The website builder platform Wix likes to land big deals. And this week they landed an appropriately big one. The company announced a “strategic multi-year partnership” with the email and digital marketing platform Intuit Mailchimp.
Intuit (of QuickBooks and TurboTax fame) acquired Mailchimp back in 2021.
Both platforms are popular with very small businesses and what Wix calls “self-creators.” The deal aims to make it easier for users on each platform to create an online presence and attract new customers.
In its announcement of the integration partnership, Wix touts the benefits of “connecting CRM data between the platforms, bolstering their marketing capabilities to drive customer engagement and increase sales growth.”
AI Powered Features (of Course)
According to Intuit Mailchimp’s own announcement, it’s all about helping the partner’s customers tap into the other platform’s strengths.
“This will help marketers using Wix customize their campaigns based on Mailchimp’s real-time behavioral data with segmentation and customer journey tools to drive better engagement,” Mailchimp said in the statement.
“And use AI-powered features that automate and offer performance suggestions for strategy optimization.”
Vistaprint Deal Represents ‘100s of 1000s’ in New Wix Subscribers
We reached out to Wix for comment on the deal’s impact.
“This strategic partnership between Wix and Intuit Mailchimp is bringing together deep expertise and best-in-class solutions from both companies that will offer a seamless experience for users to excel in today’s digital environment,” Anthony Scaglione, Wix’s EVP of Global Partners told Localogy Insider.
“We’re always looking for ways to best support our users throughout their digital journey. And now our mutual users can benefit from stronger functionality and cohesive marketing activities to grow their digital presence, drive customer engagement, and increase revenue.”
This deal is yet another example of the kind of large platform deals that Wix pursues in order to drive greater customer volume.
For example, back in August 2021, we reported on a deal that made Wix the website partner for on-demand printing giant Vistaprint. This gave Wix an opportunity to sell at least to a segment of Vistaprint’s 17 million customers. At the time the deal was positioned as representing potentially hundreds of thousands of new customers for Wix.
The Mailchimp deal represents a much bigger opportunity, at least on paper, given Mailchimp has more than 20 million users.
AI in Time for the Holidays
For its part, Mailchimp has rolled out new features aimed at the coming holiday eCommerce season.
For example, the email marketing platform has released the Mailchimp for Buy with Prime app, built by Alloy Automation, that for example will transfer a shopper’s contact details to Mailchimp when a checkout on Prime is abandoned. This enables automated personalized checkout recovery campaigns built by Mailchimp.
Mailchimp has also released new generative AI and SMS customer personalization features. These new features address a finding from the platform’s recent Holiday Report. “1 in 4 customers say they want more content that feels personalized to them,” according to Mailchimp.
The company says new features offer advanced segmentation, automations, and email build and text generation.
