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How to Communicate the Value of Public Power

Public power utilities play a vital role in the communities they serve. However, many customers don’t realize what makes public power utilities unique — or how these differences benefit their daily lives.

Discover public power communication strategies to help your utility strengthen its narrative and showcase the value of public power.

Why Public Power Matters

One of the defining qualities of public power is its connection to the community. Serving more than 55 million people across the United States, public power utilities help to strengthen the communities they serve.

According to the American Public Power Association, there are more than 2,000 public power utilities across the country. Owned and operated by local government, their mission is aligned with what matters most to customers — reliable service, fair rates and long-term community wellbeing.

When customers realize they have a voice in their utility’s direction — and that revenue stays within the community — they see the true value of local ownership. Public power communications help customers understand that decisions are made with their best interests in mind.

To tell a more compelling story, utilities must consistently communicate about the key distinctions of public power – and how these differences benefit customers. The benefits of public power communication include increased awareness, stronger trust and a clearer understanding of how community-focused utilities deliver value.

Promote Greater Transparency

Since public power utilities aren’t accountable to shareholders or investors, residential and business customers have a strong voice in daily operations. Meetings, budgets and major decisions are typically made public, allowing customers to stay informed, ask questions and participate in the planning process. From rate plans to sustainability goals, every decision stays close to home and reflects the community’s values.

Utilities can reinforce this message in public power communications by regularly sharing updates from board meetings, explaining decision-making processes and inviting customers to participate in planning efforts. Proactively communicating about upcoming projects, rate changes and clean energy initiatives helps keep customers informed and engaged.

Colorado Springs Utilities’ Building the Future page provides customers with a direct look at the utility’s infrastructure plans and investments, helping the community understand why major projects are happening and how they support long-term reliability.

This public power communications example explains how the utility is maintaining and improving critical systems to meet regulatory requirements and future demand. Through clear, easy-to-understand language, Colorado Springs Utilities gives customers context around complex initiatives, like budget planning, infrastructure upgrades and long-range projects like a natural gas expansion project. The utility connects these investments to customer outcomes — reliability, regulatory compliance and serving a growing population.

Example of a natural gas public power communication page

Show the Local Impact

Because public power utilities reinvest their revenue locally, they have a profound impact on economic development. They support local jobs, attract new businesses and contribute significantly to city and state budgets.

Public power communication strategies around this economic benefit help customers understand that paying their bill does more than keep the lights on — it supports the long-term health of their community.

Stories about partnerships with local businesses, investments in infrastructure or contributions to community services can bring these benefits to life. These communications make the utility’s impact more relatable to customers, increasing public power customer engagement.

Last year, Missouri River Energy Services (MRES) created a social media campaign, “25 Careers in Public Power in 2025” to educate the local community, highlight different career paths in public power and encourage job seekers to apply. Each social post includes a call-to-action to “Find your career in public power.”

Through these impactful public power communications, customers gain a better understanding of the wide spectrum of jobs that help the utility operate effectively, including economists, cybersecurity/system administrators, marketing professionals and much more. This educational campaign is a great way to communicate how public power utilities support local jobs and economic development.

Example of a social media campaign for career in public power

Focus on Reliability

Reliability is a key differentiator for many public power utilities. With lineworkers who live in the same community and a proactive approach to system maintenance, outages are often shorter and less frequent compared to other utility types.

Public power utilities should communicate this benefit through behind-the-scenes content, such as videos of crews preparing for storms or grid upgrade explanations. These public power communications are a simple, customer-friendly way also gives the community confidence in the utility’s commitment to keeping power safe and dependable.

ElectriCities of North Carolina uses its Public Power’s Reliability Pays Off page to clearly communicate the tangible benefits of public power reliability. Key reliability statistics — such as public power communities experiencing 40% fewer outages and restoring power three times faster — provide context to customers.

One of the most effective elements of its public power communication strategy is the use of video content. The educational video communicates the value of public power and how it delivers dependable energy and community benefits.

Thumbnail of a video of a public power campaign

Highlight Affordability

Affordability is one of the most important public power benefits that utilities can emphasize in public power communications, especially during times of rising costs and economic uncertainty.

Because public power utilities are not driven by shareholder profits, they are able to reinvest revenues back into the community — helping keep rates competitive and stable over time. The most effective public power communication strategies clearly explain why public power costs less and how those savings benefit households and local businesses.

Alameda Municipal Power (AMP) in California communicates the core value of affordability, highlighting how rates are significantly below those of neighboring utilities. AMP’s website explains how being community-owned allows the utility to offer electricity at a lower cost, in some cases up to 20 percent below surrounding service areas.

The utility also gives customers a transparent view of where their electric dollars go. An eye-catching visual breaks down how rates support power supply, system operations, infrastructure investments and contributions to the city. This public power communication strengthens trust by demonstrating how customer dollars remain in the community and support the electric system.

The Heart of Public Power

At its core, public power is about people. It’s about reliability customers can count on, decisions that put community needs first and a utility that reinvests every dollar into improving local services.

Through these effective public power communication strategies, utilities can strengthen trust, build awareness and help customers recognize the unique benefits of public power.

Compassionate Communications: Educating Customers about Available Assistance Programs

When life takes an unexpected turn — a job loss, medical emergency or sudden expense — staying current with energy bills can become difficult. This is where financial assistance programs play a critical role for utility customers.

To ensure your utility financial assistance communications reach those who need it most, it’s important to communicate with compassion, clarity and consistency. Here are four utility program best practices to ensure your customers feel supported and understand their options.

Lead with Empathy and Understanding

Financial hardship can feel isolating and overwhelming, and customers need reassurance that their utility is a trusted energy advisor, not a bill collector. Every touchpoint in your utility payment assistance communications — whether an email, text or social media post — should use a supportive, empathetic tone.

Instead of saying:
“If you’re unable to pay, you may face service disconnection.”

Try:
“If you’re struggling to keep up with winter bills, we can help. Assistance programs are available to provide comfort and relief this season.”

A compassionate message builds trust and encourages customers to learn more about available resources. For example, PSEG Long Island’s financial assistance landing page uses warm visuals and empathetic messaging to connect with Long Islanders facing financial hardship.

Customers are directed to three pathways: Heating and cooling assistance, payment plans and a financial hardship form. This makes it easy for customers to find the course of action that best fits their needs. For customers who have questions, the landing page includes contact information for the utility’s team of advocates who offer customized recommendations on utility payment assistance communications.

Image of utility website bill payment assistance

Make Your Message Simple and Accessible

When a customer is struggling, even small barriers can discourage them from seeking help. That’s why clarity and simplicity are essential in utility financial assistance communications.

Understanding eligibility requirements and completing applications are often deemed a complicated process. Utility marketers should avoid technical jargon and lengthy explanations in email campaigns, bill inserts, landing pages and other communications. Instead, use simple language, short paragraphs and clear calls to action.

Additionally, visual elements can make information even easier to digest. Infographics, step-by-step graphics or short videos can guide customers through the application process or explain complex programs. For instance, an infographic illustrating “3 Easy Steps to Get Bill Assistance” can be more effective than text-heavy explanations.

Best practices:

Use friendly headers like “We Can Help” or “Find the Right Program for You.”
Keep paragraphs short and focus on one key message per section.
Include direct links to enrollment forms or contact pages.
Clearly list eligibility requirements and documents needed up front.
Use icons or checkmarks to visually organize important information.

ComEd, the largest electric utility in Illinois serving Chicago, created a simple and accessible online tool to help customers find financial support. The Smart Assistance Manager (SAM) helps customers explore available assistance programs without needing to contact customer service.

This online tool guides customers through eligibility requirements and the application process. By signing into their account, customers receive personalized program recommendations tailored to their needs.

Thumbnail image from utility assistance program website

Accessibility goes beyond content — it’s also about language and format. Offering utility financial assistance communications in multiple languages — or using translation tools for email, webpages and videos — helps ensure all customers understand assistance programs. An essential utility program awareness strategy, inclusive communication helps to reach diverse communities within your service territory.

A great example of accessible communications is Questline Digital’s Engage Global Translate. With this translation feature, customers can easily select and save their preferred language for website content and emails. Offering 134 language choices, Engage Global Translate ensures a more accessible and inclusive experience for every customer.

Reach Customers Where They Are

Not every customer reads your utility’s emails or visits your website regularly – that’s why a multichannel approach is key. A well-rounded utility program awareness strategy ensures your message reaches the right people at the right time.

Consider these touchpoints:

Email campaigns that drive awareness and encourage action
Bill inserts or messages in My Account portals
Social media posts to reach broader audiences
Community partnerships with local organizations or nonprofits that serve low-income customers
Outbound text messages to remind customers of enrollment deadlines

To increase awareness and enrollment in assistance programs among Pennsylvania customers, FirstEnergy wanted to reach eligible households with more personalized, recurring digital utility financial assistance communications. Partnering with Questline Digital, the utility launched a campaign using SmartVX, a personalized video solution that delivers unique, data-driven messages to each customer.

The highly personalized videos featured the customer’s name and highlighted state and federal programs they were most likely to qualify for, with Spanish-language versions available to engage diverse communities.

By embedding these customized videos into targeted email campaigns, FirstEnergy achieved strong results in just four months, including a 70.5% watch rate, 4,800+ call-to-action (CTA) clicks and 10,000+ video views.

FirstEnergy boosted its program enrollment engagement rate to 6.2% in 2024, marking a 2% jump from the previous year. Much of this success can be attributed to the impact of the personalized video campaign.

Example of a utility financial assistance case study

Tie Assistance to Broader Utility Values

Customers respond more positively to assistance programs when they understand that support is rooted in the utility’s mission and values. Your utility financial assistance communications are an opportunity to reinforce your commitment to affordability, energy equity and community wellbeing.

Consider incorporating messaging such as:

“As part of our commitment to energy equity, we offer a range of assistance options to help ensure every household stays safe and comfortable.”
“Supporting our community is at the heart of everything we do. Our assistance programs are designed to help customers during life’s unexpected challenges.”
“We’re dedicated to keeping energy affordable and accessible. If you’re experiencing hardship, we have resources that can help.”

Entergy, a large Southeast utility, emphasizes its commitment to community wellbeing through the Low-Income Customer Assistance and related programs — a powerful example of how financial assistance can reflect a utility’s core values.

According to the Entergy website, approximately 40% of the utility’s 3 million residential customers live below the poverty line. Since 2000, Entergy has invested over $175 million in programs aimed at helping low-income families. For example, the Power to Care program provides emergency bill payment assistance funded by donations from customers and employees, then matched by the company.

Entergy’s mission goes beyond providing energy service — it’s rooted in supporting customers and communities in need.

Thumbnail image from utility community assistance webpage

The Impact of Thoughtful Communications

Communicating about utility financial assistance communications is more than listing available resources — it’s an opportunity to demonstrate your utility’s commitment to customer wellbeing.

When utilities lead with empathy, simplify access to programs and connect assistance to their broader mission of community service, customers feel understood and supported. Compassionate communications strengthen trust and build lasting customer relationships.

Develop a compassionate communications strategy for your financial assistance programs with help from Questline Digital.

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How Utilities Can Build a Stronger Brand

Brand appeal is more than just a positive reputation — it’s the foundation of utility customer engagement.

When customers trust and value their utility, they are more likely to participate in programs, support rate changes and feel satisfied with their service.

To explore how utilities can build stronger brands, Questline Digital spoke with marketers from two of the country’s top-ranked utilities in brand appeal to learn their strategies and success stories.

Brand appeal challenges

According to J.D. Power’s 2025 U.S. Electric Utility Brand Appeal Index Study, customer perceptions of affordability, innovation and community support have decreased across the industry.

The study finds that overall brand appeal scores have declined by one point for electric utilities (694 out of 1,000) and three points for gas utilities (714 out of 1,000). This decline is largely attributed to a decrease in company reputation in the following areas: customer focus, environmental stewardship and innovation leadership.

In fact, customers who feel positive about their utility’s brand report much higher satisfaction — nearly 400 points higher than those who have a neutral or negative perception.

“Utilities with strong brands almost certainly have a great customer experience, exceptional reliability and a solid financial position,” says Jeremy Tucker, Manager of Corporate Strategy and Engagement at Delaware Electric Cooperative. “A strong foundation is essential — utilities must have a holistic approach to customer engagement.”

Emphasize core values

Brand appeal isn’t just about polished advertising. It’s about consistency, transparency and authenticity — values that resonate deeply with today’s utility customers.

To build a stronger brand, utilities should lean into authenticity, showing customers who they are and why they exist.

Salt River Project (SRP), a central Arizona-based utility, put this into practice with its recent Customer Commitment campaign, designed to educate customers about its not-for-profit business model and community-focused mission.

Through research, SRP’s Marketing team discovered that many customers didn’t fully understand the distinction of being a not-for-profit utility. With a growing and changing population in Arizona, new residents weren’t as familiar with SRP’s history and purpose as longtime customers. To bridge that gap, the campaign spotlighted the utility’s core values and brand promise.

The Customer Commitment campaign reinforced that SRP has no shareholders to serve, only customers. Revenue is reinvested into the community through improved infrastructure, enhanced customer programs and investments in innovation. By telling this story across multiple channels, the utility was able to effectively communicate how it serves the community.

Example of utility company branded advertisement

“At the end of the day, our brand promise is that we exist for the future prosperity of our customers and the community that we serve,” says Elise Gould, Senior Director of Customer Insights, Brand Strategy and Marketing at SRP. “As the largest not-for-profit utility in Arizona, we are uniquely empowered to prioritize the needs of our customers.”

Similarly, Delaware Electric Cooperative (DEC) built its brand around what makes the utility unique. Several years ago, DEC undertook a wholesale review of its marketing and communications strategy to identify what set it apart from other utilities. The answer was clear: Its not-for-profit, member-focused business model.

By consistently highlighting this difference, DEC has grown both brand appeal and long-term customer satisfaction. Over the past decade, the cooperative centered communications around its commitment to delivering reliable, affordable power. This transparency and emphasis on community governance reinforced customer trust and loyalty.

“We’ve spent a decade really focusing on our not-for-profit business model and building our brand around the idea that we do things differently from the investor-owned and municipal utilities,” Tucker says. “We are laser-focused on delivering power to our members at the lowest possible cost and ensuring a sustainable source of energy.”

Help customers save energy and money

In today’s climate of economic uncertainty, customers are turning to their utility for guidance on how to save energy and lower their monthly bill. Providing helpful programs and resources can make a difference in customers’ lives and build stronger brand appeal.

SRP offers a variety of programs to help customers save money, manage their energy use and feel more in control of their bills. For example, the utility’s Budget Billing program makes it easy for customers to plan ahead by spreading energy costs evenly across the year, reducing the surprise of seasonal bill spikes. Additionally, usage text alerts notify customers when their energy use is trending higher than normal. SRP also provides income-qualified assistance programs and energy efficiency rebates for customers facing financial hardship.

“Customers are busy with a lot of demands on their time and energy — they aren’t sitting around thinking about how they can save money on their energy bill,” Gould says. “We have to continuously inform them on where these opportunities exist.”

DEC empowers members to take an active role in keeping their electric rates affordable through the Beat the Peak program. When energy costs are at their highest during peak hours, the utility sends members an alert via email, text or the mobile app. Members can then take steps to use less energy, like turning off extra lights or waiting to use large appliances.

“Beat the Peak has saved our members more than $40 million since launching back in 2008,” Tucker says. “We’ve expanded the program beyond Delaware, giving cooperatives across the country the opportunity to leverage its benefits. Now, more than 100 cooperatives are using the program to help their customers save energy and money.”

Create compelling communications

One of the key findings from the J.D. Power study is that utilities are struggling to engage customers, despite an increase in digital platforms and paid advertising. Additionally, the study finds that communication intensity scores — which measure the volume and recall of utility communications — have decreased in 2025.

To improve communication efforts, it behooves utilities to focus on personalized messaging, community outreach and storytelling opportunities. To reach customers across generations, utility marketers should deliver relevant content across multiple channels, from social media and emails to bill inserts and community events.

DEC’s Marketing team engaged customers with a social media campaign marking the 30th anniversary of the region’s most devastating ice storm. Rather than simply looking back, the campaign highlighted how much the cooperative has changed since the mid-1990s.

The utility shared stories from employees who worked through the original storm, while also highlighting system upgrades and grid investments that now allow for faster restoration times.

The social media campaign struck a powerful balance between remembrance and progress, reinforcing DEC’s commitment to reliability and innovation. With record levels of clicks, shares and comments, it has become one of the utility’s most successful campaigns.

Storytelling is a priority for DEC, with stories of both employees and members shared through a variety of communications, including social media, newsletters and the cooperative’s annual magazine. “As a co-op for almost 90 years, we have a really powerful story to tell,” Tucker says. “But part of that story is our members. We have so many inspiring stories in our community.”

Strong community ties go a long way in improving utility brand appeal. Utilities that engage in local initiatives, such as supporting local events, providing energy education and investing in sustainable projects, often experience higher levels of engagement.

A powerful example of community partnership is SRP’s “Snow Day for Animals at the Phoenix Zoo” event. Designed to provide relief from Arizona’s extreme summer temperatures, the program brings 10 tons of snow into the zoo to keep animals like African lions, orangutans and meerkats cool and playful in their habitats. Guests also enjoy complimentary ice cream and frozen treats, making the zoo visit both refreshing and memorable.

Image of turtle at community partnership event at local zoo

Image of tiger at community partnership event at local zoo

Beyond the fun and entertainment, SRP uses the event as a touchpoint to engage with customers on energy efficiency. Utility team members share energy-saving tips and provide entry codes for the Summer of Savings Giveaway, where visitors can win energy-efficient prizes. To make the experience even more accessible, SRP customers receive discounted admission.

“Customer experience is the heartbeat of our brand,” Gould says. “Every interaction is an opportunity to reinforce our brand and remind our customers what we stand for. It comes down to that seamless, transparent and supportive service. We’re dedicated to finding those opportunities to make a real connection with our community.”

Build a better customer experience

A strong utility brand isn’t built on marketing alone — it’s defined by how customers feel during their everyday interactions.

Self-service tools like online portals, mobile apps and paperless billing options give customers the ability to manage their accounts anytime, anywhere. These seamless experiences demonstrate that the utility understands the expectations of today’s customers.

Equally important is how a utility communicates and responds during storms, outages and other events. An outage is a stressful and frustrating experience for customers, and often the moment when trust is either strengthened or lost.

Proactive updates, clear restoration timelines and multiple communication channels — from text alerts to social media posts — show customers that the utility cares. Through empathetic outage communications, utilities can turn critical moments into opportunities to build trust and reinforce their brand.

According to Tucker, social media plays an essential role in communicating with members during outages. It’s also the best platform for 24/7 communications, including responding to customers’ questions and concerns.

Whenever an outage affects more than 500 homes, DEC posts timely updates on Facebook and X, Tucker explains. Lineworkers regularly share updates and photos from the field with the Marketing team, which are then posted to social media. These posts give customers a transparent inside look at the restoration process.

“Every time a member calls us or interacts with one of our employees, whether a call center representative or a lineman, it’s a chance for us to show we care about them,” Tucker says. “We want them to walk away from that experience with a positive view of our cooperative.”

Showcase environmental stewardship

Customers are becoming increasingly conscious of their environmental footprint and expect their utilities to play a role in sustainability. Utilities looking to improve their brand appeal should be continuously thinking about long-term investments in environmental stewardship.

Additionally, utilities should be transparent in their communication with customers about these investments and their impact on the community.

“We have a fiduciary obligation to educate members on the long-term investments we are making to ensure we have a sustainable source of power for their children and grandchildren,” Tucker explains. “It’s not just about keeping our members engaged — we have a responsibility to communicate openly with them.”

DEC is the first utility in the state of Delaware to own a solar farm, and the utility continues to expand its array of renewable energy sources. In the next year, DEC will build a utility-scale battery storage facility at the solar farm site, which will improve grid resiliency, lower demand costs and help open up portions of the grid to more residential solar. The utility also plans to build a second solar farm dedicated solely to community solar.

“We have always tried to strike a balance between maintaining our fossil fuel power plants, which are needed for base-load generation, while also investing in clean energy projects that reduce our carbon footprint,” Tucker says.

SRP regularly shares its sustainability initiatives and clean energy investments through blog articles, press releases and social media. Recent highlights include the BYOT (Bring Your Own Thermostat) Program, which helps manage grid demand by adjusting customer thermostats during conservation events. Other features showcase how SRP supports local businesses in transitioning to clean energy and how customers can receive free desert-adapted shade trees to help lower energy costs.

Image of people planting a tree to lower energy costs

“Much of our communication focuses on sustainability initiatives — sharing our goals, the progress we’re making and reinforcing accountability to build trust,” Gould says. “Just as important, we want customers to understand how they can take part. By making small, informed choices, they can ‘walk the talk’ with us and contribute to positive outcomes for themselves, our utility and the entire community.”

Going above and beyond

The results from the J.D. Power study highlight a critical opportunity for utilities to re-evaluate how they communicate with and serve their customers. Fostering a strong connection with customers goes beyond meeting basic needs — it’s about providing valuable programs, impactful communications and personalized connections. By taking a customer-centric approach, utilities have the power to strengthen their brand appeal.

Ready to transform your utility’s brand reputation?

Let Questline Digital help you craft strategic campaigns that build trust and loyalty with your customers.

Communication Strategies to Better Connect With Key Accounts

Large commercial and industrial (C&I) customers — also known as key accounts — expect more from their utility than just reliable power. These organizations face complex challenges, from meeting sustainability targets to navigating evolving regulations.

As a result, they’re looking to their utility not just as a service provider, but as a strategic partner. One who understands the unique demands of their business, offering personalized guidance and meaningful support for their energy goals.

For energy providers, this expectation means moving beyond transactional communications and focusing on building long-term customer relationships. Here are a few best practices to help your utility effectively engage key account customers.

Understand their business — and priorities

Every key account is different. From manufacturers to hospitals to university campuses, each business has its own goals, challenges and energy needs. That’s why utility key account managers must take the time to understand what matters most to these businesses.

Questions to consider:

Are they focused on energy efficiency or decarbonization goals?
Do they need support for electrification, electric vehicle (EV) charging or peak demand management?
Are they expanding operations or building new facilities?
Is cost predictability or power quality a concern?
Are they aware of helpful rebates, incentives or efficiency programs?

Familiarity with a customer’s industry, facility operations, pain points and key performance indicators allows account managers to move beyond generic recommendations and offer truly tailored energy solutions.

“Every business we serve has different priorities — some are focused on lowering their energy costs while others are working toward aggressive sustainability goals,” says Faviola Donato-Galindo, Manager of Large Accounts at Baltimore Gas and Electric (BGE). “Our job is to ask the right questions, listen closely and tailor solutions that align with their unique operations. That’s the first step to building long-term, trusted partnerships.”

For example, a manufacturing plant with high peak demand may benefit from demand response programs and real-time usage insights, while a hospital may prioritize energy reliability and backup power systems. By understanding these unique needs, account managers can proactively suggest helpful programs, tools and technologies.

Support sustainability and energy goals

More large businesses are setting ambitious sustainability targets — and they are looking to their utility for guidance. Whether it’s reaching net-zero goals, improving operational efficiency or complying with state and federal sustainability mandates, businesses want a utility partner that understands their vision and can help them achieve it.

This growing demand presents a prime opportunity for key account managers to deepen relationships by becoming trusted energy advisors. When you proactively offer tailored solutions and resources, you demonstrate that your utility is invested in their long-term success.

Here are a few ways key account managers can help:

Recommend energy efficiency upgrades and rebates: Guide customers to relevant programs that reduce consumption and improve ROI, from lighting retrofits to HVAC optimization and building automation systems.
Promote renewable energy solutions: Whether it’s green power programs, onsite solar or community solar, helping businesses incorporate renewable energy supports both their goals and yours.
Share educational content: Provide insights and resources on key topics like ESG reporting, carbon footprint reduction and beneficial electrification to help customers stay ahead of evolving sustainability requirements.

For Baltimore Gas and Electric (BGE), the company’s mission is to serve as trusted energy advisors to business customers in order to “meet and exceed their needs through strategic partnership, proactive assistance, meaningful innovation and relevant communications.”

According to Donato-Galindo, the BGE Key Account Services team focuses on proactive outreach to key accounts, helping the team stay one step ahead, whether it’s promoting relevant energy efficiency programs or connecting business customers to vetted sustainability vendors.

“The role of key account manager is rapidly evolving. Before, it was more of a reactive role in terms of meeting the customer’s needs,” Donato-Galindo says. “But now, we are being proactive and helping customers with their carbon reduction goals. They need our help in making sure they are meeting Maryland’s ambitious Climate Pollution Reduction Plan.”

Establish ongoing, proactive touchpoints

Key account managers shouldn’t wait until a problem arises to reach out to their customers. Proactive, ongoing communication helps demonstrate your utility’s commitment to the relationship. A personalized approach — not one-size-fits-all messaging — helps large customers feel understood and supported.

A monthly key account newsletter delivers a particularly effective touchpoint. Unlike one-off emails or sporadic check-ins, a regular newsletter keeps your utility top of mind and reinforces your role as a trusted energy partner for business customers.

Newsletters are a key driver of higher customer satisfaction and building stronger relationships over time. In fact, according to Questline Digital’s 2025 Utility Benchmarks Report data, key account newsletter readers click on promotional emails at an 87% higher rate.

With each monthly edition, utilities have the opportunity to:

Provide valuable insights on market trends, energy efficiency strategies and emerging technologies relevant to large businesses.
Promote relevant utility programs and incentives tailored to commercial and industrial customers.
Share customer success stories to highlight peer examples and foster a sense of community.
Offer timely updates on rate changes, infrastructure improvements or policy changes that could affect business operations.

“To stay ahead of our customers’ needs, we take a proactive approach to engagement,” Donato-Galindo says. “One important way we do this is through consistent outreach, including our monthly newsletter. This communication serves as an important platform for sharing timely updates and valuable information with our key accounts.”

Connect through events and webinars

Face-to-face interactions and educational opportunities offer one of the most impactful ways to deepen relationships with key account customers. By creating dedicated spaces for discussion, education and collaboration, your utility can strengthen its role as a strategic energy partner for large businesses.

BGE hosts Customer Connections events throughout the year, providing key account customers with valuable opportunities to engage directly with utility leadership. These events offer large business customers the chance to meet utility leaders, ask questions and share feedback in a more personalized setting.

“We regularly connect BGE executives with our large business customers so they can learn about their pain points, challenges and opportunities,” says Calvin Little, Manager of Large Accounts at BGE. “This helps us to come up with unique solutions for each customer since hospitals, colleges and local governments all have very different energy needs.”

At a recent event, BGE brought together leaders from two local hospital systems for a conversation focused on resiliency, sustainability and storm preparedness. Discussions centered around the unique challenges these critical facilities face and how BGE can better support them. “As a critical customer, we want to understand how we can be a more effective and reliable partner,” Little noted.

To gather meaningful insights, the utility also hosts a Smart Energy Council made up of key account customers. This group meets quarterly to exchange ideas, provide feedback on initiatives and discuss emerging needs. The council serves as a valuable forum for the utility to engage directly with its largest customers and gain real-time input to guide strategy and decision-making.

Educational webinars are another valuable tool for connecting and informing key accounts. Whether you’re introducing a new rate plan, explaining evolving state sustainability requirements or showcasing innovative technologies, webinars allow utilities to engage customers at scale. They also demonstrate your utility’s commitment to helping businesses stay ahead of industry trends and meet operational goals.

For example, BGE hosted a webinar to educate large commercial customers about new state regulations, known as the Building Energy Performance Standards, which apply to buildings 30,000 square feet or larger. The event drew more than 300 attendees from across the utility’s managed accounts, showcasing strong interest and engagement.

“The feedback we received after the webinar was very positive, with customers thanking us for keeping them informed about these new state requirements,” Little says. “As their energy provider, we play a vital role in helping business customers navigate these new regulations.”

Building better business relationships

Strong relationships with key accounts don’t happen by chance — they’re built through consistent and valuable communications. Taking the time to personalize, educate and proactively engage with your key accounts will pay dividends in customer satisfaction, program participation and mutually beneficial partnerships.

Need help reaching your business customers more effectively?

Questline Digital offers business newsletter services, email templates and educational content to help your utility strengthen key account relationships year-round.

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How to Effectively Educate Customers about Smart Meters

Smart meters are a game-changer for both utilities and customers, enabling real-time energy monitoring, improved efficiency and faster outage detection. However, smart meter implementation often comes with challenges, including customer skepticism, misinformation and lack of awareness about benefits.

To ensure a smooth rollout and widespread adoption, utility marketers must implement a strategic smart meter communication plan to educate customers before and after installation.

Smart Meters by the Numbers

According to the most recent data, the number of smart meters in North America reached more than 146 million with a penetration rate of approximately 80%. This rate is expected to increase to more than 94% by 2029.

“With smart meter penetration reaching approximately 80%, utilities have an unprecedented opportunity to enhance grid reliability, improve outage response and provide customers with real-time energy insights,” says Blair Bryce, Marketing Manager at Smar t Works, a company that provides meter data management and analytics solutions. “Effective smart meter communication is crucial because it helps customers understand the benefits, fosters trust and empowers them to take control of their energy usage.”

This rapid expansion underscores the importance of effective smart meter education. Proactive communication strategies can help build customer trust and acceptance, ensuring the successful integration of smart meters into grid infrastructure.

Proactive Communications Before Installation

Before installation begins, utilities should launch comprehensive smart meter communications to inform customers about benefits of this important technology and address any potential concerns. These campaigns should utilize multiple communication channels, including email, social media, direct mail and community events, to ensure broad reach and engagement.

Utilities should proactively answer common customer questions, such as how smart meters impact privacy, data security and energy costs. Additionally, hearing from real customers who have benefited from smart meters can be more persuasive than corporate messaging alone. When it comes to smart meter education, sharing testimonials, case studies or video stories can help build trust and credibility.

“Proactive communication before smart meter installation is essential to ensure customers feel informed and confident about the process,” Bryce says. “By addressing potential concerns, explaining the benefits and setting clear expectations, utilities can create a smoother transition for customers.”

Proactive campaigns should communicate key smart meter benefits:

Increased billing accuracy: No more estimated bills — smart meters provide precise, real-time readings.
Energy usage insights: Customers can track their usage patterns and make informed decisions to save energy and money.
Faster outage detection and restoration: Smart meters automatically alert utilities to outages, leading to quicker response times.

For example, Duke Energy, a North Carolina-based energy holding company, created an interactive webpage with an explainer video, FAQs and customer testimonials that clarified how smart meters work and addressed common concerns. The explainer video, also available on the utility’s YouTube channel, explained how smart meters work in consumer-friendly language.

In addition to highlighting smart meter benefits, it’s also important to educate customers about the smart meter installation process. When customers understand what to expect — from the timeline to installation procedures — they are more likely to embrace the change with confidence. Avista, which provides electric and natural gas service to four Northwestern states, shared a helpful video on their website about what customers can expect from their upcoming installation and what they can do to ensure a smooth process.

Thumbnail of video about smart meter installation

Hosting informational town halls, webinars and live Q&A sessions can also be an effective way to address customer concerns in real time. New York State Electric and Gas (NYSEG) held a series of informational open houses where customers could ask questions about smart meter installations and receive direct responses from company representatives. It was also an opportunity for customers to learn about helpful resources to lower energy costs.

Not all customers have the same concerns or level of understanding about smart meters. Some may be excited about the convenience and real-time energy insights, while others may have privacy concerns or simply prefer traditional meters. For effective smart meter education, utilities should tailor messaging based on demographics, energy usage habits, customer sentiment, among other characteristics.

Tech-savvy customers might appreciate advanced data insights and app integrations.
Budget-conscious households may be more receptive to energy-saving tips and bill optimization.
Privacy-conscious customers need reassurances about data security and usage policies.

By using customer segmentation, utilities can create targeted smart meter communications that address specific concerns and motivations. Providing clear, transparent and customer-centric messaging fosters greater understanding and helps drive adoption of smart meters.

Addressing Skeptical or Hesitant Customers

Despite the benefits of smart meters, some customers remain hesitant to make the switch. Addressing customer concerns in smart meter education requires a mix of factual information, customer testimonials and third-party endorsements.

“For the majority of customers still hesitant — typically the ‘laggards’ in the adoption curve — it’s important to provide additional support, answer questions and emphasize how smart meters can improve both their convenience and cost savings,” Bryce says. “By fostering understanding and trust, utilities can help ease the transition for reluctant adopters.”

When it comes to the transition to smart meters, transparency is key. Utilities should clearly communicate how data is collected, stored and used as well as cybersecurity measures in place to protect data. Utilities should also share research from trusted sources, such as government agencies or energy experts, validating smart meter safety and efficiency.

As PSE&G neared the end of the installation phase of its Smart Meter program, there were customers who did not have a smart meter installed because of access issues, or because they had opted out of the program entirely. PSE&G targeted these two groups of customers with a letter and email campaign that encouraged them to make a smart meter installation appointment or to opt back into the program. In both instances, customers were directed to the utility’s smart meter webpage where they could learn in detail about the many smart meter benefits they were forgoing.

“In addition to encouraging these customers to take the extra step to schedule an installation appointment or reconsider their opt-out decision, we also wanted to remind customers about the positives that smart meters offer,” says Francis Sullivan, Campaign Manager for PSE&G. “All the letters and emails encouraged customers to visit our smart meter webpage that had detailed information about smart meters, what to expect from the installation process and FAQs.”

This approach encourages immediate action, demonstrating the importance of transparent and persuasive smart meter education in driving adoption. As the utility continues to replace existing electric meters with smart meters, PSE&G shares ongoing smart meter education. For example, customers can find answers to frequently asked questions and other information about smart meters in the utility’s monthly newsletter, EnergyLink.

Example of a utility webpage showing smart meter communication

Engaging Customers After Installation

The success of smart meter adoption doesn’t stop at installation — it requires ongoing education and outreach. To maximize the impact of smart meters, utilities must continue engaging with customers, ensuring they understand how to use smart meter tools, access resource and take advantage of the benefits.

“Sending follow-up communications after smart meter installation is key to helping customers fully embrace the benefits of this new technology,” Bryce says. “By sharing valuable tools like energy usage insights and personalized recommendations, utilities empower customers to make informed decisions, optimize their energy consumption and ultimately save money.”

Post-installation smart meter communications should:

Promote smart meter tools: Encourage customers to explore online tools where they can track their energy usage, set usage alerts and receive personalized energy-saving tips. Providing easy-to-follow video tutorials or FAQs can help customers navigate these digital resources.
Encourage energy-saving behaviors: Smart meters empower customers to make informed decisions about their energy use. Share tips on how to reduce consumption during peak hours and optimize home appliances.
Gather and act on customer feedback: Customer input is invaluable for refining your smart meter communication strategy. Conduct surveys or invite feedback through customer service channels to understand their experience with smart meters and identify areas for improvement.

For example, PSE&G shares smart meter education to customers post-installation. Promotions are currently focused on the utility’s MyMeterportal, which gives customers a detailed view of how they use energy. The portal also provides a number of tools and resources to help them save energy and money.

“Having a smart meter installed at a home or business is really only half the story. To get the most out of the device, our electric customers need to know about and access the MyMeter portal,” Sullivan says. “That’s why our focus for the past several months has been on educating customers about all the ways MyMeter can help them, whether it’s checking their usage patterns, setting a usage alert of even using the built-in rate comparison tool for our residential customers.”

Example of a utility smart meter dashboard

The Path Forward

Smart meters are an essential component of modern energy management, but their successful adoption depends on transparent and customer-centric smart meter education.

By proactively educating customers before installation, addressing skepticism with credible information and providing engaging tools post-installation, utility marketers can ensure a smoother transition and maximize the benefits of this advanced technology.

Ready to transform your utility’s smart meter communications? Let Questline Digital help you craft impactful campaigns that resonate with your customers.

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