Case Study: Consumers Energy achieves 31% better response and 4,684 new appliance service contracts with Jacobs & Clevenger

Consumers Energy surpasses product sales goal by 17% with Jacobs & Clevenger

Consumers Energy faced a challenge when the response rate to its long-running direct mail campaign for its Appliance Service Plan suddenly dropped. The company enlisted the marketing vendor Jacobs & Clevenger to develop a new direct mail package and conduct an experiment to prove it could drive a positive business outcome.

Jacobs & Clevenger created a more streamlined and cost-effective direct mail package. The solution was highly successful, acquiring 4,684 new customers and surpassing the annual sales goal by over 17%. The new package outperformed the previous control by 31% and delivered a greater return on investment for Consumers Energy.

Consumers Energy