How to Create Great Marketing Emails for Energy Utilities

Blue Button with White Envelope

Did you know that more than 63% of residential customers read emails from their energy utility on smartphones, and most spend less than 8 seconds on each email? Despite the high open rates in the energy sector, averaging 41%, and an impressive click-through rate (CTR) of 11.3%, the brief attention span of customers underscores the critical need for mobile-optimized, concise, and impactful messaging. Crafting emails that capture attention quickly and provide clear, actionable content is essential in this industry.

At MyHEAT, we understand the unique challenges and opportunities within the utility industry. This guide will explore actionable tips and best practices for crafting outstanding marketing emails tailored specifically to the utility sector. By leveraging these strategies, you can enhance customer engagement, improve open rates, and boost click-through rates (CTR).

Benefits of email marketing in the utility industry

For utility companies, effective email marketing campaigns can:

  • Increase customer engagement
  • Improve customer satisfaction
  • Drive action
  • Act as an effective and low-cost communication channel
  • Act as a complementary channel to reinforce messages delivered via other channels
  • Provide reporting and performance metrics to help evaluate marketing messages that other channels can’t offer

The power of first impressions: subject lines and preview text

Crafting compelling subject lines

The subject line is your first chance to make a good impression and entice recipients to actually open your email. 

Here are some tips for creating subject lines that grab attention:

  1. Keep it short and sweet: Aim for 6-10 words. This ensures it’s visible on mobile devices.
  2. Be clear and concise: Clearly convey the email’s value. Avoid ambiguity.
  3. Personalize when possible: Use the recipient’s name or location to add a personal touch.
Example subject lines:
  • “Your Home’s Energy Score: See How You Compare”
  • “Winter’s Coming: Is Your Heating System Ready?”
  • “[Name], Here’s How to Cut Your Energy Bill by 20%”
  • “Save on your energy bill this summer, [Name]!”
  • “Important updates for CompanyX customers in [City]”
  • “Special offer: Upgrade to energy-efficient appliances”

Leveraging Preview Text

Email Preheader Text Example

Credit: theemailmarketers.com

Preview text, also known as the email preheader text, is the snippet of copy that appears next to or below the subject line. Though often overlooked, it can significantly impact open rates when used effectively.

Many email marketing tools often offer a specific field for including the preheader text. If your tool doesn’t have this feature, email clients will typically just pull the first copy in the email for this purpose – so ensure the first bit of copy in your email is relevant.

You can also use a technique called “hidden preheader“. This involves including invisible copy (using 0 font size or font color matching the background) at the beginning of your email, which the email client will pull for the preview text. This allows you to craft a specific message for the preview without it appearing in the main body of your email.

Here’s how to make the most of your email preview text:
  1. Complement the subject line: Provide additional context or a teaser for the email content.
  2. Keep it engaging: Use action-oriented language to create curiosity.
  3. Limit to 50-100 characters: Ensure it’s fully visible on all email clients.
Example preview texts:
  • “New ways to save on your energy bills this season.”
  • “Learn about our latest services and updates for your area.”
  • “Exclusive offer: Get a rebate on energy-efficient appliances.”

Best practices for email design and engagement

Optimal email structure

The structure of your email can make or break its effectiveness. For energy industry emails, clarity and simplicity are key.

Email design recommendations:
  1. Use a single-column layout for easy mobile viewing
  2. Place your most important content “above the fold”
  3. Use white space to improve readability
  4. Group related information into clear sections
Font considerations and accessibility

Readability of your emails is important, especially when conveying complex information about energy usage or new technologies.

Best practices for email accessibility:
  1. Use a font size of at least 14px for body text and 20-24px for headlines
  2. Stick to web-safe fonts like Arial, Verdana, or Georgia
  3. Use color contrast to your advantage (dark text on light background)
  4. Limit the use of different fonts to maintain consistency
  5. Ensure sufficient color contrast for accessibility
  6. Use descriptive link text
  7. Structure your email with proper headings
Tips on including images in emails:
  1. Use images of homes, energy-efficient appliances, or infographics to illustrate energy savings
  2. Keep file sizes small to ensure quick loading times
  3. Always include alt text for accessibility
  4. Avoid using images to convey critical information
Mobile Responsiveness

With 63% of residential energy utilities customers reading emails on smartphones, ensuring your emails look great on smaller screens is non-negotiable.

How to optimize your emails for mobile:
  1. Use a responsive email template
  2. Test your emails on various devices before sending using email testing and previewing tools like Litmus.
  3. Use larger touch targets for buttons (at least 44×44 pixels)

Email call-to-actions (CTAs): Quality over quantity

In the utility and energy industry, clarity of purpose is important. Your emails should have a clear goal, whether it’s encouraging energy audits, promoting new services, or driving adoption of smart home technologies.

Email CTA best practices:
  1. Limit your email to 1-3 primary CTAs
  2. Make your CTA buttons stand out with contrasting colors
  3. Use action-oriented text like “Schedule Your Energy Audit” or “Start Saving Today”
  4. Prioritize actions: Highlight the most important action you want the recipient to take
  5. Use clear, concise language: Make it obvious what will happen when they click
Example CTAs:
  • “Check your eligibility for a rebate”
  • “Read the full update”
  • “Schedule a service appointment”

Tip: A/B test your CTAs to see which ones resonate best with your audience. You might find that “Reduce Your Carbon Footprint” outperforms “Save on Energy Bills” for environmentally conscious customers.

Technical considerations for marketing emails

UTM parameters: Tracking email campaign success

UTM parameters are crucial for understanding which emails drive traffic and conversions on your website.

How to use UTM parameters:
  1. Add UTMs to links: Use parameters like utm_source, utm_medium, and utm_campaign to track traffic from emails.
  2. Consistent naming conventions: Maintain a standard format for easy analysis.
  3. Analyze performance: Use Google Analytics to assess which links and emails drive the most traffic and conversions.
Example UTM structure:

https://www.myheat.ca/?utm_source=email&utm_medium=newsletter&utm_campaign=winter2024

Using vanity URLs to streamline links

Long, complex URLs can be off-putting and may reduce click-through rates. Vanity URLs solve this problem.

Vanity URLs are short, readable links that mask long URLs with UTMs. They improve user experience and link aesthetic

How to implement vanity URLs:
  1. Create a short, relevant URL (e.g., myheat.ca/audit)
  2. Set up a redirect from the vanity URL to the full URL with UTM parameters
  3. Use a URL shortener or your own domain
  4. Ensure the vanity URL redirects to the full URL with UTMs intact
General tips on open rates and deliverability

To maximize your email’s reach and engagement, consider these tips:

  1. Improve open rates: Personalize subject lines, send at optimal times, and segment your audience.
  2. Ensure deliverability: Avoid spammy words, use a verified domain, and maintain a clean email list by regularly removing inactive subscribers.
  3. Timing: Tuesday is generally considered the best day to send marketing emails for utilities, but the optimal day and time can vary based on the specific audience.
Staggered email sending to manage server load and user experience:
  1. Prevents overwhelming your website if many recipients click through at once
  2. Allows for real-time optimization based on initial results
  3. Can improve deliverability by avoiding spam flags
How to send emails in batches:
  1. Divide your list into segments (e.g., by zip code or customer type)
  2. Send to each segment with a 15-30 minute delay between batches
  3. Monitor website performance and adjust sending speed if needed
  4. Ensure your website can handle increased traffic, particularly during peak send times

Measuring and analyzing email performance

Key metrics to track include:
  1. Open rate (aim for 20-30% in the utility sector)
  2. Click-through rate (CTR) (3-5% is considered good)
  3. Conversion rate (highly variable based on the offer)
  4. Time spent on landing pages
Tools for email reporting and analysis:
  1. Your email service provider’s built-in analytics (e.g., email reports included in Mailchimp, HubSpot, Sendgrid, Intercom, etc)
  2. Google Analytics for website behavior post-click 
  3. Email heat mapping tools to see where subscribers are clicking

Use this data to continually refine your approach. For example, if you notice higher engagement with emails about smart home technology, you might increase the frequency of these topics.

Email personalization and segmentation

Did you know that emails with personalized subject lines are 26% more likely to be opened? Personalizing your email content and segmenting your audience can significantly boost engagement. Here’s how to leverage these strategies effectively:

1. Use personalized greetings 

Include dynamic elements in your email, such as the recipient’s first name in the subject line or email copy. 

For utility companies, this can extend beyond just names. You could personalize based on service address, recent energy usage, or account type. For example, your subject line could be “John, here’s your energy report for 123 Main St” or your email could open with “Hello Sarah, we noticed your energy usage increased by 15% last month.” 

This level of personalization can grab attention and immediately make the content relevant to the recipient, potentially increasing open rates and engagement with important utility communications.

2. Segment your audience 

Group recipients based on their behaviors, preferences, or demographics. 

For utility companies, this could involve segmenting customers by their energy consumption patterns, payment history, or engagement with previous communications. For example, you might create segments for:

  • High vs. low energy consumers
  • Residential vs. commercial customers
  • Consistent on-time payers vs. those who frequently pay late
  • Customers interested in renewable energy options
  • Frequent users of your online portal vs. those who prefer traditional communication methods
3. Create tailored content for key segments 

Once you’ve segmented your audience, customize your email content to address each segment’s specific interests and needs. This targeted approach can significantly increase the relevance and effectiveness of your communications. For example:

  • High-usage residential customers: Send personalized energy-saving tips and information about efficiency upgrades.
  • Low-usage customers: Provide congratulatory messages and advice on maintaining their efficient habits.
  • Commercial customers: Share updates on demand response programs or bulk energy purchasing options.
  • Environmentally conscious customers: Offer updates on green energy initiatives and how to reduce carbon footprint.
  • Frequent digital users: Highlight new features of your online tools or app.

Build effective marketing emails that engage your customers

Effective email marketing in the utility and energy industry requires a blend of technical know-how, design skills, and an understanding of customer needs. By focusing on creating valuable, relevant content and optimizing every aspect of your emails from subject lines to CTAs, you can significantly improve your email marketing results. Remember, the goal is not just to get your emails opened, but to drive meaningful action that benefits both your customers and your organization.

At MyHEAT, we understand the unique challenges and opportunities in the utility sector. Our thermal aerial heat loss maps provide a powerful tool for personalizing your email content and segmenting your audience based on their home’s energy efficiency. Imagine sending personalized emails to customers with high heat loss, offering specific energy-saving tips or retrofit programs. Or congratulating customers with efficient homes and encouraging them to maintain their good practices. By integrating MyHEAT’s visual data into your email marketing strategy, you can create highly engaging, personalized campaigns that drive real action and energy savings.

Start by implementing these strategies in your next campaign, and don’t be afraid to test and iterate. The energy landscape is constantly evolving, and your email marketing should evolve with it. With MyHEAT’s innovative solutions, you’re well-equipped to stay ahead of the curve and create email campaigns that truly resonate with your customers.

Frequently asked questions about email marketing for energy utilities

How often should we send marketing emails?
  • It depends on your audience and content. Start with once a month and adjust based on engagement metrics.
What are some common mistakes to avoid in email marketing?
  • Avoid sending too frequently, using misleading subject lines, and failing to optimize for mobile devices.
How can we measure the success of our email campaigns?
  • Track open rates, CTR, conversion rates, and engagement metrics like time spent on landing pages.
What tools can help with email marketing optimization?
  • To ensure your email marketing campaigns are optimized and effective, consider using the following tools:
  1. Email preview tools: Tools like Litmus can help ensure your email templates render correctly across all email clients and devices. This helps maintain a consistent and professional appearance regardless of where the email is viewed.
  2. Deliverability testing tools: Tools like Mail-Tester can audit your emails for potential deliverability issues. They can check for problems related to DKIM, DMARC, spam scores, and other factors that might cause your emails to end up in the junk folder.
  3. Reputation and scoring tools: Google’s Postmaster Tools provide insights into the reputation and score of your emails. This information can help you identify and address issues that might affect your email deliverability.

By leveraging these tools, you can improve the overall effectiveness of your email marketing campaigns and ensure your messages reach your audience’s inboxes.

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