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Email message welcomes new customer

Case Study: Welcome New Customers With the Right Message

Whether you’re joining a Cheese of the Month club or signing up with a new video streaming service, you’re sure to receive some kind of welcome message. You might not be wowed by the content (or find it very helpful), but it will be in your inbox waiting for you.

Some energy customers find their welcome experience to be similarly lackluster when starting service. But what if that welcome was truly valuable? We make it our goal to help our energy utility clients achieve just that with every Welcome Series we create.

One of our clients achieved such success — twice! This energy utility sent a new residential Welcome Series, which performed well. One year later, we took a deep dive into the performance metrics to see how we could enhance the series to achieve even greater engagement.

Here’s how it went.


Year One Welcome Series

6 emails sent to residential customers starting new electric service:

  • Storm and outage resources
  • Sign up for our energy utility newsletter
  • Explore our My Account resources
  • Tools to help you manage your energy bill
  • Tips to reduce your bill
  • Resources to help you save energy

Overall Open Rate: 32.9%

Overall Click-to-Open Rate (CTOR): 26.6%


Year Two Welcome Series

5 emails sent to residential customers starting new electric service:

  • Explore our My Account resources
  • Storm and outage resources
  • Sign up for our energy utility newsletter
  • Billing payment options
  • Resources to help you save energy

Overall Open Rate: 41.7%

Overall CTOR: 31.7%


What caused the positive change?

By taking a look at the overall email content, design and key messages, our team determined:

  • Five emails were enough to convey the key messages. Emails five and six from the original series were comparable, with both offering savings tips and resources. In the revamped series, only one savings email was sent.
  • Less content was more. In the first series, each email was jam-packed with links, images and multiple messages, which could have distracted from the main point and call to action. In the updated series, supporting content was pared down and the visual design was toned down.
  • New branding elements could be easily incorporated. The energy utility had recently refreshed its branding, making this Welcome Series a perfect place to include new identity requirements. There was also an opportunity to add links that connected customers to new website content.
  • The customer journey needed a little guidance. While much of the content was similar from the first series to the second, the order of those messages shifted. For example, the original series began with a message about storm alerts and outage resources. Is that the best message to begin a Welcome Series? Instead, the second series opened with a message about taking control of one’s utility account — a topic of much higher interest to a new customer.

By restructuring the order of the emails and adjusting the content, the second Welcome Series was able to better connect with customers, boosting the open rate by nearly 27% and driving 19% more engagement.

With careful planning, thoughtful strategy and inspiring writing and design, you can achieve real results. As our data demonstrates year after year, welcoming a new customer with the right message can set the stage for a long, strong relationship.