Case Study for Get Mighty Creative (Content Marketing Agency) Website, November 2022

Bomber Eyewear is a delightful fashion brand that crafts signature floating sunglasses and safety shades for the beach, extreme sports, and construction/manufacturing. (See more: www.BomberEyewear.com)

The Challenge:

Elevate a killer sunglasses brand from simple “beach vibes” to the go-to seller for top-quality shades.

The Outcome:

• 429.9% increase in email open rates.

• 265.5% increase in direct-from-email revenue.

• 283.5% increase in revenue* from email-based holiday sales, including:

  • $23,745.14 in direct-from email revenue over the course of one holiday campaign,

  • and $11,696 from a single email.

*Important note: These direct-from-email revenue numbers reflect ONLY the sales dollars that we can directly attribute to our work in email marketing. These make up a percentage of Bomber’s total sales, not taking into account things like social media, wholesale, retail, and digital marketing campaigns.

Our Verdict? Boo-yah.

What do you do when you take a top-notch product with patented style, combine it with a voracious audience appetite, and add in a generous serving of targeted email marketing?

You earn almost twelve thousand dollars from a single email.

So, how did we do it?

We began working with Bomber Eyewear in the summer of 2019, focusing on curated email and blog content delivered to their wide audience of extreme sports enthusiasts, construction experts, and ~beach vibes~ aficionados.

Bomber crafts top-notch sunglasses without the designer price tag.

Their Big Thing is their patented foam lining: not only does this foam make the shades more comfortable than any on the market, but it makes the frames float in water.

No more losing your sunnies in the surf if you fall off your jet ski—with Bomber Eyewear, you’re investing in safety as well as style.

The key is in audience engagement.

Bomber Eyewear is more than just its floating sunglasses.

When we started, we knew we had to reach Bomber’s prime audiences: surfers and beach lovers, construction and safety workers, first responders and medical professionals, and people who just really like cool shades could all find something to love in Bomber Eyewear.

We started by identifying those audiences, and crafting a unique brand story for each.

From there, we built our content around the thing Bomber Eyewear finds most important: the community.

Tapping into the Instagram community.

Bomber Eyewear has a fantastic Instagram account, with killer user-generated content shared on a regular basis.

Like other style-focused brands, Bomber has plenty of gorgeous stock photos modeling their products. Unlike other brands, however, Bomber’s community members love to strut their stuff in Bomber shades.

We tapped into this fantastic resource to ask for user-generated content, which we use to fill out the email and blog content. Bomber fans share photos of their gear on Instagram, and often find themselves featured in emails, blogs, or Instagram round-ups.

It’s a win-win!

Crafting curated blogs with a distinct personality.

One of my favorite things about Bomber Eyewear is their brand’s personality. It’s the perfect mix of beach vibes, bada$$ bosses, adrenaline enthusiasts, and people who just Get It Done.

How do you build a blog that speaks to such a diverse community with so many interests?

You craft a distinct personality, and stick to that voice.

By positioning Bomber Eyewear as a fun-loving, joke-cracking, advice-giving best friend, we let the brand speak for itself as a community-focused, connection-driven concept.

Instead of constantly offering sales, Bomber offers blog posts covering everything their community is actually “into.”

Over the last year, we’ve dropped how-to guides on the basics of skateboarding, interviews with the owners, musicians, and reality TV stars, safety tips for extreme sports, and guides for practicing quality self-care.

While the topics themselves sprint across industry lines and interests, we never divert from Bomber’s fun-loving, enthusiastic voice.

We capture the spirit of the products and the people behind them, while still positioning Bomber Eyewear as a brand to trust, a source of information, and the next place you might learn a fun fact.

Creating clever sales that stand out from the crowd.

If you’ve made it this far, you’re probably screaming at me, “But how did you get almost $12k from a single email?!”

I’m getting to it, I promise.

Black Friday is always a huge holiday for online retailers. In 2018, Bomber netted a comfortable $8,375 from their email marketing program.

The problem here is that they set their sights too low.

We ran the same sale with the same product offerings in 2019, and netted a 283.5% increase from the previous year’s direct-from-email revenue numbers.

What changed?

For starters, we built the Black Friday sale as an entire campaign instead of a one-off email. We planned it more than a month in advance, preparing a four-email drip campaign with high-quality graphics.

We analyzed the dates and times with the best open rates, and narrowed down the email list to target big spenders, VIPs, and people who frequently interacted with Bomber’s emails and blog posts.

In our campaign images, we included some standard “biggest sale ever” lingo — we worked it in where it was needed, and left it less melodramatic in our subject lines.

And it worked!

When it comes down to it, the content itself was less important than the strategy we designed to back it up.

By approaching the sale as a campaign rather than a one-off email, we were able to develop our content strategy and roll out a killer sales day — that $11.6k we keep talking about.

So, how can we do the same for your business?

Here at Get Mighty Creative, we love getting to the heart of your business.

We find out Your Big Thing that sets you apart from the competition, identify audiences that love you (and audiences that could love you a little more), and craft curated content that speaks to comprehensive strategy.

We’re here for you.

You’re the experts at what you do — let us be the experts in telling the world.

To learn more about our email marketing and blog packages, email hello@getmightycreative.com or fill out our contact form to get started. Your first consultation is always free!