Wix Email Marketing vs. Mailchimp: The Definitive Comparison

Wix Email Marketing or Mailchimp: Which one is better?

Email marketing remains one of the most reliable ways to turn visitors into customers and keep them engaged long after their first purchase. But the platform you pick determines how smoothly that happens. 

Today, we’re comparing Wix Email Marketing and Mailchimp—not just in terms of feature lists, but real-world usability, integrations, and day-to-day business impact. Mailchimp has long been the staple for email automation and list management. But Wix Email Marketing is catching up fast, especially for businesses that prize simple workflows, tight integration, and instant insight. 

If your website already runs on Wix, this comparison matters even more: do you stay native or bring in an outsider tool? Let’s find out! We’ll test them across design, automation, deliverability, analytics, pricing—all the factors that truly impact business outcomes.

1. Setup and Ease of Use

Wix Email Marketing: Because it’s built inside Wix, setup is almost zero friction. Your site, forms, e-commerce data—they’re already connected. There’s no need for API keys, external plugin setup, or worrying about data syncing. You can send your first campaign minutes after launching a Wix site.

The interface mirrors Wix’s website builder: drag, drop, preview. You don’t need to understand code or email formatting standards to make it work. Even people with zero marketing experience can make emails that look professional.

Mailchimp: Mailchimp’s setup process is more traditional. You’ll need to connect it to your website manually, verify domains, and sometimes adjust DNS settings for authentication. It’s not hard, but it does take time—especially for users without technical background.

Once inside, Mailchimp is powerful but dense. There’s flexibility, but also decision fatigue: choose templates, layouts, settings, merge fields, etc. It’s great if you relish control. But it can feel overwhelming if you just want to send something clean.

Verdict: If you’re already using Wix, its native email marketing is far faster to get running and easier to manage day-to-day.

2. Design and Templates

Wix Email Marketing: You get a library of templates targeted by niche—restaurants, health, fashion, etc. They’re responsive, auto-adapting to mobile and desktop. Editing is visual: you can drop in your logo, adjust fonts to match your site, and pull images directly from your Wix media library.

Wix also automatically carries over your website’s fonts and colours, so your branding stays consistent. It’s subtle but powerful—no need to re-create your visual identity for every campaign.

Mailchimp: Mailchimp still leads in template variety and fine-grained design control. You can import your own HTML, tweak CSS, build from scratch, or use advanced layout tools.  However, that power comes at the cost of simplicity. It’s ideal for teams with design experience or existing brand assets.

Verdict: Wix gives you elegant consistency and speed. Mailchimp gives flexibility—worth it if your brand needs very custom layouts.

3. Contact Management and Segmentation

Wix Email Marketing: Since it integrates directly with your website, Wix automatically tracks and organises contact data from forms, bookings, and purchases. Every visitor action—from signing up for a newsletter to abandoning a cart—is captured in real-time. No CSV imports, no middleware.

You can segment based on customer behaviour without importing or exporting lists. For example, you can target visitors who viewed a specific product, booked a consultation, or haven’t returned in 30 days. You don’t have to pull lists and reconcile duplicates.

Mailchimp: Mailchimp’s deep segmentation is its strength. It lets you build segments using tags, behavioural logic, advanced filters, multivariate criteria. You can test combinations, exclude overlapping segments, etc. But to unlock all that, you often need a paid plan and more technical understanding.

Verdict: Wix wins for seamless, simple segmentation. Mailchimp remains a powerhouse for complex segmentation and enterprise-level targeting.

4. Automation Capabilities

Wix Email Marketing: Wix’s automation suite has improved dramatically. You can now trigger emails for almost any event—new subscriber, completed purchase, abandoned cart, or even a specific date. Each workflow is visual and easy to modify.

While it doesn’t match Mailchimp’s deep multistep automation trees, Wix covers most use cases small and medium businesses need. It also allows full automation syncing with Wix stores, bookings, and forms—no third-party connectors required.

Mailchimp: Automation is one of Mailchimp’s strongest suits. You can build conditional paths, multiple trigger points, branching logic, A/B splits. If email sequences are core to your funnel, Mailchimp gives you more room to experiment.

However, many small businesses never use the deeper paths. Sometimes, simple flows win more than complex ones that nobody reads.

Verdict: Mailchimp leads in automation depth, but Wix offers smarter simplicity. For most growing brands, Wix automations cover the essentials without unnecessary complexity.

5. Analytics and Reporting

Wix Email Marketing: With Wix, the analytics feel more integrated. Reports are easy to interpret: open rates, click-through rates, bounces, and unsubscribes are displayed visually. You can also track how your emails drive specific actions, such as site visits, product views, and purchases.

Because Wix owns both your website and email data, analytics are unified. You can trace the full customer journey from email click to checkout—no external dashboard hopping.

Mailchimp: Mailchimp’s analytics are deeper and broader: campaign comparison, audience growth trends, engagement over time, benchmarks vs industry. But to connect that straight to your site behaviour, you’ll often need Google Analytics or Zapier-type integrations.

Verdict: Wix gives clearer insight for campaigns built inside the platform. Mailchimp gives broader marketing intelligence for multi-channel strategies.

6. Deliverability and Performance

Deliverability—whether your email lands in the inbox or spam folder—is the quiet factor that defines success. 

Wix Email Marketing: Wix maintains solid sender reputations through verified domains and automatic authentication (SPF, DKIM). Their built-in templates also follow email best practices that reduce spam risk. While Wix doesn’t publish public deliverability stats, independent tests have shown open rates comparable to industry averages for small business campaigns.

Mailchimp:Mailchimp has one of the strongest reputations for deliverability, often cited at over 99%. They actively monitor accounts for compliance, which helps keep deliverability high.

Verdict: Mailchimp takes a slight edge here, but Wix holds its own for verified users, especially when using custom domains and proper sender authentication.

7. Pricing and Value

Wix Email Marketing: Wix includes its basic email features in the standard site plans. Advanced automation, analytics, and higher send limits are available with paid add-ons like Ascend or Business Unlimited. Costs scale based on monthly email volume rather than contacts, which is simpler for smaller brands to manage.

Mailchimp: Mailchimp starts free but quickly increases in price as your audience grows. Premium tiers can become expensive once you cross 2,000 to 5,000 contacts. Advanced automation and segmentation are gated behind higher plans.

Verdict: For many small-to-mid businesses, Wix is more cost-effective. That’s especially true when your website is already on Wix. Mailchimp’s structure works best if you manage large lists or multiple brands.

8. Integration and Ecosystem

Wix Email Marketing: This is where Wix shines. Everything is in one ecosystem—your contacts, automations, analytics, bookings, store data, and forms. There’s no need for connectors or API troubleshooting. When you update your website, the same changes reflect in your campaigns automatically.

Mailchimp: Mailchimp integrates with over 300 tools, from Shopify to Salesforce. However, each integration needs to be connected, tested, and sometimes manually updated.

Verdict: For Wix website owners, native integration wins hands down.

9. Customer Support and Learning Curve

Wix Email Marketing: Support is unified across your whole Wix platform. If an automation fails or a contact form misfires, you deal with one support team instead of multiple vendors. Wix also offers guides, templates, and tutorials geared toward non-specialists.

Mailchimp: Mailchimp’s support is knowledgeable but tiered—live chat and phone help are available only on higher plans. Its knowledge base is extensive but assumes a higher level of marketing literacy.

Verdict: Wix offers faster, more accessible help for users without marketing teams.

Wix Email Marketing or Mailchimp: Which One Wins?

The answer depends on what you’re building—and how you work. 

If you run your website on Wix, sticking with Wix Email Marketing just makes sense. Everything talks to each other in real time: your contact lists, analytics, forms, and automations. You don’t need to jump between platforms or patch together integrations that break the moment an update rolls out. You’ll move faster, maintain consistency, and save money—all while managing everything from one dashboard.

That said, Mailchimp still holds an edge, especially if your business runs campaigns across multiple channels, needs advanced segmentation, or uses data from several different platforms. It’s built for depth and data-driven marketing at scale.

But the market is shifting. Reports have shown that many small businesses now prefer integrated marketing tools over standalone software. The trend is clear: business owners are trading complexity for simplicity. And that shift plays right into Wix’s evolution from “just a website builder” into a complete marketing ecosystem. For smaller teams, it delivers the kind of unified control that once required several paid tools. 

Partner with Volt: Turn Tools into Growth

The best email marketing tool isn’t always the one with the most features—it’s the one that actually gets used. 

So, if you’re done juggling platforms and ready to simplify your marketing and start seeing results, it might be time to keep it simple—and let Volt Agency help you get there. We help Australian businesses take Wix Email Marketing from a basic tool to a fully integrated sales system. From setting up branded automations to designing email sequences that actually engage your audience, our team ensures every part of your marketing stack works together seamlessly. Take the first step and get in touch today!