When your optometry practice hits "send" on an email to your patient base, that’s usually where the story ends. But if you dig a little deeper, you’ll realize that you’re sitting on a treasure trove of information about your patients.
If you’re using an optometry patient communication system such as Solutionreach, Demandforce, Websystem3, etc., you have access to email analytics. Email analytics can include statistics such as open rates, click-through rates, unique clicks, plus specific link information. In plain English, this means that you can learn exactly what your patients are interested in — and what they are not interested in. Learning more about your patients’ interests means more successful optometry marketing opportunities for you.
For example, let’s say you send an email newsletter that contains a link to an article about the high-end frames you carry. You have a trunk show or optometry sales event coming up in a few months, and you want to make the most of it. In addition to sending a mass email to your entire patient base, you can specifically target the group of people who clicked on the article about your high-end frames. This separate, targeted email campaign will help you reach the right people at the right time, bringing a stronger impact and higher response rate to your optometry sales event.
Email analytics can open up a whole new world for your optometry practice’s marketing, so don’t just let it go to waste.