# Mailchimp Automation: 6x Higher Click Rate | OVERTOP [Home](/)›[Success stories](/success-stories/)›[Mailchimp](/success-stories/mailchimp/)›Eggland's Best Mailchimp success story · Packaged food brand # How Eggland's Best got 6x the clicks of mass emails by getting personal with egg buyers. 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. BusinessEggland's Best MarketPennsylvania, United States GoalA 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. - **6x**click rate of segmented and automated emails - **3x**open 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 subscribers**Popups and surveys capture interests. - **Segment by interest**Fitness, recipes, products and more. - **Automate the journeys**Welcome, recipe and new product flows. - **Target by location**Regional launches reach nearby shoppers only. ## What they did. Surveys and popup forms · Segmentation · Automation flows · Geotargeting · Content optimizer and AI Ask, then listenSurveys and popup forms asked subscribers about their interests, from fitness and nutrition to recipes and products.Fine-tuned segmentsThe answers built [segments](https://mailchimp.com/features/segmentation/) that each received content they cared about, including gamified contests.Journeys that trigger themselves[Automation flows](https://mailchimp.com/features/automations/marketing-automation-flows/) sent welcome emails, recipe ideas and new product news to the people most likely to engage.Launches by locationGeotargeting sent regional product news only to shoppers who lived near the stores carrying it.Faster productionTemplates, 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 guessworkAsking people what they want is the simplest segmentation there is, and the most accurate.Automation reaches the most engagedJourneys 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 visitsAnnouncing a product only where it is sold sends shoppers to a shelf that actually has it.Saved time became more marketingFaster 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](/mailchimp/). Start with a preference surveyA short survey and smart signup forms tell us what each subscriber wants to hear about.Automate the evergreen contentWelcome, tips, recipes or how-tos, sent automatically to new subscribers so the newsletter does not carry the whole load.Target by locationMulti-location and regional brands send store news only where it applies, and support it with [local search](/locations/).Build loyalty you can seeReviews, user content and contest entries are tracked as results, alongside clicks and sales. ## Who this play fits. You do not have to be a packaged food brand to use the same approach. It is a strong fit for: - Consumer brands sold through retailers - Food and beverage producers - Franchise and multi-location brands - Brands launching products by region - Companies building a loyalty community - Any business whose customers buy elsewhere ## Want results like these? Tell us about your business and your goals. We will show you where Mailchimp can bring you customers, and what it would take. [Start growing with Mailchimp](#audit) [Or call (704) 237-0707 ›](tel:7042370707) [See how we run Mailchimp for our clients ›](/mailchimp/) ## More Mailchimp success stories. - [ Food and consumer goods **9.2%** sales lift ### Halo Top Read the story › ](/success-stories/pinterest-ads/halo-top/) - [ Food and consumer goods **50%** higher conversion rate than its other Demand Gen campaigns ### Javvy Coffee Read the story › ](/success-stories/youtube-ads/javvy-coffee/) - [ Food and consumer goods **23%** revenue growth in 2025 ### El Amasadero Read the story › ](/success-stories/mailchimp/el-amasadero/) [See all Mailchimp success stories ›](/success-stories/mailchimp/) Results as published by Intuit Mailchimp in its Eggland's Best customer story (October 2025). Results for other businesses will differ. Analysis by Victor Bubuioc, MBA, Digital Performance and Growth Expert, published October 10, 2026.