Energy utility marketers use digital performance metrics

The Power of Digital Performance Metrics for Energy Utilities

Digital performance metrics are a powerful tool for energy utility marketers. By understanding how your outreach efforts perform, your energy utility can better optimize future campaigns for success. Questline Digital created the annual Energy Utility Benchmarks Report to share our robust data and insights with our clients and the industry. For six years, this report has helped shape the marketing strategy and optimized campaign results for hundreds of energy utilities.

Putting digital performance metrics to work for energy utilities

We understand that customer engagement is no easy task for energy utilities. Through our experience working with energy providers across the country, Questline Digital is uniquely positioned to help utilities understand their own performance and where they stand among their peers in the industry.

1.48 billion customer touchpoints analyzed in Questline Digital Benchmarks Reports since 2015

With aggregated metrics collected from billions of customer touchpoints, the Benchmarks Report has grown exponentially each year. Data is based on email deployments from more than 450 energy utilities of all sizes, including investor-owned utilities, cooperatives and municipals. This data gives Questline Digital a comprehensive view of the marketing performance of the entire industry.

The beginning of Benchmarks 

2014 edition of Questline Energy Utility Benchmarks Report

Our very first Benchmarks Report, published in 2015, provided energy utilities with an introduction to the importance of industry-specific digital marketing benchmarks.

The categories were program promotions, email newsletters and ancillary marketing emails. It was a brief 21-page report that analyzed email categories, subject lines and email lifecycles based on 122 million emails deployed by Questline Digital for energy utilities that year.

Over the years, the Benchmarks Report has continued to grow with more topics and insights, along with a greater number of emails analyzed. In fact, the number of emails we analyzed increased from 122 million in 2015 to more than 452 million emails in 2019.

As the available data drew, so did the depth and breadth of our analysis. Over the years the Benchmarks Report became an invaluable source of insight for digital marketers across the energy utility industry.

Exploring the utility customer experience

2017 edition of Questline Energy Utility Benchmarks Report

Our analysis of the Benchmarks Report data also provides a deep understanding of the utility customer experience and the touchpoints that are vital to building relationships between energy utilities and their customers. These touchpoints include:

  • Welcome series
  • Email newsletters
  • Outage communications
  • Program promotions

For example, we analyzed our Welcome Series customers to underscore the importance of welcoming customers into your energy utility. Our analysis yielded a 69% higher open rate and 112% higher engagement rate from customers engaged with this touchpoint at the start of service. While email metrics will always be a mainstay of the Benchmarks Report, deeper analysis has become an industry differentiator.

Marketing data with energy industry insights

2018 edition of Questline Energy Utility Benchmarks Report

The Benchmarks Report has come a long way over the years, from deeper analytics to advice on content marketing best practices. We also refresh the report to ensure topics and metrics are easy to find, while design is eye-catching and engaging for readers.  

Fast forward to today, and our latest 2020 Benchmarks Report includes case studies, best-practice recommendations and insights from our years of experience working with energy utilities. For example, we provide insights on how segmentation by industry improves engagement with business customers. We also share strategies to maximize the impact of outage communications. Our latest report not only includes metrics for energy utilities to compare themselves to their peers, but also success stories pulled from real data.

Questline Digital’s Benchmarks Report continues to provide energy utilities with a roadmap to create a successful content marketing strategy and build customer engagement. We look forward to sharing the latest digital performance metrics and insights in our upcoming 2021 report. Stay tuned!

Start using industry performance data to drive your marketing goals.

Download Questline Digital’s Energy Utility Benchmarks Report.