Seamless ESP migration helps Havaianas scale email program
Scalero, Havaianas, and Bloomreach partnered to ensure a seamless migration.
Havaianas is a globally recognized footwear brand, best known for its iconic flip-flops. In North America, the brand relies on effective email marketing to engage customers and drive sales through its direct-to-consumer ecommerce business.
Havaianas made the decision to move its email marketing from Salesforce Marketing Cloud (SFMC) to Bloomreach, the agentic platform for personalization. Havaianas had been working with an outside agency to manage its SFMC instance and was looking to move to a platform that could help the team manage more internally in order to scale the program. As the migration began, custom data extractions, integrations, and deliverability improvements were needed to enhance performance and streamline operations. Havaianas selected Scalero as its agency partner due to its robust experience in deliverability improvements and migrations.
Scalero took over 100% of all email sends within SFMC, ensuring a smooth transition after the previous agency's departure. Custom data extractions and querying processes were implemented, facilitating efficient movement of customer lists from SFMC to Bloomreach. Havaianas had a very robust process to create lists in SFMC, but Scalero and Bloomreach were able to simplify it from dozens of steps to just a few. Email campaigns were built and executed in both platforms, fully aligning with Havaianas’ content calendar.
Additionally, Scalero provided ongoing deliverability consulting, optimizing sending infrastructure and improving sender reputation. This high level of consulting enabled Havaianas to achieve a successful ESP migration, eventually leading to a high IP reputation in Google Postmaster, allowing for 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, Marketplace & Stores, Havaianas
“We turned to Scalero after struggling with an email deliverability issue that was taking us a long time to resolve, affecting our business revenue. 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.”
Gabriela Lopes
CRM Manager, Havaianas
“Scalero was instrumental in helping us navigate a very challenging and unexpected situation when we switched ESPs. Their team provided us with the right tools and strategic guidance to pivot our approach, ultimately enabling us to complete the email warm-up process effectively. On top of that, they were incredibly collaborative and easy to work with throughout the entire process. We’re truly grateful for their support and expertise.”
Natalia Schlittler
CRM Coordinator, Havaianas
