Segmenting for Success

Diverse Accounts, Diverse Solutions

With rising costs and increased focus on sustainability, our accounts were facing new challenges when it came to their energy. Although the challenges were similar, our accounts’ needs varied. Leveraging account data and consumer behavior, we identified three commercial/industrial segments - including “small commercial.” This segment’s most significant challenge was rising costs and their awareness of and engagement with our savings solutions were low.

Paying Attention Where They Pay Their Bill

Our customer account center had the highest engagement among our small commercial segment. Formerly, promotional messaging was static and didn’t differ among account times. As part of our “Big Savings for Small Business” strategy, we leveraged personalization technology and account characteristics to promote programs that would save money and energy for this segment. The result during a six-month timeframe was a 35% increase in CTR.

Customized Web Experience

Thanks to marketing technology, users in this segment who engaged with us online landed on a customized entry to our website. Rather than linking to one product or program, the content on this page included all relevant savings solutions for this segment. Engagement with this page and the sub-pages exceeded any historic digital engagement among this segment, with program inquiries and enrollments increasing as well.

Social Interactions

Through our data, we learned that Instagram and Facebook were the top social channels for this segment. We developed a social media strategy that targeted this segment and promoted our savings solutions, resulting in higher social media engagement among this segment and an increase in click-throughs from our ads to our landing page.