PPL ELECTRIC UTILITIES - DRIVING ONLINE TRANSACTIONS

Email, Digital, Social Media, TV

For PPL Electric Utilities, customer loyalty is not defined by retention, but by engagement and customer satisfaction. Consumer research shows that customers who utilize the self-service functions available online are more satisfied with PPL Electric Utilities and rate PPL EU higher in customer satisfaction surveys.

UMarketing was therefore tasked with getting customers to sign up for online accounts, paperless billing and automatic or one-time bill payments.

UMarketing designed a multi-channel communications plan that incentivized customers to perform an online transaction by giving them a $5 gift card redeemable at their retailer of choice. Media channels included TV, online banner advertising and social media – all led through an extensive email plan. The campaign media plan was optimized throughout the promotion to stay within specific program response rate parameters (controlling the flow so we did not exceed incentive budgets).

By segmenting out customers based upon the actions they had taken thus far (did they have an online account, were they already paperless), UMarketing was able to customize the communications and push customers to the key transactions that made sense for them. With all the media supporting the campaign, email drove the highest response, bringing in over 60% of the program's volume.

The initiative exceeded the goal while staying below budget. The promotion now saves PPL EU over $82,000 per year.

TV COMMERCIAL

EMAIL AND LANDING PAGES

EMAIL AND LANDING PAGES