1 / 18

The Power of You vMail Campaign Case Study

The Power of You vMail Campaign Case Study. AGENDA Background Joint CEBP – PayItGreen initiative The Campaign defined Campaign Components The Con Edison Perspective Why involved? Campaign RESULTS Next Steps Q&A. Background

halen
Download Presentation

The Power of You vMail Campaign Case Study

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. The Power of You vMail Campaign Case Study

  2. AGENDA • Background • Joint CEBP – PayItGreen initiative • The Campaign defined • Campaign Components • The Con Edison Perspective • Why involved? • Campaign RESULTS • Next Steps • Q&A

  3. Background • To date, biller efforts have been focused primarily on promoting eBills, however eBill adoption lags significantly behind epayment adoption • The CEBP’s eBill Adoption Workgroup interested in developing and testing consistent messaging that could be adopted collectively by the billing industry to achieve a significant increase in eBill adoption. Earlier CEBP partnered with NACHA’s Marketing Management Group to develop profiles of “Mr./Ms. eBill User” and “Mr./Ms. eBill non-User” • NACHA’s PayItGreen wanted to 1)test green consumer messages to drive eBill adoption 2) create a vMail campaign to deliver the message and 3)deliver a turn-key marketing program • CEBP and PayItGreen partnered to create the Power of You vMail Campaign!

  4. What is vMail? • vMail is a an interactive email with video – a medium for delivering an actual video clip seen in the recipient’s email • The video clip represents an edited version of the full video that resides on a subsequent landing page • For the purposes of this campaign, VHD Technology provided the vMail streaming technology to enable: • Easy viewing of the video clip upon opening the email • No downloads required • No buffering based on bandwidth detection

  5. The Power of You vMail Campaign • Goals: • Create and deliver a vMail campaign to Con Edison customers aimed at switching recipients to eBills • Replicate the methodology with other billers • Variables to test: • The green message • Effectiveness of vMail as a marketing tool • Impact of the new PayItGreen Power of You video • The validity of the updated AccuData model: Mr. and Mrs. Bill Pay • The effect customer scoring can have on the success and conversion rates of a marketing campaign

  6. Building the Campaign • Step One – Update the Accudata Consumer Model • Predictive model for identifying which consumers are more likely to adopt eBills and epayments • Step Two – Score Con Edison Customer Data (Con Ed first biller to launch) • Customers segmented based on likelihood to convert (see subsequent slides) • Step Three – Create Compelling Video (or re-purpose existing asset) • Power of You video edited to include Con Edison call to action • Step Four – Develop Simple Green Message for vMail copy • Customized by Con Edison to reflect their culture • Step Five – VHD Technology Programming • Video clip created and embedded into email along w/additional call to action links • Step Six – Execute Campaign • Con Edison used their email house to deliver the vMail, file provided by VHD

  7. The Model: • Efficiently increase the number of enrollees. • Effectively reduce marketing expenses. • Apply statistical modeling techniques to identify significant characteristics of your marketing campaign enrollees. • Deliver a strategy allowing for streamlined and profitable enrollee acquisition marketing relating to your current campaign efforts. Objective Strategy

  8. Findings: Probability increases if the consumer buys through the mail, uses credit cards, has higher income, or is a single male with no children. Decreases with older ages or length of residence.

  9. The Enrollee Probability models accurately predicted almost 76% of enrollees when compared to actual enrollees on the test file. 59% of responders were found in 30% of prospect file Cumulative % of Enrollees Cumulative % of prospects What this means: Prospects with an above average probability to enroll have been identified.

  10. Decile 1 provides a lift of 188% above a 4.8% average enrollment rate. Going down to Decile 3 will still provide a significant lift. Deciles providing above average lift

  11. The Video • The Power of You video used for this vMail campaign, was developed by PayItGreen • VHD Technology created an edited clip for the campaign that is a 13 second loop take from a 2 minute video residing on a subsequent landing page

  12. Summary Results as of Jan 25, 2010

  13. Verizon VMail Campaign • The second biller to launch a successful campaign was Verizon • Verizon tested the same email message with video and without. The interactive email that included the Power of You video performed TWICE as well. • Overall response rate was 8% for the Verizon campaign

  14. What if . . . we all went paperless and received and paid our bills electronically? • Reductions in air pollutants by 3.9 billion tons of carbon dioxide equivalents, akin to taking 355,015 cars off the road; • Reductions of 1.6 billion pounds the solid waste generated in a year, equal to 56,000 fully loaded garbage trucks. 2007 survey by Javelin Strategy and Research

  15. Enrollment Summary – Proving the Strength of Model

  16. Need More Information? • Interested in launching this same campaign for your organization? • Contact: Samantha Carrier • scarrier@nacha.org • Check Out: www.payitgreen.org/business

More Related