Case Study: Beobasta
Retention-led growth
From campaign email to CRM engine. How Beobasta moved from a Klaviyo-led newsletter rhythm to an AI-powered lifecycle marketing program on the Manago AI platform, covering automation, segmentation, consent capture and buyer exclusion.
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- 41.64%
- Manago AI share of total sales, touchpoint attribution
- 32.78%
- Manago AI share of total sales, last-click attribution
Why they chose Manago AI over Klaviyo
Klaviyo had already proven that email could contribute meaningful revenue. But Beobasta's growth was capped by manual campaign sends. On Manago AI, they built an always-on lifecycle engine, combining behavioural data, automation, segmentation and cross-channel consent, that made retention scalable instead of dependent on manual campaign pressure.
The challenge: growth capped by manual sends
Beobasta already had a working email channel, but most revenue still depended on manually sent campaigns rather than lifecycle automation. Alta Solutions set four objectives for the move to Manago AI.
Increase revenue from the existing database. Turn a working email channel into a broader retention program.
Improve CRM indicators through automation. Move from campaign dependence to always-on flows and trigger logic.
Grow the consented contact base. Use pop-ups, signup capture and checkout consent expansion.
Reduce acquisition waste. Exclude existing buyers from ad audiences and shift them into retention logic.
The story isn't 'we replaced one platform with another.' It's 'we moved from newsletter execution to a more advanced CRM operating model'.
Vojislav Vlahovic and Nemanja KandicOwner of Beobasta and Co-Owner of Alta Solutions
The strategy: a retention-first CRM setup
Alta Solutions built a retention-first CRM setup in the Manago AI platform, combining data integration, automation, segmentation and cross-channel consent capture.
1. Data and product foundation
Imported customer, order and product data, including SKU, categories, metafields and product feed structure, for CRM execution on Manago AI.
2. Lifecycle automation
Launched welcome, cart abandonment and birthday flows, while controlling send frequency at both account and flow level.
3. Consent and audience growth
Reactivated signup pop-ups, added a slider form and expanded checkout consents for email, SMS, Viber and WhatsApp.
4. Segmentation and paid efficiency
Built actionable segments and excluded buyers from advertising audiences, so CRM and acquisition no longer work against each other.
The results: a measurable shift in CRM contribution
The outcome was not simply more email volume, but a measurable shift toward automated CRM contribution and stronger retention economics.
Share of total sales
Klaviyo share of total sales, baseline period: 12.39%
Manago AI share of total sales, touchpoint attribution: 41.64%
Manago AI share of total sales, last-click attribution: 32.78%
Average order value
Touchpoint AOV vs site average: +8.8%
Last-click AOV vs site average: +9.61%
Why it matters
As digital ad spend in Serbia reached EUR 168.92M in 2025, up 28% year on year, retention and buyer exclusions became more important to protect profitability while acquisition costs grow more competitive. Market context source: Coob / IAB AdEx 2025 article, 5 June 2026.
What changed under the hood
These are the operating mechanisms that explain why the new setup performs beyond a simple platform migration. This implementation strongly suggests deeper CRM maturity in four areas.
01. CDP activation
Manago AI is now likely using richer real-time onsite behaviour to trigger campaigns, workflows and audiences beyond static list-based targeting.
02. Omnichannel and content
The setup supports onsite recommendations, behaviour-based pop-ups and web push notifications that can directly assist conversion.
03. Precise segmentation
The program can now target by recency, frequency and monetary value instead of sending the same message to broad audiences.
04. Deliverability optimisation
Migration, list cleaning, send-frequency control and better infrastructure often improve domain reputation and unblock message reach.
How this connects to the result
The missing depth
Klaviyo proved that email could already contribute meaningful revenue. The Manago AI setup added the missing depth: behavioural data, automation, segmentation and channel coordination that make retention more scalable and less dependent on manual campaign pressure.
Why this matters
The business impact is not just that Beobasta changed tools. The stronger outcome comes from better signals, better audiences, better delivery and more conversion entry points across the customer journey.
