From Website Visit to Loyal Lead: How Stadtwerke Neuss Builds Legally Compliant One-to-One Customer Relationships with starmate

Up to 100,000 emails per month, sent automatically and compliantly to existing customers and prospects.

• Sending volume: up to 100,000 emails per month
• Operating model: SaaS (flat-rate model)
• Registration process: Double opt-in, GDPR-compliant

SWN had a good website with traffic but hardly any way to address visitors in a personalized and legally compliant manner. Since the GDPR, a digital address pool may only be built through a fully documented double opt-in procedure.

• No cross-channel strategy that uses digital entry points such as the rate calculator or timetable information as lead generators
• Need for a CRM platform that manages personal data securely
• Segmentation for personalized one-to-one marketing
• Lowest possible complexity of automated processes for the team

Together, a system and communication concept was implemented, partly with agencies from the starmate network:

• SaaS delivery: SWN uses the EMS as a cloud solution including support and send monitoring.
• Strategic lead concept: A funnel from newsletter sign-up through automated double opt-in validation to profile enrichment.
• Welcome journey: After confirmation, a multi-part campaign starts that also asks about further interests (e.g., saving energy, mobility, leisure tips).
• Touchpoint integration: Digital tools from the utility, such as the rate calculator, are integrated into the dialog journeys.

SWN's team is relieved in day-to-day work because opt-in, thank-you emails and audience segments run automatically.

• Continuous, organic growth of leads with complete GDPR consents
• Sending of up to 100,000 personalized emails per month
• Content matched to subscribers' interests and life situation

“Winning digital leads and having a legally compliant dialog with our customers through the double opt-in procedure are indispensable for us as a modern energy and water supplier. starmate not only provides us with a high-performance software-as-a-service platform but also supports us conceptually, as a true 'mate', in linking our communication channels together in a meaningful way.”

Christiane Koppelmann, Head of Sales for Residential and Commercial Customers, Stadtwerke Neuss Energie und Wasser GmbH

Utility communication is often understood as mere mandatory mailings. Our shared vision went beyond that: turning anonymous website visits into real contacts.

The key was to present tangible benefits such as energy-saving tips, heating guides or content from the utility's magazine in a way that makes people happy to give their marketing consent. The double opt-in journey leads directly into a personalized welcome journey.

Consulting team

1. Strategic concept & goal definition: Lead funnel and dialog types (personas) developed in workshops.
2. Implementation of the E-Marketing Suite: Setup of the SaaS system and customizing of the campaign module.
3. Double opt-in setup & web interfaces: Legally compliant double opt-in journeys and connection of the sign-up forms on the web portals.
4. Automated welcome journeys: Multi-part onboarding dialog in live operation.
5. Ongoing campaign monitoring: Evaluation of open, click and conversion rates for fine-tuning.