How PSE&G’s “1 Click” Email Helped Vulnerable Customers Access LIHEAP Faster
Utilities often have assistance dollars available, but the customers who need them most may be unaware of this. Even though utilities have increased communications of payment assistance availability since the COVID pandemic, the majority of customers are still unaware of assistance options.
Even if customers are aware of assistance options, many may not have the time, tools, or paperwork to navigate a multi-step application.
In 2024, PSE&G set out to close that gap for customers eligible for the Low-Income Home Energy Assistance Program (LIHEAP) Emergency Assistance, especially households already facing a disconnection notice.
The challenge was clear: even though qualified customers can receive up to $800 in annual LIHEAP Emergency Assistance credits (available March 16 through June 30), many income-eligible customers weren’t submitting a formal request, meaning help existed, but it wasn’t reaching homes in time.
PSE&G’s answer was a personalized “1-click” email campaign designed to remove friction. Built collaboratively by the Campaign Management Team, Payment Assistance Outreach Team, the New Jersey Department of Community Affairs (NJDCA), and Questline Digital, the campaign used a trusted tone and a simple digital experience. Emails were sent from a PSE&G address, addressed customers by name, and included the last four digits of the account number to support validation while respecting privacy. With one click, customers could consent to request assistance through a custom landing page, and opt-in lists were routed securely to NJDCA agencies for processing.
The results were meaningful: about 14,660 targeted emails helped 2,530 customers receive LIHEAP Emergency Assistance totaling $1.3 million. Customer opt-ins rose 18% compared to 2023, and the streamlined process helped mitigate disconnections for many vulnerable households. Read the case study here.
The takeaway: when eligibility is already established, simplifying the last mile, clear messaging, minimal steps, and secure agency coordination can turn awareness into action and deliver critical relief right when it’s needed most.
Read more about Chartwell’s Vulnerable Customer Leadership Council.
You may also like these blog posts:
- Why Saving Money Remains the Top Driver for Residential Energy Customers
- Transforming the High Bill Experience: Lessons From a Customer Journey Mapping Exercise
- Closing the Gap: Optimizing Utility Customer Self-Service in a Digital Era
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