Great question Matt! It has been quite an eye-opening year in many ways.
The biggest customer revelation we saw was a rapid acceleration in digital engagement in 2020. Email open rates hit record highs last spring (40% open rate in March), eNewsletter engagement was off the charts (37% open rate), and customers were especially interested in energy efficiency content as they spent more time at home and shifted work to home offices. When the crisis hit, customers were eager to hear from their energy provider.
The lingering impact has been increased conversions for digital services like My Account and eBill. During the initial months of the pandemic we saw a 20% increase in the open rate for eBill campaigns and a 53% increase in click-to-open rate for the entire year. We expect customer interest in convenient, hands-free services like this to grow into lasting digital relationships with their energy providers.