FERA Campaigns

TOU Summer 2023 Campaign • Home Energy Checkup Videos • FERA Campaign • ESA Campaign

FERA Campaigns

Non-responder Campaign – Direct Mail and Email

Activating customers who had not responded to many contacts about the Family Electric Rate Assistance (FERA) program was challenging. We worked with Hali Burbige and tested a variety of approaches. Finally, we found a challenging statement that broke through the noise: “Don’t assume you make too much money to qualify.” This proved very successful when we rolled it out. In fact, the FERA enrollment rate more than doubled the response rate from previous campaigns.

Always On Campaign – Direct Mail and Email

To boost enrollments while trimming the expense and effort of one-off campaigns, we put together an Always On program for FERA. Automated monthly mailings are sent to targeted FERA audiences, consisting of three direct mail touches and three email touches, spread out over a period of time. With plenty of format, cadence, and target testing, as well as wrangling many other moving pieces, we’ve arrived at a smoothly running effort that requires minimal input as it delivers new program enrollments. This program is delivering a 162% lift over the no-mail control group.