Sometimes, great marketing comes down to good listening. At Honeywell Biscuit Co., turning to customers for input is built into the business model. The bakery, which began when founder Rebecca Honeywell-Ward started baking during her kids’ naptime, has built a devoted following for its customizable treats. From edible little leather jackets with your choice of encouraging message to birthday snacks embossed with the guest of honor’s name, the bakery’s products thrive on making people feel special. So they set out to understand more about their email subscribers and apply that thoughtfulness to their email marketing, too.
This year, the business offered the option to opt-out of Mother’s Day promotions, a gesture rooted in empathy for customers who may be coping with difficult feelings during this time of year. They were blown away by the response. Here, Honeywell’s marketing coordinator Gemma Goode shares how they used a preferences center in Mailchimp to execute the opt-out campaign, what surprised them about customers’ reactions, and what learnings they hope to apply year-round.