Reliant Energy — Lubbock Nurture Journey
My portfolio would not be complete without a good old fashioned journey. This one centers around Reliant Energy and their entry into the newly deregulated energy market in Lubbock, Texas. Lubbock was sort of a gold rush situation for all of the major providers in Texas, so getting in with a clear message was key. Upon getting a customer’s email address (which happened through events, social outreach and the direct mail kits you’ll see below), we sent 7 scheduled emails with varying messages and ways in. All of this happened before people were even able to sign up for a plan.
All of this groundwork and nurturing led to a successful launch for Reliant in Lubbock, where they rushed out of the gates and became the leading provider.
Team: Calvin Lew (art director), Hayle Birlew (art director), Hallie Motowski (copywriter)
The onboarding nurture journey consisted of 7 emails. These emails were deployed between May and August and used tactics like personalization, graphics, comparison charts, myth vs truth breakdowns and more to explain what deregulation was and why it was a good thing for Lubbock residents. All of these emails had CTA off ramps where interested potential customers could visit the Reliant website to learn more.
Before and during the email nurture journey, this direct mail letter kit was used to drive interest and get people to opt in to the emails. Like the emails, deregulation was explained in a variety of ways. Plus, a “free electricity for a year” sweepstakes was attached to further entice people to join the email journey.
