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National Grid: Email Segmentation & Personalization

Innovative email segmentation offers a more personalized approach to recovering revenue.

Finding new ways to recover lost revenue.

The coronavirus pandemic left many people unable to pay their utility bills on time. For National Grid, that meant millions of dollars in uncollected revenue from past-due bills. They needed a marketing effort to recover that lost revenue and help customers understand that National Grid is there for them with various programs to help them get back on track with their bills.

Increase conversation with segmentation.

Winters in the Northeast are bitterly cold, and with so many people spending more time than ever inside, their energy costs could be higher than usual. We recognized that customers have different needs based on their financial situation. And given the large percentage of new customers in arrears for the first time, we created segmented communications customized to their individual needs. Segmentation was based on billing status, as well as personas deemed at risk to be in arrears.

Give customers newer, better ways to engage.

We deployed an email campaign that drove customers to a landing page that provided multiple opportunities to engage. Given how many new arrears customers aren’t familiar with bill assistance programs, we focused on education and helpful guidance by offering informative webinars and a personal call from a National Grid representative, in addition to linking to information about energy-efficiency programs for long-term savings.

Initial results of the campaign have been phenomenal.

Thousands of customers signed up for the webinar and personal calls from a National Grid representative. And after only one week of those calls, hundreds of customers have signed up for a default payment arrangement (DPA), recovering significant revenue. Another 500 customers have indicated their intention to sign up for a DPA. The campaign is still in progress.

Cr

Caring

Key brand as friend driver: caring

This was a very difficult time for so many. We wanted to let the customers who were struggling to pay their bills know that National Grid is here to help. By offering customers innovative ways to connect like webinars and personal phone calls, we met their unique needs—and helped recover critical revenue that contributes to National Grid providing safe, reliable electric and gas power.

About Brand as Friend Learn more about Brand as Friend >>

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CLIENT:

National Grid

PROJECT:

Email Segmentation & Personalization

INDUSTRY:

Energy & Sustainability

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