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5 Key Components of a Successful Customer-Centric Campaign

As utilities work to improve the digital customer experience, self-service portals are best supported with effective email campaigns to grow program participation.


To help utility communication managers market utility payment, rebate, and incentive programs, I’ve modified this article I wrote in 2016. Read below for 5 key components of a successful customer-centric marketing campaign:


  1. A Clear Call-To-Action: One primary call-to-action is all you need per email in a campaign. All too often, business owners worry this one email is the one shot they have to portray each and every product feature available. Not the case. In B2B, it takes 7-13 touches to deliver a qualified lead. An email, a landing page or content marketing article is only one piece of a much larger picture. Remember to keep each message and call-to-action simple and straightforward so your audience knows what action to take.


  1. Focus on the Customer Journey: A marketing campaign is nothing without mapping the customer journey. This is a necessary first step to understand who you are targeting, why they need your product or service, what they are feeling, where they find information, and how they buy or act. If you skip this step, you may as well skip the campaign. 


  1. Converting Content: Once you know your audience, you need to give them content that will educate, motivate and persuade them to act. Videos are key assets within my marketing strategy. If your target buyers are among the 77% of U.S. Americans with a smart phone, video offers a 40% chance to convert, according to Adobe. Educational (and sharable) infographics, recorded webinars and gated trend reports are other cost-effective pieces of content that are effective at both lead gen and creating action.


  1. Effective Timing: The best time to receive an email, a social post, phone call or invitation depends on many factors, but this can be summarized to the concept of knowing and understanding your customer journey.


  1. Helpfulness: With every email marketing campaign I consult on and create, I follow the “Give, Prove, Give, Ask” formula. The more you can give your customers, the more likely they are to listen and act. If you are giving them information or resources, your value is apparent, and customers will remain loyal.


Once you have these identified and incorporated, it’s time to execute and measure. And most importantly, be prepared to refine your campaign along the way and remain open to learning more about your audience than you could have ever imagined. 


Original article:

I’d love to hear from you! If you have anything to add to the crucial components of a utility-focused marketing campaign that produces results, please comment below or email me directly at


Jennifer Espelien's picture

Thank Jennifer for the Post!

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