Have your enrollment campaign promotion tactics gone stale? Are you signing up as many customers as you can? Are you ready to evaluate your enrollment campaign marketing strategy this year to incorporate digital elements, target and acquire new customers, and really get the most value out of them?
You can implement a robust marketing strategy to boost engagement, increase enrollment and improve cash flow. With a thoughtfully planned and executed enrollment marketing campaign, you’ll enroll more customers and build stability for your company during the busiest time of year.
Get the Most Value Out of Enrollment Campaigns
From attracting and retaining new customers to securing a steady cash flow, a tactically executed campaign can bring in revenue and stability for your company. But if you don’t have an effective marketing strategy in place, the success of your enrollment campaigns may be lackluster.
Marketing your campaigns strategically will deliver these benefits to your company:
- Customer retention: Executing a well-planned enrollment marketing campaign keeps it in front of your customers and reminds them to re-enroll, so there are no surprises later. This helps build customer loyalty and trust in your brand, meaning customers are less likely to shop around.
- Stable cash flow: Strategic marketing will lead to more customers signing up, resulting in early and steady payments that will improve cash flow and help you avoid the unpredictability of dips and spikes in revenue throughout the heating season.
- Ease for customers: You can make it easy for customers to enroll online by providing the information they need in your marketing so they don’t have to call the office. This will reduce the amount of time your employees need to spend on the phone and improve overall workflow.
- Attract and secure new customers: Grow your business by using enrollment campaigns as a customer acquisition tool. Enrollment campaigns are a powerful way to help you attract and retain new customers over the long term.
Your Campaign Marketing Toolkit for Enrollment Campaigns
When you launch an enrollment campaign, there are several marketing options that can make the process easier for you and your staff, especially when it comes to the administrative tasks of communicating with and enrolling customers.
For emails, letters, webforms and more, there are usually variable fields in the message that can show customers their projected monthly payment or prebuy payment, increasing the likelihood of enrollment and saving your team a step in the process. A few other ways to ensure you get the most value out of your enrollment campaign in marketing include:
Emails
Email campaigns are a great way to get the word out to your customers about your enrollment offers. With most email service providers allowing for personalization and segmentation, you can — and should — reach your customers where they are. You can segment and personalize your emails based on factors like whether customers have previously enrolled or are good candidates to enroll. You can also include fields for projected payment amounts. Projecting the monthly payment for budget plans is a powerful marketing tool to persuade customers to contact you, regardless of whether they were previously enrolled in the program.
Online Enrollment
Having a dedicated landing page with a form customers can complete to enroll in a plan or initiate an enrollment adds convenience and ease for customers, potentially increasing the number of sign-ups you get for your campaign. You can link this from a website page, email, banner or include an easy link on your enrollment letter as an option.
Enrollment Through Your Customer Portal
If your company offers a customer portal, portal-based enrollment can have several benefits for your team, including reducing paperwork, phone traffic, data errors and more. Portal-based enrollment is an easy, efficient and convenient way for customers to sign up, which they’ll appreciate.
Advertise Your Enrollment Campaign With an Integrated Marketing Strategy
If you’ve struggled to enroll customers into your campaigns in the past, ineffective marketing may be the reason. An integrated marketing strategy across channels will help your company enroll more customers than in previous years without a robust marketing strategy. An integrated marketing strategy consists of marketing with an enrollment letter, email(s), an update or landing page on your website, and more. With each marketing item reinforcing the other, a strategically executed campaign will lead to increased engagement, higher enrollment and a smoother heating season.
Proactive Promotion
Having a structured marketing plan in place for your enrollment campaigns is not just a good idea — it’s essential. Many customers start planning financial decisions well ahead of taking them on. Advertising early gives customers plenty of time to understand their options, ask questions and make informed decisions. Start planning your marketing ahead of the enrollment period so everything is ready to launch the moment enrollment opens.
Enrollment Campaigns Are a Win for All
Thoughtfully planned enrollment campaigns benefit both propane companies and their customers. Clear choices, proactive communication and more financial freedom empower customers to plan ahead. A well-executed enrollment marketing campaign will increase your enrollment numbers, help you retain and attract customers, drive revenue and improve cash flow during one of the most hectic times of year for companies like yours.
