HubSpot vs Mailchimp: popolna primerjava marketinških platform [2026]

Primerjajte HubSpot in Mailchimp po CRM-u, email marketingu, avtomatizaciji, cenah, podatkih, prodaji in primernosti za različne ekipe.

Ta lokalizirani uvod usklajuje članek z izvornim vodičem in postavlja kontekst za slovenske bralce. Tema ni samo seznam orodij ali razlaga pojmov. Pomembno je razumeti, kdaj nekaj uporabiti, kako oceniti tveganje, katere podatke meriti in kako odločitev povezati s prihodki, uporabniško izkušnjo ter zmogljivostjo ekipe.

V praksi je najbolj koristno začeti s poslovnim ciljem. Če je cilj več prijav, so prednostna jasna ponudba, obrazec in hitra potrditev. Če je cilj boljša dostavljivost, so prednostne avtentikacija domene, higiena seznama in ugled pošiljatelja. Če je cilj hitrejša podpora, so prednostni kanali, usmerjanje pogovorov in kakovostna baza znanja. Isto orodje je lahko odlično za eno ekipo, za drugo pa pretežko ali predrago.

Kaj pokriva ta vodič

Ta vodič pojasnjuje, kako razmišljati o temi HubSpot vs Mailchimp: popolna primerjava marketinških platform [2026] brez zanašanja na površne primerjave. Namesto da gledate samo začetno ceno ali najdaljši seznam funkcij, primerjajte resnične scenarije uporabe, omejitve paketa, integracije, podatke, ki jih lahko orodje uporablja, in čas, ki ga ekipa potrebuje za sprejem novega načina dela.

Ključna vprašanja za oceno:

• Kateri konkreten problem rešujete v naslednjih 30 do 90 dneh?
• Kateri kanal ali trenutek uporabnika ima največji vpliv na rezultat?
• Katere podatke že imate in kako zanesljivi so?
• Kdo bo vsakodnevno vzdrževal kampanje, obrazce, avtomatizacije ali poročila?
• Kako boste vedeli, da je sprememba uspela?

Kako oceniti možnosti

Dobra izbira mora biti dovolj preprosta za vsakodnevno delo, hkrati pa dovolj zmogljiva za rast. Zato najprej dokumentirajte minimalne zahteve in šele nato dodatne možnosti. Minimalne zahteve običajno vključujejo zanesljivo pošiljanje ali zbiranje podatkov, jasno analitiko, segmentacijo, integracije s CRM-om ali trgovino, možnost testiranja in podporo za ekipe, ki niso tehnične.

Pri primerjavah orodij je uporabno pripraviti kratko tabelo s petimi stolpci: primarni primer uporabe, prednosti, omejitve, cena pri vašem dejanskem obsegu in napor uvedbe. Takšna tabela hitro pokaže razliko med orodjem, ki dobro izgleda v predstavitvi, in orodjem, ki ga bo ekipa res uporabljala vsak teden.

Operativni koraki

Najprej izberite en scenarij z jasnim rezultatom. To je lahko welcome serija, obrazec za zajem leadov, avtomatizacija po nakupu, preverjanje email seznama, live chat na strani s cenami ali poročilo, ki povezuje kampanje s prihodki. Nato postavite osnovno različico, preverite sporočila, merilne oznake in pravila izključitev, šele nato razširite na dodatne segmente.

Posebej pazite na kakovost podatkov. Slabo označeni kontakti, podvojeni zapisi, zastareli seznami in nejasna dovoljenja lahko pokvarijo tudi najboljšo strategijo. Pred večjimi kampanjami preverite vire podatkov, pravila privolitve, preslikavo polj in način, kako se rezultati vračajo v CRM ali analitiko.

Kontrolni seznam pred odločitvijo

• Cilj je zapisan v enem stavku in povezan z metriko.
• Segmenti so jasni in se po nepotrebnem ne prekrivajo.
• Sporočila so prilagojena uporabnikovemu trenutku, ne samo internemu koledarju.
• Obstajajo pravila za izključitev uporabnikov, ki so že kupili, se odjavili ali odprli zahtevek za podporo.
• Testiranje je dovolj preprosto, da je rezultat mogoče razložiti.
• Poročanje prikazuje klike, konverzije, prihodke ali prihranek časa, ne samo aktivnosti.
• Ekipa ve, kdo vzdržuje vsebino, kdo spremlja rezultate in kdo odobri spremembe.

Naslednji koraki

Najboljši rezultat pride iz majhnih, dobro izmerjenih izboljšav. Zaženite osnovno različico, preverite dostavo in podatke, primerjajte rezultat z začetnim stanjem in nato dodajte zahtevnejše vejitve, personalizacijo ali dodatne kanale. Tako ohranite nadzor, zmanjšate tveganje in gradite sistem, ki ga je mogoče ponavljati.

Cene 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 landing pages (limited)
• Ad management
• Basic reporting

Marketing Hub:

Plan	Starting Price	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	Advanced features, revenue 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 features varying by tier.

Plan	Starting Price	Contact Limit	Key Features
Free	$0	500	1,000 emails/mo, basic features
Essentials	$13/mo	500	Templates, A/B testing, support
Standard	$20/mo	500	Automation, 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: Small Business (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 businesses needing advanced features, both platforms become expensive. HubSpot Professional is costly but includes powerful automation; 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 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 is essential and you want marketing integrated, HubSpot provides a seamless experience versus integrating separate tools.

Best Use Cases for Mailchimp

Small Business Email Marketing: For small businesses focused primarily on email newsletters and campaigns, Mailchimp offers an intuitive platform at accessible pricing.

E-commerce Email: Online stores benefit from Mailchimp’s e-commerce integrations, product recommendations, and abandoned cart 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, especially as contact counts grow.

2. Complexity: The platform’s breadth can be overwhelming. Teams may use only a fraction of available 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. No Native SMS/WhatsApp: Multi-channel marketing requires integrations.

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 Automation: Customer Journeys lack flexibility compared to dedicated automation platforms.

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

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

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

6. No Loyalty Programs: Requires third-party tools for customer retention.

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

The Alternative: Brevo + Tajo for E-Commerce

While HubSpot and Mailchimp are strong platforms, neither is ideal for e-commerce businesses seeking multi-channel marketing with integrated loyalty programs. Brevo (formerly Sendinblue) combined with Tajo offers a compelling alternative.

Zakaj Consider Brevo + Tajo

Multi-Channel Marketing: Brevo provides native email, SMS (200+ countries), and WhatsApp marketing in a single platform. No integrations 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 Integration with Tajo: Tajo enhances Brevo’s Shopify integration with:

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

Built-In Loyalty Programs: Tajo includes loyalty program functionality at no additional cost:

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

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 integration	US only
WhatsApp Marketing	Native support	Via integration	None
CRM	Basic	Advanced	Basic
Shopify Integration	Deep (via Tajo)	Standard	Standard
Loyalty Programs	Built-in	Via integration	Via integration
Pricing Model	Per-email	Per-contact	Per-contact
Unlimited Contacts	Yes	Paid plans	No
Best For	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: 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
• You can invest in Professional tier or higher
• Inbound marketing is central to your strategy
• 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 small business 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 loyalty programs without additional tools
• You market to international audiences
• Your contact list is large or growing rapidly
• You want e-commerce-specific features at 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 automation workflows
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

Frequently Asked Questions

Which platform is better for beginners?

Mailchimp is generally easier for beginners due to 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 integration, but it’s not recommended. Running two marketing platforms creates data silos, complicates reporting, and increases costs. Choose one primary platform for marketing automation.

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 deliverability?

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

Which is best for Shopify stores?

For Shopify-specific needs, Brevo + Tajo offers the deepest integration with built-in loyalty programs. 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 for businesses serving markets where WhatsApp is a primary communication channel. Brevo provides full WhatsApp Business API integration.

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 platforms.

Zaključek

HubSpot and Mailchimp serve different primary needs. HubSpot is a comprehensive business platform centered on CRM, ideal for growing B2B companies willing to invest in an all-in-one solution. Mailchimp is an accessible email marketing platform perfect for small businesses focused on email campaigns and newsletters.

For e-commerce businesses, particularly Shopify stores, both platforms have limitations. Neither offers global SMS, WhatsApp marketing, or built-in loyalty programs. Brevo combined with Tajo addresses these gaps with multi-channel 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 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 strategy. The right choice depends not just on features, 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? Start your free trial with Tajo and experience the power of Brevo integration with built-in loyalty programs.