Each year, Omaha Public Power District partners with the Arbor Day Foundation to give away trees to its customer owners on a first-come, first-served basis. To reserve a free tree, customers must visit a dedicated Web page that helps them determine the best place to plant a tree on their property with energy savings and safety in mind. To help OPPD distribute the more than 2,000 free trees, we were tasked with creating a campaign that raised awareness for the program while directing traffic to the Web page and encourage customers to complete the necessary steps to reserve their tree.
We developed a sophisticated marketing automation program that prioritized communication based on enrollment in other energy-saving programs offered by OPPD. Customers were then sent customized emails thanking them for helping cut energy use with the offer of a free tree.
The campaign was so successful that it was shut it down soon after its launch because all the trees were claimed within hours. In total the emails generated an astounding 34 percent open rate with a click-thru rate of nearly 14 percent.