PNM Energy Efficiency

ALBUQUERQUE, NEW MEXICO

PNM

Energy Efficiency

PNM is powering smarter, more efficient homes. To boost participation in its Home Energy Checkup program, IDLab designed a multi-channel campaign that expanded reach, simplified engagement, and inspired action. From email and paid media to optimized landing pages and targeted retargeting, the program drove record email open rates, increased web traffic, and generated meaningful conversions — helping more customers save energy and take advantage of rebates and recycling programs.

BUSINESS CHALLENGE

PNM needed to drive participation in its Home Energy Checkup program, specifically targeting new customers, win-backs, and general audiences. The company aimed to increase awareness, stimulate engagement, and ultimately boost conversions despite complex program pathways and limited audience pools.

MARKETING CHALLENGE

PNM needed to turn digital campaigns into growth engines by boosting engagement, simplifying the conversion process, and reactivating “cold” audiences with sharper offers and clearer pathways to the Home Energy Checkup program.

SOLUTION

ID Lab executed a multi-channel strategy to expand reach, boost engagement, and drive conversions, including:

Email Marketing. Developed strong subject lines and new brand content to drive high open rates and awareness, though CTR optimization became a priority.
Website Experience. Created new landing pages that supported targeted campaigns and improved pathways to rebate, recycling, and check-up content.
Paid Search & Display. Invested in traffic-driving channels to grow visibility of rebates and recycling programs.
Retargeting Campaigns. Delivered 746,792 impressions reaching 12,079 people; drove incremental engagement and conversions from targeted outreach.
Offer Expansion. Introduced broader product offerings (A/C and air purifiers) to respond to customer preferences for variety over single high-value discounts.

Email

Design & Implementation

Web

Landing Pages

Search, Display and Retargeting

Strategy

Offer Expansion

44.20%

Email open rate

+11%

Form submissions

+21.20%

Website traffic

746,792

Impressions delivered

14,959

engagements and 76 conversions from targeted outreach

RESULTS

Strong Engagement, Measurable Impact

The Home Energy Checkup campaign delivered standout results: emails achieved a 44.2% open rate, well above industry benchmarks; website form submissions rose 11%, with traffic gains up to 21% on key pages; and retargeting efforts generated 746,792 impressions, 14,959 engagements, and 76 conversions — proving multi-channel outreach drove awareness and action.