Section 4: The Bill as a Communications Channel
On-Bill Message Readership
The utility bill is one of the most consistently read documents a utility produces, yet it remains one of the least used communication channels. This section examines how often consumers actually read on-bill messages, what they want to hear, and how the bill fits alongside other channels. The data makes a strong case for treating the bill not just as a transaction record, but as a direct line to customers when they're most engaged.
How Often Customers Read On-Bill Messages
On-bill messages are read at a remarkably high rate. More than a third of consumers say they always read messages printed on their bills. Add the "sometimes" segment, and nearly nine in ten consumers are engaging with on-bill content at least occasionally. For a communications channel that requires no opt-in, no list management, and no deliverability concern, that's an exceptional baseline.
Key takeaway:
Don’t deprioritize on-bill messaging based on stated preference because actual engagement is much higher.
Always
Sometimes
Rarely
Never
Preferred Channel for Utility Communications
Preferred channel for utility communications tells a different story, and it's easy to misread. Email is the clear favorite, followed by bill inserts and SMS, with on-bill messaging trailing at under 6%. That might look like a reason to deprioritize the bill as a communications tool.
But preference and reach aren't the same thing. Choosing email still requires opening it. On-bill messaging doesn’t. The consumer is already there, already engaged with their account, already reading. That’s why 87% see on-bill messages without seeking them out. No other channel reaches customers passively, at this scale, without requiring an opt-in.
Inserts with the bill
Text message (SMS)
On-bill messaging
The bill should be considered a key communication channel, not just a transactional document. Even though just a few consumers say they prefer on-bill messaging, 87% are actually reading them. This is far more than open rates for email or text. For program awareness and important notices, the bill offers unmatched guaranteed exposure.
Key takeaway:
Don’t deprioritize on-bill messaging based on stated preference because actual engagement is much higher.