How a state agency persuaded 11 commercial market
How a state
agency persuaded 11
commercial market
segments to reduce energy consumption
segments to reduce
energy consumption
When you want to reduce your company’s operational costs, energy conservation may not be the first solution you consider. But when you understand how to measurably reduce energy consumption—without impacting the comfort of your people—you can make a significant difference in your spending.
New York State Energy Research and Development Authority (NYSERDA) serves as the primary resource for companies that need funding, technical assistance, and expert guidance to help implement energy efficiency measures. But awareness was low—and so was NYSERDA’s budget. So, they needed a cost-effective marketing tactic to drive participation for their commercial and industrial programs.
Agency services:
NYSERDA had an extensive prospect database containing influencers and decision makers across 11 commercial market segments. But many of the contact entries were incomplete, with some missing industry-specific tags. So, we used additional data sources to append NYSERDA’s list with the missing information. This included company data that allowed us to better define each industry segment.
When done correctly, email marketing can generate up to $42 for every dollar spent. Because we had valid email data across NYSERDA’s prospect list, that’s the tactic we chose.
Before developing email creative, we built a journey map showing how each contact would move through the campaign based on the actions taken (or not taken) across three waves of communications. Then, using industry-specific insights that enabled us to speak to the decision makers’ pain, we created 11 versions of messaging and visuals designed to compel NYSERDA’s unique audiences to reach out for guidance.
The overall open rate of our email campaign was 31%. And we more than doubled the industry average click-through rate with a CTR of 7%. This helped NYSERDA drive program participation by 32% and gave them valuable new-customer data to fuel future marketing efforts promoting renewable energy sources and efficiency programs.
Our efforts achieved:
Imagine the playground torments and
Imagine the playground
torments and missed
missed high-school dances our data
high-school dances our
data scientists had to
scientists had to endure–all
endure–all so you can
be the big cheese at
so you can be the big cheese at the
the reunion. Now can
we have our
reunion. Now can we have our
lunch money back?
The funnel, the pipeline, the
The funnel, the
pipeline, the hopper-no
hopper—no matter what you call it,
matter what you call
it, we’ll provide the
we’ll provide the care and feeding,
care and feeding, so
so you never call it empty.
you never call it
empty.
Finally, a marketing newsletter you don’t
Finally, a marketing
newsletter you don’t
have to burn calories to read.
have to burn
calories to read.
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