Castañer, one of Spain's most iconic footwear brands and a global leader in premium espadrilles, was entering a new growth phase characterized 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 entire customer journey.
Webmefy 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-based CRM strategy allowed the brand to strengthen its sustainable growth in the e-commerce channel.
Goal: Scale the CRM channel with advanced segmentation and personalization tailored to different markets.
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 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 became a growth lever. We designed a data ecosystem that enabled the scaling of relevant communications and optimized channel performance.
Strategic Plan: A strategic action plan focused on retention and relevance was designed for continuous execution.
→ CRO proposals were implemented for the content, structure, subject lines, and logic of the flows.
→ Integration of the loyalty program into flows was worked on, including a welcome to the program and automation for the sum and accumulation of points.
→ Optimization of forms to boost lead capture.
→ Advanced segmentation by behavior, product, and collections: users began to be impacted according to their interests and actual behavior (clicks, navigation, purchases by category, frequency), not with mass mailings.
Immediate result:
→ Campaigns better aligned with the purchase moment and user profile
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.
Strategic Data:
Continuous Optimization:
Several A/B tests and technical optimizations were carried out to strategically collect and use data.
La evolución interanual del canal refleja no solo más volumen, sino también una estructura de ingresos más robusta, con mayor peso de automatizaciones y una base de datos en máximos históricos.
de crecimiento del canal frente al año anterior.
en ingresos procedentes de flujos automatizados.
en ingresos generados por campañas.
pico histórico de revenue total del canal.
Junio 2025 cerró con un pico histórico tanto en ingresos por campañas como por flujos, superando los 2.3 millones en revenue total y situando al canal por encima del máximo alcanzado el año anterior.
El número de suscriptores creció de forma constante, cerrando septiembre de 2025 en un máximo histórico de 2.2M.
El análisis comparativo de 2025 vs. 2024 confirmó una mayor contribución de los flujos automatizados, validando una estrategia más eficiente, robusta y menos dependiente de picos estacionales.
El crecimiento no llegó solo por vender más: llegó por construir un canal más predecible, con una base de datos más fuerte y una mayor capacidad de monetización desde CRM.
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:
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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