Direct Marketing | Data Case Study - Smart Energy UK

Data

The Challenge

Smart Energy is the UK's largest solar energy company supplying and fitting solar panels for residential property. Founded in 1999, they already have sales of £16m a year.

Smart Energy distribute in excess of 10 million door drops annually. BGD identified that there were considerable cost savings by targeting activity in the most profitable areas so volume could be reduced with associated reduction in cost per sale and ROI.

Creatively, the same pack was being used nationally with no targeted propositions or offers.

The Solution

BGD conducted an analysis of the Smart Energy lead and sales databases and overlaid these with the year on year postcode door drop distribution. We also use CAMEO geo demographic profiling to segment the database into typical customer groups.

The results of the analysis were used to:

  • Pull out of areas with poor lead to sale conversion
  • Pull out of areas with poor response rates
  • Increased activity in areas with demonstrable levels of greater ROI
  • Bespoke creative executions, propositions and offer targeted by postcode

The Results

  • Smart Energy have made 27% cost savings on their door drop activity by pulling out of underperforming postcode areas while maintaining sales revenue
  • Cost savings have been switched to other media activity and generated additional profitable sales revenue
  • Overall our strategy helped delivered a 17% increase in response rates and a 20% increase in response to sale conversion rates

Our Work