Electricity is a highly-commoditised industry, typically differentiated by price and one-off discounts that encourage customers to switch between retailers. As a result, the New Zealand retail market is very competitive.
Owning a strong brand is critical. Mercury’s brand promise is to “Inspire New Zealanders to enjoy energy in more wonderful ways”. They sought to fulfil this with a campaign that combined hyper-personalisation and best-practise email marketing.
Mercury put data at the centre of its strategy to communicate relevant information to drive engagement and customer satisfaction. “Your year in review”, summarised all the value customers had enjoyed from Mercury over the past year.
The focus was on reminding people of the value of being a Mercury customer – Airpoints, Free Power Days, Prompt Payment Discount, Solar Generation, account credits and Starship donations. Every email was personalised with all the value adds customers had enjoyed in the previous 12 months.
It wasn’t just a review, it was a call to action. If customers had not received Airpoints or PPD they received a message to let them know they had missed out on potential value and were invited to sign-up or change their behaviour to make sure they didn’t miss out in the future.
By providing much more than just a summary of customers’ electricity consumption and personalising the content to each and every customer, people felt…well rather wonderful. And the eDM delivered some wonderful results.
Engagement was well up from the previous comparable period, with from 9% to 425% increases across a range of customer actions. Mercury secured 5,567 new website users. And customer satisfaction rose for those that opened the EDM, beating the forecasted target.