Ultralase selects Experian CheetahMail to boost online sales
London, 1 April 2010 — Ultralase, the UK’s longest established specialist in laser vision correction, has chosen Experian CheetahMail as its email marketing partner. Experian 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.
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 maximize our conversion.”
Steve Lomax, Managing Director, Experian CheetahMail, EMEA added: “Deliverability is a key concern for email marketers, as highlighted by the recent report from the DMA[i]. We are confident that we can secure strong inbox placement for Ultralase’s campaigns and develop a programme strategy that improves open, click through and transactional rates. Taking a more targeted approach will improve customers’ trust in the Ultralase brand, ultimately leading to an increase in cross-sell and up-sell opportunities that will support the company’s online sales objectives.”
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[i] ‘Deliverability tops the list of marketer concerns. This focus is unsurprising given the increasingly specialist tools and expertise required to get email delivered to the intended destination.’ DMA National Client Email Marketing Report 2009