- CRM strategy audit and optimization
- Implementation and optimization of automated flows
- Advanced segmentation and communication personalization
- Omnichannel strategy activation (Email + SMS)
- Integration of new data sources into Klaviyo
- Retention strategy and increase in Customer Lifetime Value (CLTV)
- Strategic support for launches and international growth
Personalization and automation for profitable channel growth
Olistic multiplies its CLTV and consolidates the email channel as a growth engine with Webmefy and Klaviyo
Services
Context
Olistic, a leading brand in advanced nutricosmetics, was facing a new phase of growth characterized by expansion into different European markets, the constant increase in its digital customer base, and the need to build stronger, more recurring relationships with its consumers.
In this scenario, the email marketing channel needed to evolve to support business growth, improve the customer experience, and become a stable and scalable source of revenue.
Since May 2023, Webmefy has been assisting Olistic in optimizing its CRM ecosystem with Klaviyo, integrating new data sources, developing advanced automations, and activating segmentation strategies aimed at maximizing retention, recurrence, and Customer Lifetime Value.
Goal: Scale the CRM channel with advanced segmentation and personalization tailored to different markets.
The challenge
The goal was not simply to improve specific email marketing campaigns, but to turn the channel into a strategic asset for sustained growth.
To achieve this, it was necessary to:
- Professionalize the use of automations throughout the customer journey.
- Improve segmentation and personalization based on language, product type, and customer behavior.
- Prepare the channel to scale loyalty initiatives and new product launches.
- Reduce the time between purchases and encourage recurring consumption.
- Align the CRM channel with the business's international growth.
The Strategic Evolution of the Channel
Webmefy designed a comprehensive strategy based on advanced automation, dynamic segmentation, and omnichannel activation.
A complete system of automated flows was implemented, tailored to each stage of the customer lifecycle: welcome, activation, cart recovery, post-purchase, win-back, and loyalty, adjusted by market, purchase type, and engagement level.
The strategy combined educational content, value propositions, and social proof to reinforce the brand's unique attributes and encourage continued treatment.
Additionally:
- Expert and real customer testimonials were integrated to drive conversion.
- Subscription benefits were highlighted at key points in the journey.
- Automation was coordinated with strategic campaigns such as "Hair Month" or BFCM.
- The loyalty program was boosted by activating point usage in key flows.
- The referral program was promoted as a lever for organic acquisition.
In parallel, an advanced segmentation strategy was developed based on variables such as purchase frequency, customer type, active subscription, products purchased, or engagement with communications.
During the business's growth and the launch of new product lines, the CRM strategy was adapted to ensure consistency in the customer journey and maximize both acquisition and retention.
Furthermore, SMS was incorporated as part of the omnichannel strategy to reinforce personalization and increase conversions at key moments.
The channel evolved from tactical to strategic, generating a real impact on revenue
CRM AS A STRATEGIC ASSET
We transform email marketing into a stable source of growth.
A data-driven architecture, automation, and personalization allowed for increased communication relevance and accelerated channel performance.
Immediate result:
→ Campaigns better aligned with the buying moment and user profile
Business impact
109%+
Revenue generated by email channel (YoY)
38%
Total business revenue attributed to the CRM channel
30%+
Increase in purchase recurrence
25% or more
Improved conversion of automated flows
From June 2024, the channel enters a clear acceleration phase, reaching historical peaks during BFCM and consolidating annual revenues of 7 figures*
The strategic evolution of the CRM channel allowed Olistic to transform email marketing into one of the main drivers of business growth.
In the last year, revenue generated by the channel increased by 109%, coming to represent 38% of total revenue. This growth was driven by a significant improvement in purchase recurrence (+30%) and in the efficiency of automations, with a 25% increase in the conversion of key flows.
The developed automation architecture allowed flows to consistently generate more than 70% of the channel's monthly revenue, consolidating a growth model based on personalization and real customer behavior.
As of June 2024, the channel entered a clear acceleration phase, reaching performance peaks at strategic moments like BFCM and maintaining solid evolution throughout 2025.
Today, the CRM channel generates seven-figure annual revenues and has established itself as a strategic asset within Olistic's growth ecosystem, contributing to strengthening customer relationships and maximizing Customer Lifetime Value across all its markets.
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