Mailchimp today announced platform enhancements designed to give merchants more options to connect their data and activate omnichannel campaigns.
“We’ve been hearing from so many customers lately that they have so much data, but less than a third of them feel like they’re using that data with confidence in their browsing. Are they using the right strategy? And they’re really overwhelmed by the fragmentation of where all that data is,” Diana Williams, VP of Product at Intuit Mailchimp, told MarTech.
For years, business marketers used predictive insights and automations to build relevant experiences. Now marketers at small and medium-sized companies collect data, but often struggle to take the next step. That became clear to some marketers during the 2025 holiday season.
“I think you’re seeing a combination — at least what we heard from our customers — is that now they’ve learned those lessons, but they have these new tools at their fingertips,” Williams said. “How do they apply it effectively? How do they get the most out of it? And how can they make progress in profitability?”
Ecommerce companies that collect data but don’t use it in their customer experiences risk disappointing customers.
“Customers give you their data, and we should use that data to create those real-time touchpoints that deliver value back in a way that helps them find the right product or service for their needs,” Williams said.
Dig deeper: How AI agents shaped the record-breaking 2025 holiday season
A closer look at Mailchimp’s ecommerce improvements
Integrations are central to Mailchimp’s unified data strategy. It improved Shopify integration and announced its own Mailchimp Site Tracking Pixel, as well as new integrations with review platforms like Yotpo and Judge.me to collect approved ecommerce and sentiment data in one place.
“What we know is that relevance plus timing equals revenue,” Williams said. “And how do we put that at the fingertips of small and medium businesses? Because we believe that combining data with these rich integrations, adding more triggers, delivers AI-powered insights. … [Mailchimp] customers will be able to use the right moments to deliver the right message, and we will see real business results for those customers.”
Marketers can use this data to build smarter segments (such as high-value buyers, high-risk customers, or customers likely to buy next) and create advanced automations without linking multiple tools together.
Mailchimp too expanded SMS coverage across Europe and introduced instant SMS opt-in via pop-ups and unique discount codes in SMS automations and forms. Enhanced transactional messaging through a unified API allows developers to trigger critical notifications while marketers manage on-brand content in Mailchimp.
Mailchimp’s updated omnichannel marketing dashboard now unifies email, SMS, automation performance, and ecommerce events in a single view, so marketers can see which messages and journeys are driving revenue, where customers are dropping off, and how to optimize spend across channels.
New AI-powered tools from Mailchimp help marketers quickly build branded content and reusable templates, and a ChatGPT integration helps create, refine and launch omnichannel campaigns across email, SMS and automations.
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