The Benefits of Targeted Direct Mail Marketing for Energy and Utility Companies
In the United States, about 3,000 electric utilities deliver power to 140 million customers.
That’s a huge population that consists of many different segments. And whether you’re an investor-owned utility, a municipal one, or an energy cooperative, it’s important that you connect with the right consumers. One of the best ways to do this is by building targeted mailing lists.
Why Should Utilities Develop Targeted Mailing Lists?
Utility and energy companies have to keep their customers informed. Most people need electricity to go about their daily lives, and they expect to stay in the loop. From outages to new service launches, providers can use targeted direct mail marketing to:
- Announce new services
To evolve with the times, utilities frequently expand their offerings and services—with a focus on green energy alternatives and smart technologies. By targeting your mailing lists, you can promote these services to the right people (and increase uptake).
- Reach different customer groups
Energy utilities serve customers from diverse backgrounds. Residential and commercial clients, for example, have very different requirements and expectations. And consumers with higher consumption patterns will be more responsive to tailored marketing.
- Reduce costs and optimize resources
Direct mail campaigns cost money. By keeping your lists current and targeted, you can save time and lower your marketing spend. The idea here is to avoid wasting postage on outdated addresses, unresponsive customers, and demographics that don’t make sense.
Sustainability is another key consideration. Targeted direct mail marketing will help you share green energy practices and consumption incentives with customers who have already expressed an interest in environmental responsibility.
Audience Segmentation Tips for Energy and Utility Companies
Energy and utility companies should segment their mailing lists in several different ways.
Consider classifying your audiences based on:
- Demographic information
Tailoring your messaging to different age groups, income levels, and household sizes can go a long way. For example, younger customers may be interested in renewable energy—and older ones may be drawn to promotions that emphasize reliability.
- How long they’ve been a customer
New consumers can benefit from introductory offers or guides on how to manage their energy usage. Meanwhile, long-term customers tend to appreciate value-added services like home energy audits or even loyalty discounts.
- The languages they speak
Just under 80% of U.S. residents speak English at home. By segmenting your audience based on their native language, you can share vital information about outage notifications and the availability of interpreter services—always with the right people.
- Homeownership status
Renters may crave information on lowering their utility bills, while property owners may want to learn more about energy-saving features. Segmenting your audience based on homeownership status can help you determine how to approach consumers with different needs.
No matter how you look at it, utilities can find real value in targeting different customer groups with unique messaging. We’ll be here to help you at every step.
Reach Your Ideal Energy Audience with Targeted Mailing Lists
Targeted direct mail marketing is one of the best ways for energy and utility companies to connect with customers. Segmented mailing lists will keep consumers more engaged—and help your utility company share important information accurately.
So don’t wait, and reach out to current customers or new residents in your area with BuyLists.com by AccuZIP. Our simple interface, real-time lead counts, and extensive filters will help you improve your communications fast.
Curious about how to get started? Order your direct mail list now for only $0.03 per address. In the meantime, please contact us with questions or for more information.