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Best Test You Learned From:
Florida Power & Light - 2005 Online Bill Payment Campaign
Brand/Client Side Team:
MarketingSherpa Summary - Why They Won:
Florida Power & Light created a matrix of 30 variables (30!) to test before the email team rolled out the most important campaign of the year. We bet most marketers, outside of a select group of Web-only specialists, don't bother to test one single thing prior to rolling out a big campaign, let alone 30. Although the results are private, we can tell you that the differences between the highest and lowest responding cells were fairly wide. If the team hadn't tested first, they would have almost certainly gotten far worse results to the big campaign.
From Their Nomination Form:
Florida Power & Light (FPL) is the largest utility in the state of Florida, providing services to millions of customers. The utility faced a tough marketing challenge: as an electric power provider in a heavily regulated system, the company has very limited capability to increase prices to fund growth and improve services. The company is critically tied to continually generating internal efficiencies and maintaining an excellent image with its customer base. An area of substantial cost savings opportunity for FPL lies in involving a greater portion of its millions of customers in an online bill payment program. FPL, considered 'best in class' among utilities in management processes and marketing, focused on a program to substantially increase customer participation in online bill payment. The company decided that the success of its new marketing program required 'pushing the envelope' in trying new techniques and reaching to practices implemented in other industries. Based on these requirements, FPL contracted with e-tractions to design and test a messaging strategy to communicate with their 3 million customers and boost enrollment in FPL's online bill payment program. The test was then deployed to a sample of 300,000 FPL customers.
Sorry, the judges promised this winner that we could keep their results private. However, be assured that we have seen all the data - and were thoroughly impressed!