Targeted marketing reaches new heights

To help Rocky Mountain Power meet their annual kWh savings goals, CLEAResult launched a pilot program and direct marketing campaign offering free advanced power strips to high-potential customers.

The challenge

Based in Salt Lake City, Rocky Mountain Power provides electric service to over a million customers across Utah, Idaho and Wyoming. After year-end forecasts indicated a savings gap in the portfolio, Rocky Mountain Power and CLEAResult collaborated on a gap strategy to boost the non-lighting kWh savings in Wyoming and Idaho to reach the ambitious savings goals.

The solution

Targeting the most high-potential customers, CLEAResult sent a select group of previous participants in Rocky Mountain Power’s Wyoming and Idaho residential programs a series of automated emails and direct mailers offering free advanced power strips worth $80 each. Warm, appreciative messaging helped shape the offer into a personalized thank you gift for their participation.

The email included a link to a simple landing page that made it easy for customers to claim the offer. “Limited-time only” messaging provided a sense of urgency, and friendly follow-up emails encouraged further engagement with step-by-step installation instructions. The results blew away all expectations, with an incredible 24 percent conversion rate leading to the distribution of over 7,200 energy-saving power strips.

Keys to success

The strategic marketing mix paid off with conversion rates beyond our expectations. Key elements of the campaign included:
• High-value offer
• Warm, personal message
• Urgency (limited offer)
• Simple user experience
• High-propensity audience

Key takeaways

• PROJECT

  CLEAResult implemented a pilot program and direct marketing campaign on behalf of Rocky Mountain Power

• CONVERSION RATE

  24%, compared to 2.5-3% conversion rate of Energy Kit campaigns within the territory

• RESULTS

  7,200+ total orders received and 1.56+ million kWh saved within 5-week campaign period

Download the full case study for complete project details, including all of our insights, takeaways and analyses.
 

"The campaign was a great success. The savings achieved had a positive impact on reaching our kWh savings targets and valuable lessons were learned for push marketing in our service territory."

Jill Fredrickson, Program Manager, Rocky Mountain Power