BrightEyes grows email revenue 44% to $376K on SmartrMail

Results reported by BrightEyes to SmartrMail and published in 2024. They reflect the store's numbers at that time.

BrightEyes, an Australian sunglasses retailer on Neto, moved from Mailchimp to SmartrMail and grew email-attributed revenue 44.2% year over year to $376,000 in the year before publication, as reported in 2024.

About BrightEyes

BrightEyes sells sunglasses, hats and accessories, and has done so for 30 years. It describes itself as the largest Australian-owned sunglasses retailer. Alongside its physical stores, the online store has been its biggest sales channel since 2018.

Store at a glance: eyewear · Neto · Australia.

The challenge: an email tool that was too basic

BrightEyes needed to keep in touch with past and current customers. Mailchimp, its email tool at the time, didn't offer the e-commerce features the team needed.

BrightEyes also had pressure to switch to more expensive platforms. The team wanted e-commerce features without paying more for them.

What BrightEyes set up in SmartrMail

E-commerce flows

SmartrMail gave BrightEyes abandoned cart emails, personalized product recommendations and post-purchase emails. Those weren't available to them before.

Refined post-purchase and welcome flows

With SmartrMail's Pro Setup offer, the team refined its key flows (results as reported in 2024):

• Post-purchase flow: from $16.50 to $18.50 per email sent, a 12% increase in average order value, without sending customers more emails. Here's how to build a post-purchase sequence.
• Welcome flow: $8 per email sent.

A migration with nothing lost

SmartrMail's in-house email team moved BrightEyes over without losing any of its existing workflows.

"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, BrightEyes

Results

$376,000 in email sales

BrightEyes generated $376,000 in email sales in the year before publication (2024), on $9,600 of email marketing spend. Email-attributed revenue grew 44.2% year over year.

Email adds online revenue on top of physical stores

Email contributed 2.3% of total revenue in the same period, in a business that sells mostly through its physical stores. Average order value rose 12%, with the post-purchase flow playing the key role.

More subscribers, more engagement

The list grew by over 14,000 subscribers year over year, as reported in 2024. Open rates rose 63% and click rates 27% over the same period.

Lower cost, no extra staff

BrightEyes runs its campaigns in-house, with no extra staff or outside agency. The team reported 50% lower operating costs in 2024, and SmartrMail also covered its second business at no extra cost.

Frequently asked questions

How did BrightEyes grow its email revenue with SmartrMail?

BrightEyes moved from Mailchimp to SmartrMail and refined its post-purchase and welcome flows. Email-attributed revenue grew 44.2% year over year to $376,000 in the year before publication (2024).

How much do BrightEyes' post-purchase emails earn?

The post-purchase flow went from $16.50 to $18.50 per email sent, a 12% increase in average order value, as reported in 2024. The welcome flow earns $8 per email sent.

Why did BrightEyes switch from Mailchimp to SmartrMail?

BrightEyes found Mailchimp too basic for its e-commerce needs. SmartrMail added abandoned cart emails, product recommendations and post-purchase emails, and its team migrated the existing workflows without losing any.

Try it on your store

SmartrMail is email and SMS marketing built by merchants, for merchants. You pay for active subscribers, not inflated profiles, and our migration team handles DNS setup and flow transfer.

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