Case Study: Vårdväskan achieves 30x email marketing ROI with Mailchimp

How Vårdväskan Uses Mailchimp’s Personalization Tools to Achieve a High ROI

Vårdväskan, a Swedish e-commerce retailer serving healthcare workers across the Nordics, needed to scale personalized marketing across multiple markets without adding headcount. With 300,000+ subscribers and a small marketing team, the company wanted a more efficient way to tailor communications by country, audience, and occupation while increasing email performance. It switched to Mailchimp in May 2024 to support these goals.

Using Mailchimp’s personalization tools, API integrations, segmentation, tagging, and automation flows, Vårdväskan built targeted welcome series, abandoned cart reminders, and separate B2B/B2C campaigns connected to data from Norce, Clerk.io, and Google Analytics. The results were strong: Mailchimp helped drive 30x revenue ROI from email marketing, a 315% above-benchmark click-through rate, and a 58.7% open rate on the welcome series, all while improving efficiency and keeping the team lean.

Vårdväskan

Simon Dahl

Email Marketing Manager