Omnisend vs. Mailchimp Comparison: Which one is better?

Discover the key differences between Omnisend and Mailchimp. Learn their features, pricing, and performance to help you choose the best email marketing tool.

Deciding between Omnisend vs. Mailchimp for your email marketing strategy? 

Both platforms offer great features to streamline your campaigns, but they cater to different needs. 

We also encourage you to explore our comprehensive reviews of Omnisend and Mailchimp to understand their strengths. 

In this comparison, we’ll address key differences, help you weigh the pros and cons, and guide you towards the best choice for your business. 

Let’s explore how each tool stacks up!

Omnisend vs. Mailchimp: At a Glance

Criteria	Omnisend	Mailchimp	Winner
SMB Guide’s Rating	8.5/10	8/10	Mailchimp
Marketing Automation Capabilities	Ecommerce-centric triggers	Basic automation	Tie
Email Builder	Lacks advanced customization	Intuitive, easy-to-use	Tie
Personalization & Customization	Creation of basic variations	Basic personalization	Tie
Campaign Performance Tracking	Sales-driven metrics	Standard metrics	Tie
Email Deliverability	✅	✅	Omnisend
List Management	Standard segmentation	Simple lists	Tie
A/B Testing	✅	✅	Omnisend
Advanced Reporting & Insights	Multi-touch models	Basic reports	Omnisend
Compliance & Security	✅	✅	Mailchimp
User Experience and User Interface	Modern and intuitive	User-friendly interface	Mailchimp
Integrations and Compatibility	130+ integrations	300+ integrations	Mailchimp
Customer Support	Live chat or email	Limited support	Omnisend
Pricing	Free – $1,914/mo	Free – $1,600/mo	Mailchimp
Scalability	✅	✅	Mailchimp

Omnisend: Key Features, Pros, Cons, & Pricing

Omnisend offers a robust toolkit tailored for e-commerce marketers aiming to enhance their email campaigns. With a generous free plan and scalable subscription options, it suits both tight budgets and larger needs. 

Its drag-and-drop builder, automated templates, and detailed analytics make it a powerful campaign tool. However, its focus on e-commerce might limit its versatility for diverse campaign types.

Pros & Cons

Pricing

Regarding billing, only monthly payments are available, where the price depends on the number of contacts. Users can also opt to purchase add-on SMS credits sold as standalone.

Here are the plans:

• Free: $0 (for 250 contacts)
• Standard: $20 (for 1K contacts)
• Pro: $59 (for 2500 contacts)

Mailchimp: Key Features, Pros, Cons, & Pricing

Mailchimp stands out as a top email marketing automation tool, transforming your campaigns with its advanced features and intuitive interface.

It allows even newcomers to create compelling emails that captivate and convert audiences effectively.

Pros & Cons

Pricing

• Free Plan: Limited to 500 contacts and basic email templates.
• Essentials Plan: Starts at $13/month/500 contacts. 
• Standard Plan: Starts at $20/month/500 contacts, up to $800/month/100,000 contacts
• Premium Plan: Starts at $350/month/10,000 contacts, $1,600/month/200,000 contacts, custom pricing for additional contacts.

Marketing Automation Capabilities

Omnisend’s automation features streamlined sales and lets you focus on content creation. Its omnichannel platform integrates email marketing across multiple channels.

With easy-to-use workflows and templates, Omnisend simplifies scaling campaigns. The drag-and-drop builder allows quick adjustments and personalization based on customer interactions.

Automation templates help you launch effective campaigns like order confirmations and abandoned cart recovery with ease.

Mailchimp’s automation feature enables you to schedule emails triggered by subscriber actions, like cart abandonment or new sign-ups. This saves time and enhances the user experience by delivering relevant, timely messages.

You can set up automated workflows to guide subscribers based on their interactions with previous emails. Mailchimp offers various templates for different needs, including order alerts, loyalty rewards, post-purchase follow-ups, and cart abandonment.

These automated workflows run on predefined schedules, requiring minimal intervention. You can design single emails or entire series for each workflow.

✅ Winner: Tie

Email Builder

Omnisend’s email builder revolutionizes campaign creation with its intuitive drag-and-drop interface. Designing emails is simple, allowing you to arrange text, images, and social links effortlessly.

You can personalize emails without coding, tailoring each one to resonate with your audience. Omnisend’s customization options make every email feel uniquely crafted for the recipient.

The platform provides diverse, customizable templates for various campaign needs. These templates help maintain your brand’s identity and save time, offering styles for everything from business updates to personal messages.

Mailchimp streamlines email campaign creation with an easy-to-follow guide.

You can choose from numerous templates or design your own, offering flexibility in email design. Whether starting from scratch or using a template, Mailchimp’s drag-and-drop editor simplifies the process, requiring no technical skills.

Customize every element—photos, videos, social media buttons, and text blocks—to align with your brand. You can adjust fonts, colors, and other details to match your style.

✅ Winner: Tie

Personalization & Customization

With Omnisend, you can customize emails with editable templates, and create compelling subject lines using AI. Align your emails with your brand’s style by adding logos, adjusting colors, and choosing fonts.

You can also personalize content by addressing recipients by name and mentioning recent purchases. Then you can segment your audience based on interactions to tailor campaigns effectively.

The Customer Lifecycle Map uses AI to categorize subscribers by spending and activity, helping you target high-value customers and those at risk of churning with tailored retention strategies.

Mailchimp enhances email marketing through advanced personalization, tailoring content based on subscribers’ interests and past actions for a more relevant touch.

The platform’s segmentation tools let you create targeted audience groups based on specific criteria, behaviors, or demographics.

Mailchimp’s Segment Builder offers ready-made templates for common categories like new subscribers or clients, while also allowing you to craft custom segments.

This targeted approach helps deliver personalized content to distinct customer groups, improving engagement and marketing efficiency by ensuring messages reach the right audience.

✅ Winner: Tie

Campaign Performance Tracking

Omnisend’s Analytics and Insights provide essential data on campaign performance and deliverability. Standard reports cover email metrics, including opens, clicks, sales, and unsubscribers, along with device usage insights.

Advanced reports offer detailed performance data, including revenue per email and engagement by device. Deliverability reports assess sender reputation and list quality to ensure your emails reach their intended recipients.

Mailchimp’s analytics tools are ideal for assessing your email campaign performance. Detailed reports on clicks, opens, and conversions provide insights into what works best.

The platform also benchmarks your results against industry standards, enhancing your understanding of your audience and enabling more precise future targeting. Comparative reports help refine your strategies for greater effectiveness.

Mailchimp’s Marketing Platform tracks ROI with metrics such as total revenue, average order value, and order volume.

This data highlights successful campaigns, identifies trends, and helps pinpoint areas for improvement, ensuring your metrics translate into meaningful outcomes.

✅ Winner: Tie

Email Deliverability

Omnisend offers a more hands-on approach to improving email deliverability. Under the Reports tab, users can find detailed guidance tailored to their account’s specific setup.

The platform provides insights into three main deliverability factors: email list hygiene, sender domains, and email addresses. 

Mailchimp’s email deliverability is a mixed bag. According to the 2022 Email Deliverability Report, the platform has a 14% spam rate and an 81% inbox placement rate.

While its emails sometimes end up in the Promotions tab, which can reduce their impact, Mailchimp’s sending reputation plays a crucial role in email delivery.

✅ Winner: Omnisend

List Management

Omnisend’s approach to list management is straightforward, with all contacts added to a centralized Contacts list regardless of their subscription status. Each contact is recorded only once but can belong to multiple segments. 

To manage contacts with different subscription statuses across various channels, Omnisend requires you to create a Segment by defining both the subscription status and the channel.

In addition to strong segmentation capabilities, Omnisend offers list cleaning functionalities, helping you maintain the health of your email lists by removing duplicates, inactive subscribers, and invalid email addresses.

This feature ensures that your campaigns are targeted and that your lists remain up-to-date and effective.

Mailchimp’s list management revolves around what they call your “audience,” which serves as the central hub for storing and managing all your contacts.

The platform allows you to view detailed information about your list, including contacts who have signed up but haven’t confirmed their subscription yet, as well as those who have unsubscribed or been marked as “cleaned.”

While you can delete a list from your account, doing so permanently removes all associated data, including subscriber history, activity, and email addresses—unless you’ve backed up your list beforehand.

Mailchimp’s segmentation tools are pretty great too, enabling you to group contacts based on shared data. You can filter contacts using various conditions such as signup form data, tags, group preferences, email interactions, and location.

If you have an e-commerce platform synced to your account, you can also create segments based on purchase activity. 

The Free and Essential plans support up to 5 conditions per segment, while Standard plans and above allow for unlimited conditions and more advanced nested logic.

✅ Winner: Tie

A/B Testing

Omnisend’s A/B testing capabilities allow you to create two versions of your email campaign to determine which elements—such as offers, discounts, images, or text—yield better results.

You can decide the winner based on open rates or click rates and set the duration of the test. 

Omnisend supports testing multiple elements like email content, subject lines, and sender names, either separately or in combination.

The platform recommends using open rates for more accurate results and provides flexibility in choosing the test duration, ranging from 1 hour to 7 days.

The A/B Test Campaign Report offers detailed insights into various metrics, enabling you to make data-driven decisions for future campaigns.

Mailchimp’s A/B testing feature enables you to experiment with up to 3 variations of your campaign, allowing you to refine your strategy effectively.

You can test elements such as subject lines, content, sender names, and send times, as well as the number of recipients for your test emails.

After setting up your test, you select the metric that defines success, whether it’s based on clicks, opens, or revenue.

For those on the Premium plan, Mailchimp offers multivariate testing, which lets you test up to 8 different campaign variations simultaneously to create highly optimized emails.

✅ Winner: Omnisend

Advanced Reporting & Insights

Omnisend’s Advanced Reporting simplifies the process of tracking and analyzing campaign performance, with dashboards that consolidate key metrics and trends in one place.

As you launch new campaigns and workflows, the platform highlights which activities are generating the most sales and engagement, without requiring manual data sorting.

Mailchimp’s marketing analytics platform offers real-time tracking of your campaigns, including both email and SMS, allowing for more informed decision-making based on performance data.

The Content Optimizer feature provides personalized, AI-driven suggestions to enhance your email campaigns by identifying what works and what doesn’t, helping to keep your audience engaged. 

You can also build custom reports and visualizations to focus on specific revenue and engagement metrics, giving you a detailed view of your marketing performance over time.

✅ Winner: Omnisend

Compliance and Security

Omnisend is dedicated to helping eCommerce merchants stay compliant with GDPR regulations while using their marketing automation platform.

This commitment ensures that all data processing activities meet stringent privacy standards, safeguarding customer information and maintaining trust. However information on their other security standards is sparse on the website. 

Mailchimp also prioritizes data security and privacy, implementing robust measures to safeguard your information.

While specific details of their security practices are not disclosed publicly to prevent potential misuse, Mailchimp ensures that your data is protected across its infrastructure.

The platform operates billions of emails monthly through servers located in top-tier data centers in the United States.

✅ Winner: Mailchimp

User Interface and User Experience

Omnisend’s interface is user-friendly and distinct from other email marketing platforms.

Starting with Omnisend is simple—register using Google, Shopify, or your email. The first step is connecting your online store.

Omnisend provides an easy onboarding process through the Help Center’s Onboarding section, allowing you to explore features and tools at your own pace.

Mailchimp features an intuitive interface that makes it easy to navigate and perform basic tasks, like creating emails or managing lists. Advanced functions, such as automation and segmentation, may require some learning.

Upon signing up, the platform gathers details about your business to tailor its features to your needs. The dashboard displays key metrics, including recent email performance, new subscribers, and pending tasks.

All essential tools are conveniently located in the left sidebar, where you can manage subscribers, access reports, and initiate new campaigns.

✅ Winner: Mailchimp

Integrations and Compatibility

Omnisend offers a seamless customer experience with numerous integrations across popular apps, simplifying your digital marketing efforts.

Key integrations include:

• E-commerce platforms like Shopify, WooCommerce, and BigCommerce
• Email capture tools such as Mailchimp and Facebook Lead Ads
• Email builders like Playable and Stripo Editor
• Advertising platforms including Facebook and Google Ads
• Shipping solutions such as AfterShip and ShipStation
• WordPress plugins like Ninja Forms and WP Fusion

Omnisend also has apps available on the Shopify App Store and other major e-commerce platforms.

Mailchimp excels with its broad integration options, connecting to major platforms in eCommerce, social media, and CRM systems.

Key integrations include:

• Analytics: Google Analytics, Facebook, Supermetrics
• Scheduling: Calendly, Jane, Formbuilder
• Contact Management: Shopify, Outfunnel, QuickBooks Online
• Content: Instagram, Twitter
• Payments: Stripe, SamCart
• Marketing: LinkedIn, Mailmunch, Wix

These connections streamline workflows and enhance email marketing by syncing data and improving engagement and conversions.

✅ Winner: Mailchimp

Customer Support

Omnisend offers several support options:

• Live chat
• Knowledge base
• Email support
• Constant live representative
• YouTube tutorials and workshops

You can reach support via email or live chat 24/7. Additionally, Omnisend provides a detailed knowledge base, webinars, case studies, and guides to help you maximize the platform.

Mailchimp’s support has both pros and cons. Free plan users get limited technical help for the first 30 days, which can be a drawback for newcomers needing extensive assistance. After this period, they only have access to the knowledge base and no live chat or phone support.

Paid plan subscribers benefit from email and live chat support, while Premium users also receive phone assistance. Despite these limitations, Mailchimp offers a rich knowledge library with podcasts, videos, and tutorials for self-help.

✅ Winner: Omnisend

Pricing

Omnisend’s pricing plans are as follows and display the monthly rates. Please note that the below is the pricing plan for 0—500 contacts, a size suitable for most SMBs.

Free	Standard	Pro
$0	$16	$59

Mailchimp’s plans are as follows for a contact range of 1,500—2,000 : 

Free	Essentials		Standard		Premium
$0	Billed monthly	Billed annually	Billed monthly	Billed annually	Billed monthly
	$38	$11	$51	$17	$298

✅ Winner: Mailchimp

Scalability

When it comes to scalability, both Mailchimp and Omnisend offer tiered plans that scale based on the number of contacts you manage.

However, Mailchimp stands out by offering a broader range of plans, providing more options to accommodate different growth stages and business needs. 

This versatility makes Mailchimp the winner in this category, as it allows users to find a plan that precisely fits their requirements as they scale.

✅ Winner: Mailchimp

Standout Features of Omnisend

Here are some notable features of Omnisend:

• SMS Messaging: Omnisend includes SMS messaging in all plans without extra costs. You can also purchase additional credits affordably if needed.
• AI Writing Assistant: The AI writing tool helps craft engaging and effective emails. It aids in refining tone, improving clarity, and ensuring professionalism, making your e-commerce communication impactful and polished.

Standout Features of Mailchimp

Here are some standout features of Mailchimp:

• Landing Page Editor: Mailchimp’s Landing Page Editor lets you create high-converting landing pages with custom designs or templates. You can easily add and arrange text, images, and buttons to target specific audiences and campaigns, enhancing your marketing impact and conversion rates.
• CRM and Contact List: Mailchimp’s CRM integrates seamlessly with its email marketing tools, allowing you to organize contacts by categories, interactions, or demographics. This user-friendly CRM helps build relationships and manage contacts effectively, offering sophisticated tracking in an accessible format.

Omnisend vs. Mailchimp: SMB Guide’s Verdict

After a thorough comparison, Omnisend emerges as the overall winner. While both platforms offer great features, Omnisend’s specialization in eCommerce marketing automation gives it an edge for businesses focused on driving online sales through tailored email campaigns.

Mailchimp offers versatility and a wide range of tools that make it suitable for businesses of all sizes, especially those looking for flexibility and a broader selection of plans. 

However, Omnisend’s focused approach, advanced reporting, and seamless integration with eCommerce platforms make it the best choice for online retailers and brands seeking a more targeted marketing solution.

• Omnisend is best suited for eCommerce businesses aiming to enhance customer engagement and streamline their marketing efforts.
• Mailchimp is ideal for a broader range of small to mid-sized businesses that require flexibility in their marketing strategies and a variety of tools to choose from.