HubSpot vs Mailchimp: Complete Marketing Platform Comparison for 2026

Choosing between HubSpot and Mailchimp is l’un des most common decisions facing growing entreprises in 2026. Both plateformes have evolved significantly depuis leir original focus areas, with HubSpot expanding from CRM and inbound marketing to a full business suite, while Mailchimp has grown from email marketing into a broader marketing platform. This comprehensive comparison examines every aspect of both plateformes to help you make an informed decision pour votre entreprise needs.

Quick Comparison Overview

Feature	HubSpot	Mailchimp
Primary Strength	All-in-one CRM & Marketing	Email Marketing
CRM Capabilities	Full-featured, native	Basic, add-on
Email Marketing	Included in Marketing Hub	Core product
Automatisation marketing	Advanced (paid tiers)	Moderate
SMS Marketing	Via intégrations	US only, limited
WhatsApp Marketing	Via intégrations	None
Free Plan	Generous CRM	Limited email
Pricing Model	Per-contact (marketing)	Per-contact
Best For	Growing entreprises needing CRM	Small entreprises needing email
Learning Curve	Moderate to steep	Gentle

Platform Overview

HubSpot: The All-in-One Business Platform

HubSpot started as an inbound marketing company and has evolved into a comprehensive business platform. It offers multiple “Hubs” that cover marketing, sales, service, content management, and operations. The platform is built around a central CRM that provides a unified view of customer interactions across all touchpoints.

Core Hubs:

• Marketing Hub: Email, ads, social media, pages d’atterrissage, automatisation
• Sales Hub: Pipeline management, sequences, forecasting
• Service Hub: Ticketing, knowledge base, customer feedback
• CMS Hub: Website building and management
• Operations Hub: Data sync, automatisation, reporting

Key Strengths:

• Powerful native CRM au center of everything
• Comprehensive inbound marketing tools
• Excellent reporting and analyses
• Strong intégration ecosystem (1,500+ apps)
• Educational resources and certifications
• Scalable from startjusqu’à enterprise

Mailchimp: The Email Marketing Standard

Mailchimp built its reputation as the go-to email marketing platform pour les petites entrepriseses. Over the years, it has expanded to include pages d’atterrissage, basic CRM fonctionnalités, social posting, and e-commerce tools. While it now calls itself an “all-in-one marketing platform,” email remains its core strength.

Core Fonctionnalités:

• Email campagnes and templates
• Basic automatisation marketing
• Landing pages and forms
• Audience management
• Social media posting
• Basic website builder

Key Strengths:

• User-friendly interface
• Excellent créateur d’emails and templates
• Quick setup and onboarding
• Strong email délivrabilité
• Affordable entry point
• Recognizable brand

Feature-by-Feature Comparison

CRM and Contact Management

HubSpot: HubSpot’s CRM is the foundation of its entire platform. It offers free unlimited contacts and users, comprehensive contact profiles, company records, deal pipelines, and activity tracking. Every interaction a contact has with your business is logged automatically, creating a complete timeline of engagement.

Key CRM fonctionnalités include:

• Unlimited contacts on free plan
• Full contact and company records
• Deal and pipeline management
• Task and activity tracking
• Email tracking and notifications
• Meeting scheduling
• Custom properties and fields
• Contact scoring
• Lifecycle stage tracking
• Intégration with all HubSpot Hubs

Mailchimp: Mailchimp offers basic contact management focused primarily on email marketing needs. Its “audience” system stores subscriber information and segments, but it lacks the depth of a true CRM. Recent additions like tags and parcours clients have improved capabilities, but it still falls short for sales-focused teams.

Key contact fonctionnalités include:

• Contact storage with custom fields
• Tags and segments
• Basic parcours client tracking
• Purchase history (with e-commerce intégration)
• Predicted demographics
• Address lookup
• Behavioral targeting

Verdict: HubSpot wins decisively on CRM capabilities. Si vous avez besoin a real CRM for sales and customer relationship management, HubSpot is the clear choice. Mailchimp’s contact management is adequate for email marketing but insufficient for comprehensive customer relationship tracking.

Email Marketing

HubSpot: Email marketing in HubSpot is part du Marketing Hub. While not the original focus du platform, it has matured into a capable email solution. Fonctionnalités include a glisser-déposer editor, personnalisation tokens, smart content, A/B testing, and detailed analyses.

Key email fonctionnalités:

• Glisser-déposer créateur d’emails
• Personnalisation with contact properties
• Smart content (shows different content based on viewer)
• A/B testing
• Send time optimization
• Email health dashboard
• Intégration with CRM data
• Automated séquences email

Limitations on free/lower tiers:

• HubSpot branding on emails
• Limited monthly email sends
• Advanced fonctionnalités require paid plans

Mailchimp: Email marketing is Mailchimp’s core competency, and it shows. The platform offers l’un des most intuitive créateur d’emailss available, along with a vast template library, creative assistant AI, and optimization tools.

Key email fonctionnalités:

• Industry-leading créateur d’emails
• 100+ pre-designed templates
• Creative assistant (AI content suggestions)
• Content optimizer
• Subject line helper
• Send time optimization
• A/B testing and multivariate testing
• Comparative reports
• Dynamic content
• Predictive segmentation

Verdict: Mailchimp has the edge for pure email marketing. Its créateur d’emails is more intuitive, templates are more polished, and email-specific fonctionnalités are more refined. Cependant, HubSpot’s email marketing is strong enough for most entreprises and benefits from deep CRM intégration.

Automatisation marketing

HubSpot: HubSpot offers powerful automatisation marketing through its Workflows feature. Vous pouvez create complex multi-step automatisations triggered by any contact property, form submission, email interaction, website behavior, or custom event. Workflows can send emails, update properties, create tasks, send notifications, and integrate with other systems.

Key automatisation fonctionnalités:

• Visual workflow builder
• Multiple trigger types
• Branching logic and delays
• If/then conditions
• Goal criteria
• Enrollment triggers from any Hub
• Webhooks and custom code actions
• A/B testing in workflows
• Performance analyses

Limitations:

• Most workflow fonctionnalités require Marketing Hub Professional ($800/mo+)
• Free and Starter plans have very limited automatisation

Mailchimp: Mailchimp offers Parcours clients for automatisation marketing. While less powerful than HubSpot’s workflows, they cover common e-commerce and marketing scenarios. Pre-built journey templates make it easy to get started.

Key automatisation fonctionnalités:

• Visual journey builder
• Pre-built automatisation templates
• Email-based automatisations
• Purchase-triggered flows
• Abandoned cart recovery
• Welcome series
• Date-based automatisations
• Basic branching

Limitations:

• Parcours clients require Standard plan or higher
• Less flexibility than HubSpot
• Primarily email-focused
• Limited multi-channel automatisation

Verdict: HubSpot offers plus puissant and flexible automatisation, but at a much higher price point. Mailchimp’s automatisation is sufficient for common marketing scenarios et plus accessible. For complex multi-channel automatisation, HubSpot is superior. For straightforward email automatisation, Mailchimp delivers good value.

Pages d’atterrissage and Forms

HubSpot: HubSpot includes page d’atterrissage and form builders across its plans. Pages can use glisser-déposer editing, smart content, and A/B testing. Forms integrate directly avec le CRM and can trigger workflows.

Key fonctionnalités:

• Glisser-déposer page builder
• A/B testing
• Smart content
• SEO recommendations
• Form builder with CRM intégration
• Progressive profiling
• Pop-up forms
• Embedded forms

Mailchimp: Mailchimp offers page d’atterrissage creation with a simple builder and various templates. While functional, pages are less customizable than HubSpot’s.

Key fonctionnalités:

• Landing page templates
• Basic customization
• Form intégration
• Product showcases
• Signup forms
• Pop-up forms
• Embedded forms

Verdict: HubSpot provides more sophisticated page d’atterrissage and form capabilities with better CRM intégration. Mailchimp’s pages d’atterrissage work for basic needs but lack advanced fonctionnalités like progressive profiling and smart content.

Reporting and Analyses

HubSpot: HubSpot excels at reporting with dashboards covering every aspect of marketing and sales. Custom report builders let you create tailored views, and attribution reporting shows which touchpoints drive conversions.

Key reporting fonctionnalités:

• Customizable dashboards
• Marketing analyses (email, ads, social, web)
• Sales analyses (deals, pipeline, forecasting)
• Revenus attribution
• Multi-touch attribution (Professional+)
• Custom report builder
• Traffic analyses
• Campaign performance

Mailchimp: Mailchimp provides solid email and campaign reporting. Analyses cover opens, clicks, revenus, and audience growth. Comparative reports benchmark performance across campagnes.

Key reporting fonctionnalités:

• Email performance métriques
• Audience analyses
• Revenus tracking (e-commerce)
• Comparative reports
• Campaign benchmarks
• Growth tracking
• Click maps
• Social and ad reports

Verdict: HubSpot offers more comprehensive reporting, especially for multi-channel and sales attribution. Mailchimp’s reporting is strong for email-specific métriques but lacks the depth for full-funnel analysis.

E-commerce Intégration

HubSpot: HubSpot integrates with major e-commerce plateformes y compris Shopify, WooCommerce, and Magento. The intégration syncs clients, orders, and products invers le CRM, enabling targeted marketing based on purchase behavior.

Key e-commerce fonctionnalités:

• Product library
• Order tracking
• Revenus attribution
• Abandoned cart recovery
• Post-purchase automatisation
• Customer lifetime value
• Purchase-based segmentation

Mailchimp: Mailchimp has strong e-commerce intégration, particularly with Shopify. Purchase data flows into audience profiles, enabling product recommendations and purchase-based targeting.

Key e-commerce fonctionnalités:

• Shopify and WooCommerce intégration
• Product recommendations
• Order notifications
• Abandoned cart emails
• Purchase tracking
• Revenus reporting
• Product blocks in emails

Verdict: Both plateformes offer capable e-commerce intégration. Mailchimp’s e-commerce fonctionnalités are more accessible on lower plans. HubSpot provides deeper intégration but requires higher-tier plans for full functionality.

SMS and Multi-Channel Marketing

HubSpot: HubSpot does not offer native SMS marketing. Vous pouvez integrate third-party SMS fournisseurs through the App Marketplace or use the API, but this requires additional setup and cost.

Mailchimp: Mailchimp offers SMS marketing, but with significant limitations:

• Available only dans le United States
• Requires separate credits
• Basic automatisation support
• No WhatsApp intégration
• Limited international reach

Verdict: Neither platform excels at multi-channel marketing. HubSpot requires intégrations; Mailchimp’s SMS is US-only. For entreprises needing true multi-channel capabilities y compris global SMS and WhatsApp, both plateformes fall short compared to alternatives like Brevo.

Pricing Comparison

HubSpot Pricing Structure

HubSpot uses a modular pricing model with each Hub sold separately, though bundles are available.

Free Tools:

• CRM with unlimited contacts
• Basic email marketing (HubSpot branding)
• Forms and pages d’atterrissage (limited)
• Ad management
• Basic reporting

Marketing Hub:

Plan	Starting Price	Key Fonctionnalités
Free	$0	Email, forms, ads, basic reporting
Starter	$20/mo	Remove branding, 1,000 contacts
Professional	$890/mo	Automatisation, ABM, custom reporting
Enterprise	$3,600/mo	Advanced fonctionnalités, revenus attribution

Note: Marketing Hub pricing increases significantly with contact count.

CRM Suite (Bundle):

Plan	Starting Price	Includes
Starter	$20/mo	All Hubs at Starter level
Professional	$1,600/mo	All Hubs at Professional
Enterprise	$5,000/mo	All Hubs at Enterprise

Mailchimp Pricing Structure

Mailchimp prices based on contact count with fonctionnalités varying by tier.

Plan	Starting Price	Contact Limit	Key Fonctionnalités
Free	$0	500	1,000 emails/mo, basic fonctionnalités
Essentials	$13/mo	500	Templates, A/B testing, support
Standard	$20/mo	500	Automatisation, custom templates, optimization
Premium	$350/mo	10,000	Advanced segmentation, multivariate testing

Note: Prices increase substantially with contact count. For 10,000 contacts, Essentials costs $100/mo and Standard costs $135/mo.

Cost Comparison Scenarios

Scenario 1: Petites entreprises (1,000 contacts)

Platform	Plan	Monthly Cost
HubSpot	Marketing Starter	$20
Mailchimp	Standard	$26

At this scale, costs are comparable, but HubSpot includes full CRM.

Scenario 2: Growing Business (10,000 contacts)

Platform	Plan	Monthly Cost
HubSpot	Marketing Starter	$50
HubSpot	Marketing Professional	$890+
Mailchimp	Standard	$135
Mailchimp	Premium	$350

For growing entreprises needing advanced fonctionnalités, both plateformes become expensive. HubSpot Professional is costly but includes powerful automatisation; Mailchimp Premium offers advanced segmentation at a lower price.

Scenario 3: Larger Business (50,000 contacts)

Platform	Plan	Monthly Cost
HubSpot	Marketing Professional	$2,500+
Mailchimp	Standard	$410
Mailchimp	Premium	$700+

At scale, Mailchimp is plus abordable, but HubSpot provides more comprehensive functionality.

Hidden Costs to Consider

HubSpot:

• Onboarding fees for Professional/Enterprise ($3,000-$6,000)
• Additional contacts increase pricing
• Certain fonctionnalités locked to higher tiers
• Add-on costs for additional Hubs

Mailchimp:

• Contact-based pricing penalizes list growth
• SMS credits charged separately
• Overage fees for exceeding limits
• Premium support costs extra

Use Case Analysis

Best Use Cases for HubSpot

B2B Entreprises: HubSpot excels for B2B organizations with longer sales cycles. The CRM tracks leads through complex journeys, sales sequences nurture prospects, and reporting attributes revenus to marketing efforts.

Growing Teams: As organizations scale, HubSpot provides tools for marketing, sales, and service teams to work together on a unified platform. This eliminates data silos and improves handoffs.

Inbound Marketing Focus: Entreprises committed to content marketing, SEO, and inbound methodology benefit from HubSpot’s purpose-built toolset and educational resources.

Entreprises Prioritizing CRM: If CRM functionality is essential and you want marketing integrated, HubSpot provides a seamless experience versus integrating separate tools.

Best Use Cases for Mailchimp

Petites entreprises Email Marketing: For petites entrepriseses focused primarily on email newsletters and campagnes, Mailchimp offers an intuitive platform at accessible pricing.

E-commerce Email: Online stores benefit from Mailchimp’s e-commerce intégrations, product recommendations, and panier abandonné recovery without enterprise pricing.

Marketing-Led Organizations: Entreprises where marketing operates somewhat independently from sales can use Mailchimp effectively without needing deep CRM intégration.

Budget-Conscious Teams: Organizations with limited budgets can access core functionality on Mailchimp’s free or lower-cost plans more easily than with HubSpot.

Limitations of Both Plateformes

HubSpot Limitations

1. High Cost at Scale: Professional and Enterprise pricing is substantial, especially as contact counts grow.

2. Complexity: The platform’s breadth can be overwhelming. Teams may use only a fraction of available fonctionnalités.

3. Feature Gating: Many powerful fonctionnalités require Professional tier, creating a significant price jump from Starter.

4. Contract Terms: Annual contracts are standard, with limited monthly options.

5. No Native SMS/WhatsApp: Multi-channel marketing requires intégrations.

6. Limited International Support: US-centric pricing and support hours.

Mailchimp Limitations

1. Basic CRM: Contact management is insufficient for sales-focused teams.

2. Limited Automatisation: Parcours clients lack flexibility compared to dedicated automatisation plateformes.

3. US-Only SMS: International entreprises ne peut pas use native SMS.

4. No WhatsApp: Missing a critical channel for global markets.

5. Contact-Based Pricing: Costs increase with list size indépendamment de engagement.

6. No Programmes de fidélité: Requires third-party tools for rétention client.

7. Surface-Level E-commerce: Intégration exists but lacks depth for sophisticated stores.

The Alternative: Brevo + Tajo for E-Commerce

While HubSpot and Mailchimp are strong plateformes, neither is ideal pour le e-commerce entreprises seeking multi-channel marketing with integrated programmes de fidélité. Brevo (formerly Sendinblue) combined with Tajo offers a compelling alternative.

Why Consider Brevo + Tajo

Multi-Channel Marketing: Brevo provides native email, SMS (200+ countries), and WhatsApp marketing in a single platform. No intégrations needed, no US limitations.

Per-Email Pricing: Unlike Mailchimp’s per-contact model, Brevo charges based on email volume with unlimited contacts. This saves money as your list grows.

Deep Shopify Intégration with Tajo: Tajo enhances Brevo’s Shopify intégration with:

• Complete customer data synchronization
• Full order history in Brevo
• Real-time product catalog sync
• Advanced segmentation based on purchase behavior
• Automated triggers pour le e-commerce events

Built-In Programmes de fidélité: Tajo includes programme de fidélité functionality at no additional cost:

• Points and rewards systems
• Tier-based customer programs
• VIP customer segments
• Fidélité-triggered automatisations

Comparison: Brevo + Tajo vs HubSpot vs Mailchimp

Capability	Brevo + Tajo	HubSpot	Mailchimp
Email Marketing	Full-featured	Full-featured	Full-featured
SMS Marketing	Global (200+ countries)	Via intégration	US only
WhatsApp Marketing	Native support	Via intégration	None
CRM	Basic	Advanced	Basic
Shopify Intégration	Deep (via Tajo)	Standard	Standard
Programmes de fidélité	Built-in	Via intégration	Via intégration
Pricing Model	Per-email	Per-contact	Per-contact
Unlimited Contacts	Yes	Paid plans	No
Best For	E-commerce	B2B/Growing entreprises	Small business email

When Brevo + Tajo Makes Sense

1. Shopify Store Owners: Deep intégration and e-commerce-specific fonctionnalités
2. International Entreprises: Global SMS and WhatsApp capabilities
3. Growing Contact Lists: Per-email pricing saves money à grande échelle
4. Fidélité-Focused Brands: Built-in programs without additional tools
5. Multi-Channel Marketers: Email, SMS, WhatsApp in one platform
6. Budget-Conscious Teams: Lower overall cost than HubSpot

Making Your Decision

Choose HubSpot If:

• You need a comprehensive CRM for sales and marketing
• Your business is B2B with longer sales cycles
• Multiple teams need to collaborate on a unified platform
• Vous pouvez invest in Professional tier or higher
• Inbound marketing is central to your stratégie
• You value extensive educational resources and certifications

Choose Mailchimp If:

• Email marketing is your primary need
• You want the easiest possible learning curve
• Budget constraints limit spending
• You run a petites entreprises or startup
• Your marketing operates independently from sales
• US-based SMS is sufficient

Choose Brevo + Tajo If:

• You operate a Shopify or e-commerce store
• Multi-channel marketing (email, SMS, WhatsApp) is important
• You want programmes de fidélité without additional tools
• You market to international audiences
• Your contact list is large or growing rapidly
• You want e-commerce-specific fonctionnalités at accessible pricing

Migration Considerations

Moving from Mailchimp

Both HubSpot and Brevo offer migration tools from Mailchimp:

1. Export contacts and lists
2. Save templates d’email
3. Document automatisation workflows
4. Import to new platform
5. Recreate key automatisations
6. Run parallel campagnes during transition

Moving from HubSpot

If moving from HubSpot to a more specialized platform:

1. Export CRM contacts
2. Document workflows and sequences
3. Save templates d’email
4. Export reporting data
5. Plan CRM replacement stratégie
6. Consider what HubSpot functionality you actually use

Questions fréquemment posées

Which platform is better for beginners?

Mailchimp is generally easier for beginners en raison de its intuitive interface and focused feature set. HubSpot has a steeper learning curve but offers extensive free educational resources through HubSpot Academy. For e-commerce beginners, Brevo + Tajo provides a middle ground with e-commerce-specific guidance.

Can I use HubSpot and Mailchimp together?

Technically yes, through intégration, but ce n’est pas recommended. Running two marketing plateformes creates data silos, complicates reporting, and increases costs. Choose one primary platform for automatisation marketing.

How do the free plans compare?

HubSpot’s free plan is more generous for CRM functionality with unlimited contacts and users. Mailchimp’s free plan limits you to 500 contacts and 1,000 emails monthly. Both free plans include branding and have feature restrictions.

Which has better email délivrabilité?

Both HubSpot and Mailchimp maintain strong email délivrabilité rates (95%+). Délivrabilité depends more on your sending practices, list hygiene, and content than the platform itself. All major plateformes provide délivrabilité monitoring and guidance.

Is HubSpot worth the higher price?

Cela dépend de your needs. If you utilize the full CRM, sales tools, and advanced marketing fonctionnalités, HubSpot can consolidate multiple tools and improve team efficiency. If you primarily need email marketing, the higher cost may not be justified.

Can Mailchimp replace a CRM?

For basic contact management and email marketing, Mailchimp can suffice. For true sales pipeline management, deal tracking, and customer relationship management, you need a dedicated CRM. Mailchimp’s contact management is designed for marketing, not sales.

How do SMS capabilities compare?

HubSpot requires third-party intégrations for SMS. Mailchimp offers native SMS but only dans le United States. For global SMS marketing, Brevo is superior with support for 200+ countries and intégration into automatisation marketing workflows.

Lequel est best for Shopify stores?

For Shopify-specific needs, Brevo + Tajo offers the deepest intégration with built-in programmes de fidélité. Mailchimp provides solid e-commerce intégration at accessible pricing. HubSpot works but requires higher-tier plans for full e-commerce functionality and lacks native fidélité fonctionnalités.

Do either platform offer WhatsApp marketing?

Neither HubSpot nor Mailchimp offers native WhatsApp marketing. This is a significant limitation for entreprises serving markets where WhatsApp is a primary communication channel. Brevo provides full WhatsApp Business API intégration.

What about customer support?

HubSpot offers email and chat support on paid plans, with phone support for Professional and Enterprise. Mailchimp provides email support on paid plans, with phone support limited to Premium. Free plans have limited support options on both plateformes.

Conclusion

HubSpot and Mailchimp serve different primary needs. HubSpot is a comprehensive business platform centered on CRM, ideal for growing B2B entreprises willing to invest in an all-in-one solution. Mailchimp is an accessible email marketing platform perfect pour les petites entrepriseses focused on email campagnes and newsletters.

For e-commerce entreprises, particularly Shopify stores, both plateformes have limitations. Neither offers global SMS, WhatsApp marketing, or built-in programmes de fidélité. Brevo combined with Tajo addresses these gaps with multi-channel marketing capabilities, deep e-commerce intégration, and fidélité functionality at competitive pricing.

Your choice should align with your specific needs:

• Complex sales processes and CRM needs: HubSpot
• Simple email marketing on a budget: Mailchimp
• E-commerce with multi-channel marketing: Brevo + Tajo

Evaluate your requirements, test free plans, and choose the platform that best supports your growth stratégie. The right choice depends not just on fonctionnalités, but on how well the platform fits your team’s workflows and business objectives.

Ready to explore a better solution for your e-commerce marketing? Commencez votre essai gratuit avec Tajo and experience the power of Brevo intégration with built-in programmes de fidélité.