Region-specific – weather, transportation, landscape, city landmarks.People – age, gender, race, socioeconomic status.Consider your specific audience demographics and build in visual elements that help customers see themselves in your campaigns. You want the imagery in your e bill promotions to be relatable to customers, eye-catching and relevant. Decluttering and convenience message to small business ownersĮ billing best practice #5: Don’t forget about design.Security message to older audiences or customers with smart security systems.
Convenience message to busy professionals and parents.Follow up with those who didn’t complete e bill signup.People who pay online but still get paper statements.Here are several ways you can segment your paperless promotion emails: And 76% get frustrated when this doesn’t happen.” Furthermore, McKinsey shares that companies that excel at personalization generate 40% more revenue from those activities than those who don’t.Īs this data showcases, personalization is a must-do e billing best practice. McKinsey’s Next in Personalization 2021 Report shares that, “71% of consumers expect companies to deliver personalized interactions. Instead, your utility should segment customers into groups and build campaigns that speak to the specific concerns of each audience. The same message or incentive is unlikely to work with all customers. In comparison, campaigns with no incentive achieve a 23% conversion rate on average.Į billing best practice #4: Use segmentation Paperless billing campaigns that award an incentive achieve a 34% conversion rate on average. Offering an incentive pays off with higher conversion rates (and by reaching participation goals more quickly). Contest entries that award a single large prize (such as $1,000 cash or major league sports tickets) have been less successful. The most successful incentives are small giveaways awarded to everyone who signs up for paperless billing (including LED lightbulbs and $5 gift cards). Not only do incentives boost email open rates, but incentives also increase conversions. Incentives pay off in paperless billing campaigns, enticing customers with the promise of a contest prize or financial benefit. E billing best practice #3: Attract attention with compelling incentives Questline Digital data shows that subject lines with 40 to 50 characters perform best.Īccording to metrics from the many paperless billing campaigns Questline Digital has deployed for energy utilities, the top-performing subject line was, “You’ve got eBill and a $10 gift card.” This campaign achieved a 77% open rate, compared to 21% for the average campaign. Short subject lines are best for capturing the attention of residential customers.
The best email subject lines are upbeat, active and strike a personal tone while encouraging the customer to open the message.
Affordable no need to buy stamps or worry about late fees.Simple easy to manage and pay from anywhere.In Questline Digital’s experience creating paperless conversion campaigns for energy utilities, the benefits that most appeal to customers are: Focus on solving problems, not just offering a new payment option. The most successful messages speak directly to the customer, use personal language (“you”) and address the ways that paperless billing makes everyday life easier. Your messaging should help customers understand the benefits of paperless billing and overcome potential barriers that might stand in the way of adoption. E billing best practice #1: Focus on personal benefits for customers