In 2025, Mailchimp has rolled out several new features to make email marketing more efficient and user-friendly. These new features can help you streamline your campaigns and improve engagement, from improvements to the email builder to better automation tools. Here are five Mailchimp updates worth exploring this year.
SMS Shortcodes & A/B Testing
Mailchimp has expanded its SMS marketing capabilities, now allowing users to send messages using shortcodes. These short, memorable numbers help recipients recognize and engage with your texts more easily. Short codes also help with deliverability, ensuring messages reach customers faster.
Additionally, Mailchimp now supports A/B testing for SMS campaigns. This means you can test different messages, timing, or CTAs to see what resonates best with your audience—just like you would with email. If SMS marketing is part of your strategy, these updates offer more ways to refine your approach.
New Builder: Mobile Editor
In 2025, mobile responsiveness plays a huge role in email engagement. Thankfully, Mailchimp has updated its new template builder to improve mobile optimization. No more switching between preview modes—Mailchimp now lets you edit emails in both desktop and mobile views.
Just switch to “mobile” within the New Builder to see what your email will look like on a smartphone. Plus, you can now edit mobile styles block-by-block for more flexible and responsive designs.
Improved Customer Journey Builder
New features from Mailchimp include updates to their automation tools. The latest improvements to the Customer Journey Builder include:
- The ability to move contacts to another path after an If/Else branch
- An intuitive drag-and-drop interface
- The option to pause a single step while the journey is still active
These updates give you more flexibility when crafting automated email sequences, allowing you to easily build relationships with your customers and boost conversions. For help with the updated journey builder, consider contacting a Mailchimp expert like Pure Firefly.
Mailchimp’s New Comparative Reports
Want to see how different audience segments engage with your emails over time? Mailchimp’s new Comparative Reports feature lets you analyze trends across different segments. For example, you can compare click rates across the past 20 campaigns for customers vs. non-customers.
Comparative reporting insights can help you better understand your audience and craft strategic messages.
New Builder: Edit in Sections
New features in the Mailchimp builder now allow you to edit your email in sections. This makes it easier than ever to adjust the header, footer, and body content without having to tweak each element individually. This feature saves time and ensures consistency across your campaigns.
Updated Canva Integration
For those who design their email visuals in Canva, this update is a game-changer. Mailchimp’s improved integration now allows users to switch more seamlessly between platforms, making it faster and easier to pull in branded graphics without exporting and re-importing image files.
Make the Most of Mailchimp with Pure Firefly
With all these updates, now is a great time to optimize your email strategy. If you need help making the most of Mailchimp’s new features, Pure Firefly is here to help.
Whether you’re setting up a new automation, testing SMS campaigns, or refining your email designs, we can guide you through the process. Check out our blog for more email marketing insights, or contact us for support with your next campaign.
