Pretty Ballerinas is a Spanish artisan footwear brand with an international presence. With the goal of getting more value from their database and increasing revenue attributed to the email channel, they launched a Marketing Automation strategy with Línea Gráfica, powered by Connectif.
The challenge
Pretty Ballerinas had a database with significant untapped potential. The goal: activate automations that would turn contacts into repeat customers and maximise the return of the email channel.
Increase email open rates
Increase email open rates
Improve open rates through more precise segmentation and more relevant messages for each contact.
Recover abandoned carts
Recover abandoned carts
Reduce lost sales at checkout, where no active recovery flow existed.
Re-engage inactive customers
Re-engage inactive customers
Reconnect with a segment of the database showing no recent activity but with untapped purchase potential.
Activate loyalty
Activate loyalty
Leverage key moments in the customer lifecycle with no active workflows in place until then.
Boost the newsletter as a sales channel
Boost the newsletter as a sales channel
Increase revenue attributed to email sends, starting from €1,144 in direct income.
Grow the database
Grow the database
Expand beyond existing contacts to increase the reach of future campaigns.
Our work
We designed a complete automation architecture in Connectif: behaviour-triggered flows, lifecycle segmentation and continuous optimisation of each send, so that every message reached the right person at the right time.
Automation architecture
We designed and activated Abandoned Cart, Newsletter, Loyalty, Win-Back and Re-engagement flows, each with its own activation logic and segmentation.
Advanced segmentation
We segmented the database by purchase behaviour, frequency and customer lifecycle to personalise every touchpoint.
Subject line and send optimisation
We ran continuous tests on subject lines, send times and frequency to progressively improve open rates.
Recovery flows
We implemented automated abandoned cart sequences with progressive reminders, recovering sales that would otherwise have been lost.
Loyalty and second purchase
We activated birthday and second-purchase incentive workflows, increasing the LTV of active customers.
Reporting and continuous improvement
We monitored every automation with clear KPIs to identify improvement opportunities and adjust the strategy month by month.
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.
