Delivering ongoing campaign management, journey automation, and dynamic personalisation for a residential and commercial energy supplier — integrated with Sales & Service Cloud.
Residential & commercial energy supply across multiple North American states
Millions of residential and commercial customers across diverse energy plans
Continuous managed services model — not a one-off project but a sustained partnership
Mix of transactional (billing, alerts) and commercial (upsell, retention) campaign types
Our customer is a North American energy supply company serving both residential households and commercial businesses across multiple states. Operating in a competitive, regulated energy market, the company relies heavily on customer communication to drive retention, manage service interactions, and promote energy plan upgrades.
With Salesforce Marketing Cloud, Sales Cloud, and Service Cloud at the centre of their customer operations, the business engaged KVP to provide ongoing Marketing Cloud managed services — covering the full spectrum of campaign planning, build, testing, deployment, and optimisation. This is a long-term partnership with KVP operating as an embedded extension of the internal marketing team.
Beyond standard campaign execution, KVP leverages Salesforce Einstein and Agentforce capabilities to bring AI-driven intelligence into every stage of the marketing lifecycle — from send-time optimisation to churn prediction and generative content creation.
Billing & Engagement Emails
Using Einstein Send Time Optimization to deliver billing reminders, renewal communications, and promotional emails at the time when customers are most likely to engage. This improves open rates and ensures important communications such as payment reminders are seen.
Einstein Engagement Scoring
Using Einstein Engagement Scoring to classify customers into segments such as highly engaged, moderately engaged, or disengaged. This helps tailor journeys differently — for example, sending more educational or incentive-based campaigns to low-engagement customers.
Retention Journey Automation
For customers approaching contract expiration, AI models identify customers who are less likely to renew. These customers automatically enter retention journeys with personalised offers, incentives, or reminders.
Plan Upgrade Targeting
Using AI to identify customers most likely to upgrade to different energy plans or additional services (such as green energy plans or protection plans). Marketing Cloud journeys then target these customers with personalised offers.
Proactive Retention
AI models detect behavioural signals indicating a customer may switch providers. Marketing Cloud then triggers proactive win-back or retention journeys before the contract ends.
Einstein Content Selection
Using Einstein Content Selection or dynamic content to automatically select the most relevant messaging — such as energy-saving tips, plan recommendations, or promotional offers — based on customer behaviour and profile data.
Generative AI Copy Variations
Generative AI is used to generate multiple subject lines or campaign copy variations, allowing marketing teams to quickly test and optimise messaging for higher engagement.
Intelligent Decision Splits
AI insights from engagement and behavioural data help optimise journey decision splits — for example, adjusting the communication strategy based on engagement signals or predicted conversion likelihood.
Sustained marketing operations
with KVP as the embedded delivery partner for all Marketing Cloud activity
Consistent campaign quality
across transactional and commercial emails with dynamic personalisation at scale
Unified customer view
with real-time data flowing between Marketing Cloud and Sales & Service Cloud