Mailchimp set to launch full-service marketing platform

Mailchimp is evolving. In an announcement on Monday, the email service provider revealed the launch of their first full-service marketing platform, adding a variety of features designed to benefit their SMB customers. Known for its affordable (or free) email marketing service, Mailchimp is also launching tiered pricing for the new platform.

“For more than two years, we’ve been adding new features like landing pages, Facebook ads, Google remarketing ads, postcards, social posting, and our marketing CRM tools that have become the heart of the Mailchimp platform,” said Ben Chestnut, chief executive officer and co-founder of Mailchimp, in a statement. “This week we’re bringing it all together with a deeply integrated app experience for users.”

Why we should care

Mailchimp primarily serves small businesses: according to Mailchimp, over 90 percent of customers have fewer than 100 employees. For SMBs with smaller marketing teams, a competitively priced one-stop-shop for marketing and CRM would be an ideal solution. However, most are already using several systems that will need to be integrated into the new Mailchimp platform, opening up digital marketers to the risks and benefits of integration processes. Depending on the existing systems in place, additional investment in an integration and implementation partner may drive added costs for current Mailchimp users wanting to take advantage of the new platform.

More on the news

The new features include a place for managing websites, marketing CRM, social posting functionality and smart recommendations, which Mailchimp says provides data-driven recommendations based on AI-driven insights. Users can continue Google retargeting and will also be able to retarget customers through ads on Facebook and Instagram.

About The Author

Jennifer Videtta serves as Third Door Media’s Senior Editor, covering topics from email marketing and analytics to CRM and project management. With over a decade of organizational digital marketing experience, she has overseen digital marketing operations for NHL franchises and held roles at tech companies including Salesforce, advising enterprise marketers on maximizing their martech capabilities. Jennifer formerly organized the Inbound Marketing Summit and holds a certificate in Digital Marketing Analytics from MIT Sloan School of Management.