Interest in Energy Efficiency Rose During Pandemic

image credit: Questline
Bethany Farchione's picture
Marketing Director Questline Inc.

Marketing Director at Questline Digital, a marketing and technology agency that builds engaging experiences throughout the utility customer journey, boosting program participation and overall...

  • Member since 2020
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  • Apr 8, 2021

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Energy utility customers showed an increased interest in energy efficiency (EE) content over the last year, according to data from Questline's 2021 Energy Utility Benchmarks Report.

During the initial months of the pandemic, customers engaged with promotional emails from their energy providers with an 18% higher open rate and 27% higher click-through rate than the previous year. Messages about energy efficiency proved the most successful.

There is a growing consumer interest in learning ways to save energy and money. Accelerated by the pandemic’s restraints on available income and with customers using more energy at home during mandated lockdowns, people everywhere looked for new ways to cut expenses.

Top EE Content for Residential and Business Customers

Questline’s Benchmarks data shows that the most successful content from 2020 focused on addressing customer concerns about energy costs and waste. Across all formats – articles, infographics and videos – EE topped the list for most engaged content.

Residential customers were searching for ways to save energy around their home and advice on various home appliances, such as how to know if their heating system needs replaced.

Top content topics among residential customers included:

  1. Wasted Energy Detective: Mysterious Living Room Losses
  2. 5 Ways to Save While Staying Warm
  3. Finding Hidden Energy Losses in Your Home
  4. 5 Ways to Save While Doing Dishes
  5. Does Changing Your Furnace Filter Really Save Energy?
  6. Home Energy Audits Open the Door to Savings
  7. Wasting Energy is a Hard Habit to Break
  8. 3 Reasons Why Your Furnace Turns On and Off Constantly
  9. Is Your Heating System Not So Hot?
  10. Has Your Air Conditioner Lost its Cool?

For business customers, cost savings and energy efficiency were a big focus. The most popular content provided advice on easy energy upgrades at their facility, energy monitoring systems, improving productivity and ways to save energy and money during downtime.

Top content topics among business customers included:

  1. Low-Hanging Fruit: 5 Simple Energy-Saving Upgrades
  2. Energy Monitoring Systems Provide Real-Time Savings
  3. Business Downtime: Steps to Saving Energy and Money
  4. Shedding Light on the Hidden Costs of Summer
  5. 5 Ways to Save on Hidden Energy Waste
  6. 5 Ways to Save on Water Heating
  7. 5 Ways to Save in Your Office
  8. 5 Ways to Save While Improving Productivity
  9. Energy Efficiency for Commercial Customers
  10. Energy Savings Opportunities for Schools

About the 2021 Energy Utility Benchmarks Report

In its seventh year, the Energy Utility Benchmarks Report evaluates digital marketing data for Questline’s 450 energy utility clients, looking at more than 356 million email messages to analyze performance and trends across the utility industry. 

The report takes a deep dive into topics like paperless billing, welcome emails, social media, webinars and marketing tactics like personalization and segmentation.

Get your hands on the full report and learn how to enhance your energy utility’s digital customer relationships by visiting:

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Bethany Farchione's picture
Thank Bethany for the Post!
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