Scottish & Southern Energy Free-Bee direct mail case study

The highly competitive UK energy supply market has taken plenty of knocks recently and Scottish and Southern Energy faced a big task: reduce churn and boost customer loyalty without offering price cuts.

Agency Story UK decided to embark on a charm offensive, using customer profiling to identify which SSE customers were most likely to switch and weren’t already on a reward scheme.

Under the ‘Free-Bee’ banner, it came up with an upfront, simple and easy to respond to mail pack offering loyal customers a range of rewards – store vouchers, savings on bills and donations to charity.

Not only did this campaign achieve a response rate of 44% and cut intention to switch to 11%, it went on to win gold in the consumer direct mail category at the 2008 DMA Awards.