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FirstEnergy: Electronic Billing Campaign

eBill campaign pays off for FirstEnergy.

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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