Mailchimp × Willful
Mailchimp x Willful, 18x conversion lift through stage-based automation
18x conversion rate lift for automated campaigns vs. bulk sends
Dropped-off users to completed wills
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Why it works
The story leads with a dramatic conversion number going up, which makes Breakthrough the clear primary tag, though the efficiency of replacing manual follow-ups at scale is a genuine secondary thread. The case study earns credibility by naming the specific behavioral moment that caused drop-off, pausing to consult family, rather than speaking in vague friction terms. Three clean supporting metrics (18x conversion, 1.7x open rate, 40% of revenue) give the reader multiple angles to anchor the value.
Steal this
Name the exact pause point in the customer journey. Willful identifies specific hesitation moments like naming an executor or finalizing signatures, which makes the automation rationale concrete and the results believable.
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.