Mailchimp, the marketing platform owned by Intuit, rolled out a major suite of AI-powered tools and integrations at its flagship FWD: London event to help small and mid-sized businesses more effectively attract and retain customers. The updates come as 71% of surveyed small businesses report concerns about customer acquisition in the current economic climate.
The new capabilities are designed to help businesses connect advertising efforts with automated marketing workflows, improve targeting, and drive sustainable growth. “Mailchimp is becoming the essential bridge between advertising and customer relationships,” said Ken Chestnut, Director of Global Partner Ecosystem at Intuit.
Key features include expanded lead generation integrations with Meta, TikTok, Google, Snapchat, and LinkedIn, allowing businesses to funnel ad campaign data directly into Mailchimp for real-time follow-up. Users also now have access to over 100 new, customizable pop-up templates tailored to specific industries, including health, education, and the arts.
A new Metrics Visualizer provides over 40 reporting metrics to analyze campaign performance across email and SMS channels, allowing businesses to make more informed, data-driven decisions. These tools build on the more than 2,000 updates Mailchimp has implemented since December 2024, including enhanced audience segmentation and faster load times.
The upgrades are part of Intuit’s broader push to unify business tools by integrating Mailchimp more deeply with QuickBooks. This platform-wide connectivity provides users with a streamlined experience for managing both marketing and financial tasks. “It feels like we’re not having to do as much digging or joining the dots,” said Freya Doggett, Digital Marketing Officer at London’s Serpentine Galleries. “Mailchimp really simplifies things that are complicated by nature.”
Looking ahead, Mailchimp plans to release additional features later in 2025. These include the ability to export custom audience segments to ad platforms like Meta and Google for advanced targeting, as well as an API for importing SMS-only contacts to facilitate more flexible campaign outreach.
Intuit also announced it will expand its ecosystem of AI agents within QuickBooks, providing support across customer service, payments, and project management. Already, 56% of users say Intuit’s AI tools are helping them make faster and more informed decisions.
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