HubSpot vs Mailchimp:Which is more popular?
In September 2026, Mailchimp had more branded searches than HubSpot among marketing automation platforms in New Zealand. Mailchimp had about 12,100 branded searches, while HubSpot had 40. Mailchimp made up 70.3% of all marketing automation platform searches we track, and HubSpot accounted for 0.23%. When we asked ChatGPT and Google AI Overviews about marketing automation platforms, HubSpot appeared in four of the five answers and Mailchimp in two. HubSpot was mentioned before Mailchimp in every answer that named either.
Who do people search for more?
Mailchimp, about 303 searches for every 1 for HubSpot
Who does AI mention more?
HubSpot, mentioned in 4 of 5 answers, Mailchimp in 2
Who does AI recommend more?
HubSpot, named ahead of Mailchimp in 4 of 4 answers
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Top marketing automation platforms in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, HubSpot was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Mailchimp was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. HubSpot was listed before Mailchimp in every answer that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
ActiveCampaign1st- HubSpot2nd
Klaviyo3rd- Mailchimp4th
Adobe Marketo Engage5th
Ortto6th
Brevo7th
Keap–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Klaviyo5 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
- HubSpot4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Mailchimp2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Adobe Marketo Engage2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Brevo1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Ortto1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Keap0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about marketing automation platforms
5 answers
Asked ChatGPT
“Which marketing automation platform should I use in New Zealand?”
Asked ChatGPT
“What are the best marketing automation platforms in New Zealand?”
Asked ChatGPT
“What's the best marketing automation platform in New Zealand for customer journeys?”
Searched Google, AI Overview
“marketing automation platforms”
Searched Google, AI Overview
“email automation software”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 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 marketing automation platforms we track, month by month, from searches in New Zealand.
Share of searches by month for Mailchimp, HubSpot. The figures are in the table below the chart.
View monthly share of searches table
| Month | Mailchimp | Klaviyo | Brevo | ActiveCampaign | Keap | HubSpot | Ortto | Adobe Marketo Engage |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 76.4% | 14.9% | 5.2% | 2.5% | 0.36% | 0.41% | 0.21% | 0.05% |
| Nov 2025 | 77.1% | 15.1% | 4.6% | 2.5% | 0.36% | 0.16% | 0.26% | 0.05% |
| Dec 2025 | 75.9% | 14.5% | 5.5% | 3% | 0.54% | 0.23% | 0.23% | 0.08% |
| Jan 2026 | 71.6% | 17.3% | 6.3% | 3.5% | 0.51% | 0.51% | 0.14% | 0.07% |
| Feb 2026 | 75.9% | 15% | 5.5% | 2.4% | 0.44% | 0.44% | 0.13% | 0.06% |
| Mar 2026 | 73.2% | 14.3% | 7.9% | 2.9% | 0.44% | 0.94% | 0.2% | 0.05% |
| Apr 2026 | 71.1% | 17% | 7.6% | 2.8% | 0.53% | 0.47% | 0.41% | 0.06% |
| May 2026 | 68.4% | 20.3% | 7.3% | 2.7% | 0.62% | 0.45% | 0.11% | 0.06% |
| Jun 2026 | 71.3% | 17.1% | 7.7% | 2.8% | 0.53% | 0.29% | 0.24% | 0.06% |
| Jul 2026 | 71.5% | 17.1% | 7.7% | 2.3% | 0.83% | 0.41% | 0.18% | 0.06% |
| Aug 2026 | 66% | 19.3% | 10.6% | 2.6% | 0.93% | 0.2% | 0.27% | 0.07% |
| Sep 2026 | 70.3% | 16.8% | 9.3% | 2.3% | 0.81% | 0.23% | 0.17% | 0.06% |
How has the HubSpot and Mailchimp comparison changed over the last 12 months?
3 findings
- Mailchimp was ahead of HubSpot in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, HubSpot’s share of searches among marketing automation platforms in New Zealand moved from 0.41% to 0.23%, and its estimated monthly branded searches moved from 80 to 40.
- Across the 12 months ending September 2026, Mailchimp’s share of searches among marketing automation platforms in New Zealand moved from 76.4% to 70.3%, and its estimated monthly branded searches moved from 14.8K to 12.1K.
How did search popularity change for New Zealand marketing automation platforms in September 2026?
2 changes
In September 2026, Mailchimp gained share of searches among marketing automation platforms in New Zealand, from 66% to 70.3%.
In September 2026, HubSpot rose from 7th to 6th among marketing automation platforms in New Zealand.
How are branded searches counted?
4 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.
Other head-to-heads among marketing automation platforms
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