In our X-Ray evaluation of Brevo, we ran the platform through a 5-layer capability framework — Data, Orchestration, Channel, Performance, and Governance — to give marketers a structured way to assess what a platform can actually do, rather than comparing feature lists. This is the second in the series, applying the same lens to Mailchimp.
Mailchimp is the world’s most recognised email marketing platform. That recognition is deserved and also, increasingly, a liability. The brand still dominates at the entry level, but the product has changed substantially since Intuit’s $12 billion acquisition in 2021 — in some ways for the better, in others not. The free plan has been cut back sharply (now capped at 250 contacts with no automation). Pricing climbs steeply as lists grow. And the classic automation builder was retired in June 2025, moving all workflows onto the Customer Journey Builder, a paid-only feature.
At the same time, February 2026 has brought some genuinely significant additions. Mailchimp launched its own Site Tracking Pixel on February 10, 2026 — directly addressing one of its long-standing data layer weaknesses. SMS has expanded internationally with new opt-in mechanisms. AI-powered predictive insights are now live. The platform is not standing still.
This evaluation reflects where Mailchimp stands today — not where it was 18 months ago. We’ll assess each layer honestly, including what’s changed recently. If you want to see how the framework was applied to a B2C or B2B stack before selecting a vendor, the B2C marketing automation platform selection post and B2B marketing automation platform selection post walk through real use cases. And the SMB demand gen stack guide is useful context for thinking about what maturity level Mailchimp is actually designed for.
Layer 1-Data
What the data layer covers: Contact data quality and enrichment, behavioural tracking (site and email), segmentation depth, lead scoring, and CRM sync.
The most important thing to note here: the launch of Mailchimp’s own Site Tracking Pixel on February 10, 2026 changes the assessment for this layer. For years, the absence of native website behavioural tracking was one of Mailchimp’s clearest weaknesses. That has now partially changed. The pixel works with Shopify, Wix, WooCommerce, and other platforms, and powers automations based on browsing behaviour. It is not yet parity with what HubSpot or ActiveCampaign offer natively — but it is a meaningful step.
Capability | What Mailchimp Offers | Limitations | Verdict |
Contact & audience data | Audience fields, tags, and groups. Custom merge fields. Basic list hygiene tools. Contact import from CSV and CRM integrations. | No native data enrichment. Contact management UI has changed significantly post-Intuit acquisition and draws mixed reviews for usability. | Adequate |
Behavioural tracking (site) | Mailchimp Site Tracking Pixel (launched Feb 2026) integrates with Shopify, Wix, WooCommerce, and others to trigger automations from browsing behaviour. | Still early — not as deep as HubSpot’s native tracking or ActiveCampaign’s site tracking for non-ecommerce sites. Non-supported platforms require workarounds. | Adequate |
Email behavioural data | Open, click, bounce, and unsubscribe tracking. Click maps. A/B test data feeding into segments. | Limited ability to build complex behavioural segments combining email and site data in real time. | Adequate |
Lead scoring | No native lead scoring. Engagement data exists but cannot be converted to a score natively. | A critical gap for B2B stacks or any business using marketing for lead qualification. Workarounds via tags are manual and fragile. | Weak |
Segmentation depth | Segment by tags, engagement, purchase history (with ecommerce integration), demographics. Predictive segments (high-value buyers, at-risk customers) via AI-powered insights on Standard and Premium plans. | Predictive segments are ecommerce-oriented. Complex, multi-condition behavioural segments are harder to build than in HubSpot or ActiveCampaign. | Adequate |
CRM sync | Native Salesforce integration. HubSpot, Pipedrive, and others via Zapier or Make. Bi-directional contact sync with supported CRMs. | No native CRM — Mailchimp is the audience database. For B2B stacks with a standalone CRM, integration architecture adds friction and latency. | Adequate |
The data layer verdict: better than it was, not yet strong. The Site Tracking Pixel launch directly addresses the behavioural gap, particularly for ecommerce businesses on Shopify, Wix, or WooCommerce. Lead scoring remains absent — if qualification is part of your marketing process, Mailchimp is not the right platform.
Layer 2: Orchestration
What the orchestration layer covers: Automation depth and flexibility, workflow complexity, conditional logic, multi-step journeys, and trigger variety.
Mailchimp retired its Classic Automation Builder in June 2025. All automations — now called Flows — run through the Customer Journey Builder. This is a genuine improvement over the old builder: visual, drag-and-drop, and more flexible. But it is available on paid plans only, and its conditional logic remains shallower than what HubSpot, ActiveCampaign, or Marketo offer.
Capability | What Mailchimp Offers | Limitations | Verdict |
Workflow builder | Customer Journey Builder (formerly Classic Automations). Visual canvas with drag-and-drop steps. Available on all paid plans (Standard and above for most automation types). | No longer available on free plan. The visual builder is clean but less powerful than HubSpot Workflows or ActiveCampaign Automations for complex multi-branch logic. | Adequate |
Trigger variety | Email activity triggers, date-based triggers, ecommerce triggers (abandoned cart, purchase, browse abandonment via Pixel), Shopify-specific triggers, SMS triggers (Feb 2026). New expanded automation library announced Feb 10, 2026. | Trigger depth is still primarily ecommerce and email-activity oriented. CRM-stage triggers and custom event triggers require workarounds or are not supported. | Adequate |
Conditional logic | If/then branching within journeys. Can split paths based on contact properties and actions. | Multi-branch conditional logic is limited. No scoring-threshold-based routing. Complex B2B nurture paths or multi-object conditions are not achievable natively. | Weak |
Pre-built automation templates | Extensive library of pre-built journeys: welcome series, abandoned cart, re-engagement, post-purchase, birthday automations. Good starting point for standard use cases. | Templates are strong — the gap appears when you need to deviate from standard patterns. Customisation depth drops off quickly. | Strong |
Multi-channel journeys | Email and SMS can be combined within the same Customer Journey (on eligible plans). Basic orchestration across both channels from a single flow. | Not a unified orchestration engine in the same way as Brevo or Klaviyo. SMS steps are newer and less mature within journeys. | Adequate |
The orchestration verdict: adequate for standard ecommerce and email-first use cases. Mailchimp’s Customer Journey Builder is good enough for welcome sequences, abandoned cart flows, and post-purchase nurture. It is not the right tool for complex lead scoring handoffs, account-based nurture, or any orchestration that depends on CRM stage changes as triggers.
Layer 3: Channel
What the channel layer covers: Email, SMS, push, social, and other outbound channels — whether they are native to the platform or bolted on via integration.
Capability | What Mailchimp Offers | Limitations | Verdict |
Core strength. Drag-and-drop builder (New Builder and legacy builder coexist), mobile-responsive templates, Shutterstock image access, Canva integration. Strong deliverability track record. ChatGPT integration for AI-assisted content creation. | New Builder and Legacy Builder are not fully compatible — templates don’t always port cleanly. Some styling options (e.g., global button colour) require editing each block individually. | Strong | |
SMS | Native SMS on Standard and Premium plans. A/B testing for SMS (added 2025). Expanded international markets (Feb 2026). SMS instant opt-in via pop-up forms. Unique discount codes in SMS automations. ChatGPT integration for SMS copy. | SMS is newer and still catching up to dedicated SMS platforms or Brevo’s native SMS depth. Not available on Essentials plan. | Adequate |
Social / retargeting | Facebook and Instagram ad integration using Mailchimp audience lists. TikTok, Snapchat, and Google Leads sync contacts into audiences. Social post scheduling. | Social advertising is supplementary, not a core channel. No native WhatsApp. Ad audience sync is useful but not a differentiator. | Adequate |
Push notifications | Not available natively. Requires third-party integration. | A gap for mobile-first or app-driven businesses. | Weak |
Transactional email | Mailchimp Transactional (formerly Mandrill) is available as an add-on. Unified API for developers to trigger transactional messages while marketers manage templates in Mailchimp. | Transactional is a separate add-on product with separate pricing. Not included in standard plans. | Adequate |
The channel verdict: email is genuinely strong — this is where Mailchimp earns its reputation. SMS has improved significantly through 2025 and into 2026 but is still maturing. For businesses whose primary channels are email and occasional SMS, Mailchimp covers the ground. For multi-channel businesses where SMS, push, or WhatsApp are core to the customer journey, the gaps show.
Layer 4: Performance
What the performance layer covers: Reporting depth, analytics, revenue attribution, A/B testing, and the ability to connect marketing activity to business outcomes.
Capability | What Mailchimp Offers | Limitations | Verdict |
Campaign reporting | Standard email metrics (opens, clicks, bounces, unsubscribes). Click maps. Comparative reports on Premium. Omnichannel dashboard (email, SMS, automation, ecommerce) introduced Feb 2026. | Comparative reporting (across campaigns) locked to Premium plan. Basic reporting is adequate but not strong for multi-campaign analysis without upgrading. | Adequate |
Revenue attribution | Ecommerce revenue tracking when connected to Shopify, WooCommerce, or other supported stores. Revenue per email and per automation journey. | Revenue attribution is ecommerce-dependent. For service businesses or B2B, there is no meaningful revenue attribution natively. | Adequate |
A/B and multivariate testing | A/B testing on Standard plans. Multivariate testing on Premium. SMS A/B testing added in 2025. | Multivariate testing locked to Premium. Only 3 variants supported on Standard. | Adequate |
AI-powered insights | Predictive insights for ecommerce: high-value buyers, at-risk customers, likely-to-purchase-next segments. Send Time Optimisation for campaigns. Customer Lifetime Value prediction. | Predictive features are ecommerce-oriented. B2B or service businesses get limited benefit. AI insights don’t feed into lead scoring (which doesn’t exist natively). | Adequate |
Deliverability reporting | Domain authentication guidance (SPF, DKIM, DMARC). Inbox placement is not reported natively. | No native inbox placement testing. Deliverability insight is limited compared to dedicated tools. | Adequate |
The performance verdict: adequate for standard email and ecommerce reporting. The new omnichannel dashboard (February 2026) is a meaningful improvement — bringing email, SMS, and ecommerce metrics into a single view. But deeper analytics — comparative reports, multivariate testing, and meaningful revenue attribution outside of ecommerce — require Premium tier pricing.
Layer 5: Governance
What the governance layer covers: User and team access controls, compliance tooling, audit trails, data privacy features, and subscription management.
Capability | What Mailchimp Offers | Limitations | Verdict |
User access and roles | Multiple user roles on Standard and Premium. Admin, Manager, Author, Viewer roles. Multi-account management via Mailchimp Agencies dashboard. | Role-based access is basic by enterprise standards. Fine-grained permissions are not available. | Adequate |
Compliance and consent | GDPR-compliant signup forms. Instant opt-in for SMS via pop-up forms (Feb 2026). Double opt-in support. Unsubscribe management is robust. | Affiliate marketing is prohibited in Mailchimp’s ToS — a hard constraint for some businesses. | Adequate |
Subscription management | Contact suppression lists, unsubscribe handling, bounce management. Gmail’s new Manage Subscriptions surface highlights Mailchimp senders if sending frequency is high — documented and advised against by Mailchimp’s own team. | High-frequency senders face increased risk from Gmail’s Manage Subscriptions update. Not a Mailchimp problem per se, but worth factoring into governance planning. | Adequate |
Data retention and export | Full contact export at any time. No lock-in on data access. | No automatic data archiving or retention policies for marketing interaction data. | Adequate |
The governance verdict: adequate for SMBs. Mailchimp handles the compliance basics well — consent, opt-in management, and data export. For enterprise governance requirements (SSO, advanced audit trails, fine-grained permissions), it is not the right tool.
Mailchimp vs Brevo: Summary Verdict Across All 5 Layers
The headline difference: Brevo has more native multi-channel depth (WhatsApp, SMS maturity) and deeper orchestration logic. Mailchimp has stronger email deliverability reputation, a larger integration ecosystem, and an ecommerce data story that is rapidly improving. For businesses that live in email-first ecommerce, Mailchimp is competitive. For businesses that need SMS as a primary channel, or multi-step B2B nurture, Brevo or a more capable platform is the better fit.
For a fuller platform comparison across multiple vendors, the B2C platform selection post and B2B platform selection post put both platforms — alongside HubSpot, ActiveCampaign, and Klaviyo — through the same framework against real use cases.
Both platforms target SMBs and mid-market businesses. Both have strengthened their multi-channel capabilities in recent months. The differences matter most at the edges of each layer.
Layer | Mailchimp | Brevo |
Data | Adequate — Site Tracking Pixel launched Feb 2026 addresses historical gap. No lead scoring. | Adequate — stronger native CRM, no lead scoring either |
Orchestration | Adequate — Customer Journey Builder solid for standard flows, limited conditional depth | Adequate — deeper multi-channel automation, better conditional logic |
Channel | Strong email. Improving SMS. No push. | Strong email. Native SMS and WhatsApp. Better multi-channel depth. |
Performance | Adequate — omnichannel dashboard new in Feb 2026. Deeper analytics on Premium only. | Adequate — solid reporting, ecommerce attribution comparable |
Governance | Adequate — standard SMB compliance coverage | Adequate — comparable governance, slightly stronger GDPR tooling |
Who Should Use Mailchimp
Mailchimp is a strong fit if:
- You are a D2C or ecommerce business on Shopify, WooCommerce, or Wix, and email is your primary marketing channel. The ecommerce integrations, abandoned cart automations, and now the Site Tracking Pixel are genuinely capable for this use case.
- Your automation needs are standard — welcome sequences, post-purchase flows, re-engagement campaigns. The Customer Journey Builder covers these well.
- Deliverability matters more than anything else. Mailchimp’s sender reputation and deliverability track record remain a genuine differentiator, particularly for businesses with large, active lists.
- You want a large integration ecosystem. 300+ integrations, including Shopify, Salesforce, Canva, HubSpot, and Zapier, mean Mailchimp connects easily to most tech stacks.
- You are a small business or content creator who wants clean, professional-looking emails without needing a marketer to run them. The builder is genuinely easy to use.
Who Should Look Elsewhere
Mailchimp is not the right choice if:
- You need lead scoring. There is no native lead scoring in Mailchimp. If marketing and sales need to share a qualified-lead definition and route contacts by score, you need HubSpot, ActiveCampaign, or Marketo.
- You are building a B2B nurture programme with CRM-stage-based triggers. Mailchimp’s automation triggers are primarily behavioural and date-based. CRM-stage automation requires a CRM-native platform or tight integration that adds fragility.
- SMS is a primary channel, not a supplementary one. Brevo or Klaviyo have more mature native SMS with better orchestration depth within multi-channel journeys.
- You are on a tight budget with a growing list. Mailchimp’s pricing escalates quickly as contacts grow. At 10,000+ contacts, alternatives like MailerLite or Brevo often represent better value.
- You need complex conditional logic in your automations. Multi-branch scoring-based routing, goal exits tied to CRM events, and account-based workflow structures are beyond what Mailchimp’s Customer Journey Builder supports.
- You are not on an ecommerce platform. Much of Mailchimp’s recent development — the Tracking Pixel, predictive insights, revenue attribution — is ecommerce-oriented. Service businesses, SaaS companies, and B2B teams get less value from these improvements.
Not Sure Which Platform Fits Your Stack?
Platform selection done right is a capability-led process, not a features comparison. You map what your business actually needs to do, run the candidates through those use cases, and check that the data and integration architecture can support it. Done badly, it’s an expensive mistake — the wrong platform is hard to migrate off once campaigns and automations are built on it.
At Datawhistl, our Martech Stack Planning service takes you through a structured evaluation: capability mapping, gap analysis, integration architecture review, and a sequenced 12-month recommendation. If you’re trying to decide between Mailchimp and alternatives, or audit whether what you have is working, get in touch.
If Mailchimp is already in your stack and HubSpot is on the shortlist, our HubSpot consulting page covers what the migration looks like in practice and where HubSpot genuinely earns its premium price point.
