HubSpot vs Mailchimp: Complete Marketing Platform Vergelijking voor 2026

Choosing between HubSpot and Mailchimp is een van de meest common decisions facing groeiende bedrijven in 2026. Both platforms have evolved significantly from their original focus areas, with HubSpot expanding from CRM and inbound marketing to a full business suite, while Mailchimp has grown from e-mailmarketing into a broader marketing platform. This comprehensive vergelijking examines every aspect of both platforms to help you make an informed decision for je bedrijf needs.

Snelle Vergelijking Overview

Functie	HubSpot	Mailchimp
Primary Strength	All-in-one CRM & Marketing	E-mail Marketing
CRM Capabilities	Full-featured, native	Basis, add-on
E-mailmarketing	Inbegrepen in Marketing Hub	Core product
Marketing Automatisering	Geavanceerd (paid tiers)	Moderate
SMS Marketing	Via integrations	US only, limited
WhatsApp Marketing	Via integrations	Neene
Gratis Plan	Generous CRM	Beperkt email
Pricing Model	Per-contact (marketing)	Per-contact
Best For	Growing companies needing CRM	Small businesses 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 biedt een unified view of customer interactions across all touchpoints.

Core Hubs:

• Marketing Hub: Email, ads, social media, landingspaginas, automation
• Sales Hub: Pipeline management, sequences, forecasting
• Service Hub: Ticketing, knowledge base, klantfeedback
• CMS Hub: Website building and management
• Operations Hub: Data sync, automation, reporting

Key Strengths:

• Powerful native CRM at the center of everything
• Comprehensive inbound marketing tools
• Uitstekend reporting and analytics
• Strong integration ecosystem (1,500+ apps)
• Educational resources and certifications
• Scalable from startup to enterprise

Mailchimp: The E-mailmarketing Standard

Mailchimp built its reputation as the go-to e-mailmarketing platform voor kleine bedrijven. Over the years, it has expanded to include landingspaginas, basic CRM features, social posting, and e-commerce tools. While it now calls itself an “all-in-one marketing platform,” email remains its core strength.

Core Features:

• Email campaigns and templates
• Basis marketing automatisering
• Landing pages and forms
• Audience management
• Social media posting
• Basis website builder

Key Strengths:

• User-friendly interface
• Uitstekend email builder and templates
• Quick setup and onboarding
• Strong email bezorgbaarheid
• Affordable entry point
• Recognizable brand

Feature-by-Feature Vergelijking

CRM and Contact Management

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

Key CRM features include:

• Onbeperkte contacten on gratis plan
• Full contact and company records
• Deal and pipeline management
• Task and activity tracking
• Email tracking and notifications
• Meeting scheduling
• Aangepast properties and fields
• Contact scoring
• Lifecycle stage tracking
• Integration with all HubSpot Hubs

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

Key contact features include:

• Contact storage with custom fields
• Tags and segments
• Basis klantreis tracking
• Purchase history (with e-commerce integration)
• Predicted demographics
• Address lookup
• Behavioral targeting

Verdict: HubSpot wins decisively on CRM capabilities. If je hebt nodig a real CRM for sales and customer relationship management, HubSpot is the clear choice. Mailchimp’s contact management is adequate for e-mailmarketing but insufficient for comprehensive customer relationship tracking.

E-mailmarketing

HubSpot: E-mailmarketing in HubSpot is part of the Marketing Hub. While not the original focus of the platform, it has matured into a capable email solution. Features include a drag-and-drop editor, personalisatie tokens, smart content, A/B testen, and detailed analytics.

Key email features:

• Drag-and-drop email builder
• Personalisatie with contact properties
• Smart content (shows different content op basis van viewer)
• A/B testen
• Send time optimization
• Email health dashboard
• Integration with CRM data
• Automated email sequences

Limitations on free/lower tiers:

• HubSpot branding on emails
• Beperkt monthly email sends
• Geavanceerd features require betaalde plannen

Mailchimp: E-mailmarketing is Mailchimp’s core competency, and it shows. The platform offers one of de meest intuitive email builders beschikbaar, samen met a vast templatebibliotheek, creative assistant AI, and optimization tools.

Key email features:

• Industry-leading email builder
• 100+ pre-designed templates
• Creative assistant (AI content suggestions)
• Content optimizer
• Subject line helper
• Send time optimization
• A/B testen and multivariate testing
• Comparative reports
• Dynamic content
• Predictive segmentatie

Verdict: Mailchimp has the edge for pure e-mailmarketing. Its email builder is more intuitive, templates are more polished, and email-specific beschikt over eenre more refined. Echter, HubSpot’s e-mailmarketing is strong enough for most businesses and benefits from deep CRM integration.

Marketing Automatisering

HubSpot: HubSpot offers powerful marketing automatisering through its Workflows feature. Je kunt create complex multi-step automations 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 automatiseringsfuncties:

• 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 testen in workflows
• Performance analytics

Limitations:

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

Mailchimp: Mailchimp offers Klantreiss for marketing automatisering. 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 automatiseringsfuncties:

• Visual journey builder
• Pre-built automation templates
• Email-based automations
• Purchase-triggered flows
• Abandoned cart recovery
• Welcome series
• Date-based automations
• Basis branching

Limitations:

• Klantreiss require Standard plan or higher
• Less flexibility than HubSpot
• Primarily email-focused
• Beperkt multichannel automation

Verdict: HubSpot offers more powerful and flexible automation, but at a much higher price point. Mailchimp’s automation is sufficient for common marketing scenarios and more accessible. For complex multichannel automation, HubSpot is superior. For straightforward email automation, Mailchimp delivers good value.

Landingspaginas and Forms

HubSpot: HubSpot includes landingspagina and form builders across its plans. Pages can use drag-and-drop editing, smart content, and A/B testen. Forms integrate directly with the CRM and can trigger workflows.

Key features:

• Drag-and-drop page builder
• A/B testen
• Smart content
• SEO recommendations
• Form builder with CRM integration
• Progressive profiling
• Pop-up forms
• Embedded forms

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

Key features:

• Landing page templates
• Basis customization
• Form integration
• Product showcases
• Signup forms
• Pop-up forms
• Embedded forms

Verdict: HubSpot provides more sophisticated landingspagina and form capabilities with better CRM integration. Mailchimp’s landingspaginas work for basic needs but lack advanced features like progressive profiling and smart content.

Reporting and Analytics

HubSpot: HubSpot blinkt uit in reporting with dashboards covering every aspect of marketing and sales. Aangepast report builders let you create tailored views, and attribution reporting shows which touchpoints drive conversions.

Key reporting features:

• Aangepastizable dashboards
• Marketing analytics (email, ads, social, web)
• Sales analytics (deals, pipeline, forecasting)
• Revenue attribution
• Multi-touch attribution (Professional+)
• Aangepast report builder
• Traffic analytics
• Campaign performance

Mailchimp: Mailchimp provides solid email and campaign reporting. Analytics cover opens, clicks, revenue, and audience growth. Comparative reports benchmark performance across campaigns.

Key reporting features:

• Email performance metrics
• Audience analytics
• Revenue tracking (e-commerce)
• Comparative reports
• Campaign benchmarks
• Growth tracking
• Click maps
• Social and ad reports

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

E-commerce Integration

HubSpot: HubSpot integrates with major e-commerce platforms inclusief Shopify, WooCommerce, and Magento. The integration syncs customers, orders, and products into the CRM, enabling targeted marketing op basis van purchase behavior.

Key e-commerce features:

• Product library
• Order tracking
• Revenue attribution
• Abandoned cart recovery
• Post-purchase automation
• Aangepaster lifetime value
• Purchase-based segmentatie

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

Key e-commerce features:

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

Verdict: Both platforms offer capable e-commerce integration. Mailchimp’s e-commerce beschikt over eenre more accessible on lower plans. HubSpot provides deeper integration but requires higher-tier plans for full functionality.

SMS and Multichannel Marketing

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

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

• Beschikbaar only in the United States
• Requires separate credits
• Basis automation support
• Nee WhatsApp integration
• Beperkt international reach

Verdict: Neither platform blinkt uit in multichannel marketing. HubSpot requires integrations; Mailchimp’s SMS is US-only. Voor bedrijven needing true multichannel capabilities inclusief global SMS and WhatsApp, both platforms fall short vergeleken met alternatiefs like Brevo.

Prijzen Vergelijking

HubSpot Pricing Structure

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

Free Tools:

• CRM with onbeperkte contacten
• Basis e-mailmarketing (HubSpot branding)
• Forms and landingspaginas (limited)
• Ad management
• Basis reporting

Marketing Hub:

Plan	Startprijs	Key Features
Free	$0	Email, forms, ads, basic reporting
Starter	$20/mo	Remove branding, 1,000 contacts
Professional	$890/mo	Automation, ABM, custom reporting
Enterprise	$3,600/mo	Geavanceerd features, revenue attribution

Neete: Marketing Hub pricing increases significantly with contact count.

CRM Suite (Bundle):

Plan	Startprijs	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 op basis van contact count with features varying by tier.

Plan	Startprijs	Contact Limit	Key Features
Free	$0	500	1,000 emails/mo, basic features
Essentials	$13/mo	500	Templates, A/B testen, support
Standard	$20/mo	500	Automation, custom templates, optimization
Premium	$350/mo	10,000	Geavanceerd segmentatie, multivariate testing

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

Cost Vergelijking Scenarios

Scenario 1: Klein Bedrijf (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 groeiende bedrijven needing advanced features, both platforms become expensive. HubSpot Professional is costly but includes powerful automation; Mailchimp Premium biedt eendvanced segmentatie 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 more affordable, 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 features 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 Companies: HubSpot excels for B2B organizations with longer sales cycles. The CRM tracks leads through complex journeys, sales sequences nurture prospects, and reporting attributes revenue 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: Companies committed to content marketing, SEO, and inbound methodology benefit from HubSpot’s purpose-built toolset and educational resources.

Companies Prioritizing CRM: If CRM functionality essentieel and je wilt marketing integrated, HubSpot biedt een seamless experience versus integrating separate tools.

Best Use Cases for Mailchimp

Klein Bedrijf E-mailmarketing: For klein bedrijfes focused primarily on email nieuwsbriefs and campaigns, Mailchimp biedt eenn intuitive platform at accessible pricing.

E-commerce Email: Online stores benefit from Mailchimp’s e-commerce integrations, product recommendations, and verlaten winkelwagen recovery without enterprise pricing.

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

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 Platforms

HubSpot Limitations

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

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

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

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

5. Nee Native SMS/WhatsApp: Multichannel marketing requires integrations.

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

Mailchimp Limitations

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

2. Beperkt Automation: Klantreiss lack flexibility vergeleken met dedicated automation platforms.

3. US-Only SMS: International businesses cannot use native SMS.

4. Nee WhatsApp: Missing a critical channel for global markets.

5. Contact-Based Pricing: Costs increase with list size regardless of engagement.

6. Nee Loyaliteitsprogrammas: Requires third-party tools for klantbehoud.

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

The Alternatief: Brevo + Tajo for E-Commerce

While HubSpot and Mailchimp are strong platforms, neither is ideaal voor e-commerce businesses seeking multichannel marketing with integrated loyaliteitsprogrammas. Brevo (voorheen Sendinblue) gecombineerd met Tajo biedt een compelling alternatief.

Waarom Consider Brevo + Tajo

Multichannel Marketing: Brevo provides native email, SMS (200+ countries), and WhatsApp marketing in a single platform. Nee integrations needed, no US limitations.

Per-Email Pricing: Unlike Mailchimp’s per-contact model, Brevo charges op basis van email volume with onbeperkte contacten. This saves money as your list grows.

Deep Shopify Integration with Tajo: Tajo enhances Brevo’s Shopify integration with:

• Complete klantgegevens synchronization
• Full order history in Brevo
• Realtime product catalog sync
• Geavanceerd segmentatie op basis van purchase behavior
• Automated triggers voor e-commerce events

Built-In Loyaliteitsprogrammas: Tajo includes loyaliteitsprogramma functionality at no additional cost:

• Points and rewards systems
• Tier-based customer programs
• VIP customer segments
• Loyalty-triggered automations

Vergelijking: Brevo + Tajo vs HubSpot vs Mailchimp

Capability	Brevo + Tajo	HubSpot	Mailchimp
E-mail Marketing	Full-featured	Full-featured	Full-featured
SMS Marketing	Global (200+ countries)	Via integration	US only
WhatsApp Marketing	Native support	Via integration	Neene
CRM	Basis	Geavanceerd	Basis
Shopify Integration	Deep (via Tajo)	Standard	Standard
Loyaliteitsprogrammas	Ingebouwd	Via integration	Via integration
Pricing Model	Per-email	Per-contact	Per-contact
Onbeperkt Contacts	Ja	Betaalde plannen	Nee
Het Beste Voor	E-commerce	B2B/Growing companies	Small business email

When Brevo + Tajo Makes Sense

1. Shopify Store Owners: Deep integration and e-commerce-specific features
2. International Businesses: Global SMS and WhatsApp capabilities
3. Growing Contact Lists: Per-email pricing saves money at scale
4. Loyalty-Focused Brands: Ingebouwd programs without additional tools
5. Multichannel Marketers: Email, SMS, WhatsApp in one platform
6. Budget-Conscious Teams: Lower over het geheel genomen cost than HubSpot

Making Your Decision

Choose HubSpot If:

• Je hebt nodig a comprehensive CRM for sales and marketing
• Je bedrijf is B2B with longer sales cycles
• Multiple teams need to collaborate on a unified platform
• Je kunt invest in Professional tier or higher
• Inbound marketing is central to je strategie
• You value extensive educational resources and certifications

Choose Mailchimp If:

• E-mailmarketing is your primary need
• You want the easiest possible learning curve
• Budget constraints limit spending
• You run a klein bedrijf 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
• Multichannel marketing (email, SMS, WhatsApp) is important
• You want loyaliteitsprogrammas without additional tools
• You market to international audiences
• Your contact list is large or growing rapidly
• You want e-commerce-specific beschikt over eent accessible pricing

Migration Considerations

Moving from Mailchimp

Both HubSpot and Brevo offer migration tools from Mailchimp:

1. Export contacts and lists
2. Save email templates
3. Document automatiseringsworkflows
4. Import to new platform
5. Recreate key automations
6. Run parallel campaigns 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 email templates
4. Export reporting data
5. Plan CRM replacement strategy
6. Consider what HubSpot functionality you actually use

Veelgestelde Vragen

Which platform is better voor beginners?

Mailchimp is generally easier voor beginners vanwege 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 biedt een middle ground with e-commerce-specific guidance.

Can I use HubSpot and Mailchimp together?

Technically yes, through integration, but it’s not aanbevolen. Running two marketing platforms creates data silos, complicates reporting, and increases costs. Choose one primary platform for marketing automatisering.

How do the gratis plans compare?

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

Which has better email bezorgbaarheid?

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

Is HubSpot worth the higher price?

It depends on your needs. If you utilize the full CRM, sales tools, and advanced marketing features, HubSpot can consolidate multiple tools and improve team efficiency. If you primarily need e-mailmarketing, the higher cost may not be justified.

Can Mailchimp replace a CRM?

For basic contact management and e-mailmarketing, Mailchimp can suffice. For true sales pipeline management, deal tracking, and customer relationship management, je hebt nodig a dedicated CRM. Mailchimp’s contact management is ontworpen voor marketing, not sales.

How do SMS capabilities compare?

HubSpot requires third-party integrations for SMS. Mailchimp offers native SMS but only in the United States. For global SMS marketing, Brevo is superior with support for 200+ countries and integration into marketing automatisering workflows.

Which is best voor Shopify winkels?

For Shopify-specific needs, Brevo + Tajo biedt de deepest integration with ingebouwd loyaliteitsprogrammas. Mailchimp provides solid e-commerce integration at accessible pricing. HubSpot works but requires higher-tier plans for full e-commerce functionality and lacks native loyalty features.

Do either platform offer WhatsApp marketing?

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

What about klantenondersteuning?

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

Conclusie

HubSpot and Mailchimp serve different primary needs. HubSpot is een uitgebreid business platform centered on CRM, ideal for growing B2B companies willing to invest in an all-in-one solution. Mailchimp is an accessible e-mailmarketing platform perfect voor kleine bedrijven focused on email campaigns and nieuwsbriefs.

For e-commerce businesses, particularly Shopify stores, both platforms have limitations. Neither offers global SMS, WhatsApp marketing, or ingebouwd loyaliteitsprogrammas. Brevo gecombineerd met Tajo addresses these gaps with multichannel marketing capabilities, deep e-commerce integration, and loyalty functionality at competitive pricing.

Your choice should align with your specific needs:

• Complex sales processes and CRM needs: HubSpot
• Simple e-mailmarketing on a budget: Mailchimp
• E-commerce with multichannel marketing: Brevo + Tajo

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

Ready to explore a better solution voor je e-commerce marketing? Start je gratis proefperiode with Tajo and experience the power of Brevo integration with ingebouwd loyaliteitsprogrammas.