Mailchimp is one of the world’s most popular email marketing platforms, but is it the best option for your business? Let’s find that out in our latest and updated Mailchimp review.
In this review, we’ll explore Mailchimp’s strengths, limitations, and key features. By the end, you’ll know whether it’s the right email service provider (ESP) for you—or if another option might better fit your needs.
Table of Contents
- Mailchimp’s Key Features
- Ease of Use
- Email Campaign Design
- Automation
- Reporting and Analytics
- Integrations
- Pricing
- Pros and Cons
- Final Verdict
- OptinMonster + Mailchimp: A Perfect Pair
Mailchimp’s Key Features
Here’s a table summarizing Mailchimp’s key features:
| Feature | What It Offers | Best For |
| Email Campaign Creation | Drag-and-drop editor, pre-built templates, dynamic content, A/B testing (paid plans). | Businesses looking for intuitive email design and testing options. |
| Audience Management | Segmentation, tagging, customer profiles, and sign-up forms. | Organizing contacts and targeting subscribers effectively. |
| Marketing Automation | Basic automation (free), advanced workflows, pre-built journeys like cart recovery (paid plans). | Automating customer engagement and sales funnels. |
| Ecommerce Tools | Product recommendations, abandoned cart emails, retargeting ads, and purchase-based segmentation. | Online stores wanting to boost sales and recover abandoned carts. |
| Reporting & Analytics | Key metrics (opens, clicks, bounces), heatmaps, campaign comparisons, Google Analytics integration. | Tracking campaign performance and making data-driven decisions. |
| Integrations | 300+ integrations (Shopify, WordPress, Zapier, Google Analytics, Canva). | Connecting Mailchimp with your existing marketing tools and workflows. |
| Multichannel Marketing | Social media posting, landing pages, and digital ad campaigns (Facebook, Google, Instagram). | Expanding marketing efforts beyond email to reach a wider audience. |
Ease of Use
One of Mailchimp’s biggest selling points is its user-friendly interface, which makes it a popular choice for beginners and small businesses.
a) Account Setup
Setting up a Mailchimp account is straightforward but does require selecting a payment plan right away, even if you choose the free plan. This upfront decision can feel abrupt compared to competitors who allow users to explore their platform before committing to a plan.
During the onboarding process, Mailchimp collects essential information such as your business name, website, and physical address to comply with anti-spam laws. It also asks questions about your goals and existing email list to customize your dashboard experience.
The setup wizard is efficient, and most users can start using the platform within 5-10 minutes. However, unlike some ESPs, Mailchimp doesn’t offer a guided tour of the platform. Instead, users are expected to navigate the dashboard independently with the help of suggested tasks.
b) Dashboard and Navigation
The dashboard is clean, intuitive, and focused on helping users get started quickly. Upon logging in, you’ll find recommendations for actions like creating your first campaign, importing contacts, or setting up an email template.
Menus and options are well-organized, making it easy to find features like email automation, audience segmentation, and reporting.
c) Learning Curve
Mailchimp is beginner-friendly, but some features, particularly automation workflows and advanced segmentation, might take time to understand for users new to email marketing. To help with this, Mailchimp provides a range of resources, including:
- Step-by-step tutorials
- Detailed help articles
- A searchable knowledge base
However, live chat and email support are only available on paid plans after the first 30 days, which can be limiting for users on the free tier.
Verdict:
Mailchimp is easy to set up and navigate, but the lack of a guided onboarding tour and restricted support for free users could be improved. For beginners, the platform is a solid choice, but businesses with more complex needs may require additional learning time to fully utilize its features.
Email Campaign Design
Mailchimp’s email campaign design features strike a balance between simplicity and customization, making it a popular choice for users of all skill levels.
a) Templates and Layouts
Mailchimp offers a wide range of email templates tailored to various industries and campaign goals. These include:
- Themes: Pre-designed templates for ecommerce, newsletters, announcements, and more.
- Layouts: Flexible structures that allow users to start with a clean slate or add specific elements like images, text, and buttons.
Limitations:
- Many advanced templates are locked behind paid plans.
- The free plan includes basic options but lacks the variety and polish needed for high-impact campaigns.
b) Drag-and-Drop Builder
Mailchimp’s drag-and-drop builder is user-friendly, allowing you to customize every aspect of your email. Here’s what you can do:
- Add and rearrange content blocks such as text, images, buttons, and dividers.
- Customize fonts, colors, and styles to match your brand identity.
- Use dynamic content to personalize emails based on audience segments (available on paid plans).
Ease of Use:For beginners, Mailchimp’s content blocks are clearly labeled, indicating their intended use (e.g., “Featured Product” or “Call to Action“). This guidance is helpful for users who may be unfamiliar with designing effective email campaigns.
c) Advanced Features
Mailchimp’s email design also includes advanced tools to enhance functionality:
- A/B Testing: Available on paid plans, this feature lets you test different subject lines, images, or content to optimize email performance.
- Merge Tags: Personalize emails by dynamically inserting recipient names, purchase history, or other details.
- Embedded Social Icons and Videos: Make emails more engaging with clickable social media buttons and embedded video links.
d) Challenges and Drawbacks
While the builder is robust, some users have reported occasional lag or slow loading times, especially when working on complex designs. This can be frustrating for users on tight schedules.
Additionally, while the builder is flexible, it lacks some of the creative freedom found in competitors like Canva or standalone graphic design tools.
Verdict:
Mailchimp provides an excellent balance of simplicity and functionality for designing email campaigns. The drag-and-drop builder is intuitive, and the range of templates ensures something for most users. However, lagging performance and limited free options could be improved. For businesses needing advanced design features, upgrading to a paid plan is recommended.
Automation
Automation is one of the most valuable features of any email marketing tool, and Mailchimp offers a solid range of automation capabilities. However, the functionality you get depends heavily on the plan you choose.
a) Automation Features by Plan
- Free Plan: Limited to basic, single-step workflows, such as sending a welcome email when someone joins your list.
- Paid Plans: Include multi-step workflows that allow for more advanced customer journeys, such as cart abandonment recovery and follow-ups based on user behavior.
Example:With a paid plan, you could set up an automated series like this:
- Welcome Email →
- Product Recommendations (based on purchase history) →
- Feedback Request →
- Re-engagement Campaign
b) Pre-Built Automation Templates
Mailchimp provides pre-built templates for common automation scenarios, making it easy to set up campaigns quickly:
- Welcome Emails: Greet new subscribers with an introduction to your brand.
- Cart Abandonment: Remind customers to complete their purchases.
- Birthday or Anniversary Greetings: Send personalized emails for special occasions.
- Feedback Requests: Collect reviews or opinions after a purchase or interaction.
These templates save time and provide a foundation for creating effective automated campaigns.
c) Custom Customer Journeys
For users on higher-tier plans, Mailchimp allows you to build custom automation workflows using its Customer Journey Builder. This tool is designed to:
- Map out and visualize the user’s journey.
- Add triggers and actions to create a personalized experience.
- Use advanced segmentation to target specific audiences at different stages.
d) Limitations
- Free Plan Restrictions: The single-step automation limit on the free plan may not be sufficient for businesses with complex needs.
- Lack of Flexibility: While Mailchimp’s automation is effective, it lacks some of the granular control and advanced triggers offered by competitors like ActiveCampaign.
OptinMonster + Mailchimp: The Automation Advantage
Mailchimp’s automation features become even more powerful when paired with OptinMonster.
How OptinMonster Enhances Automation:
- Exit-Intent® Technology: Recover abandoning visitors and add them to automated workflows.
- OnSite Retargeting®: Show targeted campaigns to returning users and add them to segmented lists in Mailchimp.
- Seamless Integration: Automatically send leads captured by OptinMonster campaigns to Mailchimp, where they can enter pre-built automation sequences.
Verdict
Mailchimp’s automation tools are effective for businesses that need straightforward workflows or are willing to invest in higher-tier plans. However, businesses requiring more advanced automation may find alternatives like ActiveCampaign better suited to their needs.
When combined with OptinMonster, Mailchimp’s automation can deliver exceptional results, enabling businesses to engage users effectively and drive conversions.
Reporting and Analytics
Tracking the performance of your email campaigns is essential for improving your strategy, and Mailchimp offers a robust set of reporting and analytics tools to help you do just that.
a) Key Metrics
Mailchimp provides detailed metrics for evaluating your campaign performance:
- Open Rates: Track how many recipients opened your emails.
- Click-Through Rates (CTR): Measure engagement by counting the number of clicks on links in your email.
- Bounce Rates: Identify deliverability issues with emails that didn’t reach inboxes.
- Unsubscribes: Monitor how many people opt out of your list after receiving a campaign.
These basic metrics are available across all plans, including the free version, making them accessible for beginners.
b) Advanced Analytics (Paid Plans Only)
Mailchimp’s paid plans unlock more advanced reporting features:
- Click Maps: Visualize where recipients clicked within your email to identify areas of high engagement.
- Comparative Reporting: Compare the performance of multiple campaigns side by side to find what resonates with your audience.
- Audience Insights: Gain deeper knowledge about your subscribers, such as engagement trends and top-performing segments.
These features allow businesses to make data-driven decisions to optimize their email marketing strategies.
c) Real-Time Analytics
Mailchimp offers real-time analytics for tracking campaign performance as it happens. You can monitor opens, clicks, and other key metrics shortly after sending your email.
d) Integration with Google Analytics
Mailchimp integrates seamlessly with Google Analytics to provide even more detailed insights, such as:
- Tracking conversions from email campaigns to your website.
- Monitoring user behavior after clicking on email links.
- Evaluating ROI for paid ads launched through Mailchimp.
e) Limitations
While Mailchimp’s reporting tools are robust, they have a few drawbacks:
- Advanced analytics like comparative reporting and behavioral insights are restricted to higher-tier plans.
- Data visualization is less detailed compared to competitors like ActiveCampaign or Brevo.
- Custom reporting options are limited, making it harder for businesses with specific reporting needs.
Verdict
Mailchimp’s reporting and analytics tools are effective for basic performance tracking and mid-level analysis. While the free plan provides adequate data for beginners, advanced features on paid plans can help businesses fine-tune their campaigns.
Integrations
Mailchimp is well-known for its extensive integration options, making it easy to connect with other tools in your marketing stack. With over 300 integrations available, Mailchimp can seamlessly adapt to the needs of most businesses.
a) Popular Integrations
Here are some of the most commonly used integrations with Mailchimp:
- Shopify: Sync your store with Mailchimp to send personalized product recommendations, abandoned cart emails, and post-purchase follow-ups.
- WordPress: Use Mailchimp’s plugin to add signup forms, popups, and widgets to your WordPress site to grow your email list.
- Zapier: Automate workflows by connecting Mailchimp to thousands of apps like Slack, Asana, and Google Sheets.
- Google Analytics: Track user behavior after email clicks, including conversions, time on site, and more.
- Canva: Import stunning designs directly from Canva into your Mailchimp campaigns to enhance email aesthetics.
- WooCommerce: Automate order notifications, product recommendations, and promotional emails directly from your WooCommerce store.
- LiveChat: Integrate LiveChat to capture leads during real-time conversations and add them to Mailchimp for follow-ups.
b) Ecommerce Integrations
Mailchimp excels at supporting ecommerce businesses with tailored integrations. Popular platforms like Shopify, WooCommerce, and BigCommerce allow businesses to:
- Segment audiences based on purchase history.
- Send dynamic emails with product recommendations.
- Recover abandoned carts with automated workflows.
c) Custom API
For advanced users and developers, Mailchimp offers a powerful API to build custom integrations. This is ideal for businesses with unique needs or proprietary software.
d) Integration Process
Setting up integrations with Mailchimp is straightforward:
- Visit the Integrations section in your Mailchimp account.
- Search for the app you want to connect.
- Follow the step-by-step instructions provided by Mailchimp.
Mailchimp’s user-friendly interface and documentation make the integration process accessible, even for non-technical users.
e) Limitations
While Mailchimp’s integrations are robust, there are a few drawbacks:
- Affiliate Marketing Restrictions: Mailchimp prohibits certain affiliate links and platforms, which may limit its appeal to affiliate marketers.
- Cost Dependency: Some integrations, such as advanced CRM tools, may require upgrading to higher-tier plans for full functionality.
- Occasional Sync Delays: Depending on the tool and volume of data, syncs between platforms can sometimes experience delays.
OptinMonster + Mailchimp: The Perfect Integration
One of Mailchimp’s most powerful integrations is with OptinMonster, the world’s leading lead generation tool.
How OptinMonster Enhances Mailchimp:
- Advanced Lead Targeting: Use Exit-Intent®, OnSite Retargeting®, and Geolocation to capture high-quality leads.
- Seamless Sync: Automatically send leads captured via OptinMonster directly to Mailchimp for segmentation and nurturing.
- Improved Campaign Tracking: Use UTM parameters to analyze OptinMonster campaign performance within Mailchimp.
Verdict
Mailchimp’s wide range of integrations makes it highly versatile for businesses of all sizes. Its ecommerce tools are particularly beneficial for online stores, while the API enables customization for unique business needs.
When combined with OptinMonster, Mailchimp becomes a powerhouse for lead generation, audience segmentation, and email marketing automation.
Pricing
Mailchimp offers four pricing plans:
| Plan | Contacts | Email Sends/Month | Cost |
| Free | Up to 500 | Max of 1,000/mo or 500/day | $0/month |
| Essentials | Up to 500 | 10X contacts | $13/month |
| Standard | Up to 500 | 12X contacts | $20/month |
| Premium | Up to 10,000 | 15X contacts | $350/month |
While the free plan is sufficient for beginners, businesses aiming for growth will likely need to upgrade to access essential features like A/B testing and multi-step automation.
a) Cost vs. Value
While Mailchimp’s free plan is excellent for beginners, the value diminishes as you scale up. The cost-per-contact increases significantly at higher tiers, making it less competitive for large businesses compared to alternatives like Brevo (formerly Sendinblue) or ActiveCampaign.
b) Additional Costs
Mailchimp has some hidden costs that users should be aware of:
- Pay-As-You-Go Credits: For users who don’t send emails regularly, Mailchimp offers credits for a one-time campaign. These credits can become expensive for frequent emailers.
- Add-Ons: Tools like advanced retargeting or additional storage may incur extra fees.
Verdict
Mailchimp’s pricing structure is accessible for beginners but becomes expensive as your needs grow. The free plan is a great starting point for small businesses, while the paid plans provide the necessary tools for scaling. However, businesses with larger lists may want to explore alternatives for better value.
Pros and Cons
Here’s a visually appealing Pros and Cons Table for Mailchimp:
| Pros | Cons |
| ✅ User-Friendly Interface: Easy navigation, perfect for beginners. | ❌ Pricing Increases Quickly: Expensive as your contact list grows. |
| ✅ Wide Range of Integrations: Over 300 apps, including Shopify, WordPress, and Zapier. | ❌ Limited Free Plan Features: Advanced tools like A/B testing require paid plans. |
| ✅ Generous Free Plan: Supports up to 500 contacts and 1000 email sends/month. | ❌ Strict Policies: Affiliate marketers face restrictions on certain activities. |
| ✅ Pre-Built Templates: Access to ready-made templates and workflows for quick setups. | ❌ Occasional Lag: The email builder can be slow when customizing complex campaigns. |
| ✅ Scalable Features: Paid tiers offer multi-step automation and advanced segmentation. | ❌ Support Limitations: Free users lose email/live chat support after 30 days. |
| ✅ Reliable Analytics: Detailed reports to track opens, clicks, and engagement. | ❌ Advanced Features Lack Depth: Automation and segmentation tools aren’t very robust. |
Final Verdict
Mailchimp is an excellent choice for small businesses and beginners looking for an intuitive email marketing platform. Its free plan is a great starting point, and its paid plans offer enough features to grow with your business.
However, the platform has its limitations, particularly in targeting and lead generation. Pairing it with tools like OptinMonster can help you unlock its full potential.
OptinMonster + Mailchimp: A Perfect Pair
Mailchimp lacks advanced lead generation features, which is where OptinMonster shines.
Why Use OptinMonster for Lead Generation?
- Build popups, floating bars, and slide-ins to capture leads.
- Use advanced targeting rules like Exit-Intent® and Geo-Location.
- Seamlessly integrate with Mailchimp to grow your email list.
Case Study: DateID combined OptinMonster and Mailchimp to boost subscriptions by 175% every month.
Get Started With OptinMonster Today!
Related Resources
- OptinMonster vs. Mailchimp: Which Is Better for Lead Generation?
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- 6+ Mailchimp Alternatives to Crush Email Marketing in 2024
- How to Integrate Mailchimp with WordPress (The Simple Way)
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