Segmentation and Automation of Utility Customer Communications Now Easier Than Ever with New Release from Questline

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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
  • 25 items added with 17,534 views
  • Feb 3, 2022

Columbus, Ohio, USA – The latest software release for Questline’s email and content platform, Engage™, allows energy utilities to automate behavioral email sends and quickly build targeted lists based on past interactions with customers.

“This release expands our email segmentation capabilities to include behavioral criteria in addition to today’s existing list and attribute criteria,” explains Tony Nguyen, Product Design Director at Questline. “Our utility clients can now deploy targeted communications faster, eliminate time spent manually manipulating lists and improve their ability to reach the right customers at the right time.”

Potential applications of the new targeting capabilities include automatic follow-up communications to:

  • Customers who did not open a specific email or campaign.
  • Customers who have clicked a specific link during a chosen period.
  • Customers who viewed an article or watched a content video about a specific energy topic during a chosen period.

Using combinations of these behaviors with Boolean logic and incorporating list/attribute criteria, utilities can develop detailed customer segments, such as:

  • Everyone who lives in a particular service territory and has opened an email about a solar energy program and did not sign up for the program.
  • Everyone who has participated in an energy efficiency program and has read an article or opened an email about smart thermostats.

“These capabilities will help energy utilities to better promote programs, marketplace products and alternate billing plans to best-fit audiences,” explains Brian Lindamood, VP of Marketing and Content Strategy at Questline. “Better targeting subsequently leads to happier customers and stronger business outcomes.”

Learn more about Questline’s Engage™ platform and email segmentation services.

About Questline, Inc.

Questline is a marketing and technology agency that builds engaging experiences throughout the utility customer journey, boosting program participation and overall satisfaction. The company’s marketing strategists and developers aid energy utility clients to drive more digital customer engagement, achieve program enrollment goals and grow long-term customer satisfaction. Through their proven process, Questline helps clients create and deploy digital campaigns that deliver measurable results with content that engages, educates and inspires action.

 Questline's ever-growing content library includes 4,000+ articles, videos, infographics and interactive quizzes used to support utility programs, such as: solar energy, electric vehicles, energy efficiency, marketplace sales, beneficial electrification, paperless billing and more.

Connect with Questline Digital

Fill out this form to receive more information from Questline Digital.

Todd Carney's picture
Todd Carney on Feb 17, 2022


This was an excellent piece. Automation always interests me, especially at a time with worker shortages in the economy, I feel automation helps bridge those gaps. A well-known concern about automation is that it reduces jobs. I think that is inevitable, such as ATMs replacing some bank tellers, and long-term the economy adjusts, but short-term there is a risk for economic damage. Do you see any risk here?

Bethany Farchione's picture
Bethany Farchione on Feb 17, 2022

Hi Todd - While automation will certainly impact some jobs, I don't think that email automation will impact jobs for utility marketers. The industry is currently just scratching the surface when it comes to optimizing customer touchpoints. With enhanced abilities to better deliver needed communications, I think new jobs might even emerge. As we all continue to focus more on CX there will be new/larger tasks tied to strategy, operations, design, coding and copywriting. Automation just makes these tasks more attainable and less cumbersome. Time previously spent manually segmenting contacts and sending emails can be better allocated to propel additional CX goals. 

Bethany Farchione's picture
Thank Bethany for the Post!
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