Case Study: Honeywell Biscuit Co. Deepens Customer Connection with Mailchimp

How Honeywell Biscuit Co. Builds Customer Connection Through Empathy

Honeywell Biscuit Co., a UK-based bakery known for customizable gifting treats, wanted a more empathetic way to connect with its email subscribers. Working with Mailchimp, the team used its email marketing tools to better understand customer preferences and create a more thoughtful experience around sensitive holiday promotions.

Mailchimp helped Honeywell Biscuit Co. launch an opt-out campaign and later a preferences center so subscribers could easily update their details and exclude themselves from Mother’s Day and Father’s Day emails. The result was a strong customer response: the company received more than 400 opt-out requests in its first Father’s Day test, saw customers publicly share and praise the campaign on social media, and gained valuable audience insights that informed more personalized, human-centered marketing.

Honeywell Biscuit Co.

Gemma Goode

Marketing Coordinator