- Mailchimp updates subtle accumulate to challenge what we expect from SMB software
- Integrations with Tiktok, Meta and Google are finally causing Mailchimp to feel connected
- Metrics Visualizer offers more than 40 variables, but it feels like an overdue functionality instead of innovation
The continuous transformation of Mailchimp of a direct email marketing service on a broader commercial platform seems less like a dynamic and more as a quiet evolution.
During the past year, the company has introduced more than 2,000 updates, most of them small but collectively significant.
These updates aim to simplify customer participation and automate key marketing workflows, silently pushing Mailchimp to become a superior CRM offer, at least in ambition, if it is not yet in capacity.
Mailchimp expands beyond email marketing
In his recent FWD event: London 2025, Mailchimp announced a wave of new features aimed at helping small and medium enterprises obtain more of their customers’ data.
These include direct leading integrations with platforms such as goal, Tiktok, LinkedIn, Google and Snapchat.
Marketing specialists can now bring potential social campaign customers more efficiently and feed them in improved mailchimp automation flows for hyperpersonalized messages.
This, matched with more than 100 new emerging templates, seems a step to make Mailchimp feel less like a glorified bulletin tool and more like an adequate pipe administrator.
“Mailchimp is evolving towards the essential bridge between advertising and customer relations for companies, perfecting advertising campaigns to a powerful marketing automation that encourages sales of potential customers and drives,” said Ken Chestnut, director of Ecosystem of Global Partners, Intuit.
“We are closing the circuit between advertising, marketing automation and powerful customer ideas, providing companies with tools to participate at the time and place of the customer trip, from attracting new leads and nourishing relationships to promoting conversions and building a lasting loyalty.”
Even so, it is difficult to ignore that these characteristics seem like a mosaic of accessories instead of a coherent CRM suite, at least for now.
Freya Doggett of serpentine galleries recognized the improvements, but also hinted at the ongoing complexity that many users still face.
“It seems that we don’t have to make so much dig or unite the points so much, which is really pleasant … Mailchimp really simplifies the things that are complicated by nature.” It is a compliment, but cautious.
The new metric display presents more than 40 report variables in email channels and SMS.
Marketing specialists can now gather personalized reports with much more clarity, a welcome step for anyone who still juggled with multiple platform data.
If Mailchimp hopes to deal with true CRM systems or even compete with the best marketing service options by email, this type of cross information will be essential.
What is still ahead could be more revealing than what is here now. Mailchimp is pressing to become a growth platform all in one, but it is not yet the best website builder, nor a totally mature CRM system, yet.
