Green Energy Provider Mover Trigger Case Study

This case study details the marketing strategies employed by a Southwest-based residential energy company to improve customer acquisition costs through the implementation of a Mover Trigger program. The company faced challenges in acquiring new customers at a lower cost per account than their existing marketing efforts. To address this, Deluxe recommended testing the Mover Trigger program, which focused on targeting consumers at key moments when they are likely to start new energy contracts. The pilot program, initiated in the summer of 2022, included both new movers and pre-movers, and utilized various marketing channels such as direct mail and digital outreach. The results indicated a significant reduction in cost per incremental order by over 46%, demonstrating the effectiveness of targeting pre-movers. The findings from the pilot informed future campaign optimizations, including adjustments in targeting and marketing tactics, leading to ongoing improvements in customer acquisition costs. The collaboration between Deluxe and the client continued into 2023, yielding further cost reductions.