Mailchimp vs Omnisend: which one is better?

Mailchimp vs Omnisend: which one is better?

In 2020, email marketing will continue as one of the major traffic and revenue sources for any ecommerce. Are you wondering what are the best email marketing tools that you can use for your ecommerce? Then, this post is for you.


We will compare Mailchimp vs Omnisend, two of the most popular email marketing tools around.



Mailchimp is one of the best-known tools used for email marketing campaigns. They’ve been around since 2001 and, nowadays, have more than 800 employees all over the world.

Mailchimp can be used for email marketing campaigns and allows users to create multiple user lists and segments. But, as years passed, Mailchimp decided to expand its business and create more marketing tools to complete the suite. So, now you can find tools such as: behavioural targeting, CRM, content studio, landing pages, digital ads, electronic postcards, and so on.

Did they lose their focus? Well, if you ask me, a little bit. The last addition to the platform is a website creator.



So, for $0 to +$299/month you can get a complete suite of tools from the easiest email marketing campaign to complex ecommerce personalisations such as Purchase Behavior, Predicted Demographics, Multivariate Testing, and integration with more than 200 apps featuring ecommerce CMS as Magento, Prestashop, Square, WooCommerce, BigCommerce, 3DCart, X-Cart, Yotpo, Google Analytics, Unbounce, Eventbrite, OpenCart, and others.



Omnisend includes everything an email marketing software would demand plus some addons you won’t find around. We could say that Omnisend is more focused on ecommerce with features such as personalised product recommendations on emails or gamification (with the ability to add gamification modules to your email marketing landing pages).

As for segmentation, Omnisend is capable of creating a profile data for any user, a campaign activity log, track user’s shopping behaviour, create custom audiences from your email marketing campaigns as well as Google Retargeting Ads. Not bad.

Omnisend also includes a visual automation workflow for emails, which is quite useful when you’re creating triggers based on user’s behaviour or cart abandonment emails. Those behaviours are email marketing limited on Mailchimp, but Omnisend goes far and you can track the user behaviour on email, Facebook Messenger, WhatsApp, SMS and Push Notifications. By the way, you can create those SMS and Push Notifications directly from Omnisend’s dashboard.

Automation Workflows are what your ecommerce might need with automatic emails triggered on: browse abandonment, product abandonment, abandoned cart, order confirmation, shipping confirmation, cancellation confirmation, cross-selling, order follow-up, welcome email, customer reactivation, customer birthday, etc. Thus, we could say that Omnisend is 100% tailored for ecommerce goals and behaviours.


Omnisend has a free version too where you can send 15,000 mails to 2,000 users a month.

The paid versions are cheaper than Mailchimp ones. From $16 a month, you can have features such as:

  • Automation Workflows
  • Advanced Segmentation
  • SMS in Automation
  • Product Import and Recommendations
  • Interactive Email Elements
  • Interactive Signup Forms


Which one is better?

You could say that Omnisend is far better if you have an ecommerce. However, you can customize Mailchimp to the point it can emulate most of Omnisend’s features. But, it will take you more time. So, our advice would be to take the above information, analyse it, and consider which one would benefit you the most.

Jordi Ordóñez

+20 years working on ecommerce and Amazon consultancy at

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