A leading retail energy provider wanted to simplify the way new customers sign-up for paperless billing. These customers would receive an electronic bill via email rather than a physical paper bill in the mail. Currently, the energy provider is spending over $7 million per year on paper mailings. This amount is expected to increase as the company continues to grow and the cost of paper and postage rise. The energy provider also wanted to ensure the solution included an intuitive customer experience and immediate feedback of the customer’s opt-in for paperless billing to the billing system. Once customers respond, they are not included in future email campaigns regarding paperless billing.
Increasing paperless billing sign-ups would lead to reducing the impact of paper waste on the environment, reducing the cost associated with sending physical mail to customers, as well as better serving an increasingly digital customer base. Many customers today prefer to receive bills electronically because they are accessible anywhere and provide an easily searchable history in their inbox.
The solution consisted of an ongoing marketing journey campaign linked to Cloud Pages hosted in Marketing Cloud. The Cloud Pages utilize an API call to the client’s back-end system to register the selected billing preference of mail or email. However, this presented several technical challenges including the client team’s first API integration with an external system. This required coordinating code updates and issue resolution across technical teams, and focused integration testing to get the final solution working as designed.