Mascaró

Mascaró is a Spanish footwear brand with decades of history and an international presence. Together with Línea Gráfica, they launched a Marketing Automation strategy using Connectif to activate their contact base, improve engagement and turn the email channel into a real sales driver.

The challenge

Mascaró had a solid database with room for improvement in the email channel. The goal: build automations that would turn every contact into a real sales opportunity.

Increase email engagement

Improve open rates through more precise segmentation and more relevant messages.

Recover abandoned carts

Reduce lost sales at the final step of the purchase process, where no recovery mechanism was in place.

Re-engage inactive customers

Reconnect with a segment of the database showing no recent activity but with high purchase potential.

Activate loyalty

Leverage key moments in the customer lifecycle with no active workflows in place.

Boost the newsletter as a sales channel

Increase revenue attributed to email sends, which barely reached €368 in direct income.

Grow the database

Expand beyond existing contacts to increase the reach of future campaigns.

Our work

Design and implementation of a complete automation architecture in Connectif, with behaviour-triggered flows and lifecycle segmentation.

Advanced segmentation

Contacts classified by purchase behaviour, frequency and interaction, personalising every send to increase relevance and engagement.

Abandoned cart flow

Progressive reminder sequences that maintain a consistent presence without overwhelming the user, optimising the recovery of lost sales.

Conversion-focused newsletter

Content and segmentation designed to reach the user at the right moment, turning brand communication into direct sales.

Loyalty automations

Birthday and second-purchase incentive workflows that strengthen key moments in the customer lifecycle. Open rate 71.43%, conversion 2.20%.

Win-Back and Lead Scoring

Sends prioritised by engagement level, recovering inactive users and maximising the efficiency of every communication. Open rate 48.15%.

Continuous optimisation

Ongoing adjustments to subject lines, send times and frequency, ensuring each flow maintains relevance and performance over time.

Results

+57.7%

Email open rate

+270.6%

Newsletter revenue

+28.9%

Abandoned cart revenue

I want those results!

Your ecommerce can grow like this too

If you want to turn your database into a real source of revenue, at Línea Gráfica we design the Marketing Automation strategy you need, with real, measurable results.

I want you to be my team!