Out of FirstEnergy’s six million customers, only 1.5 million were enrolled in electronic billing. FirstEnergy asked Mower to help drive adoption of electronic billing, which saves the company $5 per customer per year. Driven by customer segmentation data and insights gleaned from research into motivations and barriers to signing up, Mower deployed a campaign that used quirky photography, tailored benefits messaging and smart digital targeting to deliver real results. The campaign yielded a 117% increase in electronic billing registrations — a savings of over $300,000/year.
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