I don&#x27;t think it&#x27;s as simple as that. This is a data mining exercise - to read our customer&#x27;s subscribers data and to move from a &quot;dumb pipe&quot; to a &quot;personalization engine&quot;. From mailchimp CEO&#x27;s blog: &quot;We came to a fork in the road, and choosing the “personalized transactional” path with Mandrill suits us and our customers better than the “utility” path.&quot;<p><a href="http:&#x2F;&#x2F;blog.mailchimp.com&#x2F;important-changes-to-mandrill&#x2F;" rel="nofollow">http:&#x2F;&#x2F;blog.mailchimp.com&#x2F;important-changes-to-mandrill&#x2F;</a>