E.ON
After implementing Salesforce Marketing Cloud, E.ON's residential business unit reached its customers with automated, personalized communication, which brought tangible improvements in email campaign results.
4.46 million
4.46 million
4.46 million
4.46 million
4.46 million
4.46 million
customer
615 thousand+
615 thousand+
615 thousand+
615 thousand+
615 thousand+
615 thousand+
customers – on the gas network
HUF 785.8 billion
HUF 785.8 billion
HUF 785.8 billion
HUF 785.8 billion
HUF 785.8 billion
HUF 785.8 billion
net revenue
The project
As a member of the international E.ON Group, E.ON Hungária Group is an important participant in the Hungarian energy economy. E.ON Hungária is the first major corporate group in Hungary to pay special attention to all three business areas of future sustainable energy: energy networks, renewable energy, and innovative and simple solutions offered to its customers. The group's electricity network companies deliver electricity to end-users in 9 counties of Transdanubia, as well as in Budapest and most of Pest County, while its gas network companies operate in 6 counties in Transdanubia. With the introduction of Marketing Cloud, E.ON's B2C team aimed to provide a more personalized experience for its customers through nurturing email campaigns. E.ON was supported in the Marketing Cloud implementation by the UC CRM team. Following joint strategic planning, they developed automated processes and journeys that enabled data-driven, personalized customer engagement. The project focused on four key product categories within E.ON's residential business unit. The result was improved customer experience and better conversion rates.
Technologies used
Technologies used
Technology
technolgies used
Technologies used
Technologies used
The client
As a member of the international E.ON Group, E.ON Hungária Group is an important participant in the Hungarian energy economy. E.ON Hungária is the first major corporate group in Hungary to pay special attention to all three business areas of future sustainable energy: energy networks, renewable energy, and innovative and simple solutions offered to its customers. The group's electricity network companies deliver electricity to end-users in 9 counties of Transdanubia, as well as in Budapest and most of Pest County, while its gas network companies operate in 6 counties in Transdanubia.
Client
Industry
Region
Responsible for the project
Year of construction
Technology
Challenges
Manual marketing processes, lack of automation: Previously, E.ON's digital marketing team worked with a simplified newsletter sending software, where every campaign operated on a one-time send basis (manually scheduled bulk newsletter sending). Selecting customer data involved a lot of manual work and offered limited opportunities for optimization.
Limited segmentation and personalization: The personalization of email communication was limited, and messages did not reflect the unique interests of E.ON's customers, which reduced engagement and campaign effectiveness. The static list-based operation did not allow for the creation of dynamic customer journeys.
Limited reporting: The software did not provide real-time measurements of email campaign effectiveness. Measuring and evaluating campaign performance was difficult, and the system did not provide transparent reports on email marketing effectiveness.
Values for the customer
Automated and effective campaigns: E.ON's marketing team became even more efficient with the introduction of automated campaigns, gaining full insight and control over communication, and redirecting their freed-up resources to strategy development and optimization. Campaigns now respond more quickly to current business goals.
More relevant messages for customers: Through interest-based, continuously updated segmentation, customers finally receive messages that are truly relevant to them. This increased the open rate to 69% and the click-through rate fivefold, while reducing the unsubscribe rate.
Measurable and transparent results: Thanks to the unified system, E.ON can accurately measure which communications yield real results, allowing the team to continuously optimize campaigns based on this data. United Consult experts.
Project metrics
13-21%
increase in open rate for targeted nurturing campaigns
2–5x
increase in click-through rate for targeted nurturing campaigns
16.38%
click-to-open rate (CTOR) exceeds industry benchmark
Project metrics
13-21%
increase in open rate for targeted nurturing campaigns
2–5x
increase in click-through rate for targeted nurturing campaigns
16.38%
click-to-open rate (CTOR) exceeds industry benchmark
Project metrics
13-21%
increase in open rate for targeted nurturing campaigns
2–5x
increase in click-through rate for targeted nurturing campaigns
16.38%
click-to-open rate (CTOR) exceeds industry benchmark
Project mutatók
13-21%
increase in open rate for targeted nurturing campaigns
2–5x
increase in click-through rate for targeted nurturing campaigns
16.38%
click-to-open rate (CTOR) exceeds industry benchmark
Project metrics
13-21%
increase in open rate for targeted nurturing campaigns
2–5x
increase in click-through rate for targeted nurturing campaigns
16.38%
click-to-open rate (CTOR) exceeds industry benchmark
Project metrics
13-21%
increase in open rate for targeted nurturing campaigns
2–5x
increase in click-through rate for targeted nurturing campaigns
16.38%
click-to-open rate (CTOR) exceeds industry benchmark
Results
Dynamic, interest-based campaigns achieved 13–21% higher open rates compared to general welcome communications. Customer journeys built on relevant content based on customer interests delivered 2–5 times higher click-through rates compared to previous campaigns. In nurturing campaigns, the click-to-open rate (CTOR) reached 16.38%, surpassing the industry benchmark of 12.85% and confirming the effectiveness of targeted and relevant communication.
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Subscribe to our newsletter
Only valuable content, no spam. Join our IT community!
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Subscribe to our newsletter
Only valuable content, no spam. Join our IT community!
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get in touch
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Only valuable content, no spam. Join our IT community!
© 2026 United Consult Zrt.