Rival-tool presence differed by 0.2 percentage points between Mailchimp churners and retained subscribers
Share with a tracked competing email-marketing tool from February 18–August 17, 2026
Share with a tracked rival email tool
Source: YipitData U.S. e-receipt panel. Baseline Mailchimp cohort n=1,473; churners n=638; retained subscribers n=835. Payment-processor billing makes competitor presence a floor.
Chart data
| Series | Share with a tracked rival email tool |
|---|---|
| Retained Mailchimp subscribers | 6.8% |
| Mailchimp churners | 6.6% |
How much of the baseline cohort stopped paying without an observed rival?
From February 18–August 17, 2026, 43.3% of the late-2024 Mailchimp cohort had no Mailchimp receipt. ~2.9% of the full cohort had stopped paying and showed a tracked rival, while 40.5% had stopped paying with no observed competitor. Some of the latter group may have downgraded to Mailchimp’s free tier or moved to an undercaptured tool.
Did a longer observation window show more competitor overlap?
Across the full 2.5-year history, 16.3% of churners and 12.9% of retained subscribers had any tracked competitor activity, a 3.4-point gap. The recent-window comparison is more relevant to destination after churn, while the longer window can include tools held much earlier.
Assumptions & Methodologies
We analyzed 1,473 established U.S. e-receipt panelists who paid Mailchimp from September 2024–February 2025 and remained observable through August 17, 2026. Churn meant no Mailchimp receipt from February 18–August 17, 2026. Tracked rivals included HubSpot, Klaviyo, Constant Contact, ActiveCampaign, ConvertKit, MailerLite, Brevo, GetResponse, AWeber, Omnisend, and Drip. Processor-billed rivals are only partly captured, so competitor rates are floors. Missing Mailchimp receipts can include a free-tier downgrade, and the observational comparison does not establish why subscribers stopped paying.