Adapting to a Multi-Device World: A Utility Company's Perspective

Post on 13-Jan-2015

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litmus reading environment26

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How do you adapt email strategy and design to perform in the new multi-device landscape? This case study of Portland General Electric will take a look at the challenges presented by PGE’s highly mobile customer base and how creating simplified, responsive templates led to improved engagement, not just on mobile, but across the board. We’ll cover: Strategy - PGE’s audience and modeling content and strategy around mobile friendly design Design - A dive into the design methods and patterns used to make PGE’s campaigns user friendly regardless of device Results - A deeper look at how the redesign has performed, including increased engagement on mobile & desktop Looking Forward - How can multi-device engagement be improved in the future? A look at where we see multi-device engagement heading in the coming future.

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Target Audience

Webmail

Desktop Mobile

Litmus Reading Environment

Click-to-Open Rate

Open Rate

Click-through Rate

KPIs - January – December 2012

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KPIs - Jun 2012 – Jun 2013

Click-to-Open Rate

Open Rate

Click-through Rate

20%21% 112

%

Litmus Reading Environment

Webmail

Desktop Mobile

26%

Click-to-Open Rate

Open Rate

Click-through Rate

KPIs - Jan – Dec 2012 B2B Newsletter

KPIs - June ‘12 – June ‘13 B2B Newsletter

Click-to-Open Rate

Open Rate

Click-through Rate

72%

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