- CRM strategy audit and optimization
- Implementation and optimization of automated flows
- Integration of new channels into the CRM ecosystem
- Unification and cross-referencing of customer data
- Advanced segmentation and personalization of communications
- Retention strategy and increase of Customer Lifetime Value (LTV)
A channel more aligned with the business: personalization, segmentation, and results.
Castañer Transforms Its Customer Relationship: Personalized and Automated CRM Strategy
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Castañer Context
Castañer, one of Spain's most iconic footwear brands and a global leader in premium espadrilles, was facing a new growth phase marked by international expansion, the consolidation of its omnichannel model, and a constant increase in its digital customer base.
In this context, the brand needed to evolve its CRM and lifecycle marketing strategy to connect with its consumers in a more personalized, efficient, and profitable way throughout the customer journey.
At Webmefy, we supported Castañer in optimizing its Klaviyo ecosystem, integrating new data sources and communication channels, developing advanced automations, and activating dynamic segmentation strategies aimed at improving retention, repeat purchases, and CLTV.
This success story shows how a data-driven and continuous improvement CRM strategy enabled the brand to strengthen its sustainable growth in the eCommerce channel.
Goal: Scale the CRM channel with advanced segmentation and personalization tailored to different markets.
Castañer's challenge
Castañer was already using Klaviyo, but the channel wasn't quite taking off. A stable volume of subscribers contrasted with performance below its potential.
- The brand operated in several international markets with different languages, without a clear structure for effective scaling.
- Communications did not leverage customer behavior data to reflect seasonality.
The problem in numbers: An analysis of email performance in 2024 showed a high dependence on seasonal campaigns (summer) and a sharp drop in revenue during off-peak seasonality (September to December). Monthly revenue in Q1 2024 remained at a baseline significantly lower than in 2025. This indicated that the channel was neither sustainable nor scalable throughout the year.
Personalization as a scaling strategy
Personalization became a growth lever. We designed a data ecosystem that enabled the scaling of relevant communications and optimized channel performance.
Scaling the key channel across multiple markets
Strategic Plan: A strategic action plan focused on retention and relevance was designed for continuous execution.
- Automated Flow Optimization: We redesigned key flows such as welcome, abandoned cart, post-visit retargeting, and loyalty, tailored to each market and language (Spain, France, Italy, among others).
→ CRO proposals were implemented for the content, structure, subject lines, and logic of the flows.
→ Integration of the loyalty program into flows was carried out, including program welcome and automation for point earning and accumulation.
- Acquisition and Advanced Segmentation:
→ Optimization of forms to enhance lead capture.
→ Advanced segmentation by behavior, product, and collections: users began to be targeted based on their real interests and behavior (clicks, browsing, purchases by category, frequency), rather than with mass mailings.
Immediate result:
→ Campaigns better aligned with the purchase moment and user profile
Sustained consolidation and customization
Revenue Sustainability: Automation and personalization ensured that, during the low season, monthly revenue in Q1 2025 was substantially higher than in the same period of 2024, proving that the channel was able to maintain stable conversion rates and generate consistent revenue outside of the seasonal peak.
Organic interaction increased, with a greater number of email opens and clicks, indicating greater content relevance.
The database was cleaned by implementing reactivation flows and campaigns.
Personalization by market and interests drove channel revenue.
Intelligent Omnichannel Escalation
- New Smart Flows: New flows were created and launched with logic based on collection, gender, product type, average ticket size, frequency, and purchase behavior, in order to send relevant content to boost conversion.
- The channel was connected with other touchpoints for more cohesive campaigns.
Strategic Data:
- The implementation of lookalike audiences for the email and SMS channel database was proposed to boost paid ads on various platforms (Instagram and Tiktok).
- The integration of POS for managing physical store data, and the integration of Klaviyo with payment platforms for strategic audience cross-referencing (Paid Ads) were recommended.
Continuous Optimization:
Several A/B tests and technical optimizations were carried out to strategically collect and use data.
YOY Results
23%+
Channel Growth (YoY)
39%+
Cash Inflow
11%+
Campaign entry
€2.3M
All-time high - total channel revenue
Historic record and growth
June 2025 closes with historic peak in both campaign and flow revenue, exceeding 2.3 million in total revenue, surpassing the previous year's peak, with a subscriber base also at an all-time high.
↳ Strong database: The number of subscribers grew consistently, closing September 2025 at an all-time high of 2.2M
↳ Sustainable revenue structure: The comparative analysis of 2025 vs 2024 confirmed that the 2025 revenue peak was achieved with a significantly greater reliance on flow revenue (automations), which validates that the personalization and automation strategy made the channel more efficient and robust, especially in controlling the post-seasonal drop.
Email as a Growth Engine
At Webmefy, we helped Castañer optimize its email channel, transforming it from a tactical channel into a global growth engine.
The key to success:
Goodbye to mass mailings: The focus shifted to deep and dynamic personalization based on consumer behavior.
This transformation allowed Castañer to:
- Scale effectively: adapt communication to the specific realities and needs of each customer.
- Generate consistent revenue: Maintain stable revenue, even during periods of low seasonality.
In summary: a strategy aligned with consumer behavior and the commercial calendar turned email into one of the brand's most profitable pillars.
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