How Smith Optics hit a 77% transit email open rate and 30% click rate with AfterShip

Smith Optics, founded in 1965, creates high-quality outdoor eyewear and protective gear, including sunglasses, goggles, and helmets for sports enthusiasts. The company aims to enhance outdoor experiences through innovative design and advanced technologies like ChromaPop lens innovation, which improves color and clarity.

Results

• 77% transit email open rate
• 30% transit email click rate
• Average return processing time cut to under 3 days
• Exchanges live on day one
• $10,000 migration fee avoided, plus a $2,000/year integration fee eliminated

The Challenge: A Post-Purchase Platform Smith Had Outgrown

Smith Optics previous tool was not fully integrated with other transactional emails, which limited customer engagement. It had an outdated interface, confusing global region settings, and a rigid rules engine that could not support Smithʼs exclusions, timing needs, or holiday return windows. As Smith moved to Shopify Plus, the system became a drag on customers and internal tech teams.

And when Smith announced its intention to migrate to Shopify, the provider proposed a $10,000 migration fee—on top of an existing $2,000/year fee to connect Smith's customer service platform, Gladly. That quote accelerated the decision to switch entirely rather than migrate in place.

Smith worked with Chameleon Collective to map their post-purchase journey. After reviewing global customer needs, returns rules, exclusions, holiday windows, and outbound tracking requirements the evidence was clear that a change was needed. The goal was not just to replace software. It was to build a cleaner operating model.

The Solution: Rebuilding eCommerce Communications Around the Customer

Smith selected AfterShip Tracking and AfterShip Returns to run their post-purchase operations on Shopify Plus.

Customer Experience Designed to Perform

Smith turned a fragmented operations tool into a stronger customer channel. The new system lowered resource demands, spread ownership across teams, and gave business users more speed and control. Customers received clearer updates, while Smith gained better shipment visibility through AfterShipʼs dashboard.

Transit emails reached open rates of 77% and click rates of 30%. Those clicks brought customers to a branded Shopify page powered by AfterShip, where Smith could inform, cross-sell, and capture interest.

Faster Refunds and First-Ever Exchanges

The warehouse team was fully operational with the new system within weeks. Returns were fully automated with scanner-based intake with real-time stats available to the front-of-house business owners and administrators.

Average return processing time—the days from return request submitted to refund issued—dropped to under 3 days, total.

Exchanges launched for the first time. Smith went from zero exchange capability to a live, automated exchange flow on day one.

Smooth Launch, Backed by Fast Support

Changing providers in the middle of a replatform usually adds cost and risk. For Smith, the switch removed both.

Unlike their previous provider, AfterShip did not charge a Shopify migration fee. It also natively integrated with Smithʼs tech stack out of the box — including Attentive, Klaviyo, and Gladly. This also gave the merchandising team more control, reducing reliance on developers and Shopify admin resources when products launched or retired.

Smith launched AfterShip in parallel with Shopify Plus on schedule—despite two required ERP integrations and an entirely new workflow with advanced exception logic. AfterShip's open API enabled a more direct link between Smith's US and EMEA-based ERPs without rebuilding a tangled OMS integration, and order-based communications were unified through Klaviyo, creating one source of truth for outbound and reverse logistics.

Support response time (one of Smith's original pain points) improved, too. One live support query was answered in under 3 minutes—a real contrast to the slow, non-technical support Smith previously encountered with their old provider.

Smith Optics replaced an outdated tracking and returns platform with a post-purchase experience built to perform. If your post-purchase experience isn't pulling its weight, we'd love to show you what AfterShip can do.