- MailChimp’s subtle updates stack up to challenge what we expect from SMB Software
- Integrations with Tiktok, Meta and Google finally make Mailchimp -Marketing feel connected
- Metrics Visualizer offers 40+ variables, but feels like due functionality rather than innovation
Mailchimp’s continued transformation from a straightforward e -mail marketing service to a wider business platform seems less like a turn and more like a quiet development.
Over 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 engagement and automate the most important marketing workflows, quietly push Mailchimp towards becoming a top CRM offering -at least in ambitions, if not yet in capacity.
MailChimp is expanded beyond E -Mail -Marketing
At its recent FWD: London 2025 event, Mailchimp announced a wave of new features aimed at helping small and medium-sized businesses get more from their customer data.
These include direct lead integrations with platforms such as Meta, Tiktok, LinkedIn, Google and Snapchat.
Marketing people can now bring in social campaign lines more effectively and feed them to Mailchimp’s upgraded automation streams to hyper-personalized messages.
This, paired with over 100 new pop-up templates, seems like a step toward making Mailchimp feel less like a glorified newsletter tool and more like a proper pipeline manager.
“Mailchimp develops into the essential bridge between advertising and customer relationships for businesses, and connects seamless advertising campaigns to powerful marketing automation, which usually leads and drives sales,” said Ken Chestnut, director of the global partner ecosystem, Intuit.
“We close the loop between advertising, marketing automation and powerful customer insight, giving companies tools to engage at the right time and place of the customer journey, from attracting new leads and careful conditions to running conversions and building lasting loyalty.”
Still, it’s hard to ignore that these features look like a patchwork of additions rather than a coherent CRM suite, at least for now.
Freya Doggett from Serpentine Galleries recognized the improvements, but also suggested the ongoing complexity that many users are still facing.
“It feels like we don’t have to do so much to dig or participate in the dots so much, which is really nice … Mailchimp really simplifies things that are complicated by nature.” It’s a compliment, but a careful one.
The new Metrics Visualizer introduces over 40 reporting variables across E email and SMS channels.
Marketing people can now gather custom reports with much greater clarity, a welcome step for anyone still juggling with data from multiple platforms.
If Mailchimp hopes to fight real CRM systems or even compete with the best email marketing service settings out there, this kind of cross-border channel insight will be important.
What is still ahead can be more narrative than what is here now. Mailchimp pushes against becoming an all-in-one-growth platform, but it’s not quite the best site builder and not a fully mature CRM system, right yet.
