- Mailchimp subtle updates accumulate to challenge what we expect from SMB software
- Integrations with Tiktok, Meta and Google finally make mailchimp marketing feels connected
- Metrics Visualizer offers more than 40 variables, but resembles late features rather than innovation
The continuous transformation of Mailchimp of a simple e-mail marketing service into a wider commercial platform looks less like a pivot and more like a quiet evolution.
In the past year, the company has brought more than 2,000 updates, most are small but collectively significant.
These updates aim to simplify customer engagement and automate key marketing workflows, discreetly pushing Mailchimp to become a superior CRM offer – at least on ambition, if not capable.
Mailchimp develops beyond marketing by e-mail
During its recent FWD event: London 2025, Mailchimp announced a wave of new features aimed at helping small and medium -sized businesses get more of their customer data.
These include direct lead integrations with platforms such as Meta, Tiktok, Linkedin, Google and Snapchat.
Marketing specialists can now use the social campaign of wicks more effectively and feed them in improved mailchimp automation flows for hyper personalized messaging.
This, associated with more than 100 new pop-up models, seems to be a step so that Mailchimp feels less as a glorified newsletter tool and more as a good pipeline manager.
“Mailchimp is evolving towards the essential bridge between advertising and relations with customers for businesses, transparently connecting advertising campaigns to a powerful marketing automation that feeds managers and stimulates sales,” said Ken Chestnut, director of the global partner ecosystem, Intuit.
“We are closing the loop between advertising, the automation of marketing and powerful information on customers, giving companies the tools to engage at the right time and the right place of the customer journey, by attracting new prospects and promoting relationships with driving and creation of sustainable loyalty.”
However, it is difficult to ignore that these features resemble a patchwork of complementary modules rather than a coherent CRM suite, at least for the moment.
Freya Doggett of Serpentine Galleries recognized the improvements, but also referred to the continuous complexity of many users.
“It looks like we don’t have to do so much to dig or join the points as much, which is really nice … Mailchimp really simplifies things that are complicated by nature.” It is a compliment, but cautious.
The new metric viewer introduces more than 40 ratio of ratio between the e-mail and SMS channels.
Marketing specialists can now assemble personalized relationships with much more clarity, a welcome step for anyone who always juggles with data from several platforms.
If Mailchimp hopes to face the real CRM systems or even compete with the best marketing service options by e-mail, this type of inter-channel insight will be essential.
What is still in advance could be more revealing than what is here now. Mailchimp pushes to become an all-in-one growth platform, but it is not quite the best website manufacturer, nor a fully mature CRM system, for the moment.
