Some companies approach personalization from a very high level, offering generic content that’s meant to be tailored to the end user but not necessarily derived from any specific data. Others take a more finite approach, examining behavior and tendencies to provide a unique customer message. However, with the increasingly rapid shift toward enhanced customer engagement, it’s not just about personalizing the message — it’s personalizing the whole user experience.
Think of emails as a service arm to customers: rather than blasting them with evergreen content and hoping they absorb it, you’ve got to provide messages with real value, tailored to their wants and needs. Admitting that every message may not be valuable to every customer at every interval is half the battle.
At Simple Energy, we have three messaging “flavors” that we use to keep the customer engaged over time:
- When we launch a large marketing campaign, we target all communication to respective customers according to unique characteristics learned from their consumption, account information, and interactions with the program to date.
- We deliver a series of messages to each customer, personalized according to their lifetime within the program.
- We send one-off supportive or notification messages to customers based off of actions taken on the engagement portal, or a noticeable change in their behavior, such as a drop in overall kWh.
While we consider an individual’s profile and characteristics when developing target messaging for our campaign emails, we obtain valuable context from energy data. We then use this data to give customers insight on the most intimate level, such as telling them how their energy consumption compares to similar households or their own usage during a previous period, or by giving them a savings-related tip in the context of their own usage.
In recent campaigns, we realized a 23% increase in click-through rates by reintroducing personal energy stats and a 20% bump in open rate when the email subject line indicated that the content was new and personalized.
In prior campaigns, calling out new features and crafting fun subject lines has also proven successful. We’ve playfully used the term ‘vampire energy’ and mentions of points and rewards offers to entice customers to open and click. Going forward, we’ll continue to introduce more segment-specific content into campaign emails, personalizing our message to empower customers.