Mailchimp success story · Online baking supply store

How an online baking store grew revenue 23% by putting its email community to work.

Name: Overtop Media Digital Marketing
Address: 933 Louise Ave Suite 101-18, Charlotte, NC, 28204, US
Telephone: (704) 237-0707
Price range: $$

El Amasadero had a large, engaged list of home and professional bakers, but sent everyone the same content. Connecting its store, splitting the list into more than 50 segments and adding automated journeys turned that community into sales.

Business: El Amasadero
Market: Málaga, Spain
Goal: Turn a loyal community into more sales

The results.

Orders compare subscribers with non-subscribers; time to first purchase fell 17% after the new popup forms.

23%revenue growth in 2025
66%more orders from subscribers than non-subscribers
17%faster to first purchase

Results for 2025. The subscriber community has grown to more than 30,000. Figures as reported in the story; Mailchimp does not publish how they were measured.

The challenge.

El Amasadero sells specialist flours and baking tools online to more than 85,000 home and professional bakers in Spain and Portugal, with a team of eight. It had used Mailchimp since 2014 and its content campaigns were well read.

But the program stopped at the basics. Its store integration was not fully used, there was little segmentation, and no advanced journeys. Professional bakers, resellers and home bakers all received the same messages.

Connect the storeComplete purchase history in Mailchimp.
Build 50+ segmentsHome bakers, professionals and resellers.
Automate the journeysCart recovery, new-customer and win-back flows.
Grow the listSeparate popups for consumers and businesses.

What they did.

E-commerce integration · Segmentation · Abandoned cart flows · Popup forms · Customer journeys

Full purchase history: The PrestaShop store integration was rebuilt so Mailchimp could see every customer’s complete purchase history.
More than 50 segments: Customers were segmented into home bakers, baking professionals and resellers, then by behavior.
A smarter cart recovery: A basic reminder became a multi-step abandoned cart flow, including financing options for large carts from professional customers.
Journeys and popups: New journeys welcomed new customers and woke up inactive ones, and separate popup forms for consumers and businesses grew the list.

Why it worked.

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

Different buyers, different messages: A professional bakery and a weekend baker need different products, prices and reasons to buy. Segments let each one hear the right pitch.
Automation scales a small team: Eight people could not hand-write follow-ups for 85,000 customers. Journeys did it for them and freed time for strategy.
Big carts deserve help: Offering financing on high-value abandoned carts removed the real objection instead of just repeating a reminder.
Content earns the right to sell: Years of useful baking content built a list that wanted to hear from the brand, so offers landed with people who already trusted it.

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.

Split your buyers: Consumers, trade customers and resellers, each with their own welcome, offers and frequency.
Upgrade the cart flow: More than one reminder, with the right incentive for the cart’s value and the customer type.
Grow the list on your site: Popups and forms tailored to each type of visitor, built into a site that stays fast.
Keep the content coming: Recipes, guides and how-tos give people a reason to open, and help your e-commerce SEO at the same time.