In the latest issue of Kai’s newsletter, Dense Discovery, he opened up with this:

When I recently logged into my Mailchimp account, I quickly got frustrated trying to navigate my way around all the things I didn’t want to do. Even more off-putting than dealing with the usability challenges of feature bloat are the constant little hints that I’m not doing enough.

This sums up what I’ve thought about Mailchimp for a while now. Don’t get me wrong, I like Mailchimp and think that it is a great tool for the customer it is targeting. I’m not that customer.

The same way that Squarespace is an easy way to build a website and Shopify is an easy way to sell online. Mailchimp is an easy way to market your small business. Are there better ways? Absolutely. These all-in-one tools are like Swiss army knives. There is a lot to be said for tools that do one thing and do it well.

If you aren’t already subscribed to Dense Discovery, then you really should subscribe.