Interview with Jane Collins, Marketing Analyst at GreenGrid Utilities

Q: Jane, thanks for chatting with us. As someone new to marketing at a mid-sized utility, what’s the first thing you’d say about running A/B tests when you need to keep an eye on costs?

Jane: Happy to share! The biggest thing is: don’t overcomplicate your tests. You don’t need fancy software or dozens of variants running simultaneously. Start small. Pick one clear goal—say, increasing enrollment in a demand response program—and test just two versions of your messaging. That keeps the test manageable and the cost low.

Q: Can you walk me through what “start small” looks like in practice?

Jane: Sure. Let’s say you want to improve click-through rates on an email about energy efficiency rebates. Instead of testing five subject lines or multiple call-to-action buttons all at once, just test one change at a time. For example, compare a generic subject line like “Save on Your Energy Bill” with a more specific one “Get $100 Back with Our Energy Efficiency Rebate.”

With smaller tests, you can often use your existing email platform’s built-in A/B testing tools. That avoids paying for extra software right off the bat. Just one variable, two versions, and you get a direct answer without wasting resources.

Q: That makes sense. What about the tools themselves? Are there affordable options for utilities?

Jane: Absolutely. Many established platforms have built-in testing features, but for some mid-market utilities, cost is a real blocker. If your email provider doesn’t support A/B testing or it’s too expensive, some free or low-cost tools like Google Optimize (though it’s ending soon) or VWO’s starter plans can work.

For surveys or feedback post-test, tools like Zigpoll are great because they’re simple, affordable, and integrate well with mailing lists. You can ask customers directly which message resonated better, providing qualitative data beyond clicks.

Q: You mentioned keeping tests focused — what common mistakes should newcomers watch out for when setting up A/B tests?

Jane: A couple stand out. First, don’t run tests without a statistically valid sample size. If your email list is small and you only send to 50 customers per variant, results won’t be reliable. One small utility marketing team I worked with tried this and got conflicting results that were just noise.

Second, avoid testing too many changes at once. If you change the subject line, email body, and call-to-action all together, you won’t know which element caused the difference.

Lastly, be cautious about timing. Utilities often have seasonal campaigns—testing an energy-saving tip in mid-summer versus mid-winter might skew results because customer needs change.

Q: How about consolidation? Can utilities trim costs by consolidating their A/B testing tools or processes?

Jane: Definitely. Utilities often use a bunch of disconnected tools—email platforms, web analytics, survey software. It adds subscription fees and creates data silos.

One team I worked with went from using three separate tools for testing web content, email, and surveys to just two: an email platform with built-in A/B testing and Zigpoll for customer feedback. They saved roughly 30% on software costs and made results easier to analyze in one place.

The tradeoff is ensuring your consolidated tools cover all your testing needs. Don’t lose functionality by chopping too much. But often, there’s overlap that can be trimmed.

Q: What about renegotiation? How can marketing teams push for better pricing on these tools?

Jane: Energy utilities have a bargaining advantage because of their predictable spend and long-term vendor relationships. When budgets tighten, vendors often offer discounts or bundle pricing if you ask.

For example, if you’re using a survey tool like SurveyMonkey alongside an email platform with testing features, ask if they can bundle at a discount or reduce seats temporarily. Vendors don’t want to lose you, especially if you commit to longer contracts or higher volume.

If you can show that consolidating tools saves you money but threatens to cut vendor usage, they’re more likely to negotiate.

Q: Can you share a real example of an A/B test that significantly cut costs or improved results in a utility marketing context?

Jane: Sure! At a mid-size gas utility, their team tested two landing pages for a new time-of-use pricing program. The original page was content-heavy and expensive to maintain because it had custom graphics and multiple video embeds.

They A/B tested it against a simplified, text-focused page with a clear call-to-action. Surprisingly, the simpler page increased signups by 40%. More customers enrolled, and the team saved on web maintenance and hosting costs because the light page was cheaper to run.

That one test boosted conversion from 2% to nearly 3% over three months, which translated to thousands of dollars saved in customer acquisition per campaign cycle.

Q: Interesting! What are some gotchas or limitations you’ve run into with A/B tests in the energy sector?

Jane: The biggest challenge is seasonality and external factors like weather or regulation changes. If you run a test about solar panel incentives in January and then test a different offer in July, it’s hard to compare results.

Also, some utilities have smaller customer bases, especially in rural areas, so getting statistically significant results takes longer. That’s where qualitative feedback through tools like Zigpoll or quick phone surveys can complement quantitative tests.

Finally, you have to be careful with customer fatigue. Utilities often send important notices—too much testing with multiple emails can annoy customers and reduce overall engagement.

Q: For someone just starting out, what practical steps should they take to begin optimizing A/B testing with cost-cutting in mind?

Jane: Here’s a simple roadmap:

1. Audit your tools: List every platform you use for marketing campaigns. Which have built-in A/B testing? Which overlap? Identify where you can consolidate.

2. Set clear goals: Pick one KPI at a time—newsletter signups, rebate enrollments, or event registrations. This focus keeps tests simple and measurable.

3. Build small experiments: Change one element per test (subject line, button color, headline). Start with your highest-impact channel, typically email.

4. Calculate sample size: Use free calculators online to know how many customers you need for reliable results. Don’t guess.

5. Use affordable survey tools: Add a quick Zigpoll or similar survey after campaigns to gather feedback inexpensively.

6. Track costs: Monitor time spent setting up tests and software fees. If a test demands too many resources or expensive tools, rethink the approach.

7. Negotiate vendors: Don’t be shy to ask for discounts or bundled pricing, especially if you’re consolidating.

8. Document learnings: Keep a spreadsheet of what you tested, results, and cost impact. It makes it easier to justify marketing spends with leadership.

Q: Are there any quick wins you’d recommend for reducing expenses without sacrificing A/B test quality?

Jane: Yes. One quick win is repurposing winning test variants. If you find a winning email subject line for a rebate program, use that in social media posts or web banners instead of creating new content from scratch. It saves time and money.

Also, automate reporting as much as possible. Export data regularly into shared dashboards so everyone sees results without manual work. Less manual effort means fewer hours billed internally or to agencies.

Finally, batch tests during slower campaign periods. That way, you avoid overlapping costs and can focus resources on one test at a time.

Q: Any last words of advice for entry-level marketing folks tackling A/B testing in utilities under budget pressure?

Jane: Keep it simple and purposeful. Don’t chase every new testing fad or tool. Focus on changes that directly impact customer decisions tied to utility offerings, like energy efficiency rebates or new rate programs. Be mindful of your customer base size and seasonal factors.

Small, well-targeted tests can save serious money—both in software costs and customer acquisition—if you approach them with a clear plan and a willingness to ask vendors tough questions on pricing.

And remember, tools like Zigpoll can give you low-cost customer insights that make your tests smarter without breaking the bank.

Comparison: Common A/B Testing Tools for Mid-Market Utilities

*Given Google Optimize ending, consider emerging light-weight alternatives or native platform tools.

With a few smart moves, mid-market energy marketers can trim expenses while running effective A/B tests that grow program participation and improve customer communication. It’s about working smarter, not harder — and turning insights into savings.