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Email Marketing: Move Beyond Segmentation to Insight Driven Personalization

Posted By Karen Morris, Thursday, August 23, 2018

 

Good marketers know the importance of delivering the personalized experience customer expect. Personalized email campaigns begin with segmentation but in our data rich digital world we can now move one step further to one on one marketing also known as the segment of one.

Now having access to more customer data utilities can easily create personal, and relevant email campaigns. How relevant and personal can you get? Here are a few ways, threshold bill alerts, video bill explanations only sent to households with higher bills, demand response notifications, weather notifications, and more all including useful relevant tips.

The beauty of email marketing lies in the fact that they open the doors to a wide array of customer data begging to be analyzed, categorized, optimized. Thanks to these tools, we have access to detailed insights about our audience and can carefully tailor messages to drive open rates and customer engagement!

Audience Demographics

Without much effort, you can easily start segmenting based on location, home profile, income, age, and energy use patterns. In addition, gathering home profile data through your preference center or your online Energy Advisor ensures that your messages are even more exact. For instance, sending HVAC upgrade tips to someone in a multifamily home is not helpful. Someone eligible for your low-income program would rather see low-cost or no-cost tips. Having granular knowledge of your service territory allows you to deliver messages that customers appreciate. It all goes back to fostering a trusting relationship.

Do you know, that young families are more conscious of how much they’re spending on their utility bill? Or you might gather, through household income demographics, that higher-income customers are more engaged in pricing programs, like San Diego Gas & Electric discovered. These are the kinds of insights that will allow you to start building trust with your audience that goes beyond efficient billing.

Email Engagement

Measure the success of your email campaigns by analyzing open rates, unsubscribes, and click through rates to determine how much your audience is interested and willing to engage with your brand.

Looking at email analytics is also an effective way to see which kind of content your audience wants to see. Apogee finds that our utility clients sending emails with video bills not only receive click through rates that are more than 3 times their average baseline but are sustained proving continued customer engagement.

Energy Use Data

Apogee has used customer energy use data to identify customers that have recently experienced a bill hike, we then send this group personalized energy tips and bill explanations messages on how to avoid it happening again. We are seeing as much as 98% of customers wanting to see more of these personalized messages and an increase in utility brand perception.

Are you moving towards the segment of one?

It’s important here to remember that if you’re new to segmentation, always start simple. Apogee can help move you closer to the segment of one.

Have you already started segmenting your audience? What’s worked for you? Let us know!

 

About the Author: Ann Fracas, VP of Business Development

Prior to joining Apogee Interactive, Ann was an enterprise sales executive in the technology and consulting industries. Her career started at Georgia Power in IT and then moved to sales at Adobe, Foxit, and DayNine Consulting Services.

Ann focuses on a consultative ‘customer first’ approach driven by business needs, and value. She is a Georgia Tech graduate, having received her Bachelor of Science in Industrial Management with a concentration in Information Systems. She has a passion for developing strong long-term business relationships, and finding the right solutions to maximize a client’s investment.

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Tags:  Apogee  email  marketing 

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Hometown Connections Teams with Apogee Interactive To Promote Customer Engagement on the Web

Posted By Karen Morris, Wednesday, July 26, 2017
Hometown Connections Teams with Apogee Interactive

To Promote Customer Engagement on the Web

Personalized, Outbound Energy Messaging for Public Power Residential Customers

Delivers Higher Satisfaction and Measurable Results

 

 

LAKEWOOD, CO and ATLANTA, GA – July 27, 2017 – Hometown Connections, the utility services subsidiary of the American Public Power Association, and  Apogee Interactive announced a partnership to provide online customer engagement and energy analysis tools to public power electric, gas, and water utilities. Apogee is the country’s leading provider of personalized, outbound messaging and analysis for residential customers.  Currently offering services to more than 600 utilities here and abroad, Apogee has an extraordinary 24-year track record of innovation, service, and customer loyalty.

Through Hometown Connections, American Public Power Association members gain access to products/services from industry leading vendors vetted and endorsed for public power, as well as consulting support in the areas of organization assessment, strategic planning, market research, and workforce solutions.

“Hometown Connections has long admired Apogee’s ability to transform utility data into attractive, online, easy-to-understand, personalized messaging for residential customers,” said Bill Smart, Senior Vice President, Business Development. “Apogee is a one-stop, best-in-class shop for an impressive array of customizable and measurable customer communications web-based platforms, including video messaging, interactive voice & text response, energy-use alerts, calculators & reports, and home energy audits. Through this new partnership, Apogee and Hometown Connections will help individual utilities, state associations, and joint action agencies offer public power customers personalized and relevant energy information to build trust while increasing satisfaction and engagement.”

“Apogee’s mission is delivering cutting-edge innovation to our utility clients, helping them cost-effectively engage and educate their customers,” said Susan Gilbert, Apogee CEO & Co-Founder.  “Educated customers make better energy decisions, which saves them money while positioning the utility as a trusted, credible information source,” she added. “We pride ourselves on exceptional customer loyalty and analytical excellence.”  Apogee’s analysis engine is RESNET accredited as the industry’s most accurate, capable of producing a HERS home rating.  “We are proud to be included as a Hometown Connections partner and look forward to expanding our services to more of the municipal marketplace.”

About Hometown Connections International, LLC

Hometown Connections is the utility services subsidiary of the American Public Power Association, offering public power utilities guidance and access to quality products/services from a trusted entity with public power’s best interests in mind. Hometown Connections personnel provide consulting support in the areas of organization assessment, strategic planning, governance development, market research, and staffing. Hometown Connections provides discounted pricing on technology, services, and other solutions from industry-leading companies. The products and services offered through Hometown Connections include the full range of advanced grid solutions, as well as financial and organizational management tools and consulting. For more information, visit www.hometownconnections.com, https://www.facebook.com/HTConnections, https://twitter.com/HTConnections.

About Apogee Interactive

Apogee Interactive is nation’s leading full service provider of proactive customer engagement software services for utilities. A partner with the utility industry since 1993, Apogee’s digital engagement platform delivers on-line and outbound proactive, personalized communication to consumers nationwide. The company’s digital reach extends through more than 600 utilities to 48% of US households and businesses, increasing utility customer satisfaction and slashing costs. Apogee’s SaaS platform enables more meaningful customer engagement, proven sustainable energy results, and improved program performance for utilities. For more information visit www.apogee.net  or Linkedin  https://www.linkedin.com/company/99046/

 

Media and Business Contacts

Hometown Connections:

Bill Smart

bsmart@hometownconnections.com

303-940-7331

 

Apogee Interactive:

Karen Morris

kmorris@apogee.net

678-684-6801

 



 

 

Tags:  Apogee  Customer EngagementResidential Programs  Energy Efficiency 

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First Launch of Apogee Interactive’s Technology in Canada

Posted By Karen Morris, Wednesday, May 17, 2017

Canadian Utility to Launch Apogee Interactive’s Energy Calculators for Residential and Commercial Customers

First Launch of Apogee Interactive’s Technology in Canada

FOR IMMEDIATE RELEASE

ATLANTA (May 18, 2017) –  A Canadian utility will soon launch Apogee Interactive’s Energy Advisor for its residential customers and Apogee’s Commercial Energy Calculator for business customers, proven industry-leading technologies designed to help customers lower their energy bills and leverage the utility’s energy efficiency products and services.

The partnership marks a milestone for Apogee, as it is Apogee’s first partnership with a Canadian utility provider. The Canadian utility plans to use the online tools to engage customers, providing them with more information on their usage and helping them understand how energy efficiency practices and behaviors can lower their power bills.

The Energy Advisor and Commercial Energy Calculator will help customers learn what drives their electric consumption and the factors that impact costs and fluctuations in their bill. Business customers who use the Commercial Energy Calculator will also be directed to efficient products and services offered by the utility to help them lower energy costs and improve their business’ bottom line.   

Features of the Energy Advisor include:

·         A responsive user interface

·         Energy saving recommendations and links to programs

·         Utility branding

·         Usage analytics

·         Energy libraries designed to further educate consumers who are engaged online.

The Commercial Energy Calculator incorporates the Energy Advisor features and can also assist account managers and commercial auditors. It offers a wide array of tools designed to better serve business customers of varying sizes. 

“We are honored to be chosen by a Canadian utility to help them improve their customer experience,” said Susan Gilbert, President and CEO of Apogee Interactive. “Our Energy Advisor is a proven solution for utilities seeking to provide their customers with a hands-on, personalized experience.”

About Apogee Interactive

Apogee Interactive is the nation’s leading provider of customer engagement technology for utilities. Partnering with utilities since 1993, Apogee’s digital engagement platform delivers proactive, personalized communication to residential and commercial customers nationwide. Apogee’s proven SaaS platform enables more meaningful customer engagement, proven sustainable energy results, reduced operating costs, and improved program performance for utilities. For more information, please visit www.apogee.net. Follow us on Twitter at @apoweb and on Linkedin.

 Apogee Contact: Karen Morris – 678-684-6801 – kmorris@apogee.net

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Tags:  Apogee  customer engagement digital  energy  marketing 

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