OBJECTIVE: Inspire small behavioral changes in customers across North America.
STRATEGY: We created a dynamic email and direct mail campaign infused with variable data, behavioral science and battle-tested messaging approaches. Using behavioral science and top-performing messaging concepts from previous campaigns, we began with three distinct directions that we tested side-by-side. One messaging direction rose above the rest, allowing us to laser focus on the direct mail messaging along with the zones of each email: subject lines, headlines, CTAs and imagery. By continually optimizing every aspect of each email and direct mail piece, we were able to drive savings and participation rates across distinct geographic and demographic populations in North America.
- Performed at prior employer on behalf of C3 IoT, ComEd, CUB and Entergy Arkansas
- Messaging strategy
- Marketing strategy