Beyond Email: Mailchimp Integrates New AI and Social Media Features to Enrich Your Databases

Seventy-one percent of small and medium-sized enterprises express concern about customer acquisition, according to a study cited by Mailchimp during the recent FWD: London 2025 event. In response to this challenge, the platform has introduced a new suite of tools based on data and artificial intelligence that promises to revolutionize digital marketing for SMEs.

These solutions are designed to create a comprehensive experience that connects advertising campaigns, marketing automation, and deep customer insights. The goal: to improve conversion, encourage repeat purchases, and multiply recommendations to accelerate sustainable growth.

AI, advanced segmentation, and real-time automation

Based on Intuit technology, Mailchimp’s new functionalities start with the idea of helping its clients to precisely segment, leverage first-party data, and automate tasks to save time and make more informed decisions. According to the company, more than fifty-six percent of its users claim to make better decisions thanks to its artificial intelligence.

Highlights among the new features include:

• Integrations with Meta, TikTok, Google, Snapchat, and LinkedIn to transfer lead information directly from their social media advertising campaigns to Mailchimp. According to the company, this will help them to “create more comprehensive and detailed customer profiles, and automatically nurture prospective clients with hyper-personalized marketing campaigns in real time.”
• More than one hundred new customizable popup form templates tailored for sectors such as education, healthcare, and entertainment.
• A new metric visualization feature, with more than forty indicators for detailed reports of email and SMS campaigns.

According to the company, these tools aim to maximize marketing efficiency at every stage of the customer journey.

Future functions: personalized audiences and AI agents

Mailchimp has also anticipated upcoming functionalities such as:

• Custom audiences for Meta and Google Ads, which will allow for campaign retargeting and finding similar users. This function will facilitate sending audience segments directly to advertising platforms to find similar audiences or retarget ads to existing customers.
• SMS contact import via API, to integrate communication without email with purchase and behavior data. “By importing SMS data directly into Mailchimp, marketers can combine them with email information, purchase history, and other data to gain a richer understanding of their audience and execute coordinated omnichannel campaigns,” explain representatives of the company.
• And, most ambitiously, virtual AI agents in QuickBooks, an accounting and financial management platform developed by Intuit, primarily designed for small and medium-sized enterprises (SMEs). These virtual agents will act as intelligent assistants in areas such as customer service, finance, and project management. The idea is to turn it into a unique platform for managing and scaling businesses with integrated, predictive, and customized tools.

Over the past year, Mailchimp has focused on updating its marketing product to enhance its capacity to generate revenue for brands, with a total of over 2,000 product updates and improvements since December 2024. This includes enhancements like easier audience segmentation, faster loading times across the application, or a more powerful automation workflow feature.