report also says that daily phishing attacks have decreased from 35% to 25% from 2020 to 2021. In contrast, weekly and monthly attacks have increased from 28% to 42% and 11% to 17% respectively, “supporting evidence that cybercriminals are becoming more sophisticated and targeted in their attacks.”

If IT professionals are most concerned with these cyberattacks, then it can be said that your customers are as well. No one likes to be misled, especially when it comes to finances. Your energy utility needs to make sure it is listening to your customers’ concerns about their privacy and security, while highlighting how your energy utility is working to alleviate those concerns. To gain greater trust with your customers, continue to warn and educate them about the possibilities of these attacks and what to do when one happens.

What energy utilities should know about data security

In today’s digital age, security and privacy are always top-of-mind concerns for consumers. Transparency and education about how companies use this information is important to share with customers, no matter the industry. For energy utilities, in particular, it’s vital to ensure you’re achieving security and compliance best practices and shedding light on these initiatives. Your energy utility will be better protected, and your customers will thank you for it.

Questline Digital’s experts understand the unique regulatory and data security needs of energy utilities.

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Dark Mode Email Best Practices for Energy Utilities

Americans are spending more time than ever looking at screens. Nielsen Company data shows that screen time for adults in the U.S. has increased to 13.5 hours per day, up from 10 hours per day in 2019.

Our eyes are tired from constantly staring at computer screens, tablets, smartphones and TVs. Dark mode emails can help with the visual strain by lessening the brightness.

There’s also an undeniable “cool factor” of dark mode. Hitting on minimalistic design, many people simply prefer the user experience. Multiple surveys show that over 80% of consumers use dark mode on one or more applications.

So, yes. Your energy utility should be sending dark mode emails.

What is dark mode email?

Dark mode email refers to a setting that shifts the color palette of emails to display content in high contrast using dark background colors and a light foreground. Your user interface (UI) inverts light colors to dark and dark colors to light.

The benefits of dark mode email for customers include:

Less visual strain
Reduced screen glare
Aesthetically pleasing
Lower battery use

The benefits of dark mode email for energy utilities include:

Meets customer preferences
Increased deliverability

How does dark mode email work?

To excel with dark mode email, you need to employ a team with both a skilled designer and a developer. You need properly formatted image files and snippets of code to turn on dark mode.

Why? Because dark mode operates differently for every email client. What you see in Gmail is different than Outlook or iOS Mail. Unique code is needed to activate with each client.

This is where things can get tricky. The inbox may automatically adjust your email to be compatible with dark mode. This is great if your emails are properly coded. If not, non-optimized elements may become unviewable for customers.

Some email clients change nothing, while others will render your email in its original light colors, even to users who have opted for dark mode. This means an overly bright interruption in their email experience.

Developers should be knowledgeable of the functionality of each email client and can help ensure your emails are built correctly and include necessary coding.

How to optimize dark mode email

You should be preparing all emails for light and dark mode. Without that extra thought, you could be sending unreadable communications to your customers.

Here are steps you can take to avoid common mistakes made with dark mode emails and ensure accessibility:

Use transparent images.

This goes for all images. Logos, social icons, section dividers, etc. Use PNG files with transparent backgrounds to prevent a white box from appearing that interrupts the design experience.

Add a white stroke.

If you have dark text or a dark icon, you can add a white or light outline to make it pop in dark mode.

Make a dark-mode-friendly logo.

Make a reverse version of your energy utility’s logo. This could mean just adding the white stroke mentioned above or creating a reversed color version. Sharing dark-mode-specific design files with your email developers helps them ensure your emails are readable in all formats.

Test for all email clients.

Since not all email clients handle dark mode the same, you should use a tool such as Litmus or work with an email deployment partner to do quality assurance testing. Just because your design looks great in Outlook doesn’t mean it will look right in Gmail. Never send without testing.

Example of dark mode email testing for different clients

Why dark mode email is a must for marketers

Optimization (or lack thereof) affects the way customers engage with your emails, making dark mode impactful to your user experience and deliverability rates. When customers can’t read or see your content, they won’t engage with it, and your deliverability score can decrease.

And by giving subscribers what they want, you show you are listening to their needs. It’s important to provide customers with communications in the formats they prefer.

Without optimization for dark mode emails, you could be sending unreadable messages or frustrating your customers. Take the extra steps to show you care.

Learn more about Questline Digital’s email design and deployment expertise.

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3 Ways Performance Metrics Guide Your Content Strategy

Creating a content strategy without using performance metrics is like taking a road trip without a map — and without a destination in mind. You won’t know how to get there, and you won’t even know when you’ve arrived! Performance metrics are the roadmap that guide your content strategy and the signpost that tells you when you’ve achieved your goals. Without them, energy utility marketers would be lost.

What performance metrics should guide your content strategy? There are three major milestones that energy utility marketers should look for in their digital marketing KPIs:

Popularity
Engagement
Effectiveness

How to measure the popularity of content

Your content won’t achieve any of its goals if your customers don’t see it. The first performance milestone assesses the popularity of content by looking at the pageviews that measure how many times an article was clicked or the video views that indicate the number of times a customer started watching a video.

It’s important to understand that popularity metrics like pageviews only measure how many times a customer clicked on a piece of content — they do not tell you if that content is engaging or effective. But pageviews indicate that your content covers the right topics (or not) and if you’re doing a good job of conveying those topics with enticing headlines or links.

Depending on your content strategy, it may also be valuable to measure the source of these pageviews: Did these clicks come from social media, a newsletter or other email, or search engine results? This will help you understand if particular topics are more popular with customers on social media, for example, or if certain headlines generate traffic from search engines.

How to measure content engagement

This is where marketers can distinguish popular content from high-quality content. If an article generates a lot of pageviews, but customers don’t stay on the page long, you might have a good topic but a bad article. Your audience is looking, but they apparently don’t like what they see.

Engagement metrics like time on page for articles and infographics and percent completion for videos tell you if customers find your content to be interesting or valuable. When the average time on page is two minutes for a 500-word article — or close to one minute for a 60-second video — it’s a strong indication that customers think your content is useful and engaging and they’re spending quality time with it.

How to measure if your content strategy is effective

The most engaging content in the world won’t help you reach your marketing destination if customers don’t take action. That’s why the final milestone is so important: It measures if your content is effective at achieving your goals.

For many energy utilities, the primary goal of their content strategy is to build long-term engagement and strong digital customer relationships. The engagement metrics mentioned above will be your primary way to measure if that strategy is effective. In addition, you can measure the open reach of eNewsletters to see what percentage of your customers engage with your content over the course of a year. You can look at pages-per-visit or return visitors metrics on your website to see if customers are engaging with multiple content assets over time.

But what if your marketing goals are more specific, such as driving program participation or marketplace sales? To determine if your content strategy is effective, you can measure click-through rate to see what percentage of customers clicked on a link or CTA and conversion rate to see how many of them completed a signup or purchase on the landing page.

Performance metrics are critical to a successful content strategy

Don’t get lost on your marketing journey! Let performance metrics be your guide to a successful content strategy. By identifying popular topics and engaging content, and making sure that content supports your marketing goals, the right performance metrics will help you measure and optimize your energy utility’s content strategy.

Download the Energy Utility Benchmarks Report to see how your content strategy compares to industry performance metrics.

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How to Accelerate Digital Customer Relationships

Our world revolves around relationships — from romantic love to rapport with coworkers. For energy utilities, digital customer relationships are vital to grow customer engagement, increase program conversions and improve customer satisfaction scores. In fact, brands that lead in great digital customer experiences outperform the competition by nearly 80%.

How does your energy utility build stronger digital customer relationships?

Just like you need to join a club to make new friends or download a dating app to meet someone special, your energy utility needs the right tools to connect with customers. Questline Digital’s 2021 Energy Utility Benchmarks Report provides industry trends, insights and data to help energy utilities build digital relationships through consistent customer touchpoints. Read on for key takeaways from this year’s report.

Infographic showing how energy utilities accelerate digital customer relationships with performance metrics

Digital engagement is booming

The coronavirus pandemic has forever changed consumer behavior — and customers in 2021 expect to have a digital relationship with their energy utility.

This relationship goes beyond transactional messages like billing notices, outage alerts and other generic emails. Your customers are looking for ongoing touchpoints that address their unique needs and interests, such as relevant program promotions, educational eNewsletter content and behavioral emails based on their actions.

With record-high email open and engagement rates last year, it was clear that customers wanted to hear from their energy provider during the pandemic. In fact, the average open rate of 40.4% in March 2020 was 49% higher than Questline Digital’s previous benchmark rate. Even customers who are less digitally savvy opted for the convenience of digital communications. For example, paperless billing promotions experienced a 7.5% CTOR in 2020, more than 53% higher than the previous year.

In 2021, as life begins to return to normal, maintaining strong digital customer relationships will continue to be a driving force of energy utility communications.

Personalization is powerful

Today’s consumers are accustomed to a world of personalization and expect a similar experience from their energy provider. Personalization is a must-have marketing strategy to drive customer engagement and build stronger digital relationships.

The latest research finds that personalized emails deliver six times higher transaction rates, and targeted emails generate 58% of all revenue for marketers.In 2020, energy utilities took advantage of personalization in virtually every touchpoint, including Welcome Series, eNewsletters, program promotions and ancillary messages. For example, many energy utilities now use abandoned cart emails, popular in the retail industry, to boost traffic to their marketplaces.

Segmentation is a popular tactic in the “personalization” bucket, especially when looking to capture attention with program promotions and eNewsletters. Instead of sending a generic message to an entire email list, many energy utilities are now sending relevant messages to a targeted segment. Whether creating marketing personas for paperless billing campaigns or industry-specific eNewsletters to reach business customers, energy utilities have successfully utilized segmentation to increase conversions and engagement.

Digital engagement: The gift that keeps on giving

Digital engagement with one customer touchpoint offers far-reaching benefits and extends to other types of energy utility communications.

For example, Welcome Series graduates — customers who have opened at least one Welcome Series email — engage with future email communications from their energy utility at a 29.8% higher rate compared to non-graduates. The higher engagement from relevant, consistent eNewsletters is another benefit of ongoing customer touchpoints. Our Benchmarks data finds residential eNewsletter readers open promotional emails at a 16.1% higher rate.

In 2020, energy utilities discovered the true value of digital customer relationships, in good times and in bad. Engaged customers with an established digital relationship with their energy utility were much easier to reach than unengaged customers. That’s why it’s essential for energy utilities to start building stronger digital relationships now, so they can easily connect with customers when the unexpected happens.

Accelerate your digital customer relationships

Two-way communication is key for any successful relationship, and this is especially true between energy utilities and their customers. It’s all too easy for customers to lose interest in their energy utility’s marketing messages if they aren’t relevant or don’t provide some benefit to their daily lives. To accelerate your utility’s digital customer relationships, start planning your engagement strategy for every touchpoint throughout the customer journey.

Download the Energy Utility Benchmarks Report to discover more industry trends, data and insights to build stronger digital customer relationships.

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