E.ON Energia increased its new contract activations by an average of 43 percent in the first nine months of 2025 compared to the same period last year, according to data released by the affiliate network Tradedoubler. Following the full liberalization of the Italian energy market, the company is successfully asserting itself in an environment defined by intense predatory competition.
These results highlight the growing importance of Tracking and measurable digital channels in industries that traditionally favored offline sales and TV presence. E.ON Energia utilizes a model that links Lead Gen and Branding to acquire new customers in both the B2C and B2B segments.
Multichannel Mix Drives Conversion
E.ON Energia and Tradedoubler implemented a multichannel strategy tailored to the specific requirements of the energy sector. The focus was on three performance channels: Email Marketing, Retargeting, and classic Display advertising. This combination addresses potential customers across various Touchpoints of the Customer Journey.
The timing of the campaigns significantly influenced success, according to Tradedoubler. Although the energy market experiences less seasonal fluctuation than the fashion segment, the company utilized a three-month campaign leading up to the summer. Focusing on air conditioning systems, the provider generated approximately 300 qualified Leads per month.
Integration within the Digital Ecosystem
Performance measures complement the provider's broader digital ecosystem. Elena Ghielmi, Head of Client Development at Tradedoubler Italia, emphasizes the synergy effects between disciplines. In addition to Affiliate marketing, E.ON Energia invests in Search Advertising, social media campaigns, and the Google ecosystem. Technologies such as AI-supported search results are also utilized.
The company additionally relies on Upper-Funnel measures such as Influencer marketing. This approach is intended to increase organic traffic and improve the Conversion Rate on the website. The Affiliate channels serve as a scalable engine for new customer contacts.
Quality of Supply Activations is Decisive
The case study illustrates that in the service sector, pure Lead Gen is not enough. The quality of the closures, known as Supply Activations, determines success. Through data-driven optimization, E.ON Energia increased the quantity of inquiries and efficiently converted them into active contracts.
Performance Marketing functions as a primary growth driver in complex, regulated markets, provided that Advertisers integrate it seamlessly into their marketing infrastructure. The combination of data-driven delivery and relevant content allows brands to differentiate themselves in saturated markets. This case study demonstrates that high-volume contract growth in the energy sector is increasingly dependent on sophisticated digital tracking and multichannel attribution.
Affilitizer Editorial Team
This article was created with AI assistance and editorially reviewed.
