6 ways utilities should use email

1. Support program objectives – Most utilities have a goal for supporting programs. Programs such as energy efficiency, smart grid or other demand generation initiatives are all good fits for email. The key is to ensure that email is utilized to generate initial interest and engagement. Utilize a landing page or microsite to tell the rest of the story. Email can only do so much; it’s critical to utilize email only to peak interest, and let other tactics tell the full story.

2. Education – Many utilities have education and improvements in the customer experience as a primary goal within their marketing plans. Communication is generally a critical cornerstone in meeting both of these goals. Email can be one of the most effective and efficient mechanisms to educate customers and improve their customer experience.

Successful email programs typically employ a mix of education and action. Utilities are in a unique position, as customers are accepting and somewhat expecting their utility to provide information. Utilities are generally considered authorities in energy management and other related topics to the utility’s core business. Educational email can be utilized to provide information to customers on how to save on their energy bill, learn about safety measures and provide other value-added information. Additionally, utilities can share educational information on new programs, products and services, seeding initiatives that are coming down the road.

3. Driving to online tools – If your utility has an online tool, such as an online billing ability, energy audit or energy-efficiency calculator, email is an effective vehicle to drive customers to use these tools. Engaging utility customers can be a challenge. Utilizing email to drive interactions with various online tools is a useful technique that helps further engagement and adoption of these tools.

4. Integration with content marketing – Email marketing works hand in hand with a content marketing program. Email can support utilities engaging in content marketing, such as posting blogs, ebooks or whitepapers online. Email is an effective mechanism to drive traffic to content marketing resources. At the same time, content marketing is an excellent way to add more subscribers to your email list.

5. Reduce marketing costs – Email marketing is one of the most affordable forms of marketing available. The cost of delivering email is a fraction of many other tactics. Email is generally not as effective when utilized as a stand-alone vehicle. Using email can reduce the cost of your marketing campaigns by coupling them with other forms of communications such as direct mail, landing pages, search engine marketing and content marketing. A successful email marketing campaign is cost-efficient and effective, but it’s important not to put too much pressure on the email channel. Typically, email is most effective when driving prospects to other channels, but isn’t generally able to tell the whole story necessary to drive conversions.

6. Apply information about customers to increase relevancy – Email marketing is most effective when customized for the target audience. Utilities are in a unique position as customers expect their utility to know something about their energy usage, and leveraging this information in communications can increase relevancy. For example, if you are communicating with a business that has higher usage during non-peak hours, then customize communications around that information. Discuss rate plans and/or energy efficiency programs that align to their usage patterns.

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