The Challenge:
As Britain’s biggest distributor of commercial and domestic fuels, Certas Energy are evidently part of a deep-rooted traditional industry. Working with their domestic division, and a marketing mix that focused almost solely on direct mail and offline activity, we saw a great opportunity to improve brand perception, customer relationships, ongoing loyalty and customer acquisition through the development of their digital communications.
The Approach:
Certas needed to explore new and innovative ways of better connecting with its audience so we looked for opportunities to broaden Certas’ Energy’s communications approach – in both messaging and channel selection. We changed the conversation from price-led, functional messaging to focus more on Certas Energy’s market-leading service developing campaign platforms designed to tie together a multitude of tactical communications.
Digital activity was introduced with a test and learn approach at its core, using email and paid Facebook advertising. By providing regular analysis, optimisation and reporting, we gathered substantial learnings to influence Certas Energy’s whole marketing approach.
Within just 12 months, we’ve taken Certas Energy from a reliance on offline marketing driving inquiries to a marketing plan that in 2018 included:
- Broadcast over 600,000 emails to its prospect and customer base
- An average email open rate of 30% (better than an average of 22.21%, according to Mailchimp)
- 9m impressions generated from Facebook ads
- Over 1,400 Facebook engagements, at one point reaching a low CPE of £0.17
Sean Burke, Head of Brand and Domestic Marketing at Certas Energy says:
“Delineo have played a lead role in helping us identify digital channels and campaigns to engage our domestic customers and build ongoing relationships with them. Their fully integrated digital services, combined with sprint methodology, allows us to make great strides quickly. We are at the start of a journey, taking us from our traditional approach to marketing, where there was a reliance on traditional offline one-off activity to and more engaging ongoing communications strategy.