Consumers Energy
Integrated Multi-Channel Retention Campaign — Utility
After J&C’s new retention program, the number of cancelled contracts went down by an astonishing 47,862. For context, that’s more than 9.5 TIMES the original goal. Each touchpoint worked together to build a loyal customer base for our client.
J&C developed a retention strategy with several direct mail and digital touchpoints. First, the new enrollee got a colorful Welcome Kit. Inside, there was a personalized thank you letter, a list of ASP’s best benefits and a window cling with the phone number. A buckslip promoted a free furnace filter as a welcome gift. Later, a self-mailer followed. Bright colors and high-resolution photos, from a 2-day photoshoot conducted by our in-house Creative Director, echoed the Welcome Kit. Messaging shared good news: a “thank you” gift for ASP customers was on its way.
Between mailings, email touchpoints called out the features of ASP, acknowledged the “thank you” gifts and shared tips on how to use less energy to save money.