Mailchimp × Madden Media / Destination Door County
Mailchimp x Madden Media, Seasonal segmentation lifts open rates 47%
54.4% open rate vs 36.9% for non-seasonal series (20% higher open rates)
Broad one-size-fits-all messaging to intent-driven seasonal personalization
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Why it works
The case study leads with a clear before-and-after metric table, making the performance lift concrete and easy to scan. The travel intent framing is smart: it acknowledges that destination marketers cannot track direct sales, then reframes guide orders and engagement rates as meaningful conversion proxies. There is a mild coin-flip between Breakthrough and Clarity because the story also emphasizes gaining new visibility into traveler intent by season, but the headline numbers going up make Breakthrough the right primary tag.
Steal this
The side-by-side metric table comparing seasonal vs non-seasonal welcome emails gives readers an instant, credible before-and-after without requiring them to trust a vague claim.
Click to enlarge ↗ This is editorial commentary and curation. The case study, screenshot, and all metrics are Mailchimp's published work; we link to the source and lead with our analysis.