Havaianas is a globally recognized footwear company, best known for its iconic flip-flop sandals. The iconic Brazilian brand has become a symbol of Brazilian culture, being associated with the country’s vibrant and carefree lifestyle.
Story Behind the Brand
8
new email scenarios that drive revenue from lifecycle marketing
Challenge
In North America, Havanianas relies on effective email marketing to engage customers and drive sales through its direct-to-consumer ecommerce business.
Previously relying on an external agency to manage its ecommerce operations and email marketing capabilities within its Salesforce Marketing Cloud (SFMC) instance, Havaianas sought the flexibility that would empower its team to take greater control of its email marketing internally and scale the program more effectively.
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Solution
To accomplish its goal, Havaianas decided to transition its email marketing from Salesforce Marketing Cloud (SFMC) to Bloomreach Engagement and move its ecommerce operations to Shopify.
During the migration, custom data extractions, integrations, and email deliverability enhancements were required to optimize performance and streamline operations. To support this transition, Havaianas partnered with Scalero, a full-service lifecycle marketing Bloomreach partner known for its expertise in email deliverability improvements and migrations.
Scalero assumed full responsibility for all email sends within SFMC, ensuring a seamless transition during the change. Custom data extractions and querying processes were implemented, enabling efficient transfer of customer lists from SFMC to Bloomreach.
While Havaianas had a complex process for list creation in SFMC, Scalero and Bloomreach simplified it from dozens of steps to just a few. Email campaigns were built and executed across both platforms, staying fully aligned with Havaianas’ content calendar.
In addition, Scalero provided ongoing deliverability consulting, optimizing the sending infrastructure and improving sender reputation. This comprehensive support allowed Havaianas to achieve a successful ESP migration, culminating in a strong IP reputation in Google Postmaster and a smooth transition from SFMC to Bloomreach.
Scalero’s exceptional partnership was evident from day one. Their willingness to proactively address our Salesforce Marketing Cloud challenges, even before formal engagement for the Bloomreach migration project, set them apart. They’ve seamlessly integrated with our team and delivered outstanding results. I highly value their expertise and look forward to future collaborations.
Cindy Shepherd
Head of Ecommerce, Havaianas
Results
Ultimately, Havaianas successfully migrated its email operations from SFMC to Bloomreach Engagement, enhancing deliverability and achieving a strong IP reputation in Google Postmaster with Scalero’s support.
In total, Scalero and Bloomreach connected to set up eight new scenarios for Havaianas that drive revenue from lifecycle marketing.
“We turned to Scalero after struggling with an email deliverability issue that was taking us a long time to resolve, affecting our business revenue,” said Gabriela Lopes, CRM Manager for Havaianas. “Scalero not only solved it in just a few days but also developed an innovative action plan that addressed the root cause. Their team consistently delivers creative solutions for both large and small programs, proving to be true problem solvers who step up when it matters most.”
After a successful migration from SFMC to Bloomreach Engagement, Havaianas established a strong email program in this new platform with enhanced data workflows, automation, and segmentation strategies. Now, the powerful combination of Bloomreach’s email functionality with Shopify’s ecommerce platform will help future-proof Havaianas’ lifecycle marketing for an AI-powered future.
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