The Latest & Greatest in Benchmarks KINSLEY GILES, DATA ANALYST, QUESTLINE LINDSEY SHERIDAN, MARKETING SPECIALIST, QUESTLINE
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1 The Latest & Greatest in Benchmarks KINSLEY GILES, DATA ANALYST, QUESTLINE LINDSEY SHERIDAN, MARKETING SPECIALIST, QUESTLINE
2 2015 Energy Utility Benchmarks Report
3 Energy Utility Benchmarks 2015 Report includes: Metrics by utility type, audience type and type reach over the course of a year Insights from a survey of utility communicators Subject line tips and best practices Tips to improve your metrics Insights behind the top performers Uses of the report Where do you stand among your peers? Showcase your success!
4 The Customer Journey with Utility s
5 Customer Journey Journey
6 Journey Welcome Series
7 Welcome Series Top performer Highest performing category 2 times the benchmark open rate 2 times the benchmark CTOR 3 times the benchmark CTR Welcome Series Graduates 38% more likely to open a Program Promotion and 16.5% more likely to click once they do 19.5% more likely to open a Newsletter and 58% more likely to click
8 Welcome Series Overview Who is getting a Welcome Series ? People new to your utility and transfer customers Why focus on this audience? Customers are most receptive to communications when they are new to your utility Start your relationship out on the right foot Encourage interaction with your utility from the start Empower customers by providing information they need and want
9 Welcome Series Secrets behind top performers First & the mentioning billing are the most popular A weekly cadence performs best Clear Call-to-Actions Easy to read, short copy
10 Welcome Series Key Takeaways Focus on the information customers need and want
11 Journey Newsletter
12 Newsletter - Performance Second highest performing category 42% higher CTOR than the benchmark 28% higher CTR than the benchmark Far lower spam and opt-out rates than the other categories
13 Newsletter Secrets behind top performers Newsletter name in the subject line Monthly cadence outperforms a quarterly performance Increases deliverability by 10% over quarterly Reaches 47% more of your target audience. Clicks over the course of the year increase by 38% Consider sending residential newsletters on Thursday and business newsletters Tuesday or Wednesday mid-mornings
14 Newsletter Secrets behind top performers Most-Rated Residential Articles 5 Things LEDs Can Do For You Saving Energy Room By Room: The Laundry What s Haunting Your Energy Bill? Put a Stop to Ice Dams Indoor Lighting: 5 Ways to Save Key Takeaways: Residential customers want help solving problems What s in it for me?
15 Newsletter Secrets behind top performers Most-Rated Business Articles VIDEO: What Exactly is Power Factor? Busted! 5 Energy Myths Exposed Calculating Energy Cost to Operate a Compressor How Do They Do That? Touchscreens Beware! Wasted Energy May Be Haunting Your Facility Key Takeaway: Combination between articles that are interesting and articles that help their business
16 Newsletter Readers Increased Engagement Newsletter Readers (customers who open your newsletter) have: 60% higher open rate than non-readers. 10% higher click-through rate than non-readers, on average. Spam Rate Newsletter readers have a lower complaint rate than non-readers.
17 Journey Program Promotions
18 Program Promotions Overview What are Program Promotion s? Appliance Rebates Energy Efficiency Programs Lighting Online Account Promotion Paperless Billing Payment Options Rebates/Incentives Storm Prep
19 Program Promotions Overview Who is receiving Program Promotion s? Residential Customers Business Customers What is the goal of the s? Conversions Customer Satisfaction How are they receiving these s? How are they engaging with these s?
20 Program Promotions Reading Environment Mobile opens made via a smartphone or tablet Webmail opens on smartphones are classified as mobile Webmail clients viewed in a web browser such as Gmail, Yahoo!, Outlook.com and AOL Desktop clients that are installed software and are viewed by opening a program on a Mac or Windows PC such as Outlook, Apple Mail or Thunderbird
21 Program Promotions Reading Environment Residential Business Desktop Webmail Mobile
22 Program Promotions Clients Residential Business Apple Mail Outlook Apple iphone Apple ipad Google Android
23 Program Promotions Engagement Report Read 8 or more seconds Skimmed 2 or more seconds, but less than 8 seconds Glanced/Deleted Less than 2 seconds
24 Program Promotions Engagement Report Residential Business Read Skimmed Glanced or Unread
25 Program Promotions Engagement Report You have to get their attention quick! Customers opening your and closing or deleting it within 8 seconds 40.3% of your Residential customers 43.3% of your Business Customers
26
27 Program Promotions Residential Engagement Read Skimmed Glanced or Unread
28 Program Promotions Business Engagement Read Skimmed Glanced or Unread
29 Program Promotions Environment & Metrics Residential: Average Open Rate Average CTOR Average CTR
30 Program Promotions Environment & Metrics Business: Average Open Rate Average CTOR Average CTR
31 Program Promotions Key Takeaways Create for mobile Business customers too! Grab their attention quickly 2 out of 5 customers are closing your within 8 seconds
32 Journey Outage Communications
33 Outage Communications Environment Residential Business Desktop Webmail Mobile
34 Outage Communications - Engagement 25% higher open rate than overall benchmark rate Residential Business 88.9% of those who read the , read it on a mobile device. 73.3% of those who read the , read it on a mobile device.
35 Outage Communications - Engagement Average time to open the outage communications for residential customers: Mobile - 3:42 minutes Desktop - 8:26 minutes Average time to open the outage communications for business customers: Mobile - 3:16 minutes Desktop - 31:57 minutes
36 Outage Communications Key takeaways Plan in advance! Get the information to your customer quickly Mobile, but not just for s Outage maps, text alerts, landing pages
37 Journey Customer Satisfaction
38 Journey Final Thoughts
39 Journey Final Thoughts Start off strong by getting your customer to engage with early. Provide regular communications of content they are interested in. Send s in a format they can read and get the information when they need it. Think Mobile.
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