MailChimp Business Model

MailChimp’s business model revolves around providing an intuitive and user-friendly platform for email marketing and automation. They target small businesses and individual professionals, offering subscription plans and additional services. With a focus on automation, personalization, and data-driven insights, MailChimp aims to help users optimize their email campaigns and drive business growth.

Key Activities:

  1. Email Marketing: Providing a platform for creating and sending email campaigns.
  2. Marketing Automation: Offering tools to automate marketing processes and workflows.
  3. Data Analytics: Collecting and analyzing data to provide insights on campaign performance.
  4. Customer Support: Assisting users with technical issues and providing guidance.

Key Resources:

  1. Technology Infrastructure: Robust and scalable platform for email marketing and automation.
  2. Data and Analytics: Collecting and analyzing user data for targeted marketing efforts.
  3. Brand and Reputation: Established brand and positive reputation in the email marketing industry.

Value Proposition:

  1. User-Friendly Platform: Intuitive and easy-to-use interface for creating email campaigns.
  2. Automation and Personalization: Tools to automate and personalize marketing efforts.
  3. Data-Driven Insights: Analytics and reporting features for measuring campaign success.

Customer Segments:

  1. Small Businesses: Catering to the email marketing needs of small businesses.
  2. Entrepreneurs and Freelancers: Providing tools and services for individual professionals.

Revenue Streams:

  1. Subscription Plans: Charging users based on the number of subscribers or emails sent.
  2. Additional Services: Offering premium features and add-ons for enhanced functionality.


  1. Online Platform: Allowing users to access and utilize MailChimp’s services through its website.
  2. Marketing Campaigns: Promoting MailChimp through online advertising and content marketing.

Customer Relationships:

  1. Self-Service: Offering a self-service platform where users can independently manage their campaigns.
  2. Customer Support: Providing support channels for users to seek assistance and resolve issues.

Cost Structure:

  1. Technology Infrastructure: Investments in server infrastructure and software development.
  2. Employee Salaries: Paying salaries to the team responsible for platform maintenance and support.
  3. Marketing Expenses: Allocating budget for advertising, content creation, and promotional activities.

Key Partnerships:

  1. Integration Partners: Collaborating with other software platforms to enable seamless data exchange.
  2. Reseller Partners: Working with agencies and consultants who resell MailChimp’s services.

Key Metrics:

  1. Subscriptions: Tracking the number of active subscribers and user accounts.
  2. Churn Rate: Measuring the rate at which customers unsubscribe or discontinue using the service.
  3. Customer Satisfaction: Evaluating user feedback and conducting surveys to gauge satisfaction levels.

Related Visual Stories

Steady revenue growth: The company has experienced consistent revenue growth from 2018 to 2022, indicating a positive trend in its financial performance. Increasing growth rate: The growth rate of revenue has been increasing year-over-year, suggesting that the company’s business is expanding at a faster pace. 2018 to 2019: 13% growth 2019 to 2020: 13.3% growth 2020 to 2021: 25% growth 2021 to 2022: 32.5% growth
Overall net income growth: The company has experienced growth in net income from 2018 to 2021, indicating improved profitability over these years. Flattening growth trend: The net income growth rate has slowed down and become flat from 2021 to 2022, suggesting that the company’s profitability has plateaued during this period. 2018 to 2019: 16.5% growth 2019 to 2020: 17.4% growth 2020 to 2021: 9.9% growth 2021 to 2022: 0% growth
Intuit has acquired many software brands, including companies like TurboTax, Credit Karma, QuickBooks, MailChimp, and the Intuit core service. The group generated $12.72 billion in revenue in 2022 and $2 billion in profits.
Credit Karma is a brand acquired by Intuit in 2020 for approximately $7.1 billion. Credit Karma generated $1.8 billion in revenue in 2022, compared to $865 million in 2021.
ProConnect is part of Intuit. The company generated $546 million in 2022, compared to $517 million in 2021, and $493 million in 2020.

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