---
title: "Etna Digital Academy case study: +300% sales and ROAS of X2,600 with Spoki and WhatsApp in the beauty industry"
language: en
page: case-studies/etna-digital-academy-case-study
url: "https://spoki.com/en/case-studies/etna-digital-academy-case-study"
generatedAt: "2026-03-19T05:19:12.597Z"
category: case-study
author: Spoki
publishedAt: "2024-11-28T14:24:00"
version: 1.0.0
---

# Etna Digital Academy case study: +300% sales and ROAS of X2,600 with Spoki and WhatsApp in the beauty industry

**Author:** Spoki | **Published:** 11/28/2024

*Context Etna Digital Academy is an academy founded by Davide Faranda (co-founder), a digital advertising expert, specializing in training on digital marketing and dealing with e-commerce at 360°. In addition to training professionals, the academy also runs its own e-commerce of beauty products, which makes it an interesting case study for the implementation of new marketing technologies, […]*

---

### Context

[**Etna Digital Academy**](https://www.etnadigitalacademy.it/?utm_source=organic&utm_medium=menu&utm_id=menu&utm_campaign=it-2023_10_05-search_brand-prospecting-registration-lp&utm_content=post220525&utm_term=spoki) is an academy founded by **Davide Faranda (co-founder)**, a digital advertising expert, specializing in training on digital marketing and dealing with e-commerce at 360°. In addition to training professionals, the academy also runs its own e-commerce of beauty products, which makes it an interesting case study for the implementation of new marketing technologies, with a focus on optimizing sales and loyalty through digital strategies.

**Starting Problem**: Etna Digital Academy was mainly using **email marketing** to reach its customers, but was finding very low open rates, around **16 percent**, and a high percentage of messages ending up in spam, despite the fact that steps such as domain verification had been taken. This resulted in **low effectiveness** of promotional campaigns, leading to low conversion rates. The academy needed a more direct and effective approach to reaching its customers, boosting sales, and retaining existing customers.

### Project Goals

Etna Digital Academy has identified three main goals to improve its performance:

- **Increase the open rate of** communications by reaching customers through a more immediate channel than email.

- **Automate communication flows** to reduce the time and resources required for direct contact activities.

- Increase campaign **conversion rates** by improving the customer experience and incentivizing sales through personalized messages.

Davide Faranda, as Co-Founder and head of advertising campaigns, then decided to partner with **Spoki**, the first conversational marketing platform that enables the integration of **WhatsApp** APIs to optimize sales processes and transform the relationship with customers by making it more personal, direct and profitable.

### Implementation of the Strategy

The decision to adopt Spoki was driven by the need for a more effective channel than email to reach customers. WhatsApp, with an average open rate of **98 percent**, proved to be the ideal choice for immediate and direct communication.

**Actions implemented**:

**Segmented messaging campaigns**:Etna Digital Academy used Spoki to send personalized messages to specific groups of customers based on their purchasing preferences and previous behavior.Customers were segmented into four main categories:

- **Not Responded**: customers who had never responded to previous contact attempts. Generic messages were sent to them to rekindle interest in the products.

- **Negatives**: customers who had previously shown disinterest. They were engaged with informational messages to educate them about product benefits and generate curiosity.

- **Unsold**: contacts who had booked an appointment or shown interest but did not complete the purchase. They were incentivized with discount codes and exclusive promotions.

- **Sold**: customers who had already purchased products. They were sent thank-you messages, requests for positive reviews, and cross-selling suggestions for other products, such as kits and accessories.

**Launch of new collections**:

- VIP list members received advance news about the launch of new collections, with promotions dedicated only to WhatsApp users.

**Recovery of abandoned trolleys**:

- Customers who had added products to their shopping carts without completing the purchase received automated follow-up messages with personalized offers to stimulate conversion.

**Quick polls on WhatsApp**:

- The academy used short questionnaires to gather feedback on customer preferences, using the data collected to further personalize future campaigns.

### Tools Used and Integration

To achieve its goals, Etna Digital Academy has integrated Spoki with the following tools:

- **Shopify**: e-commerce platform for product and transaction management.

- **Brevo** (formerly SendinBlue): for automation of email marketing campaigns.

- **Meta Ads**: to promote social media advertising campaigns.

The integration was implemented quickly and efficiently, allowing the academy to send about **8,000 WhatsApp messages** in a few days. Spoki automated the sending of personalized messages, improving open rates and reducing response times.

### Results Obtained

The adoption of Spoki has led to extraordinary results:

- **300% increase in sales** over the previous quarter.

- **Turnover of €25,000** in just two days, of which **€6,000** came from the recovery of abandoned trolleys.

- ROAS of **2,600%** with an advertising budget of **€750**.

- **Sixty percent of abandoned carts** were recovered through automated messages sent through Spoki.

- **35% conversion rate** on WhatsApp campaigns, with a spike in responsiveness during seasonal promotions.

- During the **Halloween campaign**, a 30 percent discount promotion generated **176 orders in 24 hours** and a total of **303 orders** over the two days of the campaign.

- **Opening rate of 98 percent** for WhatsApp messages, a marked improvement from 16 percent for email.

- Managing approximately **4,000 contacts**, with targeted breakdown to maximize campaign effectiveness.

### Advantages and Benefits

The implementation of Spoki has radically transformed the way Etna Digital Academy handles communications with clients, leading to:

- **Automation of communication flows**: reduced operational costs and increased efficiency in marketing campaigns.

- Improved **Customer Relationship Management**, with increased engagement through personalized messages.

- **Increased retention of** existing customers, with a focus on cross-selling and upselling via WhatsApp.

- **Reduced response time** through automation, thus improving the customer experience.

### Conclusion

Etna Digital Academy&#8217;s case study demonstrates how the adoption of advanced digital tools like **Spoki** can transform traditional marketing, bringing tangible results in terms of conversions and sales. Through the strategic use of WhatsApp and integration with advanced CRMs such as ActiveCampaign, the academy achieved a level of efficiency that exceeded initial expectations.

**CREDITS**
**Agency**: [Etna Digital Academy](https://www.etnadigitalacademy.it/)
**Ceo & Digital Marketing Specialist**: Davide Faranda (co-founder)
### Categories

- Case Study-en

### Tags

- ActiveCampaign
- Beauty, Spa & Salon
- Brevo
- Education
- Shopify

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