Don’t let your program promotions get stale — or give your customers a reason to tune them out. Bring some life to your promotions with these best practices that we’ve developed while creating campaigns for energy utilities across the country.
When looking for new ideas for promotions, we recommend crafting a story around your target audience. Whether residential or business customers, each audience has unique reasons why your utility’s program or service would benefit them. Ask yourself how this would make their life easier or solve a particular problem. These are your support points to build a strong story.
Another idea to boost engagement is the all-mighty incentive. If customers have the opportunity to receive a prize for their participation, that’s a win-win for them and your energy utility. Incentives are always a motivator for customers, especially smaller incentives awarded to everyone like gift cards or LED light bulbs. In comparison, contest entries that award a single large prize (such as $1,000 cash or major league sports tickets) have not been as successful.
As marketers, it’s also important to pay attention to the latest trends and current events. By incorporating pop culture touchpoints into your promotions, you’re creating not only a fun narrative, but a timely one. Sometimes a subtle nod to a hot topic is all you need to take your campaign to the next level.
From the subject line to the call-to-action (CTA), all parts of your program promotion campaign are valuable. Before customers can engage with your email creative, however, they must first open it. An effective subject line is the single most important element because it convinces customers that your message has valuable information they need to improve their lives. Everything from character length to word choice has an impact on a promotion’s success.
Whether your goal is more leads or sign-ups, your CTA has the power to motivate your customers. Get creative with button copy and create a sense of urgency to encourage clicks. Button placement also makes a difference. In an email with lengthy or complex copy, you may need to add a button in the top half to make it easy for customers to take action.
When it comes to program promotions, there is no one-size-fits-all formula. Use these tips to infuse some creativity, keep your campaign fresh and improve customer engagement.