EDF Energy: A much easier way to get paperless statements

This case study shows how EDF Energy, a UK energy supplier, increased conversions to its opt-in paperless bills through targeted email.

EDF Energy: A much easier way to get paperless statements

Agency: CACI

EDF Energy's opt-in to paperless bills saw an 82% drop-off rate. The main barrier was having to log in to complete the action. Faced with a corporate objective of 'drive to self-serve' and high conversion targets, they required an innovative way to reduce the drop-off and increase conversions.

Strategy

EDF Energy had to make significant improvements to the paper to paperless customer journey. Several barriers were behind the 82% drop-out in conversion.

There was a five-click journey, requiring logging in to 'My Account''. This was reduced to two...

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