Boosting Revenue and Cutting Costs: How SmartrMail Transformed BrightEyes' Email Marketing
12%
Increase in revenue per order
50%
reduction in operational costs
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) Neto, was too basic and lacked the necessary functionality and options.
External Pressure
They experienced persistent selling from Klaviyo and a marketing agency pushing them to switch platforms despite SmartrMail meeting their needs at a lower cost.
Unwanted Communication
Representatives from Klaviyo continued to contact them aggressively despite clear indications to stop, causing significant annoyance.
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.
Enhanced Functionality and Options
SmartrMail provided more advanced features and options compared to 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
Revenue Boost
The enhancements SmartrMail made to the post-purchase flow resulted in a 12% increase in average order value without overwhelming customers with excessive emails.
Ease of Use
The platform’s user-friendly interface allowed the BrightEyes team to efficiently manage their email marketing campaigns, implementing desired strategies with ease.
Cost-Effectiveness
SmartrMail provided the same essential functionalities as Klaviyo but at a much lower cost, significantly reducing their operational cost.
Support for Multiple Businesses
SmartrMail also supported BrightEyes’ second business without additional costs, further maximizing its revenues.
Results achieved
Increased Revenue
Enhancements to the post-purchase flow by SmartrMail resulted in 12% increase in average order value. They were also able to manage email marketing for their second business without additional costs.
Cost Savings
SmartrMail provided essential functionalities at half the price of Klaviyo, leading to significant cost savings for BrightEyes.
Smooth Transition
Effective customer support during the migration process ensured a quick and smooth transition from Mailchimp to SmartrMail.
Efficient Operations
The user-friendly platform allowed the team to easily manage email marketing campaigns and achieve desired outcomes without difficulty.
