Brandwave

HubSpot vs Mailchimp:Which is more popular?

In September 2026, HubSpot had more branded searches than Mailchimp among campaign management platforms worldwide. HubSpot had about 1.5 million branded searches, while Mailchimp had 1.2 million. HubSpot made up 36.4% of all campaign management platform searches we track, and Mailchimp accounted for 29.4%. When we asked ChatGPT and Google AI Overviews about campaign management platforms, HubSpot appeared in all five answers and Mailchimp in three. HubSpot was mentioned before Mailchimp in every answer.

Among campaign management platforms worldwide in September 2026

Who do people search for more?

HubSpot, about 24% more searches than Mailchimp

HubSpot 1.5M searchesMailchimp 1.2M searches

Who does AI mention more?

HubSpot, mentioned in every answer we collected

HubSpot in 5 of 5Mailchimp in 3 of 5

Who does AI recommend more?

HubSpot, named ahead of Mailchimp in every answer

HubSpot first in 5Mailchimp never first

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Top campaign management platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, HubSpot appeared in all five answers. Mailchimp was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. HubSpot was listed before Mailchimp in every answer.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. HubSpot1st
  2. ActiveCampaign2nd
  3. Mailchimp3rd
  4. Asana4th
  5. Klaviyo5th
  6. Adobe Marketo Engage6th
  7. Customer.io–
  8. Pardot–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • HubSpot5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • ActiveCampaign5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Klaviyo4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Mailchimp3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Asana3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Adobe Marketo Engage3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Customer.io0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Pardot0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about campaign management platforms

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.

Is HubSpot or Mailchimp more popular in search?

This chart shows how often people search Google for HubSpot and Mailchimp by name. Each line represents a brand's share of searches for all eight campaign management platforms we track, month by month, from English-language searches worldwide.

HubSpot and Mailchimp among campaign management platforms worldwide, by month

Share of searches by month for HubSpot, Mailchimp. The figures are in the table below the chart.

View monthly share of searches table
MonthHubSpotMailchimpAsanaKlaviyoActiveCampaignCustomer.ioPardotAdobe Marketo Engage
Oct 202530.4%30%30.7%6.1%2.2%0.25%0.36%0.03%
Nov 202529.5%35.8%24.7%7.2%2.1%0.24%0.35%0.02%
Dec 202528.2%33.9%28.4%6.9%2%0.28%0.33%0.03%
Jan 202632.4%32%26.7%6.4%1.9%0.26%0.31%0.02%
Feb 202631.6%31.2%26.4%7.7%2.3%0.32%0.38%0.03%
Mar 202632.4%31.9%26.7%6.4%1.9%0.26%0.31%0.03%
Apr 202636.3%29.3%24.7%7.2%1.8%0.29%0.35%0.02%
May 202631.8%31.4%26.4%7.8%1.9%0.32%0.31%0.03%
Jun 202636.4%29.3%24.6%7.3%1.8%0.29%0.29%0.03%
Jul 202633.8%27.5%28.1%8.3%1.6%0.33%0.33%0.03%
Aug 202633.8%27.5%28.1%8.3%1.7%0.34%0.33%0.03%
Sep 202636.4%29.4%24.9%7.3%1.5%0.29%0.29%0.03%

How has the HubSpot and Mailchimp comparison changed over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending September 2026: Mailchimp took it in November 2025, HubSpot took it in January 2026.
  • Across the 12 months ending September 2026, HubSpot’s share of searches among campaign management platforms worldwide moved from 30.4% to 36.4%, and its estimated monthly branded searches held steady at 1.5M.
  • Across the 12 months ending September 2026, Mailchimp’s share of searches among campaign management platforms worldwide moved from 30% to 29.4%, and its estimated monthly branded searches moved from 1.5M to 1.2M.

How did search popularity change for campaign management platforms worldwide in September 2026?

2 changes

  1. In September 2026, Mailchimp overtook Asana to rank 2nd among campaign management platforms worldwide, with 29.4% of the searches.

  2. In September 2026, HubSpot gained share of searches among campaign management platforms worldwide, from 33.8% to 36.4%.

How are branded searches counted?

28 search terms

Brandwave collects information about searches that people make online using HubSpot’s and Mailchimp’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

HubSpot

21 branded search terms

  • crm hub spot
  • crm software hubspot
  • crm system hubspot
  • crm systems hubspot
  • hubspot
  • hubspot app
  • hubspot breeze
  • hubspot cms
  • hubspot commerce hub
  • hubspot content hub
  • hubspot crm system
  • hubspot customer relationship management
  • hubspot forms
  • hubspot landing pages
  • hubspot marketing crm
  • hubspot operations hub
  • hubspot sales
  • hubspot sales hub
  • hubspot sales software
  • hubspot service hub
  • sales crm hubspot

Mailchimp

7 branded search terms

  • email marketing mailchimp
  • intuit mailchimp
  • Mailchimp
  • mailchimp app
  • mailchimp email templates
  • mailchimp template
  • mailchimp templates

How the Brand Demand Index is measured

Other head-to-heads among campaign management platforms

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