Lucchese unlocks ROI and omnichannel orchestration by consolidating email and SMS
65x
Klaviyo ROI in 12 months with email and SMS
43%
YoY growth in SMS revenue in H2 2025
138%
YoY growth in revenue per SMS recipient in H2 2025
Lucchese, a bootmaker and apparel brand, sits at the intersection of Italian craftsmanship and Western Culture. Founded in San Antonio, Texas in 1883 by Italian artisan Salvatore Lucchese, who immigrated from Sicily, the brand was originally known for artisanal men’s cowboy boots. The product catalog steadily expanded, and today Lucchese is a lifestyle label that offers head-to-toe Western apparel for both men and women, retailing through an ecommerce store and more than 30 brick-and-mortar retail locations nationwide.
Learn how Lucchese took SMS marketing from siloed to strategic with Klaviyo B2C CRM
Challenge: Weak ROI from a siloed SMS platform gathering dust
“I want to create a customer experience as one of a kind as our boots are,” says Sarah Kaddour, head of retention marketing at Lucchese.
That means sending each customer perfectly-timed, relevant communication, on the appropriate channel, whether they’re considering their first purchase or their tenth.
But with email and text messages separated between Klaviyo and Yotpo, respectively, Kaddour struggled to make her vision a reality.
Our ROI actually did not do well when we had email and SMS on two different platforms.
For one, perfect timing was hard to nail. Creating omnichannel automations required too much toggling between tabs for Lucchese’s lean marketing team. Text messaging often went unused due to the siloed set-up.
When Lucchese did use texting to promote in-store events, the one-off campaigns posed challenges. Customer data didn’t pull into their text messaging platform correctly, and Kaddour struggled to scrape together audiences in major Texas cities where Lucchese has thousands of subscribers.
Sending text messages was just too much mental load, for too little impact.
"Per credit for SMS and MMS, our prior SMS platform was cheaper than Klaviyo, but it felt like my time and our return on investment was suffering,” Kaddour says. “Our ROI actually did not do well when we had email and SMS on two different platforms.”
Solution: Impactful omnichannel orchestration from one B2C CRM
Lucchese switched to Klaviyo SMS, consolidating email, SMS, and accurate customer data in one easy-to-use B2C CRM.
Suddenly, it was easy to text customers consistently. Precisely-timed cross-channel automation and orchestration was possible. The team could build audiences for text messaging and email with the exact same data, straight from Klaviyo Data Platform (KDP), slashing data syncing issues to zero.
With these tailwinds at their back, Lucchese has rolled out a new lifecycle strategy. Today, they use text message marketing in a more consistent, targeted way.
It’s driving performance at the channel and the message level: in H2 2025, Lucchese saw 43% YoY growth in SMS revenue, and 138% YoY growth in revenue per recipient—growth that helped support 65x Klaviyo ROI over the last 12 months.
We’ve gained a lot from integrating email and SMS in Klaviyo. Now, our ROI is higher for an SMS. Even though it's a more costly message, the return is better.
“We’ve gained a lot from integrating email and SMS in Klaviyo,” Kaddour says. "Now, our ROI is higher for an SMS. Even though it's a more costly message, the return is better."
The impact was most visible during BFCM 2024, their first major shopping holiday after consolidating email and text messaging. Lucchese’s ecommerce revenue jumped 78% YoY on Black Friday. In 2025, Black Friday ecommerce revenue grew YoY again.
Kaddour attributes much of this success to the way email and texting work together in Klaviyo.
“With both email and SMS under one roof in Klaviyo, we could really integrate both channel strategies in a seamless way, so it didn't feel like they were competing against each other,” she explains.
Strategy: Driving revenue by strategically syncing emails and texts
In Lucchese’s lifecycle strategy today, email and text messaging complement each other. Email is for broader marketing messages; text messaging, the more intimate and attention-grabbing channel, works as a strategic bonus layer for rewarding VIPs and reaching customers at high-intent moments.
The way the two channels work together shows most clearly in:
- Omnichannel BFCM campaigns: Kaddour has found a rhythm for promoting Lucchese’s limited-edition holiday boots, which debut on Black Friday. On Thanksgiving, she sends a preview with rich imagery and descriptions via email for customer consideration. The next day, when the boot is available for purchase, she sends text reminders to buy. A 2025 Black Friday text was Lucchese’s all-time highest-revenue text message.
- Cross-channel abandonment automations: Kaddour has added a follow-up text message to the end of 3 of Lucchese’s abandonment flows. For maximum ROI, she pay-gates the SMS so it only sends to shoppers who abandoned products worth more than $500. She’s exploring layering in channel affinity logic, too, to reach customers where they’re most likely to engage.
- Event invitations: Kaddour now often promotes in-store events with email and text message campaigns sent to zip code-based segments, all rooted in customer profile data from KDP. That means SMS subscribers get an extra-visible reminder, only fitting for a VIP.
This is just the beginning. Kaddour is always building more on-brand, personalized experiences that feel hand-made for each customer.
Now, Lucchese is expanding omnichannel automation and segmentation opportunities by adding more data to KDP: zero-party customer preference data captured via Klaviyo Forms, and, soon, Team Work Commerce POS data pulled in from their retail locations.
“I really want our customers to feel like we get them, and they're getting exactly what they need from us,” Kaddour says. "I work toward that through a mix of strategy and technical execution, and Klaviyo is constantly building and rolling out new ways to help someone like me.”
I really want our customers to feel like we get them, and they're getting exactly what they need from us. I work toward that through a mix of strategy and technical execution, and Klaviyo is constantly building and rolling out new ways to help someone like me.
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