TotallyMoney: Energy Comparison Launch

The Problem

TotallyMoney was launching an energy comparison service, and the obvious angle was highlighting the savings customers could make by switching providers. But this alone wasn't enough. Research showed, “Customers will avoid the hassle of switching, even if they know they could save money”. Customer insight pointed to a friction problem, not a price one. People weren't unconvinced by the savings, they were put off by the perceived hassle of actually switching.

The Approach

Savings stayed as the headline message, since that's what draws people in. But savings alone wasn't going to close the gap between interest and action. I wove convenience and ease throughout the email, using it as objection handling for the friction people anticipated with switching. Rather than assume this layered approach was right, I tested it against an alternative through A/B testing.

The Result

The approach outperformed the alternative tested. It became the template for subsequent campaign emails, meaning the combination of headline savings with woven-in convenience messaging didn't just work once, it changed how future campaigns in this space were written.