Mailchimp’s shift from its Classic Builder to the New Builder represents a fundamental pivot in how contemporary email teams must strategize, build, and sustain their marketing programs. This evolution touches on far more than design aesthetics; it’s about the operational backbone of automation, modular asset management, accessibility, and cross-channel orchestration.
The stakes are particularly high in organizations with significant investment in reusable template systems, custom-coded modules, and direct integrations between CRM and mail delivery.
So, it is important to approach builder selection not just as a feature checklist, but as a strategic architecture decision impacting every aspect of journey orchestration.
With that in mind, our experts take a look at how the two Mailchimp builders stack up against each other in terms of design flexibility, usability, features, and long-term value.
Mailchimp Classic Builder vs New Builder
Mailchimp gives users two ways to build emails: the Classic Builder and the New Builder. Both serve the same purpose but cater to very different types of teams and workflows.
Mailchimp Classic Email Builder is structured, code-friendly, and reliable, making it a great fit for users who prefer control and precision.
However, it feels a little dated and won’t be seeing major future updates.
The New Mailchimp Builder, on the other hand, is designed for speed, collaboration, and visual editing. It’s modern, AI-enhanced, and made for teams that want to build email campaigns quickly without worrying about code. Let’s break down how they differ across key areas.
1. Editing Experience
Before diving in, it’s important to understand how editing feels inside the Mailchimp builders. Both Mailchimp template editors differ mainly in how you interact with your email content.
Classic Builder
- Uses a block-based approach — you drag and drop text, images, or buttons into place.
- Editing happens in a side panel instead of directly on the email.
- You work on one block at a time and must save changes before moving on.
- Updates aren’t always visible immediately, making the process feel less “live.”
- Excellent for maintaining structure but less ideal for creative freedom.
New Builder
- Lets you edit directly on the email canvas — just click text, images, or buttons and start typing or swapping.
- It’s fully “what-you-see-is-what-you-get” (WYSIWYG), so changes appear instantly.
- Feels intuitive and natural, much like editing a web page in a visual design tool.
- Fonts, colors, and spacing can be adjusted right on the canvas.
- Perfect for beginners or non-technical users who prefer a faster, more visual workflow.
2. Design Flexibility
Design flexibility determines how much creative control you have, and this is one of the biggest differences between Mailchimp’s new email builder and the old.
Classic Builder
- Relies on stacked content blocks — rows of text, images, and buttons.
- Works well for simple newsletters or templates reused frequently.
- Supports custom HTML/CSS, allowing developers to control layout and styling.
- Without custom code, the design options are limited, which can make layouts feel rigid.
New Builder
- Offers far more visual freedom on the design canvas.
- Lets you control spacing, alignment, and backgrounds without writing code.
- Automatically adjusts layouts for mobile screens, ensuring responsive design.
- Ideal for modern, visually rich campaigns where branding and creativity matter most.
3. Features
Each Mailchimp template editor comes with a specific feature set. The Classic Builder focuses on tried-and-tested tools, while the New Builder introduces smarter automation and AI.
In the context of feature availability, here’s how the Mailchimp builders compare.
Classic Builder
- Supports personalization through merge tags (e.g., first name, company name).
- Enables teams to save and reuse templates easily.
- Includes legacy tools like Inbox Preview and A/B testing.
- Considered a legacy version, meaning it still works but won’t receive major updates.
New Builder
- Integrates an AI writing assistant that suggests subject lines and content ideas.
- Simplifies the addition of dynamic content, so that different audiences see personalized messages.
- Connects directly with Mailchimp’s Content Studio for easy access to brand assets.
- Receives ongoing updates and new features — it’s the platform Mailchimp continues to invest in.
4. Code & Customization
Customization plays a huge role depending on whether your team prefers to code or design visually in the Mailchimp builders.
Classic Builder
- Supports custom HTML templates, either built from scratch or imported.
- Perfect for developers who need precise design and layout control.
- Recommended for brands that require pixel-perfect, on-brand emails.
New Builder
- Built for a no-code experience — drag, drop, and edit visually.
- Offers minimal HTML support, making it less suitable for heavy customization.
- Best for non-technical teams that want polished results fast without coding.
5. Usability & Learning Curve
The user experience is another area where the two builders diverge — one prioritizes structure, the other speed and simplicity.
Here’s how the difference between the Mailchimp builders looks.
Classic Builder
- Feels familiar to long-time Mailchimp users.
- Editing requires multiple steps since you manage each block separately.
- The interface can feel dated compared to newer design tools.
- Demands extra effort to create unique or unconventional layouts.
New Builder
- Exceptionally easy for beginners and non-technical users.
- Works like Canva or Figma — visually intuitive and real-time.
- Enables faster design and editing cycles.
- Ideal for agile teams that prioritize efficiency over manual coding.
6. Future Support
When it comes to long-term planning, Mailchimp has made its direction clear: the New Builder is the future. Power users clinging to Mailchimp Classic Builder must plan for eventual forced adoption, with Mailchimp signaling no plan to bring feature or code parity between the builders.
Classic Builder
- Still supported for existing campaigns.
- Slowly being phased out; no major updates are planned.
- Best for maintaining legacy templates but not for new projects.
New Builder
- The default for all new Mailchimp accounts.
- Actively updated with new features, AI tools, and mobile optimizations.
- Built to be future-proof and aligned with Mailchimp’s long-term roadmap.
Mailchimp New Builder: Pros & Cons
Mailchimp’s New Builder introduces major upgrades across usability, design, and functionality, making it a modern, efficient choice for email teams:
- Streamlined Interface: The new layout is cleaner, faster, and far more intuitive. Everyday tasks feel effortless, and the design adapts beautifully across devices. The inline editing approach gives users greater real-time control than the older drag-and-drop model.
- Expanded Template Library: Users have access to a lot of new email templates, offering a wide variety of layouts that inspire both productivity and creativity.
- Simplified Editing Experience: The new builder includes handy undo/redo options, so mistakes can be easily corrected. You can design polished, professional emails without any coding expertise.
- Apps Content Block: This new block makes it easy to connect third-party platforms and pull dynamic content directly into your emails.
That said, the new Mailchimp builder also comes with a few specific limitations to keep in mind:
- Limited Custom Coding: Custom-coded templates are not supported, restricting email developers who need granular control.
- No RSS Embedding: You can’t embed RSS feeds within emails.
- Compatibility Gaps: Content blocks and templates built in the Classic Builder cannot be shared or reused in the New Builder.
Mailchimp Classic Builder vs New Builder: Which One Should I Use?
Your choice depends on your team’s workflow, technical comfort, and design priorities.
Go with Mailchimp Classic Email Builder if:
- You already have custom HTML templates you want to keep using.
- Your team includes developers who prefer full code control.
- You send structured or transactional emails with fixed layouts.
Choose Mailchimp New Email Builder if:
- You want a faster, easier design process.
- Your team is non-technical and prefers drag-and-drop simplicity.
- You value modern tools like AI suggestions and dynamic content.
- You’re starting fresh without legacy templates to maintain.
Recommendations for Email Teams
Since an eventual adoption of the Mailchimp new email builder is imminent, do consider these recommendations from our Mailchimp design and development experts:
- Audit Dependency: Catalog all email templates, snippets, RSS/dependent content, and automation logic tied to the Classic Builder.
- Parallel Testing: Rebuild key journeys in Mailchimp new email builder, using new blocks to replicate functionality wherever possible; run A/B testing for performance deltas.
- Design System Review: Evaluate whether current design system strategies depend on granular code control; if so, prepare for re-architected modularity in the new paradigm.
- Automation/Reporting Transition: Establish new testing, UAT protocols, and campaign approval workflows factoring in builder-specific constraints around code review, versioning, and accessibility QA.
- Stakeholder Education: Brief stakeholders on “what’s lost” and “what’s gained”—as not all features or integrations are one-to-one across the builders.
Need help with Mailchimp Builders?
While the Classic Builder continues to serve structured, code-driven programs well, its gradual sunset signals a clear direction for teams to modernize their stack.
Transitioning to the New Builder means embracing faster design cycles, visual creativity, and AI-powered optimization. It invites marketers to focus less on code maintenance and more on storytelling, personalization, and campaign velocity.
Don’t let the differences between Mailchimp builders force you down a rabbit-hole!
If you’re ready to future-proof your Mailchimp setup and unlock more creative freedom for your campaigns, our email design and development experts can help you. Let’s get started!
Nikunj Butani
Susmit Panda - Content writer