Omnisend vs. Mailchimp: Features comparison guide (2025)

Reading Time: 15 minutes

In the debate of Omnisend vs. Mailchimp, both platforms stand out as top contenders in the email marketing and automation landscape, each designed to drive business growth and increase sales. Omnisend specializes in email and SMS marketing with a strong focus on ecommerce automation, while Mailchimp appeals to a broader audience with over 300 integrations.

That said, recent challenges for Mailchimp, including price hikes and a decline in customer ratings, have raised questions about its reliability compared to Omnisend, which boasts a higher Shopify rating of 4.7 out of 5 thanks to its comprehensive features and exceptional customer support. 

This article will compare their key features in-depth, helping you determine which platform best fits your business needs.

Overview of Omnisend and Mailchimp

When comparing Omnisend vs. Mailchimp, it’s important to know that each platform offers features tailored to different business needs. Here’s an overview of the key features of both tools.

If you’d prefer to watch a comparison instead of reading it, check out this video:

Feature	Omnisend	Mailchimp
Best for	Ecommerce marketing automation	All-around email marketing
Free plan	Yes	Yes
Email templates	Modern templates designed for ecommerce	Wide variety of email templates
List building	Gamified forms, popups, signup boxes, landing pages, libraries of ready-made templates	Signup forms, landing pages (for paid plans)
Segmentation	Advanced segmentation options	Advanced segmentation options
Integrations	Focuses on ecommerce platforms	More integrations with business tools
Marketing channels	Email, SMS, push notification	Email and SMS
Support	24/7 email and chat support on all plans, priority support for Pro plan customers	Email support on free plan for 30 days, 24/7 chat and phone support on paid plans

Target audience: Who are these platforms for?

Let’s examine the specific audiences that the two leading email marketing platforms target:

General audience: Mailchimp

Mailchimp is a versatile email marketing platform that appeals to a broad audience. It has many of the features you’d expect from email marketing tools, but it doesn’t cater to those with more specific needs. It’s great for small businesses, but as companies grow, they might find it lacks the scalability they need.

Ecommerce focus: Omnisend

In contrast, Omnisend is tailored specifically for ecommerce businesses. Beyond standard email marketing functionalities, it provides tools designed to attract audiences and boost sales. With features like a product picker, Omnisend makes it easy to show off items from your store, and having built-in discount codes can really spice up your promotions. 

Plus, Omnisend features advanced real-time reports and analytics, allowing you to gain deeper insights into your customer base.

1. Email marketing features

Both platforms offer a range of features designed to help businesses create, send, and track their email campaigns.

However, there are differences that may make one a better fit for certain businesses than the other. 

Let’s take a look at the email marketing features of Mailchimp and Omnisend:

Ease of use

Both Omnisend and Mailchimp offer a user-friendly interface that streamlines email marketing.

Omnisend’s interface is particularly intuitive to navigate, with all the key features accessible from the main navigation menu bars. A clean and modern dashboard with clear labeling and visual cues greets users when logging into the platform. This helps facilitate quick access to essential features.

Similarly, Mailchimp prioritizes ease of use in its interface design. It is user-friendly, with features strategically placed for easy access. Whether you’re creating campaigns, managing subscriber lists, or analyzing campaign performance, Mailchimp’s interface provides a smooth and intuitive experience. 

Both Mailchimp and Omnisend offer a wealth of tutorials and resources on how to use the platform, so even people new to email marketing won’t struggle getting started.

Drag-and-drop email builder

Both platforms include a drag-and-drop email builder. However, between Mailchimp vs. Omnisend, which one is more powerful?

Omnisend’s builder includes drag-and-drop content blocks and elements specifically designed for online stores, such as product carousels and personalized product recommendations. You can move elements freely and customize the content within each block.

Additionally, Omnisend allows you to edit the HTML and CSS of your emails. This ensures better control over the designs, allowing for more precise customizations. You can also create professional-looking emails with customizable content blocks — no extensive technical knowledge needed. 

Omnisend’s email builder can also automatically pull your store’s branding and add it to your emails. This includes your logo, brand colors, font, and social media links. You can even see these elements applied to some of the templates in the template library.

Omnisend offers a significant advantage by allowing every user, including those on a free plan, full access to its drag-and-drop builder’s functionalities.

Mailchimp’s email builder offers a drag-and-drop functionality similar to Omnisend. However, its library of pre-built templates is less extensive, as Mailchimp has a greater focus on general-purpose email marketing rather than ecommerce-specific features.

Users can choose from a wide range of templates or start from scratch. The builder features a collection of elements that can easily be added and rearranged. However, it can also limit the level of customization you can achieve.

Mailchimp’s access to templates and other design features is restricted only to paid plans and can’t be accessed with a free plan. 

The paid plans grant you access to the real-time preview functionality, which you can use to optimize the visuals of your campaigns.

Email templates

Both Mailchimp and Omnisend include email templates that are professional and modern looking. But the limited options provided by Mailchimp may not offer the flexibility to create your desired emails.

Additionally, Mailchimp restricts the majority of its templates to paid plans, leaving users of the free plan with only a few basic layouts.

Meanwhile, Omnisend provides 250+ email templates to all users, paid plan or not. Plus, Omnisend’s native integration allows you to pull products directly from your online store, offer smart product recommendations, and automatically include discount codes within emails.

While both platforms allow you to create your templates, only Omnisend allows you to save individual blocks that you can easily reuse in future campaigns.

Landing page builder

Both Omnisend and Mailchimp offer a dedicated landing page and signup forms to capture leads. 

Mailchimp offers a library of pre-designed landing page templates covering a wide range of marketing goals. Whether you’re promoting a new business, highlighting products, or offering free content downloads, you can find a template for your needs.

Since it integrates with popular ecommerce platforms, Mailchimp’s landing page builder allows you to pull product images directly onto your landing pages.

This saves you from manually uploading images and ensures your landing pages showcase your latest offerings.

With Omnisend, you can create unique and dedicated landing pages for each marketing campaign, but only for lead generation.

You can choose from pre-designed templates or customize existing ones with ease. With swappable text, you can replace the default content with a custom message without compromising conversion-optimized elements.

Additionally, Omnisend allows you to change the theme and edit the displayed information when sharing the page on Facebook.

Popup forms

Both Omnisend and Mailchimp provide versatile signup forms that you can implement in various ways, including:

• Embedded forms that you can integrate with specific pages on your website
• Popup forms that appear after a set time on a page or when a visitor shows intent to leave
• Inline forms that you can place in the header, footer, or within website content like blog posts

Omnisend comes with ready-to-use and high-converting popup templates that already include images, text, and styles. These forms go beyond the basic functionalities of a popup. They offer options like landing pages, signup boxes, and even gamification forms like Wheel of Fortune to incentivize signups.

You can tailor your popups according to specific visitor behavior. For instance, you can trigger popups based on exit intent after a certain number of page views or limit them to specific pages. Also, you can A/B test your forms to find which one converts best.

You’re able to track the performance of your popups with insightful reports. Analyze signup rates by device and location and compare different forms to see what resonates with your audience.

Similarly, Mailchimp offers standard popup forms that allow you to customize design and appearance. You can also control when and where your popups appear on your website. However, advanced targeting based on visitor behavior isn’t available on the free plan. In addition, there is no popup template library available, and you can only launch one at a time.

You can also create standalone landing pages with signup forms to promote across different channels.

A/B testing

Omnisend lets you test various email components, including subject lines, sender names, offers, discounts, images, and text content.

You can choose your success metric based on what matters most for your campaign. Omnisend also allows you to set the duration for your A/B test, ensuring you gather enough data to make a statistically sound decision.

Similar to Omnisend, Mailchimp lets you test subject lines, content, sender names, and send times. It also offers multivariate testing, which is available on the premium plan. This allows you to test combinations of multiple elements simultaneously.

Mailchimp provides flexibility when choosing your success metric. You can pick clicks, opens, or even revenue generated as the deciding factor for your winning campaign.

Reporting and analytics

When it comes to marketing campaign reports, Mailchimp focuses on consolidating data across your marketing stack for informed decision-making. 

Since Mailchimp integrates with over 300 marketing tools, you can centralize data from several platforms with customizable metrics to get a detailed picture of your marketing efforts.

Additionally, Mailchimp’s AI tools analyze your marketing data and offer personalized recommendations. These insights can help you tailor future campaigns for better sales performance.

In comparison, Omnisend offers dedicated reporting dashboards. It highlights key performance metrics (KPIs), trends, and top-performing activities in a single dashboard. This eliminates the need to jump between reports, saving you time and effort.

Since Omnisend caters to omnichannel marketing, its reporting reflects as much. You can track and compare performance across various channels like email, SMS, and push notifications. With clear charts and graphs, it’s easier to spot patterns and opportunities. Moreover, with the latest Omnisend reporting update, it has become even more powerful and versatile.

Mailchimp vs. Omnisend round one winner: Omnisend

2. Pricing comparison

When evaluating email marketing platforms, pricing is often a key factor in decision-making. Both Omnisend and Mailchimp offer a variety of pricing plans to cater to businesses of different sizes and needs. 

Omnisend pricing 

Omnisend offers three main pricing plans: Free, Standard, and Pro. Let’s take a closer look at each plan:

• Free plan: Ideal for small businesses or those just starting with email marketing, allowing up to 500 emails/month to 250 contacts, and all features are available except for advanced reporting data
• Standard plan: Starts at $16/month for 500 contacts and includes 6,000 emails/month, unlimited web push notifications, and $1 in SMS credits (one-time gift), and all features are available except for advanced reporting data
• Pro plan: Starting at $59/month for 500 contacts, the Pro plan offers unlimited emails, advanced reporting, and SMS credits equal to the price of your plan

Omnisend’s pricing scales with the number of contacts, making it flexible for growing ecommerce businesses. 

Mailchimp Pricing

Mailchimp also provides a tiered pricing structure with Free, Essentials, Standard, and Premium plans: 

• Free plan: Allows up to 500 contacts and 1,000 emails/month — feature-wise, Mailchimp significantly limits its free plan
• Essentials plan: Starts at $13/month for 500 contacts and includes 5,000 emails/month — this plan offers more features but still limits access to ecommerce features
• Standard plan: At $20/month for 500 contacts, this plan offers advanced automation and data-driven optimization tools, plus ecommerce reports, but still limits advanced segmentation
• Premium plan: Starting at $350/month, the Premium plan is designed for large businesses with up to 10,000 contacts and includes priority support and advanced segmentation

Feature per plan comparison

Here’s a detailed comparison of their pricing structures:

• Free plans: Both Omnisend and Mailchimp offer free plans, but Omnisend’s free plan includes more features, including email templates, advanced segmentation, popups, and 24/7 customer support
• Entry-level plans: Omnisend’s Standard plan at $16/month offers more emails and additional features like unlimited web push notifications compared to Mailchimp’s Essentials plan at $13/month
• Mid-tier plans: Omnisend’s Pro plan at $59/month provides unlimited emails and advanced reporting, which is more comprehensive than Mailchimp’s Standard plan at $20/month
• High-end plans: Mailchimp’s Premium plan is significantly more expensive at $350/month, targeting bulk senders with extensive needs, while Omnisend’s pricing remains more accessible for small to medium-sized ecommerce businesses

While both Omnisend and Mailchimp offer a range of pricing plans to suit different business needs, Omnisend provides more value at each price point with additional features and flexibility. For businesses looking to maximize their marketing budget, Omnisend’s plans are more cost-effective and feature-rich.

Mailchimp vs. Omnisend round two winner: Omnisend

For more information, use our email pricing calculator below to quickly compare costs and features with Mailchimp. Simply input your desired number of contacts, select Mailchimp from the list, and see how Omnisend stacks up against it.

3. Segmentation capabilities

As your list grows, it’s important to be able to put different subscribers into different groups. This is known as segmentation, and it allows you to send relevant information to your audience — and avoid sending messages they don’t need, like recommending a product they’ve already purchased from you. Compared to unsegmented email campaigns, segmented campaigns result in 30% more opens and 50% more click-throughs. That’s why it’s worth implementing if you haven’t already.

Both Omnisend and Mailchimp offer segmentation based on:

• Profile data: Language, location, age, income, gender, education, occupation, etc.
• Campaign activity: Whether the person has opened your emails, clicked certain links, or shown interest in particular campaigns
• Purchases: Products they’ve viewed, purchased, or abandoned from their cart

Omnisend offers one of the most flexible segment builders in the ecommerce industry, allowing you to use up to 500 data points in your segments. You can also have an unlimited number of segments. Plus, of course, there’s a library of pre-built segments for you to choose from if you don’t want to build from scratch yet.

On the other hand, Mailchimp offers a respectable set of segmentation options for multiple business cases. Each segment can include up to five conditions. In most cases, this is enough, but not always.

Omnisend vs. Mailchimp round three winner: Omnisend

4. Integrations

Omnisend integrates with 130+ trusted technology partners and has a dedicated app market. There are integrations for everything from advertising and customer support to back-in-stock alerts and reviews. It has a one-click integration process for major ecommerce platforms like Shopify, BigCommerce, WooCommerce, Wix, and more. If you primarily use a popular ecommerce platform, Omnisend’s native integrations might be a better fit.

However, as the email marketing platform with the largest market share, it’s no surprise that Mailchimp offers more in this category. It integrates with 300+ business apps and web services, catering to a wider range of business needs beyond ecommerce. 

This includes integrations for social media platforms (Facebook, Instagram), customer relationship management (Salesforce, Zoho, HubSpot), and accounting software.

Mailchimp also integrates with many popular business tools like Canva for graphic design and Zapier for app connectivity.

Mailchimp vs. Omnisend round four winner: Mailchimp

5. Marketing automation

Automations empower you to scale your business further and faster. Instead of having to manually send every message, you can automate them. 

Best of all, you can create a series of advanced workflows that send specific messages when an action is taken (or not taken, like leaving the store without completing a purchase). This puts your sales on autopilot, and reminders, follow-ups, and even retargeting ads all happen whether you’re on your computer or fast asleep.

Mailchimp’s automation tool is designed to be user-friendly, with an editor that feels familiar to those who have used platforms like Klaviyo or Omnisend. For a quick and easy setup, Mailchimp offers over 70 pre-built customer journey templates that integrate email, social media, and SMS marketing (though SMS is currently available in only 10 countries). 

A standout feature is the AI assistant, which helps streamline your workflow by generating email copy. 

However, it’s worth noting that web push notifications are not yet available, which may be a limitation for some marketers.

In comparison, Omnisend offers more advanced automation with web push notifications included.

You can see whether an SMS or email is being sent, how many recipients are in each stage of the workflow, and where your delays are. 

As Omnisend is an omnichannel platform, its automation allows you to incorporate additional channels than just email, such as SMS and web push notifications. Omnisend even suggests which channel to use in each automation sequence.

With this functionality, you can create an advanced workflow that utilizes the channels your audience engages with the most without needing to separate everything into different sequences. You can also incorporate conditional splits to customize your workflow based on your customers’ demographics, engagement, and shopping behavior.

Omnisend offers up to 20 conditional split blocks per workflow, and you can add up to five rules to each split. This not only simplifies the process but also allows you to hyper-target your messages. To create something similar in Mailchimp, you’d need to make several workflows.

Omnisend’s automation features include custom events, send time optimization, post-purchase and transactional emails, conditional splits, and A/B testing, even on the free plan. 

Omnisend vs. Mailchimp round five winner: Omnisend

6. Omnichannel marketing

Although they’re email marketing platforms, Mailchimp and Omnisend both offer additional channels so you can reach people in other ways.

In addition to email and SMS, users of either platform have the ability to sync their audience list with their Facebook and Google ad accounts. This is an effective way to keep your ad costs down while increasing sales — instead of running ads to a cold audience and trying to generate interest, the syncing allows you to run retargeting ads, which show relevant products to people who have already been on your site. You can show them products they’ve looked at, left in their cart, or similar items to what they’ve viewed.

Omnisend channels revolve around omnichannel marketing. It allows you to leverage multiple channels like email, SMS, web push notifications, and social media channels to reach your customers.

You can also trigger automated workflows across the channels for a more impactful approach.

Omnisend provides retargeting ads across all its plans, including the free tier. Unlike Mailchimp, Omnisend allows users to send SMS and push notifications as part of their campaigns without any additional integration. When you’re ready to upgrade to a paid plan, Omnisend starts at just $16/month for up to 500 contacts.

Mailchimp offers a selection of standalone marketing channels, providing numerous options so you can choose the ones that best suit your needs. While there isn’t built-in automation for combining channels, you can integrate it with third-party tools to achieve a similar omnichannel experience. 

However, it’s worth noting that while Mailchimp allows Facebook and Instagram ads to be run from any of its plans, retargeting is limited to its higher tiers, Standard and Premium. Pricing for the Standard plan starts at $20/month for 500 contacts, shooting up to $100 for 5,000 contacts. Meanwhile, the Premium plan starts at $350/month for 500 contacts.

While Mailchimp offers a variety of channels, they function more independently. However, you can build and manage campaigns across multiple channels from one unified point through Mailchimp’s Campaign Manager.

Mailchimp vs. Omnisend round six winner: Omnisend

7. Customer support options

Many people believe that getting great customer support from a SaaS email marketing platform is as likely as finding a needle in a haystack, especially if you’re on a free plan. Unfortunately, in Mailchimp’s case, it’s more true than not.

Users of Mailchimp’s free plan have access to email support for the first 30 days. After that, they must rely on the available guides and tutorials. Although the information they need is likely accessible, finding the appropriate articles can be time-consuming and may require significant effort.

Ongoing email support begins with the Essentials plan, which also includes live chat. Once on a paid plan, Mailchimp’s customer support is 24/7, and the team can communicate in English, Spanish, or French. Phone support is only available on the Premium plan, which starts at $350/month. Here’s a user review on GetApp about Mailchimp’s customer support:

So, what about Omnisend? Surprisingly, it actually opposes the lackluster support trend prevalent among ESPs. Omnisend reviews often mention its support — it offers 24/7 customer support on each plan, including the free tier. Every customer has access to human assistance. The average response time is under four minutes. Take a look at this user review on GetApp:

Omnisend vs. Mailchimp round seven winner: Omnisend

Final verdict: Which platform is right for you?

In this comparison of Mailchimp vs. Omnisend, we’ve pointed out the main differences between these two email marketing platforms to help you decide which one fits your business needs and budget best. Although you can migrate to Omnisend from another platform, picking the most appropriate platform from the get-go can be time-saving.

Mailchimp is a good pick if you’re looking for basic email marketing features. It has a variety of integrations, making it a great option for businesses that want to connect with different apps and services. Just keep in mind that Mailchimp’s free plan has some limits, and its automation and customer support aren’t quite as strong as what Omnisend offers.

Omnisend, on the other hand, is specifically designed for ecommerce businesses aiming to boost their revenue through enhanced email marketing return on investment (ROI). It provides a more advanced drag-and-drop email builder, superior email templates, and advanced segmentation for all customers, making it a powerful tool for online stores. Plus, the free plan is enticing since it offers features that you’d usually only find in paid plans on other platforms.

When it comes to segmentation, Omnisend shines with its flexibility and variety of options, making it easier to create targeted and effective campaigns. Its automation features are not only more advanced but also intuitive, which helps simplify your marketing efforts. Also, Omnisend is great for omnichannel marketing, letting businesses connect with their audience across multiple platforms without a hitch.

Omnisend’s commitment to customer support, with 24/7 email and chat assistance for all users, including those on the free plan, makes it an attractive choice for businesses that value responsive and reliable support. On the flip side, Mailchimp’s support is pretty limited for free plan users, so that could be an important factor for anyone looking for ongoing help. 

Overall, while both platforms have their strengths, Omnisend emerges as the ideal choice for ecommerce businesses seeking advanced features, flexible segmentation, and comprehensive support, all within an omnichannel marketing framework.