Biller encouraged consumers to adopt e-billing using a combination of direct-mail advertising, e-mail campaigns, billing insert, and Web-based advertising. These efforts tended to focus on the consumer base as o whole rather than on specific subgroups. Figures from previous campaigns showed that the average cast to convert to consumer directly from all-paper billing to exclusive e-billing was $4.50. The average cost to convert a consumer from all-paper billing to e-bill viewing (While still receiving a paper bill) was $2.00.