Mailchimp success story · Wellness e-commerce brand

How a wellness brand escaped the spam folder and lifted average order value 43% with Mailchimp.

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

JungKwanJang, the Korean red ginseng brand, was paying for an email platform that sent its campaigns to spam. After moving to Mailchimp and replacing blasts with segments and automated flows, its average order value rose from $175.52 to $251.00.

Business: JungKwanJang
Market: California, United States
Goal: Reach the inbox and lift order value

The results.

Compared with its previous email platform, where average order value was $175.52.

43%higher average order value
$21K+recovered in 53 days
2xwelcome flow volume
$127KBlack Friday and Cyber Monday revenue

Welcome flow entries grew 113% in the first 50 days after the move; the $127,000 came from the Black Friday and Cyber Monday campaigns launched right after it. Figures as reported in the story; Mailchimp does not publish how they were measured.

The challenge.

JungKwanJang sells premium Korean red ginseng supplements to American customers through a California e-commerce operation with more than 186,000 subscribers. Its email program had stalled: campaigns were landing in spam, and the team could not even see its own emails in a personal inbox.

The old platform cost up to $20,000 a month, its Shopify sync had stopped working, and the customer data was frozen in the previous year. Every campaign went to the whole list, which hurt deliverability and pulled average order value down. Reporting meant hours of jumping between tabs.

Move the dataTwo weeks from the old platform to Mailchimp, in time for Black Friday.
Sync the storeShopify purchases and browsing feed every segment.
Segment the listPurchase history, browsing and engagement replace whole-list blasts.
Automate the follow-upWelcome, browse, cart and checkout flows run on their own.

What they did.

Platform switch · Shopify integration · Segmentation · Welcome and abandonment flows

A fast, clean move: The data moved to Mailchimp in about two weeks, early in November, in time to run the Black Friday and Cyber Monday campaigns without a gap. The team had expected the move to take 90 days.
Store and email in one view: The Shopify integration put purchase, browsing and email data in one dashboard, so every segment reflected what customers were doing now.
Segments instead of blasts: Campaigns went to segments built on purchase history, browsing behavior and engagement, rather than to all 186,000 subscribers at once.
Flows that sell while you sleep: A new welcome journey introduced several products instead of one, and browse, cart and checkout abandonment flows brought shoppers back automatically.

Why it worked.

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

Inbox placement comes first: No email can sell from the spam folder. Sending relevant mail to engaged people is what moves a sender back into the inbox, and every other number on this page depends on it.
Relevance attracts bigger orders: Showing each shopper several products that fit their history gave them more reasons to buy, and the brand reached higher-intent customers who spent more per order.
Automation recovers what was already earned: Abandoned browsing, carts and checkouts are sales that almost happened. Flows that catch them run every day without anyone pressing send.
Clean data makes fast decisions: With store and email data in one place, monthly reporting fell from hours to one, and the team could act on what it saw.

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.

Audit deliverability first: We check authentication (SPF, DKIM and DMARC), list health and sending patterns before we design a single email, so your mail lands in the inbox.
Connect your store properly: Shopify, WooCommerce or Square, synced and tested, so segments and product recommendations use live data.
Build the core flows: Welcome, browse, cart and checkout abandonment, and post-purchase, written for your products and tested against each other.
Feed the list from every channel: New subscribers from Google Ads and Meta ads go straight into the welcome flow, so paid traffic keeps paying off.