PSE&G’s Paperless Billing Campaign Boosts Conversions with Easy One-Click Enrollment


PSE&G wanted to reinvigorate its paperless billing campaign to better engage with customers and achieve a conversion goal of 23.1%.


Questline Digital created a three-email campaign highlighting the benefit of bill access anytime and anywhere. With clever imagery and copy, this nontraditional campaign tested the use of tongue-in-cheek humor to draw in customers, while effectively communicating the “anytime, anywhere” convenience of paperless billing.

To make the sign-up process as easy as possible, Questline Digital set up one-click enrollment. Customers who clicked on the call-to-action were automatically taken to a landing page to confirm their information in a prepopulated form and enroll in paperless billing.


PSE&G’s paperless billing campaign exceeded customer engagement goals. With an Open Rate above industry benchmarks at 19.48% and a strong CTOR of 5.61%, the campaign achieved positive results. The ease of one-click sign-up encouraged customers to make the switch, enrolling 21,945 customers.

About PSE&G

Public Service Electric and Gas Company (PSE&G) is New Jersey’s oldest and largest regulated gas and electric delivery utility, serving nearly three-quarters of the state’s population.

PSE&G exceeded industry benchmark with 19.48% Open Rate for paperless billing campaign.

“Paired with multichannel promotions, one-click helped PSE&G to surpass our goal for paperless billing enrollments. Our estimated returns from email promotion were exceeded by 2%.”
—Melissa Standing, Campaign Manager, PSE&G