Omnisend vs MailChimp: The Ultimate eCommerce Marketing Comparison Guide 2025
Choosing between Omnisend and MailChimp? Here’s the quick answer: Omnisend is ideal for eCommerce businesses with its tailored tools like product recommendations, advanced automation, and SMS features included in plans. MailChimp, on the other hand, suits broader marketing needs with higher email deliverability rates and extensive integrations.
Key Differences:
- Focus: Omnisend specializes in eCommerce; MailChimp serves a general audience.
- Free Plan: Omnisend offers more features; MailChimp’s free plan is limited.
- Email Deliverability: MailChimp leads with 92.6%; Omnisend scores 78.5%.
- Automation: Omnisend includes advanced workflows even on free plans; MailChimp limits automation to paid tiers.
- Pricing: Omnisend is slightly more expensive for mid-tier plans but includes SMS credits.
Quick Comparison Table:
| Feature | Omnisend | MailChimp |
|---|---|---|
| Primary Focus | eCommerce-specific tools | General marketing |
| Free Plan | Full access to pro features | Limited features |
| Deliverability | 78.5% | 92.6% |
| Email Templates | 336 | 130+ (8 on free plan) |
| Shopify Rating | 4.7/5 | 3.4/5 |
| SMS Features | Included in Pro plans | Paid add-on ($20/month) |
| Pricing (5k Contacts) | $81/month | $75/month |
Both platforms have their strengths, but your choice depends on your business type. Omnisend is better for eCommerce growth, while MailChimp excels at general marketing campaigns. Keep reading for a detailed breakdown of features, pricing, and performance.
Omnisend vs Mailchimp – Which Email Marketing Software is Better?
Main Features Comparison
Email Marketing Tools
Omnisend provides 336 customizable eCommerce-focused newsletter templates, while MailChimp offers 130+ templates, though free users can only access 8 basic designs. MailChimp’s email builder is designed for ease and speed, helping users achieve an average 21% click rate increase within a week of connecting their store. Campaigns reportedly generate about $2,100 in revenue. Omnisend’s email builder stands out for its eCommerce-specific features, like built-in product recommendations and one-click discount code insertion. Now, let’s explore how each platform incorporates SMS marketing into their offerings.
SMS Marketing Functions
Omnisend integrates SMS directly into its core features, whereas MailChimp includes SMS functionality only for users on the Essentials plan or higher.
"At this point, I can’t imagine a world without SMS marketing. It’s really taken off. Our SMS subscribers are growing much faster than email subscribers. Over the first year, SMS campaigns drove $123,000 in sales." – Rob Lin, CEO Divatress
MailChimp users have also seen strong results by combining email and SMS, reporting up to 16.5x ROI on their first SMS campaigns and achieving 58% higher click rates when using both channels together. With both platforms offering messaging tools, let’s see how they compare in marketing automation.
Marketing Automation Tools
Omnisend provides automation designed specifically for eCommerce, including multi-channel workflows, conditional splits, trigger-based messaging, and custom event automation. Stephen Bayless of Golf Ball Nut shares:
"The features and support offered by Omnisend are way better than what is out there on the market from other companies and competitors"
Customer Targeting Options
Here’s how Omnisend and MailChimp stack up when it comes to targeting customers:
| Feature | Omnisend | MailChimp |
|---|---|---|
| Segmentation | Advanced eCommerce-focused | General audience tools |
| List Structure | Unified contact base | Separate audience groups |
| Targeting Triggers | Product views, orders, page visits | Basic behavioral triggers |
| Custom Events | Supports 3rd-party data | Limited customization |
Online Store Features
Omnisend boasts a 4.7/5 rating on the Shopify app store, reflecting its strong alignment with online store needs. In comparison, MailChimp holds a 3.4/5 rating. Rachel Machperson, Marketing Manager at British Airways i360, notes:
"Omnisend allows us to achieve the work of a larger team with limited resources"
Omnisend stands out by offering full access to pro features on its free plans and including specialized eCommerce tools. On the other hand, MailChimp reserves advanced features for its higher-tier plans while focusing on broader marketing capabilities.
Cost Structure
Free Plan Options
Omnisend’s free plan includes unlimited contacts, 250 reachable contacts, and 500 monthly emails, along with all core eCommerce features. Meanwhile, MailChimp’s free tier supports up to 500 contacts and 1,000 emails per month but comes with fewer features. Now, let’s dive into how their premium plans stack up.
Premium Plans
Both platforms use tiered pricing based on the number of contacts, with distinct features and limitations. Here’s a quick comparison:
| Business Tier | Omnisend | MailChimp |
|---|---|---|
| Entry Tier | Standard: $16/month (500 contacts) | Essentials: $13/month (500 contacts) |
| Mid Tier | Standard: $81/month (5,000 contacts) | Essentials: $75/month (5,000 contacts) |
| Advanced | Pro: $150/month (10,000 contacts) | Premium: $350/month (base price) |
| SMS Add-on | Included in Pro (monthly SMS credits equal to plan cost) | $20/month additional fee |
Omnisend offers a 15% discount for the first three months with the code EMAILTOOLTESTER15. For SMS marketing, Omnisend charges $0.015 per message to recipients in the US and Canada. In comparison, MailChimp requires a $20/month SMS add-on fee, and if you need dedicated short codes, it costs $650/month or $1,150/month for Vanity Short Codes. Let’s look at how costs align with different business sizes.
Cost-Benefit by Business Size
For small businesses, Omnisend’s Standard plan costs $44/month, compared to MailChimp’s Essentials at $45/month. However, at 5,000 contacts, MailChimp’s $75/month is slightly lower than Omnisend’s $81/month. One key difference: MailChimp counts unsubscribed contacts in its total, which can drive up costs. Additionally, MailChimp’s SMS credits expire monthly without rollover, while Omnisend’s Pro plan includes SMS credits equal to the plan cost every month.
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Platform Connections
Online Store Platform Support
Both platforms work with popular eCommerce systems, but their integration quality and features differ. Omnisend stands out for its seamless integration with Shopify, while MailChimp supports a wider range of platforms, though with varying levels of functionality.
Here’s a quick comparison:
| Platform Feature | Omnisend | MailChimp |
|---|---|---|
| Primary Platforms | Shopify, BigCommerce, WooCommerce, Magento, OpenCart, Drupal Commerce, Volusion | Shopify, WooCommerce, BigCommerce, Magento, Adobe Commerce, Lightspeed, PrestaShop, Big Cartel, Drupal, Miva, Eventbrite, Volusion |
| Native Integration Quality | Full feature support | Limited BigCommerce features |
| Data Synchronization | Real-time product and customer data synchronization across platforms |
Now, let’s see how these platforms connect with third-party apps to extend their capabilities.
App Connections
MailChimp offers a larger marketplace for third-party integrations, while Omnisend focuses on eCommerce-specific tools. Notably, in March 2023, MailChimp users saw a 21% increase in click rates within a week of connecting their stores through eCommerce integrations.
Both platforms integrate with essential tools like:
- Analytics tools (e.g., Google Analytics, Facebook Pixel)
- Customer relationship management (CRM) systems
- Payment processors
- Marketing tools, including social media and advertising platforms
After third-party integrations, businesses looking for tailored solutions might consider custom integration options.
Custom Connection Options
For businesses needing personalized integrations, both platforms offer strong API support. Here’s how they compare:
- Omnisend: Allows custom platform connections and the ability to enhance existing integrations.
- MailChimp: Supports external store connections, order notifications, abandoned cart workflows, and product recommendations.
Both platforms provide detailed API documentation and support resources, making it easier for developers to create custom solutions tailored to specific business needs.
Results and Data Analysis
Email Success Rates
Omnisend’s merchant open rates climbed from 22.9% in 2022 to 25.1% in 2023. However, Mailchimp reports an average open rate of 34.23% across industries. Performance can differ widely depending on the industry. For example, Omnisend campaigns in the beauty and cosmetics sector achieve 23.8% open rates, while holiday promotions can hit as high as 35.9%. On the other hand, Mailchimp’s data shows government emails leading with a 40.55% open rate, and vitamin supplements averaging 27.34%. These figures provide a good starting point for assessing each platform’s reporting capabilities.
Data Reports
Both platforms deliver detailed reporting tools to help refine campaign strategies. Mailchimp offers real-time campaign stats across multiple channels, an AI-powered Content Optimizer to improve email performance, insights from over 481 million past email campaigns, and customizable dashboards to track revenue and engagement. Omnisend, meanwhile, tailors its reporting to eCommerce needs, focusing on metrics like revenue per message, placed order rates, open and click rates, conversion tracking, and deliverability stats (e.g., failed delivery, spam, and unsubscribe rates).
Testing Features
Testing tools are critical for campaign optimization. Mailchimp’s Premium plan includes multivariate testing for up to 8 campaign variations, alongside A/B testing for subject lines, content, and send times. It also supports SMS message testing with automated winner selection, though a subscriber list of at least 5,000 is required.
Sales Attribution
Mailchimp boasts a reported ROI of up to 25x, with deliverability rates exceeding 99%. Lauren Korus of Vacation Races highlighted how Mailchimp’s reporting tools played a key role in shaping her marketing strategy. In contrast, Omnisend takes a more detailed approach to sales attribution, linking each campaign directly to revenue. Its "revenue per placed order" metric provides businesses with a clearer view of how campaigns directly impact sales performance.
Platform Choice Guide
Main Platform Differences
The key difference between these platforms is their focus: Omnisend is tailored for eCommerce businesses, while Mailchimp caters to a wider range of marketing needs. This distinction can help guide your decision based on your business goals and size.
| Feature Category | Omnisend | Mailchimp |
|---|---|---|
| Email Builder | Designed for eCommerce, includes product recommendations | General-purpose, with basic customization options |
| Automation | Offers advanced workflows, even on the free plan | Automation available only on paid plans |
| Support | Live chat available on all tiers | Limited support on the free plan |
| Templates | 336 templates | 130+ templates (basic on free plan) |
| Integrations | 178 connections | 330 connections |
Best Fit by Business Type
Each platform suits specific business needs, as highlighted by their features and pricing:
Small eCommerce Businesses: Omnisend’s free plan stands out with its advanced automation and tools tailored for online stores. Dan Judd from Vape Superstore shared his experience:
"What we were paying just for email at Klaviyo is nearly the same as what we’re paying Omnisend for both email & SMS".
Medium and Large Businesses: For medium-sized businesses, Omnisend offers excellent eCommerce optimization. On the other hand, Mailchimp might be better for companies needing diverse marketing tools. Large businesses should weigh scalability and pricing. For instance, Omnisend charges $413/month for 600,000 emails to 50,000 subscribers, while Mailchimp costs $385/month for 500,000 emails.
Platform Selection
Choosing the right platform depends on your business model and priorities.
Consider Omnisend if you:
- Need tools like discount codes and product recommendations tailored for eCommerce.
- Want reliable support across all subscription plans.
- Require advanced automation features, even on the free plan.
Choose Mailchimp if you:
- Focus on high email deliverability rates.
- Need extensive third-party integrations.
- Operate outside of eCommerce and require a more general marketing tool.
User ratings provide additional insight. Omnisend receives high marks across platforms (4.7 on Shopify, 4.6 on G2, 4.2 on Trustpilot). Meanwhile, Mailchimp scores 3.4 on the Shopify Marketplace, suggesting Omnisend may be a better fit for eCommerce-focused users.