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URL: http://www.eon-uk.com/
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Key Industries:
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Key Sectors:
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CRM
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Digital Marketing
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e-mail marketing
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Multi-Channel Marketing
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E.ON
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Brief
E.ON is the new name for Powergen. Its retail business is a leading energy supplier in the UK, with approximately 8 million domestic, small business and industrial electricity and gas customer accounts.
The energy supplier faced the following problems:
> Lack of ability to implement targeted campaign strategy
> Need for greater lead management effectiveness
> Inability to run large volume of multiple campaigns in tandem
> Need for integrated marketing solution
Strategy
In order to maximise uptake of their offers and increase the effectiveness of their marketing activities and budgets, E.ON wanted a way to manage more campaigns that could be specifically aimed at smaller target audiences. “Instead of running a campaign with one million targets, from our evaluations we knew that more specialised campaigns to smaller target groups of 10 to 100 thousand customers and prospects would bring better returns,” said the Customer Relationship Manager.
Execution
E.ON chose Aprimo Marketing Studio™:
> Spend Management
> Workflow and Project Management > Brand Management
> Campaign Management
> Email Marketing
The Customer Relationship Manager and his team set about finding a suitable marketing operations solution that would offer them the flexibility to plan and manage multiple campaigns in parallel without requiring enormous additional effort and resources from the marketing team. It was also important that the new software would integrate effectively with its existing campaign management suite.
Aprimo offered E.ON a web-based application with the flexibility, configurability and scalability required to handle all the diverse features and functions of their marketing department. It provided the tools to process everything from marketing budgets to creative production plans, as well as connecting to large customer databases. The modular design delivered a broad range of business functions in Spend Management, Workflow and Project Management, Brand Management and Email Marketing.
Results
The benefits derived include:
> Greater control of marketing processes with established best practices
> Increased frequency and volume of campaigns
> Stronger customer relationships through targeted campaign management
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