CASE STUDY: ENECO
How Eneco Rolled Out a Hyper-Personalized Omnichannel Strategy
OFFERING AN OMNICHANNEL EXPERIENCE
Eneco has approximately two million customers. Their marketing team knew that in order to use all that data to create relevant offers, they really needed marketing automation. Their primary goal? To increase the relevancy of their 1-to-1 communications across all channels.
Like all utility companies, Eneco's customers were coming in via a huge array of different channels. They could enter directly through their website, for instance, or via price comparison websites. They also have a wide variety of needs that Eneco wanted to be able to respond to in real time. This made it essential to know what every customer wanted and when Eneco could offer the right service.
"There were multiple companies just getting started with NBA (Next Best Action) marketing automation, but Relay42 was the most capable of helping us. They offered a concrete plan with a roadmap, use cases and a plan for building the data model. We decided to go for it, and we made huge progress in just the first year," says Ellen Aartsen, Segment Lead Heat & Sustainability at Eneco.
Online/offline channel integration
First, Eneco integrated all of their basic online channels like email, as well as online media such as display, social advertising, and search advertising. They also connected their website to Relay42. They also integrated their offline channels, such as direct mail and outbound communications, and in doing so were able to reach the right customer with the right message at the right time.
Before they started working with the Relay42 platform, they sent most of our offers in bulk, all at once and via a single channel. Now that they're working with Relay42, they can send tailored messages, advice and offers every day, and ensure they arrive at the precise moment when their customers are interested in an energy service.
"Introducing a new way of marketing has allowed us to follow up directly with customers showing buying intent online, which has led directly to a 300% higher conversion rate. By streamlining our campaign processes, we’ve also drastically reduced costs," says Maroue Khazai, Sr. Digital Marketer at Eneco.
Maroue KhazaiLead Marketing Automation, NBA team | Eneco
