For opticians, delivering excellent eye care is only part of the picture. The ongoing challenge is keeping appointment books full, promoting routine eye tests, and encouraging patients to return for new glasses, contact lenses and follow-up care.
For many years, Selectabase has supported independent opticians and larger practices across the UK with highly targeted direct mail campaigns that do exactly that – helping them reach the right households and convert interest into booked appointments.
Whether the objective is promoting in-practice eye tests or encouraging attendance at on-site visits and local clinics, direct mail remains one of the most effective channels available to opticians.
Why Direct Mail Still Works for Opticians
Eye care is personal. Most people don’t change opticians frequently, and many only book an eye test when prompted. Emails are often ignored and digital ads can feel impersonal or easily forgotten.
A professionally printed letter or postcard arriving through the door feels more considered. It gives patients time to read, understand the offer, and act when it suits them. For families, older residents, and busy professionals alike, physical mail often prompts action where digital reminders fail.
When combined with accurate data and clear messaging, direct mail becomes a reliable driver of appointment bookings.
Targeting the Right Households with Experian-Profiled Data
Selectabase uses Experian-profiled household data to help opticians move beyond blanket leaflet drops and generic postcode marketing.
Campaigns can be carefully profiled using criteria such as:
- Proximity to practice – households within a defined radius of the optician
- Household makeup – including families, adults, or older age groups depending on the service promoted
- Lifestyle and affluence indicators – useful when promoting premium frames, designer glasses or advanced eye care services
This level of targeting ensures that messages are sent to households most likely to value the service and book an appointment, making campaigns both cost-effective and measurable.
Supporting Both In-Practice and On-Site Eye Care
Opticians often offer a mix of services. Some focus on encouraging routine eye tests within their practice, while others also provide on-site visits to workplaces, care homes or community locations.
Selectabase supports campaigns for both approaches.
For in-practice promotions, direct mail is ideal for:
- Eye test reminders
- New patient acquisition
- Glasses upgrades and frame promotions
- Seasonal eye care messaging
For on-site or outreach services, campaigns can be targeted to specific local areas, businesses or demographic groups, helping opticians fill appointment slots efficiently without wasted coverage.
Print and Post Made Simple
Opticians provide their own artwork or letter content, and Selectabase manages the entire print and post process.
This includes:
- High-quality colour printing
- Personalised addressing
- Envelope selection and finishing
- Posting via Royal Mail using the most suitable service
By handling everything in one place, campaigns are delivered quickly and consistently, without adding workload to already busy practices.
Increasing Open Rates with the Green Printed Stamp
One of the simplest ways to improve results from optician mailings is envelope presentation.
Selectabase has seen excellent response rates where clients have used the green printed stamp rather than standard franking. The envelope immediately looks more personal and less like mass marketing, increasing the likelihood it is opened and read.
For appointment-led campaigns, this small detail can make a significant difference to enquiry and booking levels.
Why Opticians Continue to Use Selectabase
Opticians who work with Selectabase value the combination of targeted data, practical advice and reliable delivery.
They benefit from:
- Accurate, compliant household targeting
- Clear guidance on timing and format
- Cost-effective print and post solutions
- Campaigns focused on booking real appointments
Rather than relying solely on reminders or online ads, they use direct mail as a proven way to prompt action and maintain long-term patient relationships.
Planning Your Next Optician Marketing Campaign
If you’re an optician looking to promote eye care, routine tests or new glasses, Selectabase can help you reach local households that are most likely to book.
Whether you want to drive footfall into your practice or fill appointments for on-site visits, we’ll help you plan a campaign that works.
To discuss your requirements:
📞 Call 01304 383838
📧 Email [email protected]
