There are numerous reasons customer choose to enroll in paperless billing. In order to reach your program goals, your energy utility needs to understand your customers and their motivations. In doing so, you will be able to segment and promote your paperless billing program with effective messaging.
In Questline’s Plugged In webinar, “How to Market Paperless Billing to Customers,” Senior Copywriter Breanne George and Creative Director Joe Pifher shared their insights and advice for creating successful paperless billing promotions.
The right message makes an impact
In order to know what type of paperless billing campaign is right for your energy utility, you must first understand your customers. The right paperless message is personalized to your target audience.
Ask yourself this: How will paperless billing make your customers’ lives easier? To help answer this question, get to know your customers:
- What are their needs, wants and interests?
- What are their challenges or barriers to adoption?
- What do their day-to-day lives look like?
- What are their values and motivations?
George suggested a few ways to encourage paperless enrollment, based on successful campaigns she has worked on for energy utilities across the nation.
- Showcase how paperless billing fits into your customers’ daily lives. This could be as simple as how your customers get to work. For example, if customers often commute on a train or subway, easy access on-the-go would be an important benefit to showcase in your paperless campaign.
- Consider an incentive or sweepstakes to capture attention. Questline has found that smaller, immediate rewards perform better than enter-to-win sweepstakes. However, it’s important to test large and small incentives with your target audience.
- Try easy and convenient enrollment options. Customers like simplicity – make signing up for paperless as easy as one-click enrollment and your conversion rates can increase dramatically.
Customer motivations drive e-bill enrollment
Often customers who don’t enroll in paperless billing have one of three reasons for not doing so. They may fear that enrollment takes too long and they don’t have the time; they’re worried about not having paper statements for their records; or they worry about forgetting a payment.
To combat these concerns, your energy utility should relay the top paperless benefits for customers:
- Simple – easy to manage and pay from anywhere
- Convenient – saves time and fits into your on-the-go lifestyle
- Affordable – no need to buy stamps or worry about late fees
- Eco-friendly – use less paper and reduce your environmental footprint
- Reliable – never forget or lose track of a bill again
- Secure – safely manage statements and payments online
Business and residential customers have very different needs, so segmenting these audiences is encouraged. When it comes to paperless billing, business customers value:
- Easy access to past bills and usage history
- 24/7 bill access when they are out and about
- Less paper clutter in their office
Reach multiple generations with relevant messages
It’s easy to get wrapped up in the digital age of TikTok and Twitter, but when it comes to Millennials and Gen-Zers, George says email is still a viable option for these younger generations. In fact, she shared that nearly 75% of millennials and 58% of Gen-Zers check their emails multiple times a day. However, they have a 12- and 8-second attention span, respectively, so it’s important to connect with these customers through storytelling rather than with overly promotional copy.
When it comes to older generations, Questline often sees the biggest concerns related to payment security or having records on hand. George suggests “speaking to their concerns first.” Reinforce the safety of paperless billing and how it is often more secure than dropping a check in the mail. It’s also important to show them how to retrieve records of their past bills with a simple click.
In general, to reach a wide variety of audiences, it’s important to have an multichannel approach. Email is always a go-to solution, but consider creating a social media or direct mail campaign as well to connect with your customers from all angles.
Design best practices to boost campaign performance
The next step following great copy is great design. Pifher, Questline’s Creative Director, shared the email best practices to consider for your creative campaign. These tips include having a message hierarchy, keeping a clear and active CTA and ensuring the email is mobile-friendly.
It’s also imperative for your energy utility to use the right image. You want the image to be relatable to customers, eye-catching and relevant. Pifher stressed the importance of looking at your specific audience demographics to determine the visual elements of your campaign:
- People – age, gender, race, socioeconomic status
- Region-specific – weather, transportation, landscape
- Customer interests – sports, local spots, the environment, value and motivations
Once the visual elements are chosen, the composition of the email begins. Pifher noted, “On average, after the email is opened you have between 8 and 15 seconds to hook them.”
To achieve this, consider designing around the inverted triangle strategy, grabbing a customers’ attention at the top, building anticipation in the headline and first few sentences and then taking them to the call-to-action. There should be plenty of white space throughout the design. Ensure the email is easy for customers to scan with the use of bullets or icons.
Incentives add value to e-bill sign-ups
Pifher also recommends testing incentives in your paperless billing campaigns to encourage enrollment. Customers often enjoy being rewarded, even if the incentive is small in value. Questline’s performance metrics have found that smaller, guaranteed incentives perform better than a contest to win a larger prize. However, this comes down to testing your energy utility’s market and seeing what your specific customers are interested in.
Pifher also says that animated GIFs and social elements should be developed with every campaign as a means of expanding customer interest. By developing not just a single email, but also web banner ads, social posts, direct mail inserts and more, your energy utility is able to reach customers no matter which channel they prefer to use.
The impact of coronavirus on paperless promotions
The coronavirus pandemic has impacted every aspect of people’s lives, including how they get mail or pay bills. Previous to the pandemic, a large push for paperless billing was the “on-the-go, anytime, anywhere” messaging. Now, Pifher says customers are looking for more convenient ways to pay bills and messaging has turned to “on the couch or in bed, anytime, anywhere” messaging.
The importance of “no touch” payments and a focus on decluttering paper bills became more important benefits of paperless billing for customers. In addition, the pandemic has simply shown the importance of adaptation — whether due to major pandemics or simply customer interests changing. The ability to shift focus at a moment’s notice is an important skill to have when developing campaigns.
Successful campaigns require more than a simple email
As these insights show, there are many aspects to a successful paperless billing campaign. Between knowing your customers, segmenting messages based on their needs, motivating customers through diligent copy and creative design, connecting through an omnichannel approach and adapting for current environments, there is more involved to reach conversion goals than a simple email.
Equipped with these copy and design best practices, revisit your paperless billing campaign strategy to achieve your energy utility’s conversion goals.