As a global leader in retinal imaging technology, Optos provides eyecare professionals in the optometry, ophthalmology, and primary care spaces with innovative devices that support the early detection of eye diseases. In a competitive and highly specialized B2B environment, delivering a tailored experience to each customer—whether they’re purchasing their first device or upgrading their fleet—is essential.
To support this level of personalization, Optos leverages the Delivra API to seamlessly integrate data with their email marketing efforts. This real-time connection allows Optos to automatically access customer purchase data, ensuring every communication is timely, relevant, and data-informed.
We have been utilizing the Delivra API for a few years now. This has allowed us to really personalize communications with our customers (things like personalized new customer emails that split into four different categories based on loyalty or account setup, service reminder emails, training follow-ups, tip of the month messages) and so much more.
We look forward to building more automations to take us even further and continue to up our personalization game.
Erica Cole, Digital Marketing Manager
Every contact point matters. When a customer purchases a new device or upgrades an existing one, they are automatically enrolled in a customized welcome series, with messaging tailored specifically to the type of purchase and each customer's specific market. New customers receive onboarding guidance and training materials, while upgrade customers get quick-start tips highlighting the latest features and enhancements relevant to their updated system.
In addition to onboarding, Optos uses Delivra to send feature education emails, targeted upgrade promotions, and timely maintenance reminders. With audience segmentation powered by data, each message is personalized based on where the customer is in their journey, driving stronger engagement and supporting long-term client success.
Results with Delivra:
- Automated email journeys boast average open rates of 51.58% and click-through rates of 8.56%.
- Regular mailings see click-through rates averaging 6.01%, driven by targeted segmentation.
- Real-time CRM integration ensures communications reflect each customer’s purchase path and current product lifecycle.
Thanks to Delivra’s flexible API and powerful automation tools, Optos has created a marketing engine that helps their sales and service teams deliver high-value communications that build trust, promote product adoption, and drive revenue growth from first contact—all while giving busy optometry offices the tools they need to deliver better patient care.
