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Case Study

Otravez

How Otravez transformed its business.
52% of revenue from marketing automation.

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The goal

The project aimed to increase conversion rate (CR) and customer lifetime value (LTV), driving a significant increase in revenue.

The goal was to use lead generation to find new potential customers and rely on scheduled launches to attract a qualified audience, building hype and then revenue.

The approach

The approach combined acquiring new customers with retaining existing ones. Advanced marketing automation was implemented, with personalized flows guiding users through the purchase journey, including pop-ups to segment visitors and post-purchase flows to encourage further purchases. Upselling communications and special programs such as the birthday flow were introduced to keep the relationship with customers active and guide them to conversion. An email marketing strategy combining the editorial plan and automated flows was implemented to build interest and guide users toward conversion.

1

Lead generation: acquiring qualified, profiled leads interested in the brand. This lets us track user behavior, adding people to our audience so we can send targeted communications. We can also build personalized journeys that ease decision-making and increase the chances of conversion.

2

Building hype: generating excitement and strong interest through strategic communications. This approach built an audience highly motivated to buy, significantly shortening conversion times and increasing revenue.

3

Increasing LTV: building authentic relationships and a deep bond with your community. It is essential to diversify content and go beyond purely commercial communication, focusing on messages that engage people emotionally. Plain-text emails sent directly by the designer are perceived as a 1-to-1 conversation, extremely personal. This approach helps create a lasting bond that brings customers back to buy again over time.

The results

Thanks to our data-driven, tailored approach, the results achieved include:

52%Revenue from email marketing.
+558k€ attributed to email marketing (Klaviyo).
+215%Growth driven by lead generation and launches.

Results of individual clients, not guaranteed. Shopify total sales include shipping and taxes.

OTRAVEZ

+215% by leveraging strategic launches and lead generation

Key points

New customer acquisition;
Budget optimization and stabilization
MER;
Increase in AOV and LTV.

Google Analytics: 357K users, €2.7M revenue, 1.01% conversion rate and 698K sessions, 2021-2023

Results of individual clients, not guaranteed. Shopify total sales include shipping and taxes.

STARTING POINT

A brand born from the founder’s influence during Instagram’s peak visibility. The owner and her social profiles are still very important today, but the algorithm changes of recent years have completely reshaped the landscape.

The challenge was to give room, pace and a growth vision to a brand too tied to social media dynamics, without a real engine of its own.

MAIN CHALLENGES

A competitive market with two main communication approaches:

Competing on price;
Testimonial ambassadors.

With purchase-intent interaction on the founder’s profiles declining, and no wish to compete on price, we needed communication that gave customers a new sense of community.

PRE-ANALYSIS AND FIRST PART OF THE STRATEGY

At the start of the project, we carefully reviewed the Meta account.

At that point, we identified a significant opportunity to improve performance, thanks to recent platform updates and rising costs to get good visibility. This context paved the way for new, targeted professional strategies.

We noticed a weakness in acquisition and strong customer loyalty after the first purchase. This let us make the most of marketing automation to improve our acquisition and LTV goals.

Growth over the last 2 years

We worked relentlessly on optimization, both in acquiring new customers and in engaging the users already in our databases.

The goal was to attract high-quality users, aligned with the brand’s offers, to build a high-value audience for our email marketing campaigns.

Our main goal has always been to acquire informed users who can become true fans of the brand.

With a high repeat purchase rate, these users contribute significantly to the company’s financial stability.

Google Analytics: 357K users, €2.7M revenue, 1.01% conversion rate and 698K sessions, 2021-2023 — Growth over the last 2 years

Results of individual clients, not guaranteed. Shopify total sales include shipping and taxes.

DETAILS

Platforms used

Launches are at the heart of the operation. Each launch is strategically planned around specific goals: acquiring, optimizing and converting leads.

Budget and campaign goals come from careful upfront planning, which includes assessing stock depth and the in-house team’s capacity to handle large sales peaks concentrated in short periods.

Testing to identify the most effective audiences, for both lead generation and conversion, is continuous and constant.

This approach rests on the awareness that every test is a snapshot of a specific period, showing the impact of the creative and copy combinations applied at that time.

META is the main platform for acquiring leads and traffic, supporting the automation run through Klaviyo in generating significant revenue.

At the same time, the sales peaks driven by automation send positive signals that let machine learning identify potential customers more precisely, improving performance in terms of ROAS even for campaigns aimed at a cold audience.

Meta Ads campaign management: results, cost and amount spent per campaign

Strategy

Work on acquiring an interested audience and leverage new product and collection launches to generate interest and revenue.

Integrate automation systems to transform leads into repeat customers.

We implemented sign-up forms to capture customers, segmenting them by page, with communication consistent with the user’s journey, and pop-ups/flyouts reminding already-subscribed users of information that helps conversion.

We built flows that bring users closer to the brand, and flows that win back users at product view, add to cart and checkout start.

To build loyalty, we also created a post-purchase flow for VIP users, a flow using predictive intelligence to upsell users when they are ready to buy, and a birthday flow to wish customers a happy birthday.

Klaviyo: flow revenue of €262,691.54 with the trend chart — Screenshot 1: Shows the revenue generated by flows.

Klaviyo: conversions summary of €558,779.91, campaigns and flows — Screenshot 2: Shows the revenue generated by email campaigns with the lead generation strategy.

Klaviyo: new collection launch, total revenue €150,737.23, of which €105,473.53 attributed — Screenshot 3: Shows an example of strategy and results for a new collection launch.

Klaviyo: list of email campaigns with recipients, open rate and revenue — Screenshot 4: This screenshot shows the impact of lead generation and the revenue from interested users (this raises domain authority and sends important signals to the platforms to improve ad relevance).

Klaviyo: email campaigns, revenue comparison for the interested audience — Screenshot 5: Shows the revenue difference between the interested audience (even if small, from lead gen) and the rest of the audience.

Klaviyo: plain-text email campaign from the owner to a small audience — Screenshot 6: Shows how effective this is at building a relationship with the brand: a plain-text email in which the owner speaks directly to a small audience of customers.

Results

52% of revenue from marketing automation

Revenue generated: +€558k

+215% growth

Klaviyo: total revenue of €1,068,288.33 with the growth chart over time

Klaviyo: attributed revenue of €558,779.91, split between campaigns and flows

Results of individual clients, not guaranteed. Shopify total sales include shipping and taxes.

CONCLUSIONS

Through in-depth market analysis and targeted tests on the most effective practices for profitability, we developed an approach that continues to define the brand’s success.

The lead generation process, followed by meticulous segmentation work to improve the relevance of every communication, proved demanding but extremely fruitful.

This method optimizes the value of every user, a valuable asset we have already invested in acquiring, maximizing profits.

We saw a significant transformation, driven by a virtuous cycle that includes:

Lead optimization, tailored to the specific targets of each launch, to make sure we chase only the most relevant contacts.
More positive signals thanks to advanced automation strategies, which set the stage for a substantial improvement in performance.
A peak in traffic conversion at crucial moments, when automation guides users toward the desired action, using the moment to maximize effectiveness.
Audience care, a process through which we build lasting bonds that not only add value to current customers but turn them into loyal brand advocates, ready to come back.

This integrated approach not only strengthened our position in the market but also built trust and loyalty with our clients, positioning us as a leader in the field and ensuring a steady flow of returns and growth.

It is this synergy of strategic innovation, continuous optimization and care for client relationships that continues to drive our success.

+14.9M revenue generated

+3.7M ads spent

+20Team members

+19Clients

Services

How we work on your e-commerce

Advertising

Meta, Google and TikTok campaigns that bring in qualified traffic.

Analysis and strategy

Data, funnels and conversions to find out where sales are being lost.

Marketing automation

Email and chatbots to recover abandoned carts and bring customers back.

Consulting

Strategy and training on advertising, automation and conversion optimization.

Testimonials

What our clients say

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Jewelry – Albert and Milor Group S.p.A.

We work with the Milor team on their performance marketing, supporting the growth and optimization of the e-commerce stores of Bronzallure and Etrusca Gioielli. In this testimonial their team talks about working with Ermethe and what we built together to grow the brands’ digital performance. Video in Italian with English subtitles.

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Footwear – Suny of La Gatta con gli Stivali

We have worked for years with La Gatta con Gli Stivali, a brand of handcrafted women’s footwear, supporting the growth of its digital activity. In this interview, founder Suny shares what it is like to work with our team and why constant dialogue matters to sustain the brand’s growth over time. Video in Italian with English subtitles.

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Jewelry – Linda, personal brand LdiLinda

We work with Linda, founder of the jewelry brand LdiLinda, supporting the growth of her e-commerce through performance marketing, video content, promotions and automations. In this testimonial, Linda explains how Ermethe helped her turn ideas and products into a clear, organized, results-driven growth plan. Video in Italian with English subtitles.

They chose Ermethe

Brands that grow with us

+50%online sales in 6 months
12%engagement on IG
+30%newsletter sign-ups

Blondesister

+35%YoY revenue
+26%average revenue over 12 months
31%of revenue from Klaviyo

La Revêche

52%of revenue from marketing automation in 12 months
+€558kfrom marketing automation
+215%with launches and lead gen

Otravez

Results of individual clients, not guaranteed. Shopify total sales include shipping and taxes.

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