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Powering up engagement: How ENGIE boosted loyalty reactivation by 3x with RCS for Business
Global energy leader ENGIE partnered with Infobip to run an RCS for Business campaign that used rich, interactive messaging features to educate customers on the company’s loyalty program. As a result, ENGIE saw three times more accounts reactivated compared to SMS campaigns, a 75% open rate, and a 17% click-through rate for its holiday advent calendar campaign.
Customer insight
“RCS allowed us to raise awareness of our engagement program and give customers their exact number of points. In addition, we were able to collect data on the desire of our customers to earn or spend points, and we will thus be able to better target our future campaigns.”
Attribution: Léa Lefebvre, ENGIE Campaign Manager
75%
open rate
17%
click-through rate
3x
more accounts reactivated vs. SMS
Challenge
As a major player in the energy transition, ENGIE is committed to tackling the energy and climate challenges facing the world today through reduced energy consumption and more environmentally friendly solutions. ENGIE customers benefit from a loyalty program called "Mon Programme pour Agir," which allows them to earn points for gifts or donations. ENGIE noticed that many customers had forgotten to check their points, resulting in accounts that had been inactive for six months or more.
Approach
ENGIE timed their campaign around the holidays and launched an “advent calendar” that would educate customers on the loyalty program and encourage them to reactivate their accounts. Recognizing that traditional formats like email and SMS were less effective for reaching an already disengaged customer segment, ENGIE leveraged the interactive nature of RCS for Business. With its rich media and suggested reply buttons, RCS for Business messages would resonate with this hard-to-reach customer base and foster a more personal connection.
Result
ENGIE worked with RCS for Business partner Infobip to create a gamified conversational experience that allowed customers to earn loyalty points and redeem for eco-friendly gifts. Customers also had the opportunity to unlock and interact with the advent calendar at the end of the conversation, boosting engagement and generating enthusiasm about reopening their ENGIE accounts. By using RCS for Business for this campaign, ENGIE achieved an 75% open rate and a 17% click-through rate, and three times more customers reactivated their accounts vs. SMS.
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