Driving 43% Growth in Supply Activations: The E.ON Energia Case

E.ON Energia is a major player in the Italian energy market, committed to supporting the transition toward sustainable energy solutions across both B2C and B2B segments. Operating in a highly competitive and liberalized market, the brand continuously invests in digital innovation to reach and activate new customers.

Challenge: Scaling Lead Generation in an Intensifying Market

Since the liberalization of Italy’s energy market, competition has increased significantly, with new providers entering the space and digital acquisition becoming increasingly critical.

To maintain growth and expand its reach, E.ON Energia needed to:

• Strengthen its digital lead-generation engine

• Drive new supply activations at scale

• Reach prospects not yet exposed to the brand

• Complement offline activity with measurable digital performance

• Ensure alignment with its broader multichannel strategy

The objective was to build a scalable, performance-driven acquisition model capable of delivering both immediate results and long-term business impact.

Solution: A Data-Driven Multichannel Performance Model

E.ON Energia partnered with Tradedoubler to implement a multichannel performance strategy tailored to the energy sector.

Activating the Right Performance Channels

Based on sector expertise and performance data, the most effective channels for service-based lead generation were activated:

• Email marketing

• Retargeting

• Display advertising

This channel mix was designed to engage high-intent prospects and guide them toward supply activation in a structured and measurable way.

Timing and Relevance as Growth Drivers

While the sector itself may not be strictly seasonal, performance is strongly influenced by promotion timing, market conditions, and campaign synergy. Therefore, we launched a strategically timed three-month pre-summer campaign to capture increased consumer interest in seasonal energy solutions, particularly air-conditioning.

Integrated with a Broader Multichannel Strategy

E.ON Energia’s wider digital ecosystem includes:

• Social performance campaigns

• Search advertising

• Google ecosystem activation (including AI Overview opportunities)

• Upper-funnel investments

• Influencer marketing to increase organic traffic and on-site conversions

The Tradedoubler activation complemented this broader strategy, reinforcing how affiliate-driven performance contributes to sustainable, long-term results within a fully integrated digital mix.

Results: 43% Growth in Supply Activations for E.ON Energia

The collaboration delivered strong impact:

• +43% growth in supply activations during the first nine months of 2025 vs. the previous year

• ~ 300 leads per month during the pre-summer activation period

• Strengthened reach into audiences not previously exposed to E.ON Energia

• A fully integrated performance model

In a highly competitive and liberalized market, E.ON Energia reinforced its digital acquisition engine and accelerated new customer growth - proving that a strategically executed affiliate marketing approach can drive scalable impact in the energy sector.

Looking to strengthen your digital lead-generation engine? Let's discuss how a multichannel performance strategy can accelerate sustainable growth.