How to Effectively Convert Customers to Subscribers: Duke Energy case study

I am a Duke Energy customer and I use online bill pay to pay my electricity bill each month. Duke sends me a transactional notice that my statement has been posted and that's all I get from them until the next month. I then received the following email in my inbox from Duke in addition to my monthly transactional message:

Subject line: A Chance to Win $5000

I think this is a great, simple message from Duke looking to convert some customers to email subscribers. All too often marketers automatically opt-in their customers to their marketing emails, so this was refreshing to receive. Duke sets clear expectations around what signing up includes in their bullet points. Plus, Duke provides a strong incentive for me to convert over to their marketing email program - $5,000? Where do I sign? 

Now, as we've covered before, providing clear details around each type of communication is a best practice. Duke could have taken it a step further and provided frequency expectations for each as they don't tell me in the opt-in email, manage preferences, and [Spoiler Alert!] they don't send me a welcome message post-sign-up.

Needless to say, I got this email and converted. Here's an example of what their marketing message looks like. Is it going to win awards? Not likely, but Duke is providing valuable information for cash-strapped, renewable energy customers.

How can you execute a successful customer sign-up program?

1. Ask Permission

This is the most important step. Don't assume you have permission just because someone is a customer. Yes, customers are likely the best source for future revenue, but asking is going to produce a higher ROI and a lower attrition rate in the long run.

1a. Opt-in tactics

You could send a one-off opt-in message like Duke Energy, but you should also consider using your transactional messages to convert customers over to subscribers. Hit them when they're likely the most engaged with your brand.

2. Provide incentives

Whether these are contests, coupons, or non-monetary incentives (knowledge could a great benefit as well), provide your customers with compelling reasons to sign up for your marketing messages.

3. Set expectations 

Let your customers know what they can expect from your marketing messages. What content are you including in your messages? What is your frequency or cadence of sends? You could also consider including an example of one of your marketing messages.

4. Send a welcome message

Introduce your customers to your marketing email program. Again, set expectations and...

5. Collect preferences 

Sign-up forms and welcome messages are the perfect place to gather additional information on your customers and newly minted subscribers. Caution: Only collect the information you will actually use. If you don't need their name to send them relevant, targeted messages, don't ask for it.

6. Tie-in what you already know about them 

As they are customers, you already have a plethora of information on these new subscribers. You know their purchase behavior: when they last bought, what they bought, how often they buy, etc. Use this information to your benefit!

7. Measure engagement rates

Keep tabs on how engaged customers that convert to subscribers are compared to those that opt-in through other means (ie. measure average open, click-through and conversion rates). This information could help guide your communication strategy for each group moving forward. Have a successful customer sign-up program of your own? Share your tips and tricks in the comments below!

Kelly Lorenz
Email Marketing Strategist at Bronto @KNLorenz