Mailchimp acquired by Intuit for $12 billion

Intuit acquires Mailchimp for $12 billion. This is probably the most expensive takeover deal with an email marketing manufacturer, writes the industry service CMSWIRE.
Quote: “Intuit’s $12 billion acquisition of email marketing provider Mailchimp last month is the largest acquisition of a single, standalone marketing software startup of its kind.” (Translated with Deepl.com free version)

Mailchimp is viewed critically in Germany due to the GDPR

Mailchimp has recently been in the headlines in Germany because in Bavaria the State Office for Data Protection has issued a recommendation against the use of Mailchimp.

CRM-TECH.WORLD reported, among other things: “The transfer of e-mails to third countries was not a problem for a long time. However, with the introduction of the GDPR, this has changed fundamentally. Above all, e-mail marketing and the use of tools for sending e-mails are affected. With the Schrems-II ruling of the ECJ (EU overturns Privacy Shield) in 2020, the situation is exacerbated even further. Now the authorities are also taking action and prohibiting the use of Mailchimp.”

Intuit acquires Mailchimp for $12 billion and completes its portfolio

In a separate blog post, Intuit writes:

“We are pleased to announce our plans to acquire Mailchimp, a world-class, global customer engagement and marketing platform for growing small and medium-sized businesses.

Mailchimp will drive our mission to drive the prosperity of consumers and small businesses around the world, alongside TurboTax, QuickBooks, Mint and Credit Karma. Together, Mailchimp and QuickBooks will help small and medium-sized businesses overcome financial challenges and overcome their biggest barriers to growth – attracting and retaining customers.

With Mailchimp, we will work to realize the vision of an innovative, end-to-end customer growth platform for small and medium-sized businesses that will enable them to put their business online, market their business, manage customer relationships, benefit from insights and analytics, receive payments, access capital, pay employees, optimize cash flow, be organized, and comply with regulations and experts at hand.

The addition of Mailchimp underscores our vision to help our customers grow and run their businesses to succeed.” Translated with www.DeepL.com/Translator (free version)

Intuit acquires Mailchimp for $12 billion – but why does that make sense?

The author of CMSWIRE continues:
“But that? $12 billion for Mailchimp from the tech company that produces consumer brands like TurboTax, QuickBooks, Mint and Credit Karma? How did this acquisition come to dwarf previous email marketing acquisitions? And why would a major consumer brand take over a marketing software company? Adobe-Marketo was an acquisition in the same area, as were other marketing automation acquisitions such as Salesforce-Pardot and Oracle-Eloqua.

In a way, there’s a predecessor — McDonald’s acquisition of personalization software provider Dynamic Yield in 2019.

“Intuit is really trying to get back into all aspects of the small business market,” said R”Ray” Wang, founder, chairman and chief analyst of Constellation Research. “They’ve focused on the back office, and Mailchimp is taking them to the front office a little bit. It doesn’t deal with commerce, it doesn’t deal with CRM, but it puts them on the path to marketing automation.” Translated with www.DeepL.com/Translator (free version)