Mailchimp Review: In-Depth
Mailchimp is an all-in-one integrated marketing platform. This platform provides customers with the right tools and guidance needed to grow to help small businesses improve their strategies. Using this software, businesses can reach the right audience, create better content, automate their commerce practices, and explore data and insights.
Information: Designed to put customers at the center and serve as the backbone for customer relationships, Mailchimp offers AI-powered, user-friendly tools to allow meaningful interactions.
Mailchimp Key Features
From designing engaging emails to analyzing insights and data, this platform offers a wide range of reviews and uses that make the application worthwhile for businesses in 2021, like:
- Marketing email designer and editor
- Email templates
- Email delivery
- Custom forms
- Social sharing
- Multi-user accounts
- Automated messages
- Targeted ad campaigns
- A/B Testing
Mailchimp Review: Background Information
Founded in 2001, Mailchimp describes itself as an all-in-one marketing platform for small businesses. One of their main goals is to empower customers to start and grow their businesses using smart marketing technology and engaging content.
This platform was originally designed to support small business owners as an alternative to the complex and expensive software of the early 2000s.
The software soon evolved from an email marketing tool to an all-in-one platform that helps businesses “look pro and grow.” Headquartered in Atlanta, the company also has offices located in Brooklyn, Oakland, and Vancouver.
- Headquarters: Atlanta, Georgia
- CEO: Ben Chestnut
- Employees: 800+
- Users: 12 million
- Countries: 200
Service Features Block
In 2021, Mailchimp is more than just an email marketing tool. As the company has grown over the years, it has launched a range of new functionalities from customer relationship management to social media marketing.
This tool allows users to connect with their audience at all times with minimal effort. As stated on its website, automation is always on, even when you’re off.
This allows businesses to review audience behavior so they can send the right message at the right moment. A review of these include:
- Visual customer journeys
- Automated marketing workflows
- Send time optimization
- Transactional emails
- Scheduling tools
- Pre-built automation
From building emails, social ads, and landing pages to automating tactics, Mailchimp provides all of the tools necessary to solidify a marketing strategy, like:
- Behavior Analytics
- Dynamic Content
- Landing Pages/Web Forms
- Lead Management
- Multi-Channel Marketing
When it comes to managing campaigns, this platform does a great job of helping businesses get started on the platform.
Information: The dashboard is highly informative, laying out all of the steps from designing and sending their first communication to adding contacts.
The list of campaign management functionality includes:
- Channel Management
- Contact Database
- Email Marketing
- Event-Triggered Actions
- Lead Management
Customer Relationship Management
The CRM tools help businesses turn their audience data into key insights that drive better results. The customer relationship management feature also makes it easier for businesses to build better relationships by getting to know their audience, to shape campaigns around them.
These tools include:
- Email marketing
- Lead generation
- Marketing automation integration
- Social media integration
This feature is focused on helping businesses build loyal customers.
The wide range of its capabilities include:
- A/B Testing
- CAN-SPAM Compliance
- Customer Surveys
- Drip Campaigns
- Dynamic Content
- Event-Triggered Emails
- Image Library
- Landing Pages/Web Forms
- List Management
- Mobile Optimized Emails
- Subscriber Management
- Template Management
- WYSIWYG Email Editor
Reports and insights make it easy for subscribers to review performance, monitor trends, and see how they stack up among competitors.
The list of tools to help with tracking include:
- A/B Testing
- Audience Segmentation
- Campaign Management
- Event-Based Notifications
- Location Tracking
Users can build mobile-friendly landing pages based on two pre-designed templates. They can also create Google, Facebook, and Instagram ads to drive to these pages.
The landing page feature includes:
- Customizable Templates
- Drag & Drop
- Form Builder
- Real-Time Editing
From retargeting to re-engagement, Mailchimp allows its subscribers to send communications to reach out to customers they haven’t heard from in a while. They are also able to test these engagements out beforehand and solidify their retargeting strategy, using tools like:
- A/B Testing
- Audience Targeting
- Behavioral Targeting
- Conversion Tracking
- Mobile Retargeting
- Recommendation Engine
- Social Media Retargeting
Small Business CRM
The built-in CRM provides new ways of interacting with customers. This feature allows users to set up customer profiles and assign them a lifetime value.
Specific tools include:
- Marketing Automation Integration
- Social Media Integration
Social Media Management
The platform’s social media management tools let users add a personal touch without much of an effort. They make it easy to reach all customers at all times.
Here is a list of tools included:
- Automated Publishing
- Content Management
- Multi-Account Management
- Post Scheduling
Social Media Marketing
The platform’s social media marketing tools let users make their brand shine through with easy-to-use design tools.
More features provide great branding opportunities, like:
- Contact Management
- Customer Targeting
- Multi-Account Management
- Post Scheduling
Surveys give companies a better idea of what their audience wants. They are then able to review this data and discover new opportunities based on audience feedback.
The survey feature includes:
- Custom Survey URLs
- Data Analysis Tools
- Email Marketing
- Mobile Survey
- Offline Response Collection
- Question Branching
- Question Library
- Site Intercept Survey
- Skip Logic
- Supports Audio / Images / Video
Features in Detail
From creating email communications to collecting data and insights from potential customers, Mailchimp allows businesses to take their marketing strategy to new heights. This software is also helpful for effective customer relationship management.
The advanced tools that come with the platform — like automation, social media advertising, key insights, analytics, and reporting — make it an ideal software for companies looking to grow.
With this feature, users begin with a basic layout or a themed template.
Attention: They also have the ability to code their message. This allows for personalization, as users can edit the recipient, sender, and subject line fields.
When designing, drag-and-drop tools create a seamless experience to customize all areas, including:
- Social shares
- Social follows
Mailchimp’s contact management dashboard — under the heading “audience” on the page — can be used as an alternative to a CRM system. This dashboard is highly analytical and includes all of the usual features, such as adding contacts manually and importing lists, as well as getting into the specific behavior of contacts.
Users can create sign-up forms, which allows them to collect the data they need to begin sending more personalized and relevant content to subscribers. Here are some of the best options:
- Easily embed forms onto a site
- Fully customizable forms
- Add pop-up forms to a site
- Share forms anywhere
Analytics reports make data easy to understand, so businesses can do a better job of monitoring trends, tracking performance, and creating campaigns.
Attention: The platform’s reporting and analytics capabilities go hand-in-hand, documenting, and tracking.
These metrics are clearly outlined in graphs, making all data digestible.
- Successful deliveries
- Number of forwards
- Clicks per unique opens
- Spam complaints
- Subscribers with the most opens
- Social performance of campaigns
Mailchimp’s automation allows businesses to get their messages to the right audience at the right time. With this feature, there are options to choose from pre-designed workflows or creating a unique workflow with custom rules. Users can send automated messages, like:
- Welcome series
- Happy birthday emails
- Notifications for new blog posts
Users can choose from two versatile landing page templates that they can modify based on their business needs and reviews, as well as the look and feel of their brand. These landing pages are mobile-friendly.
Social Media Advertising Features
Another feature intended to help businesses reach a wider audience is Mailchimp’s ad builder. Here, subscribers can select who they’d like to target, including their existing audience, social media users whose interests align with their services or products, or people who visit the site.
Mailchimp helps businesses create, design, and publish ads on the following platforms:
The platform offers a mobile application for both Android and iOS devices. The app lets users receive campaign updates, add subscribers, and stay up-to-date on their reviews and social media activity.
The drag-and-drop functionality lets users create and share campaigns with ease. The designs are flexible as they are easy to modify from one of the pre-designed templates offered by the service.
All plans, including the Free Plan, give businesses a good set of metrics. The reports dashboard lets users know their customer’s journey, including who opened the letter, what links they clicked on, how many emails bounced, and which users unsubscribed.
Mailchimp documents the effectiveness of a group’s campaign over time, showing if they are getting better or worse results.
Other insights are also documented by the platform like:
- A map of “opens” according to location
- Social media likes and shares of your campaign
- Subscribers who open your letter the most
- The performance of your email in the first 24 hours
Data insights provided by the platform allow users to truly understand the ROI of each campaign in easy to comprehend terms. These insights allow businesses to see which of their campaigns made an impact based on extensive reviews.
Some of the best insights include:
- Number of orders
- Average order revenue
- Total revenue
Mailchimp works with many apps and web services to help businesses do more with their marketing efforts. The integrations directory on the dashboard, as well as the Knowledge Base, provide a list of full integrations and how to implement and customize them.
Here are a few of the featured integrations that customers can use when syncing contacts, files, and orders into the platform:
- Adobe Photoshop
- Agency Analytics
- Google Analytics
- Formsite Online Form Builder
- And more
Mailchimp Plans & Pricing
Mailchimp has four plans in total: Free, Essentials, Standard, and Premium. The price for each package depends on the number of contacts that a business is looking to include in their database.
Apart from the free version, plans start at $9.99 per month. With a wide range of pricing and options, there are solutions for businesses of all sizes.
The Free Plan gives users all of the multi-channel tools needed to build their business and grow their audience. This package allows companies to send up to 10,000 emails a month to up to 2,000 subscribers.
Most of the platform’s tools are accessible on the free account — including the built-in CRM — making it a great option for personal and small business use.
Here’s a more in-depth review of the Free Plan.
- Marketing CRM
- Creative Assistant Beta
- Website Builder New
- Mailchimp Domain
- Forms & Landing Pages
- Up to 2,000 contacts
- 1 audience included
Number of users: 1 seat, with Owner permissions
- All basics are included
- Ideal for personal and small business use
- Automation tools are included
- Functionality to create forms and landing pages
- A limited number of contacts
- Limited features
- No custom branding
The Essentials Plan is great for email-only senders who want around-the-clock support. It provides small businesses with the tools needed to take the next step and improve their digital marketing strategy.
Information: In addition to the basics that are also included in the Free Plan, this plan also gives access to all templates, A/B testing, and 24/7 customer support.
Here’s a more in-depth review of the Essentials Plan.
- All Templates
- Multi-Step Journeys
- Custom Branding
- A/B Testing
- 24/7 Email & Chat Support
- Up to 5,000 contacts
- 3 audiences included
Number of users: 3 seats, with Owner and Admin permissions
- All basics included
- Access to all of Mailchimp’s templates
- A/B Testing
- Custom branding
- Removes Mailchimp footer
- Customer support only via email
- Custom templates not offered
Mailchimp’s Standard Plan offers data-driven automation and optimization tools for businesses that want to grow faster. This package includes all of the basics in the Free and Essentials plans, as well as advanced analytics and behavioral targeting capabilities.
The Standard Plan is ideal for businesses that are a bit more established and are looking to grow their customer base. Here’s a more detailed review of the Standard Plan.
- Customer Journey Builder + Branching Points
- Send Time Optimization
- Behavioral Targeting
- Custom Templates
- Dynamic Content
- Up to 100,000 contacts
- 5 audiences included
Number of users: 5 seats, with Owner, Admin, Author, or Viewer permissions
- Advanced analytics
- Behavioral targeting
- Automation capabilities
- Custom workflow
- Only email support
- Price rises with more contacts
The Premium Plan is a top-tier package. This plan is more comprehensive than the others, with advanced features for pros who need more customization in addition to the basics, which are all included.
This all-in-one marketing solution comes with advanced list segmentation, multivariate testing, and role-based team access. Unlike with the other plans, this one offers customer support over the phone in addition to online support.
Here are more details about the Premium Plan:
- Advanced Segmentation
- Multivariate Testing
- Comparative Reporting
- Unlimited Seats & Role-Based Access
- Phone Support
- 200,000+ contacts
- Unlimited audiences
Number of users: Unlimited seats, with Owner, Admin, Author, Manager, or Viewer permissions
- The only plan that includes support over the phone
- Features from all plans are included
- Unlimited audience
- Team access
- Custom pricing needed if the database is more than 200,000 contacts
- Big increase in price compared to other plans
Price & Key Features Comparisons Table
Each of Mailchimp’s plans varies in price based on the number of contacts and audiences a business is looking to reach. Besides the Free Plan, which comes with all of the basics, the prices range from $9.99 per month to $299 per month.
|# of Contacts||2,000||50,000||100,000||200,000+|
|# of Audiences||1||3||5||Unlimited|
|# of Users||1||3||5||Unlimited|
|Forms & Landing Pages||Yes||Yes||Yes||Yes|
|Send Time Optimization||No||No||Yes||Yes|
|24/7 Email & Chat Support||No||Yes||Yes||Yes|
Terms and Conditions
When users sign-up for Mailchimp, they are prompted to agree to the terms and conditions in order to use the service. The agreement covers many bases, including free trials, billing, service details, plan upgrades, and other disclaimers.
These terms also include:
- Must be at least 18 years old
- Must be able to enter into contracts
- Must provide true, complete, and up-to-date contact and billing information
- And more
Users must also accept that they will not use the platform’s services in a way that violates any laws or regulations.
Mailchimp is one of the most secure services around. The company maintains a strict data security framework that assures business leaders that their company’s data and the data of their customers are safe and secure.
From application-level security, such as encryption of all sensitive data, to internal IT security, users can rest easy knowing that their information is kept out of the wrong hands. Users can also enable two-factor authorization to further secure their accounts and prevent unauthorized access.
Mailchimp will provide a refund for a prepaid month or reimburse customers for unused Pay as You Go Credits if they terminate a user’s account without cause. This is the only circumstance under which the company offers refunds or credits to customers.
At the company’s sole discretion, however, they may offer refunds, discounts, or credits for any special situations or circumstances.
Three types of customer support options are available for subscribers: email, phone, and chat. These types of support options are limited; however, based on what plan a user chooses.
Customer support over the phone is only available to subscribers of Mailchimp’s top-tier package — the Premium Plan. These are the only users who can get in touch with an agent over the phone.
Subscribers to all paid plans can contact a support agent via email if needed. As part of the paid plans, email and chat support are available to customers 24 hours, seven days a week.
The online chat is a paid feature and is not accessible to members of the Free Plan. Instead, those with an unpaid plan are prompted to upgrade to a paid plan to ask their question if they cannot find an answer in the Knowledge Base.
To make up for its lack of widely available support for all users, Mailchimp’s website includes a Knowledge Base with recommended articles, tutorials, testimonials, and how-to videos, to address common support topics, such as technical support, account access, billing, and more.
If they cannot find their answer in any of the Knowledge Base articles, paid users can log in to contact a support agent.
Quality of Service
The quality of service is somewhat limited when it comes to customer support options for free and paid users. Free members must rely on the Knowledge Base, which may not be as helpful when there is a specific question. Paid users are also limited to online support and are unable to reach a representative over the phone unless they subscribe to the Premium Plan, which goes for $299 a month.
Mailchimp’s platform is best for small businesses looking to grow their customer base. Although the platform can undoubtedly be useful for any business type and size, the benefits are more helpful for small businesses and freelancers.
While there are a wide range of tools to take advantage of, the majority of them are more tailored for smaller businesses rather than a large-scale company. After all, the company was founded to help small businesses that could not afford the same software and tools used by larger-scale companies at the time.
If a large enterprise were to use Mailchimp, they would most likely need to negotiate their custom plan and pricing, as the top package is capped at 200,000 contacts. This may be an issue for large businesses that need to send communications to their 500,000+ customer base.
Medium-sized businesses may also benefit from Mailchimp’s wide range of tools. The platform can accommodate all sorts of audience sizes, making it an appropriate choice even for a mid-sized business looking to grow.
Freelancers can also benefit from Mailchimp as this platform is just as advantageous for personal use as it is for small businesses. The Free Plan is also an advantage for freelancers who may not have the resources, or even the need, to opt for a paid plan.
Mailchimp Pros & Cons
Mailchimp is a fairly solid email service provider, providing all of the basics needed to build effective marketing strategies in 2021. The advanced features fall flat, especially when it comes to automation.
This is the best choice for those looking for a basic experience to help grow their business.
- Clean, intuitive interface
- Useful tools and basic features included with the free plan
- Templates are well-designed
- Easy to import subscribers
- Paid pricing varies as needed
- A/B and multivariate testing available
- Solid reporting
- Integrates with most third-party apps and services, including Google Analytics, Eventbrite, Zendesk, LiveChat, and more
- E-commerce support, including integrations with Shopify, WooCommerce, Magneto, and Bigcommerce
- Sign-up forms are not visually appealing
- Automation can be more intuitive
- No support for tags
- Not useful for live events or webinars
- Unable to create complex campaigns
- Charged for duplicate subscribers
There are so many tools out there to aid in creating and reporting on marketing campaigns. But, in order to be effective, the platform must be all-encompassing. How does Mailchimp stack up against the competition?
Constant Contact: Constant Support for Customers
Although very similar in what they offer, Mailchimp excels in automation and A/B testing, whereas Constant Contact lacks in these areas.
Constant Contact excels, however, in customer service — an area that many users have critiqued Mailchimp for.
ActiveCampaign: Build Better Relationships
ActiveCampaign is best for small- to medium-sized businesses looking to create better customer relationships. In addition to email marketing and advanced automation tools, this software also offers phone support to help customers get their questions answered.
AWeber: Email Marketing for Small Businesses
AWeber prides itself on delivering powerfully-simple email marketing for small businesses that does most of the work. In addition to a wide range of commonly used tools, AWeber is also home to many themes, as well as a stock image library that can make emails stand out as the best among the competition.
MailerLite: Email Marketing Your Way
From newsletters to landing pages and automation, MailerLite aims to help its customers become email marketing pros. This platform is dedicated to making the entire process simple for all types of businesses, offering well-organized navigation, granular segmentation options, and one-line explainers for even the most advanced tools.
ConvertKit: Grow Your Business
ConvertKit offers a wide range of tools, such as landing pages, contact tagging, and automation. Although there are many opportunities for content creations, this platform offers only three designs to choose from. This can limit design and flexibility for creators.
GetResponse: Simplified Marketing Solutions
GetResponse offers a wide range of solutions for all types of customers, including entrepreneurs, online marketers, marketing managers, and mid- to large-sized companies. Overall, this platform provides more complex user experience, including an in-depth feature-rich testing experience.
There are so many tools out there to aid in creating and reporting on marketing campaigns. But, in order to be effective, the platform must be all-encompassing. How does Mailchimp stack up against the competition? Constant Contact: Constant Support for Customers Although very similar in what they offer, Mailchimp excels in automation and A/B testing, whereas Constant Contact lacks in these areas. Constant Contact excels, however, in customer service — an area that many users have critiqued Mailchimp for. ActiveCampaign: Build Better Relationships ActiveCampaign is best for small- to medium-sized businesses looking to create better customer relationships. In addition to email marketing and advanced automation tools, this software also offers phone support to help customers get their questions answered. AWeber: Email Marketing for Small Businesses AWeber prides itself on delivering powerfully-simple email marketing for small businesses that does most of the work. In addition to a wide range of commonly used tools, AWeber is also home to many themes, as well as a stock image library that can make emails stand out as the best among the competition. MailerLite: Email Marketing Your Way From newsletters to landing pages and automation, MailerLite aims to help its customers become email marketing pros. This platform is dedicated to making the entire process simple for all types of businesses, offering well-organized navigation, granular segmentation options, and one-line explainers for even the most advanced tools. ConvertKit: Grow Your Business ConvertKit offers a wide range of tools, such as landing pages, contact tagging, and automation. Although there are many opportunities for content creations, this platform offers only three designs to choose from. This can limit design and flexibility for creators. GetResponse: Simplified Marketing Solutions GetResponse offers a wide range of solutions for all types of customers, including entrepreneurs, online marketers, marketing managers, and mid- to large-sized companies. Overall, this platform provides more complex user experience, including an in-depth feature-rich testing experience.
|Mailchimp||Constant Contact||Active Campaign||AWeber||MailerLite||Convert Kit||Get Response|
|# of Contacts||50,000||Up to 50,000||Up to 100,000||Up to 25,000||Up to 10,000||Up to 900,000||Up to 100,000|
|Forms & Landing Pages||Yes||Yes||No||Yes||Yes||Yes||Yes|
Constant Contact Active Campaign AWeber MailerLite Convert Kit Get ResponseMonthly Price$9.99 $20$9$16.15 $10 $29$15 # of Contacts50,000Up to 50,000 Up to 100,000 Up to 25,000 Up to 10,000 Up to 900,000 Up to 100,000 Email templatesYesYesYesYesYesYesYes Website builderYesYesNoYesYesYesNo AutomationYesYesNoYesYesYesYesForms & Landing Pages YesYesNoYesYesYesYesA/B TestingYesYesNoYesYesNoNoCustom brandingYesYes NoYesYesYesNoBasic FeaturesYes YesYesYesYesYesYes
Is Mailchimp Any Good?
Businesses have complete control over their campaigns, subscriber profiles, tracking, and social sharing. The website and email builder are straightforward and easy to use with drag-and-drop functionality, making it friendly for all users, even beginners.
Is Mailchimp Really Free?
Yes! Mailchimp offers a Free Plan that comes with all of the basics needed for small businesses to begin growing their customer base and increasing engagement. This account is completely free; however, the number of contacts is limited to 2,000. If a user goes over this limit, they will need to upgrade to a paid plan.
Has Mailchimp Been Hacked?
Mailchimp does not tolerate spammers and hackers. The company takes all measures needed to keep them out. All users must verify their domain by entering their email address and following the steps in the verification that has been emailed to them. The platform also uses two-factor authorization to prevent unauthorized access to an account.
Will Mailchimp Go to Spam?
As with any email campaign tool, it is important to keep in mind that emails do sometimes end up in one’s spam folder. The reasons for this include the sending address, subject line, or message content.
While it is possible for a communication to go to spam for any of the above reasons, Mailchimp gives users the right guidance and tips on avoiding this from happening. Customers can use the Knowledge Base to find tips.
Is Mailchimp Hard to Learn?
Mailchimp’s dashboard outlines the steps needed to do everything from designing your first email, to sending it. In addition, templates are included with different packages, which gives users a rough model to begin laying out their communications. Taking it a step further, custom branding is only available with certain paid plans.
Can You Cancel Mailchimp at Any Time?
Customers are free to cancel their membership at any time and for any reason. Once an account is terminated, all of the data associated with it, including campaigns, analytics, and usernames, will be lost.
The Final Word
Mailchimp has become so much more than just an email marketing service. It has its pros and cons, but this platform is most beneficial for those looking to grow their business.
Mailchimp is suited for all types of businesses, offering a range of pricing plans with different solutions designed to meet various business needs. Its tools help businesses thrive while providing an easy-to-use platform for just about anybody.