Industry
B2B Online-Handel
Challenge
Viani, a leading German delicatessen retailer, wanted to simplify its email marketing while reducing costs. HubSpot offered many features, but was too complex for the existing requirements and too expensive in relation to the features actually used. The company was looking for a simpler, leaner solution that enabled automation and segmentation, integrated seamlessly with existing systems such as Pimcore and Fillout, and made communication with B2B and B2C customers more personal, efficient, and effective.
Results
The switch to Mailchimp brought Viani immediate benefits. Licensing costs fell by around 75%, the team works more efficiently and can focus more on content and design. Thanks to standardized templates, communication appears more professional and consistent. Open and click-through rates remained stable, but the biggest gain lies in the simplicity of the processes and the independence of the team—a solid foundation for future personalized campaigns.
Key Product
Lifecycle-Marketing
Der Wechsel von HubSpot zu Mailchimp war für uns ein logischer Schritt: Wir nutzten nur einen Bruchteil der umfangreichen Funktionen von HubSpot, standen jedoch vor hohen laufenden Kosten. Mit Mailchimp haben wir jetzt ein Tool, das genau zu unseren Anforderungen passt – schlank, effizient und deutlich kosteneffektiver.“
Viani – Feinkost mit Haltung und Herz
As one of the leading importers of delicatessen specialties, this experienced wholesale company has been serving restaurateurs and retailers since 1973, offering its customers exquisite delicatessen specialties. Since 2016, Viani has also been targeting end consumers via its online shop. Its proximity to its customers, combined with high quality standards, shows that Viani acts consciously, authentically, and with commitment—exactly what the brand stands for.Initial situation – too big, too expensive, too complicated
Viani wanted to modernize its email marketing, simplify processes, and reduce costs. The tool it had been using, HubSpot, was powerful but too complex and expensive for the team's actual requirements. Many features remained unused, while maintaining and creating campaigns was disproportionately time-consuming.
The company was looking for a solution that was easy to use, cost-effective, GDPR-compliant, and could be seamlessly integrated into the existing system landscape. At the same time, communication needed to be more personalized and automated in order to target different customer segments—from delicatessens and restaurants to private customers. The goal was to regain more control over campaigns and make content more relevant and appealing.
The solution – Mailchimp & Blackbit as partners for efficient email marketing
Viani chose Mailchimp because the tool offers exactly the features the team really needs: powerful, intuitive, and streamlined. Blackbit, as a Mailchimp Pro Partner and Pimcore Platinum Partner, supported the project from the outset: in addition to providing strategic advice on Mailchimp, we implemented the integration into the existing Pimcore platform, including transactional emails, the customer management framework, and the various B2B and B2C registration processes.
The following measures were implemented in collaboration with Blackbit:
- Automated workflows for recurring campaigns, such as welcome emails sent to new subscribers
- Integration of newsletter forms directly via Fillout, making it easy to capture new subscribers
- Segmentation of contacts by target group—B2B, B2C, POS—and product interests, e.g., "truffles"
- Consistent, brand-compliant templates, with Blackbit providing setup support
- Discontinuation of redundant tools for transactional emails to simplify the tool landscape and make processes more efficient
Thanks to Blackbit's expertise, Viani was able to simplify processes, implement campaigns more quickly, and deliver content in a more targeted manner. Mailchimp thus forms the basis for flexible, scalable email marketing that the team can control independently and continuously optimize—with the security of a stable Pimcore integration.
Results – efficiency, clarity, and time savings
The switch to Mailchimp in conjunction with the Pimcore integration quickly showed results. Viani was able to reduce licensing costs by around 75%, the team is working more efficiently and has more time to focus on content and design. Automated workflows and targeted campaigns enable a more personalized approach to customers and lay the foundation for even more segmented, relevant content in the future.
Qualitative advantages:
- Simplified workflows and reduced training requirements
- Easier maintenance of newsletter templates and more consistent brand communication
- Greater independence for the team thanks to easier handling
- Integration into the Pimcore platform, including transactional emails, customer management framework, and B2B/B2C registration processes
Thanks to Blackbit's expertise in Mailchimp, Pimcore integration, template design, and setup, Viani was able to make its marketing communications more efficient and personalized at the same time—a solid foundation for future campaigns.
Conclusion – sometimes less is more
The switch to Mailchimp shows that not every company needs a comprehensive enterprise tool for professional email communication. The key is that the technology fits the team.
Tips for other companies
- Choose tools based on actual needs, not on the range of functions they offer.
Efficiency beats complexity: a lightweight system inspires creativity.
Content remains king—no tool can replace good stories.
A system change is the perfect opportunity to rethink processes, designs, and routines.
Outlook – digital enjoyment with a personal touch
Viani plans to further expand its Mailchimp setup in order to address customers in an even more personalized way. The plans include automated customer journeys with multi-stage welcome sequences, interest-based newsletters on topics such as "chocolate," "olive oil," or "pasta," and more refined segmentation based on purchasing behavior.
The goal is clear: emails that don't feel like advertising, but rather like an inspiring conversation about enjoyment. This allows Viani to remain exactly what the brand stands for in the digital world—authentic, approachable, and tasteful.
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