Save Money, Save Energy, Save The Planet

How Green Home Systems Used Direct Mail to Drive Customer Engagement and Energy Efficiency

Background

For over a decade, Green Home Systems have been working towards their goal of eradicating fuel poverty in Scotland. As an energy efficient specialist, they are able to advise on the best grant funding opportunities available, and provide energy saving solutions that help reduce bills, increase comfort, reduce noise and improve wellbeing.

With a comprehensive social media presence, and having explored a number of advertising routes including TV, they wanted to test direct mail as a potential new channel for customer acquisition.

Solution

From the very start, EPC rating was identified as the key data point to build the audience for the campaign, which was to focus geographically around Glasgow and the south west of Scotland, based on the catchment areas of Green Home Systems’ installers in that region. Households with a D-G rating, which were also in council tax band C-E, were selected as the target group, a profile supported by existing customer analysis.

Our creative team then set to work designing a powerful and attention-grabbing postcard, combining the attractive GHS branding with an aspirational visual, an explanatory technical image to help build trust, and a clear value exchange with a call to action to drive response.

Alongside a dedicated phone number to provide an additional response channel, the main CTA encouraged recipients to find out if they were eligible for free cavity wall insulation, via a QR code on both sides of the card. The code linked to an engaging campaign-specific landing page, which captured data for tailored follow up activity by the installation team. Furthermore, each QR code was both trackable and unique to each household, to enable robust tracking of results and ensuring no leads were lost.

Results

The campaign achieved a way above average QR code conversion rate of nearly 5%. Combined with several qualified leads via telephone, the project delivered a 5x return on advertising spend that delighted the client, and fully established DM as a channel of choice for their future marketing plans.

“From our very first interaction with our account manager, Precision demonstrated a clear understanding of our objectives and goals. The team assisted us to profile our target customer base, crafted an impactful graphic, and seamlessly executed the fulfilment process.

 

Their embedded technology provided valuable insights, allowing us to track response rates that were twice the market average. Precision’s expertise and commitment to delivering results exceeded our expectations, and we were very pleased with the partnership.”

Graeme Carruthers, Commercial Director