Case Study: Willful boosts conversion rates 18x with Intuit Mailchimp

Willful boosts conversion rates 18x with Intuit Mailchimp

Willful, a Canadian online estate planning company, faced the challenge of re-engaging customers who paused during the emotionally draining process of creating a will. Without timely and helpful follow-ups, these interruptions in momentum were hurting their conversion rates. They turned to Intuit Mailchimp and its marketing automation flows to address this gap between customer intention and completion.

Using Intuit Mailchimp's automation and segmentation tools, Willful built personalized email flows that delivered timely educational content based on where each customer had paused. This solution, powered by an API integration, resulted in a measurable impact: a 1.7x open rate lift, an 18x conversion rate lift, and 40% of their Mailchimp-driven revenue coming from these automated campaigns.

Willful