Direct Energy Massachusetts Marketing Includes Direct Mail, Gift Card

Direct Energy is marketing its recently announced (12/16) residential electricity offer to customers at National Gird in Massachusetts through direct mail, and is including a gift card as part of the offer in at least some of the solicitations.

Matters obtained a copy of a Direct Energy mailer, dated December 16, sent to a reader in the Massachusetts Electric service area. Direct did not provide specific marketing channels in response to Matters' inquiries when the product was first announced, but it is now evident that the offer includes some amount of direct mail.

Additionally, Direct Energy is offering a $50 Visa prepaid gift card as part of its Massachusetts residential offer, which as previously reported is for a 12 month fixed rate of $0.0778 per kWh. It is not clear if the gift card offer is being marketed to all customers (it does not appear to be on Direct's main Massachusetts webpage) or only to a subset of customers to test customer response to various enticements.