The credit card bills from the 2025 holiday season aren’t even paid off, but Intuit Mailchimp is already taking the learnings from it and introducing enhancements for 2026.
Mailchimp today announced platform enhancements designed to provide more avenues for merchants to connect their data and activate omnichannel campaigns.
“We’ve heard so much from our customers recently that they have so much data, but less than a third of them feel like they are confidently using that data in their browsing behavior. Are they using the right strategy? And they’re really overwhelmed by the fragmentation of where all that data sits,” Diana Williams, VP of product at Intuit Mailchimp, told MarTech.
For years, enterprise marketers used predictive insights and automations to help build relevant experiences. Now, marketers at small and midmarket companies are collecting data, but they often struggle to take the next step. That became apparent to some marketers during the 2025 holiday season.
“I think you’re seeing a combination — at least what we heard from our customers — is now they have those learnings, but they’re seeing these new tools at their fingertips,” Williams said. “How do they apply those effectively? How do they get the most from that? And how do they drive forward in profitability?”
Ecommerce businesses that collect data but fail to leverage it in their customer experiences risk disappointing customers.
“Customers are giving you their data, and we should be leveraging that data to create those real-time touchpoints that provide value back in a way that helps them find the right product or the right 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 enhancements
Integrations are central to Mailchimp’s unified data strategy. It enhanced its Shopify integration and announced its own Mailchimp Site Tracking Pixel, as well as new integrations with review platforms like Yotpo and Judge.me to pull consented ecommerce and sentiment data into one place.
“What we know is relevance plus timing equals revenue,” Williams said. “And so how do we put that at the fingertips of small and midmarket businesses? Because we do believe that combining data with these rich integrations, adding more triggers, giving AI-powered insights. … [Mailchimp] customers will be able to leverage those right moments to drive the right message, and we’re seeing real business results for those customers.”
Marketers can use this data to build smarter segments (such as high-value buyers, at-risk customers or shoppers likely to purchase next) and create advanced automations without stitching together multiple tools.
Mailchimp also expanded SMS coverage across Europe and introduced SMS instant opt-in via pop-ups and unique discount codes in SMS automations and forms. Enhanced transactional messaging through a unified API lets developers trigger critical notifications while marketers manage on-brand content in Mailchimp.
Mailchimp’s revamped omnichannel marketing dashboard now unifies email, SMS, automation performance and ecommerce events in a single view to help marketers see which messages and journeys are generating revenue, where customers are dropping off and how to optimize spend across channels.
New AI-powered tools from Mailchimp help marketers quickly build on-brand content and reusable templates, and a ChatGPT integration helps create, refine and launch omnichannel campaigns across email, SMS and automations.
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