Our client is a leading energy provider in the country, with more than 500 000 residential and 10 000 commercial customers. It already had good brand awareness, but its website and blog had poor engagement level. The blog following had been steadily declining since its launch 2 years prior, the number of subscribers had hit a low. The client’s goal was to improve blog readership in order to drive more organic traffic to its website. The secondary goal was to make greater use of email marketing to increase customer loyalty.
The company encountered several challenges, including the need to educate its customers about complexity of energy products. Our client serves a national audience, but regional factors such as environment impact energy prices significantly. Additionally, because the energy industry is heavily regulated, the company faced a lengthy approval process for content.
We started with ramping up blogging efforts in order to double the content to ten posts per month. Blogs were centered on insights we uncovered during interviews with the company representatives in different regions. It helped us to develop more targeted regional newsletters and segmented emails.
The email marketing strategy combined with extensive blog content improved engagement level and conversions. Within the first seven months, our client massively increased its website traffic and blog following, as well as drew in more than 1 500 new contracts. By improving the newsletters’ quality, it also improved email engagement, with more customer responses as a proof.