Mailchimp vs. Omnisend: a data-backed comparison
Compare Mailchimp and Omnisend's features, pricing, deliverability rates, and best use cases to determine which email marketing platform aligns with your business needs.
Mailchimp vs. Omnisend at a glance
Mailchimp and Omnisend serve different segments of the email marketing landscape, with distinct approaches to feature access and pricing.
Mailchimp excels as a versatile marketing platform serving various industries with strong deliverability, but restricts advanced features to higher-tier plans, which may impact businesses aiming to maximize customer lifetime value.
Omnisend specializes in e-commerce, offering all features on every plan level, making it particularly valuable for online retailers seeking specialized tools without premium pricing. Understanding and implementing effective SaaS management strategies can help businesses optimize their use of platforms like Mailchimp and Omnisend.
Metrics | Mailchimp | Omnisend |
|---|---|---|
Relative cost | 80% lower cost than category average | 136% higher cost than category average |
Adoption trend | 12% QoQ adoption growth | 16% QoQ adoption growth |
Primary user segment | – | – |
Best for | Organizations in their early to mid-growth phases, making it an attractive option for businesses planning to scale their email marketing efforts over time. | Growing businesses that need user-friendly email marketing tools with room to scale from basic campaigns to advanced automation. |
Mailchimp overview
Mailchimp is a marketing automation platform that offers email marketing, audience management, and campaign tools for businesses across various industries. Known for its 92.6% deliverability rate and broad integration support, including with accounting software, it helps streamline data flow across systems.
Best suited for small to mid-sized businesses, Mailchimp offers core automation features such as landing page creation, A/B testing, and analytics. Its tiered pricing model gates advanced features behind higher plans, which can limit access for businesses with tighter budgets.
Mailchimp key features
Features | Description |
|---|---|
Customer journey builder | Design complex, multi-step workflows triggered by specific customer behaviors and actions. |
AI-powered personalization | Leverage machine learning for content recommendations and send-time optimization. |
Advanced segmentation | Filter audiences using multiple conditions combining both positive and negative relationships. |
E-commerce integration | Connect with platforms like Shopify and WooCommerce to sync customer data and track purchase-driven metrics, providing insights to tackle e-commerce accounting challenges. |
Built-in website tools | Create and host websites with free tools that integrate directly with email marketing campaigns. |
Comparative reporting | Benchmark performance against industry averages and track revenue attribution. |
Multi-channel marketing | Extend beyond email to social media advertising, postcards, and landing pages from one platform. |
Omnisend overview
Omnisend is an e-commerce-focused email marketing platform designed for online retailers seeking to drive product discovery and sales through targeted campaigns.
Best for online stores of any size, Omnisend includes full access to features across all plans, automation workflows, conditional branching, SMS marketing, and eCommerce-specific content blocks. It supports efficient marketing execution and integrates with e-commerce accounting systems for smoother operations.
Omnisend key features
Features | Description |
|---|---|
eCommerce integration | One-click connection with major platforms, particularly strong with Shopify |
Product blocks | Dynamic product recommendations, carousels, and automated content insertion |
Advanced automation | Conditional branching logic workflows available on all plans including free |
SMS marketing | Integrated text messaging capabilities within the same platform |
Template library | 336 templates with full access on all plans |
Auto-branding | Automatically pulls store branding (logo, colors, fonts) into emails |
Interactive elements | Scratch cards, gift boxes, and other engagement-boosting components |
Real-time analytics | Direct attribution of sales to specific campaigns with revenue tracking, aiding in tracking e-commerce performance |
Pros and cons
Tool | Pros | Cons |
|---|---|---|
Mailchimp |
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Omnisend |
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Use case scenarios
Mailchimp serves general marketing needs with strong deliverability and broad functionality, while Omnisend delivers specialized eCommerce tools with full feature access at all price points. Choosing the right platform can significantly impact how effectively a business organizes its marketing expenses.
When Mailchimp is the better choice
- Businesses with varied marketing needs beyond eCommerce
- Companies prioritizing email deliverability rates above all else
- Organizations requiring extensive third-party integrations
- Marketing teams needing broader functionality beyond email
- Small businesses needing higher free plan limits for contacts
- Marketers who value an established platform with extensive resources
When Omnisend is the better choice
- ecommerce enterprises, particularly those looking to start an ecommerce business or Shopify store owners
- Companies wanting sophisticated automation without premium pricing
- Marketers needing integrated SMS and email in one platform
- Businesses requiring product-specific email blocks and recommendations
- Teams valuing access to all features regardless of plan level
- Online retailers who need direct sales attribution in analytics
Other email marketing tools
- ActiveCampaign: Better for businesses needing advanced automation with CRM functionality
- Constant Contact: Simpler option for small businesses with basic email needs and event management
- Klaviyo: Specialized for eCommerce with deeper segmentation and predictive analytics
- Marketo: Enterprise-grade solution for complex B2B marketing automation requirements
- SendGrid: Ideal for developers needing reliable email API and delivery infrastructure