BrightEyes Achieves 39x ROI and $376K in Sales with SmartrMail
39x
ROI on email marketing spend
44%
YoY Increase in email-attributed revenue
12%
Increase in revenue per order
About BrightEyes
BrightEyes is a leading retailer specializing in sunglasses, hats, and accessories. With a 30-year history, it is the largest Australian-owned sunglasses retailer. BrightEyes operates around 23 physical stores, but since 2018, their online store has become their most significant sales channel.
Challenges Faced
BrightEyes faced several challenges with their email marketing platforms and services:
Platform Limitations
Their previous ESP (email service provider) Mailchimp, was too basic and lacked the necessary functionality and options.
Persistent Pressure from Competitors
BrightEyes faced relentless selling efforts from Klaviyo and a marketing agency, both pushing them to switch platforms. Despite SmartrMail meeting their needs at a lower cost, Klaviyo representatives continued to contact them aggressively, even after being asked to stop—causing significant frustration for the team.
How SmartrMail solved the challenges
Despite these challenges, BrightEyes successfully resolved their migration issues with the help of SmartrMail’s in-house email experts and remained satisfied with the platform’s performance and cost-effectiveness.
Revenue Boost
With SmartrMail’s Pro Setup Offer, BrightEyes gave their email strategy a serious upgrade by refining key flows:
Post-Purchase Flow: Now generates $18.50 per email sent, up from $16.50—a 12% increase in average order value without overwhelming customers with excessive emails.
Welcome Flow: Delivers $8 per email sent, proving its value in driving incremental sales.
These improvements didn’t just look good on paper—they drove a 44.2% year-over-year growth in email-attributed revenue, racking up an impressive $376k in sales over the past year.
Enhanced Functionality and Options
SmartrMail provided more advanced features and options than Mailchimp, making it easier for BrightEyes to communicate with previous and existing clients through effective EDMs.
Compared to Mailchimp, SmartrMail provided advanced e-Commerce email marketing features such as triggering abandoned cart emails, personalized product recommendations, and post-purchase emails. This made it easier for BrightEyes to communicate with previous and existing customers through effective EDMs.
Effective Migration Support
SmartrMail’s in-house email experts helped BrightEyes smoothly transition to the new system without losing any workflows from the previous email marketing tool.
“We signed up to SmartrMail to open a communication line with previous and existing clients and EDMs with SmartrMail was the easiest way to do it. We originally were with Mailchimp and it was the bare basic platform. SmartrMail offered much more functionality and options for us.”
Luke Small, ICT Manager
Efficient Operations
The user-friendly platform allowed the BrightEyes team to seamlessly manage their campaigns and achieve results without the need for additional staff or external support.
Cost-Effectiveness
SmartrMail offered comparable functionalities to higher-cost platforms like Klaviyo but at a significantly reduced price, saving BrightEyes 50% in operational costs.
Further, SmartrMail also supported BrightEyes’ second business without additional costs, further maximizing its revenues.
Results achieved
Massive ROI on Email Marketing
BrightEyes achieved a 39x return on their email marketing investment, with a spend of just $9,600, generating $376k in sales over the past year.
Improved Revenue Metrics
✅Email marketing revenue contributed 2.3% of total revenue, despite the significant sales generated from 30 physical stores across Australia.
✅SmartrMail’s enhancements boosted average order value by 12%, with the post-purchase flow playing a pivotal role.
Sustained Subscriber Growth
By focusing on personalized flows and customer engagement strategies, BrightEyes grew its subscriber base by over 14,000 YoY.
Higher Engagement Rates
BrightEyes experienced a 63% increase in open rates and 27% improvement in click rates YoY, demonstrating the power of optimized flows and targeted messaging.
