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Rocky Mountain Power Advanced Power Strip Pilot Program Case Study

Published May 09, 2019

Targeted marketing reaches new heights

To help Rocky Mountain Power meet their annual kWh savings goals, CLEAResult launched a pilot program and direct marketing campaign offering free advanced power strips to high-potential customers.

The challenge

Based in Salt Lake City, Rocky Mountain Power provides electric service to over a million customers across Utah, Idaho and Wyoming. After year-end forecasts indicated a savings gap in the portfolio, Rocky Mountain Power and CLEAResult collaborated on a gap strategy to boost the non-lighting kWh savings in Wyoming and Idaho to reach the ambitious savings goals.

The solution

Targeting the most high-potential customers, CLEAResult sent a select group of previous participants in Rocky Mountain Power’s Wyoming and Idaho residential programs a series of automated emails and direct mailers offering free advanced power strips worth $80 each. Warm, appreciative messaging helped shape the offer into a personalized thank you gift for their participation.

The email included a link to a simple landing page that made it easy for customers to claim the offer. “Limited-time only” messaging provided a sense of urgency, and friendly follow-up emails encouraged further engagement with step-by-step installation instructions. The results blew away all expectations, with an incredible 24 percent conversion rate leading to the distribution of over 7,200 energy-saving power strips.

Keys to success

The strategic marketing mix paid off with conversion rates beyond our expectations. Key elements of the campaign included:

  • High-value offer
  • Warm, personal message
  • Urgency (limited offer)
  • Simple user experience
  • High-propensity audience

Download the full case study for complete project details, including all of our insights, takeaways and analyses.

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