In our direct channels, we developed messaging that was optimised based on our pre-launch tests.
Compare the Market wanted to launch a new service called EnergyCheck, a tool that ensures customers never overpaid for energy again.
We knew that years of governmental, sector and provider advertising struggled to shift the country’s ambivalence to energy. Most thought it was either boring, too long, or difficult to switch energy.
We needed to understand the drivers (and barriers) that would cause different groups to engage. Through a combination of research sources, we identified different energy segments - and messaging specific to each group that would motivate them to switch.
First, we developed a methodology to map these new groups across the customer database. Then we ran pre-launch display messages and emails to test the segmentation (and specialised messaging used for each). After analysing results it became clear that our messaging hypotheses were correct.
With the messaging validated, we created a multichannel campaign that was timed to capitalise on the January admin spring-clean (as we knew customer mind-set wanted to get on top of finances for the year).
Using analysis of the existing pages on the website, we created optimum journey recommendations and landing pages for communications.