Mailchimp success story · Packaged food brand

How Eggland's Best got 6x the clicks of mass emails by getting personal with egg buyers.

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Eggland's Best sells through grocery stores, so it never meets most of its customers. Surveys, segments, automated journeys and location targeting turned a one-size-fits-all newsletter into a conversation with more than 277,000 contacts.

Business: Eggland's Best
Market: Pennsylvania, United States
Goal: A direct relationship with shoppers it never sells to directly

The results.

Segmented and automated emails compared with mass newsletter emails; the open-rate comparison covers the same four-month period in 2024.

6xclick rate of segmented and automated emails
3xopen rate of automated flows
55%less time to create an email

The brand also reports a 31% lift in click rate, at its highest, after switching to Mailchimp. Figures as reported in the story; Mailchimp does not publish how they were measured.

The challenge.

Eggland's Best sells its eggs through grocery and fresh food retailers, so the shopper who buys the carton is never its own customer. Shoppers spend only a few seconds at the shelf, usually reaching for something they have bought before.

Its early email took a one-size-fits-all approach, which produced little real engagement. It also could not target a launch by region: a product available only in Florida had to be announced to everyone, or to no one.

Survey subscribersPopups and surveys capture interests.
Segment by interestFitness, recipes, products and more.
Automate the journeysWelcome, recipe and new product flows.
Target by locationRegional launches reach nearby shoppers only.

What they did.

Surveys and popup forms · Segmentation · Automation flows · Geotargeting · Content optimizer and AI

Ask, then listen: Surveys and popup forms asked subscribers about their interests, from fitness and nutrition to recipes and products.
Fine-tuned segments: The answers built segments that each received content they cared about, including gamified contests.
Journeys that trigger themselves: Automation flows sent welcome emails, recipe ideas and new product news to the people most likely to engage.
Launches by location: Geotargeting sent regional product news only to shoppers who lived near the stores carrying it.
Faster production: Templates, AI features and the content optimizer cut a full email from about a week to about three days.

Why it worked.

Our read on the decisions behind the numbers, and what any business can take from them.

Interest data beats guesswork: Asking people what they want is the simplest segmentation there is, and the most accurate.
Automation reaches the most engaged: Journeys go to the people most likely to respond, at the moment they are most interested, which is why they outperform mass sends.
Local relevance drives store visits: Announcing a product only where it is sold sends shoppers to a shelf that actually has it.
Saved time became more marketing: Faster production freed the team for contests and surprise moments it had no time for before.

How we would run this play for your business.

You do not need a national budget to use the same ideas. This is how Overtop Media Digital Marketing puts them to work in our mailchimp email marketing.

Start with a preference survey: A short survey and smart signup forms tell us what each subscriber wants to hear about.
Automate the evergreen content: Welcome, tips, recipes or how-tos, sent automatically to new subscribers so the newsletter does not carry the whole load.
Target by location: Multi-location and regional brands send store news only where it applies, and support it with local search.
Build loyalty you can see: Reviews, user content and contest entries are tracked as results, alongside clicks and sales.