The ability to deliver is key to specialist ophthalmic services providerÂ’s e-mail marketing success

The ability to deliver is key to specialist ophthalmic services provider’s e-mail marketing success

Ultralase, the UK’s longest established specialist in laser vision correction, has chosen Experian CheetahMail as its email marketing partner.

Experian said CheetahMail’s impressive track record at improving email deliverability rates was a key reason for the appointment.

Experian CheetahMail will draw on best practice from its team of deliverability experts to ensure that Ultralase has a positive reputation with internet service providers (ISPs) and its permission-based emails are placed in the inbox, not trapped in bulk/spam filters.

Experian CheetahMail will also help Ultralase boost sales by delivering relevant and tailored content on consultation and treatment information. Customers will be segmented and classified into one of three email marketing programmes prior to treatment or consultation to help the company welcome, retain or reactivate individuals.

Integrated multimedia capability

In addition, Ultralase will also integrate television advertising with Experian CheetahMail’s platform for SMS messaging, allowing consumers to respond and opt in to further communications via their mobile. Customers will be subsequently sent an automated text to confirm details of their appointment.

Harriet Johnson-Laird, communications manager at Ultralase, said: “With a previous email marketing provider, deliverability of our campaigns was down, resulting in low conversions and poor reputation with the ISPs. Experian CheetahMail brought performance back up overnight and we’ve had a great start to the year. We are a premium provider in a competitive and challenging market so profiling our database, communicating our brand values and generating warm leads is more important than ever. Experian Cheetahmail understands this and together we’re implementing a programme that I believe will see us maximise our conversion.”