6 Best Mailchimp CRM Software Solutions in 2022
Jess served on the founding team of a successful B2B startup and has used a wide range of sales and marketing tools over the course of her 15-year career. She uses her industry knowledge to deliver the best answers to your questions about sales tools and sales management.
Bianca is a staff writer at Fit Small Business who specializes in Customer Relationship Management (CRM) software.
This article is part of a larger series on CRM.
Integrating customer relationship management (CRM) software with Mailchimp automates the customer journey with features for lead generation, management, and conversion. The best Mailchimp CRM integrations are affordable, provide two-way contact syncing, and let you access Mailchimp features and reports from your CRM. We evaluated dozens of options to find the six best Mailchimp CRM integrations so you can find the best solution for your business.
Here are the best CRMs for Mailchimp users and what each is best for:
- HubSpot CRM: Overall best Mailchimp CRM, and best free CRM-Mailchimp integration option
- Zoho CRM: Excellent mix of more advanced features and affordable plans
- Pipedrive: Best Mailchimp CRM for businesses needing easy email list segmentation
- Insightly: Great choice for workflow automation and streamlined lead management
- Capsule CRM: Best Mailchimp CRM for robust two-way contact syncing
- Salesforce: Top option for a fully customizable CRM for Mailchimp users
Is Mailchimp a CRM?
Mailchimp is a marketing platform with tools for email marketing, websites and ecommerce stores, social media, digital advertising, and more. While it offers basic CRM tools, such as a centralized data hub and audience segmentation, many businesses use it in conjunction with more robust CRM systems.
Best Mailchimp CRM Software Compared
Provider | Free Plan | Free Trial for Paid Plans | Starting Price for Paid Plans | Mailchimp Integration Features | Help & Support |
|---|---|---|---|---|---|
 | Yes (unlimited users) | 14 days (content management system, or CMS, and Operations Hubs only) | $45 per month, includes 2 user seats*; $23/month for each additional user | One-way contact sync, view email activities, and monitor sync errors | Community, knowledge base, HubSpot Academy; extended tier-based support via email, chat, and phone (7 a.m. to 8 p.m. Eastern Time, M-F) |
 | Yes (up to 3 users) | 15 days | $14 per user, per month* | One-way and two-way contact sync, and sync campaigns and subscribers | Self-help guides, community forum, training videos and webinars, tier-based customer support via email (24/7), phone and live chat (24/5) |
 | No | 14 days | $14.90 per user, per month* | Export lists to Mailchimp, filter and segment contacts, and use Mailchimp’s email templates | Pipedrive Developer Center, knowledge base, community forum, 24/7 live chat support, and Enterprise-tier phone support and onboarding |
 | Yes (up to 2 users) | 14 days | $29 per user, per month* | Two-way contact sync, view campaign statistics, and schedule regular imports | Help center, community forums, webinars, e-books, blogs, and email support |
 | Yes (up to 2 users) | 30 days | $18 per user, per month (monthly billing only) | Two-way contact sync and scheduled contact list sync | Help center, knowledge base, video tutorials, blogs, and email and Twitter support (M-F) |
 | No | 14 days for Essentials and 30 days for higher-tier plans | $25 per user, per month* | Two-way contact mapping, view campaign statistics, and Mailchimp activity | Community support, online learning, demos, and technical support (2-day response time) |
*Based on annual billing
HubSpot CRM: Best Overall Mailchimp CRM & Best Free Option
HubSpot CRM
Overall Score: 4.68
OUT OF 5
What We Like
- Free plan available for an unlimited number of users
- Easy interface to navigate, especially for new users
- Free Mailchimp integration
What's Missing
- Lacks project management tools
- Only syncs one way
- No mid-tier pricing options
HubSpot CRM Pricing at a Glance*
- Free: Supports an unlimited number of users
- HubSpot for Startups: Ranges from $40 to $89 per month
- Marketing Hub: Starts at $45 per month (up to 1,000 contacts)
- Sales Hub: Starts at $45 per month (up to 2 users)
- Service Hub: Starts at $45 per month (up to 2 users)
- CMS Hub: Ranges from $270 to $900 per month
- Operations Hub: Starts at $45 per month
- Free trial for CMS and Operations Hub: 14 days
Add-ons for Paid Plans:
- CRM Suite: Starts at $45 per month
- API (Application Programming Interface) Limit Increase: $500 per month for up to 1 million API calls per day
*Based on annual billing. Monthly pricing is also available at slightly higher rates.
HubSpot CRM tops our list of the best Mailchimp CRM software solutions in large part because you can use HubSpot CRM for free and integrate the free version with Mailchimp. It offers a robust set of features, including sales, marketing, service, and business operations tools, as well as chatbots, email tracking, and email integrations.
With your HubSpot CRM-Mailchimp integration, you can add contacts who submit pop-up forms to your Mailchimp list and get notifications if there are sync errors. Mailchimp email activities will also appear on your contact records. However, you can only sync contacts from HubSpot CRM to Mailchimp and not the other way around. If you want a CRM with two-way contact syncing with Mailchimp, try Zoho CRM.
HubSpot CRM Features
View your HubSpot CRM contacts in Mailchimp. (Source: HubSpot CRM)
Sync contacts by setting Mailchimp as your email provider in HubSpot CRM.
View recipients’ email marketing actions on your HubSpot CRM contact records.
- CRM: Contact management, contact website activity, companies, deals, tasks and activities, company insights, prospects, ticketing, reporting dashboard, email tracking, email templates, documents, and calling
- Sales: Live chat, basic bots, team email, quotes, calling, email scheduling, email tracking, shared inbox, canned snippets, document, meeting scheduling, reporting dashboard, deal pipeline, Messenger integration, sales analytics, CPQ (configure, price, and quote), predictive lead scoring, conversation routing, and goals
- Marketing: Web forms, email marketing, ad management, shared inbox, list segmentation, basic bots, mobile optimization, reporting dashboard, email reply tracking, Messenger integration, team email, live chat, campaign management, collaboration, contact and company scoring, A/B testing, website traffic analytics, and teams
- Service: Ticketing, email scheduling, live chat, shared inbox, calling, canned snippets, tickets closed reports, rep productivity reports, reporting dashboard, email tracking, ticket pipelines, channel switching, meeting scheduling, basic bots, help desk automation, custom surveys, conversation intelligence, goals, and playbooks
- CMS (content management system): Premium hosting, content delivery network (CDN), website builder, personalized customer experience, website optimization, content strategy, web apps, team management, and multi-domain traffic experience
- Operations: Data sync, contact management, deals, ticketing, email reply tracking, email health reporting, custom user permissions, custom field mappings, list segmentation, multiple currencies, programmable automation, and custom reports
- Mobile app: Android and iOS apps; mobile CRM, caller ID, live chat, team collaboration, voice notes, emailing, and meeting outreach
- Help and support: Community, knowledge base, comprehensive HubSpot Academy library of video tutorials and articles, developer documentation, and blog; tier-based customer support via email, chat, and phone weekdays from 7 a.m. to 8 p.m. (Eastern Time)
While you can use HubSpot CRM software for free, you may need to subscribe to a higher tier to get all the features your business needs. Read our HubSpot CRM review to discover some of the other ways this software can benefit your growing business.
Zoho CRM: Best Value & Feature Mix in Mailchimp CRMs
Zoho CRM
Overall Score: 4.19
OUT OF 5
What We Like
- Easy, two-way contact sync
- Cost-effective CRM solution with free plan and low price-per-user options
- Notifications when contacts are added
What's Missing
- Mailchimp integration is not available for Free plan users
- User interface is not suited for beginners
- Customer support in lower plans is limited to self-help resources and phone support
Zoho CRM Pricing at a Glance*
- Free: Up to 3 users (minimal features)
- Standard: $14 per user, per month
- Professional: $23 per user, per month
- Enterprise: $40 per user, per month
- Ultimate: $52 per user, per month
- Free trial: 15 days
Special CRM Editions:
- Bigin: $0 to $12 per user, per month
- Zoho CRM Plus: $57 per user, per month
Add-ons:
- Additional file storage: $4 per month per 5GB
- Additional data storage: $2 to $4 per 100MB
- Additional data backup: $12 per request
*Based on annual billing. Monthly pricing is also available at higher rates.
Zoho CRM is next on our list of the best Mailchimp CRMs for having the best mix of features in affordable plans, two-way syncing, and a wide range of third-party integrations. Like HubSpot, it offers a free plan (albeit with limited features), making it a great choice for small businesses on a budget.
Two-way synchronization means you can choose to move your Mailchimp data to Zoho CRM and vice versa, or sync data in both directions. You can import your contacts, leads, and campaigns into your CRM. However, you have to be a paid plan subscriber in order to access the Mailchimp integration. The free version of HubSpot CRM, on the other hand, includes the ability to integrate with Mailchimp and comes with other free marketing tools.
Zoho CRM Features
Sync your Mailchimp campaign and subscribers with Zoho CRM. (Source: Zoho CRM)
Options to set up Zoho CRM’s two-way contact sync with Mailchimp.
- Sales automations: Leads, contacts, accounts, deals, tasks, events, call logs, notes, sales forecasting, email insights, multiple currencies, scoring rules, assignment rules, email parser, and multiple pipelines
- CRM customization: Page customization, rename tabs, custom fields, custom modules, page layouts, and custom list views—find out why Zoho CRM tops our list of the best customizable CRMs
- Telephony: PBX (private branch exchange) integration, single-click dialing, reminders for upcoming and missed calls, automate scheduling of calls and post-call activities, auto-log calls, update call status, and save notes
- Zia AI (artificial intelligence): Data enrichment, conversational CRM AI assistant, reminders, best time to contact, smart automations, assignment suggestions, AI for emails, and best recommendations
- Reports and analytics: Standard and custom CRM reports, scheduled reports, charts, KPI (key performance indicators), funnels, target meter, comparator, cohorts, anomaly detector, dashboard, webform analytics, webform A/B testing, and workflow reports
- Social: Enrich data with Twitter and Facebook profiles, social tabs, automated lead generation from social media, and social interaction with leads and contacts
- Marketing automation: Email templates, email opt-out, mass email, marketing campaigns, customer segmentation, and auto-responders
- Web forms: Web-to-lead, web-to-contact, and web-to-case forms
- Team collaboration: Motivator (gamification), calendar, status updates, direct messages, attach file to leads, tagging, and groups for team collaboration
- Inventory management: Products, price books, sales quotes, sales orders, invoices, vendors, and purchase orders (Professional and higher plans only)
- Integrations: Apps for online meetings, telephony and PBX, team collaboration, office productivity, storage, analytics, email marketing, customer service, finance, business operations, website visitor tracking, and maps and route planning
- Mobile app: Android and iOS apps manage deals, contacts, tasks, analytics dashboards, RouteIQ (route planning), and mobile card scanner (convert business cards into CRM contacts)
- Customer support: Knowledge base, FAQs, community forum, training, videos, webinars, e-books, and Zia on-screen tips; tier-based customer support via email (24/7), phone (critical cases only or 24/5), and live chat (24/5)
Zoho CRM is an all-in-one CRM that is best suited for growing companies as well as startups that need to start with free CRM system with plans that scale with more features as their businesses grow. Check out our expert Zoho CRM review to learn more about this software’s features and capabilities, including the extensive array of other Zoho native products it integrates with seamlessly.
Pipedrive: Best Mailchimp CRM for Email List Segmentation
Pipedrive
Overall Score: 4.11
OUT OF 5
What We Like
- Easy setup process and clean interface
- Segmentation of Mailchimp lists
- Visual pipelines for improved deal and lead management
What's Missing
- Does not offer a free plan
- Chatbots and web forms cost extra
- Lacks customer support via phone
Pipedrive Pricing at a Glance*
- Essential: $14.90 per user, per month
- Advanced: $24.90 per user, per month
- Professional: $49.90 per user, per month
- Enterprise: $99 per user, per month (10-user minimum)
- Free trial: 14 days full access
Add-ons:
- LeadBooster (lead generation tool set): $32.50 per company, per month
- Web Visitors (web activity tracking): $41 per company, per month
- Smart Docs (trackable documents): $32.50 per company, per month (free for Professional and Enterprise plans)11
*Based on annual billing. Monthly pricing is also available at slightly higher rates.
Pipedrive is the best Mailchimp CRM for email list segmentation. You first integrate your Pipedrive CRM software with Mailchimp through a simple API key-based setup process. This enables you to export Pipedrive lists to Mailchimp, filter and segment contacts into specific email campaigns, and use Mailchimp’s email templates to create targeted campaigns to convert leads more effectively.
Pipedrive is also equipped with tools for direct sales operation, like smart contact data features and trackable documents, making it one of our recommended CRMs for small businesses. It comes with several pricing options that all offer 24/7 live chat support.
Pipedrive is easy to use because of its clean user interface and drag-and-drop visual pipelines. In fact, it is included in our list of the best simple CRM systems. But one of the downsides of Pipedrive is the lack of a free plan, which HubSpot CRM offers along with chatbots and web forms.
Pipedrive Features
Export your Pipedrive contacts to Mailchimp. (Source: Pipedrive)
View your Pipedrive contacts in Mailchimp.
- Lead and deal management: Customizable sales pipelines, products catalog, custom fields, leads inbox, deal rotting, data import and export, and merge duplicate data
- Communications tracking: People and organization management, mentions and comments, file attachments, contacts map, calendar view and activity management, email inbox, two-way email sync, customizable email templates, customizable signatures, merge fields, email open and click tracking, group emailing, email scheduling, meeting scheduler, video call scheduling, caller, and Smart Docs
- Automations: Sales assistant, API access, webhooks, workflow automation, and smart contact data (auto-populate valuable insights about leads from web and social sources)
- Insights and reports: Deal reports, activity reports, company and user goals, visual dashboards, shareable dashboard links, recurring revenue, subscription revenue reports, custom fields and report, revenue forecast reports, and team goals
- Mobile apps: Android and iOS apps; mobile CRM, offline access, guided process prompts, auto-sync calls and emails, calls and meetings, activities, deal timelines, notes, caller ID, and email templates—find out why Pipedrive made our list of the best Mobile CRM apps
- Help and support: Pipedrive Developer Center, knowledge base, Pipedrive community, 24/7 live chat support, and phone support and implementation program for Enterprise users
Pipedrive isn’t just the best Mailchimp CRM integration for segmenting your lists to better target your emails, it’s also ideal for sales teams wanting visual, easy-to-manage, customizable pipelines. Visit our Pipedrive review page to learn more about how to use this software to streamline your sales processes.
Insightly: Best Mailchimp CRM for Workflow & Lead Automation
Insightly
Overall Score: 4.08
OUT OF 5
What We Like
- Two-way contact sync with Mailchimp
- Built-in project and event management tools
- Offers lead management and workflow automation tools
What's Missing
- Mailchimp integration is not offered in the Free plan
- No website chatbot option
- Customer service is limited to self-help resources and email support (phone support costs extra)
Insightly Pricing at a Glance*
- Free: Up to 2 users
- Plus: $29 per user, per month
- Professional: $49 per user, per month
- Enterprise: $99 per user, per month
- Free trial: 14 days
Add-ons:
- Insightly Voice (built-in phone dialer): $35 per user, per month, billed annually (for Professional and Enterprise subscribers only)
- CRM Support & Service: Starts at $1,500 per year and only offered in an annual subscription
*Based on annual billing. Monthly pricing is also available at slightly higher rates.
Insightly’s CRM software offers strong marketing automation and prospecting features like web forms, workflow automation, email tracking, and lead routing. Like Pipedrive, it has a clean user interface that makes it easy to use and navigate. It also has built-in project management tools to track milestones, assign tasks, and convert leads into opportunities and projects.
Unlike HubSpot CRM, which includes the Mailchimp-CRM integration in the free version, doing this with Insightly requires a paid subscription. Like Zoho CRM, it’s easy to set the connection up using an API key. Once you do, you can view email campaigns statistics in the CRM, export Insightly contacts to Mailchimp lists, import Mailchimp audience lists, and automate contact record imports from Mailchimp to Insightly.
Insightly Features
A Mailchimp subtab appears when viewing a contact or lead on Insightly. (Source: Insightly)
- CRM: Contact and organization management, task and event management, relationship linking, and file attachments
- Lead management: Lead assignment and routing, automatic duplicate detection, mass emailing, email templates, scheduled outbound emails, Kanban boards, web-to-lead capture, and automatic social profile enrichment
- Sales and opportunities: Opportunity management, customizable sales processes, templated sequences of tasks and event activity sets, and assign sales teams
- Click-to-call: Integrated phone dialer and call logging, and automatic call analysis and reporting
- Project management: Project and milestone tracking, calendar synchronization, configurable project processes, and convert won opportunities to projects
- Business intelligence (BI) platform: Built-in business intelligence dashboards, customizable real-time insight cards, configurable reports, customized report scheduling and emailing
- Collaboration: Integration with Google Workspace, Microsoft Office 365, Slack, and Outlook
- Automations: Workflow automation, products, price books, quotes, roles, and permissions
- Mobile app: Android and iOS apps; real-time data sync, business card scanning, contact and calendar integrations, and voice notes
- Help and support: Help center, community forums, webinars, e-books, blogs, and email support; phone support is available under paid support plans
If you need a CRM that manages both sales and post-sale workflows, Insightly is a great option. Learn whether this platform is the right fit for your business by reading our Insightly review.
Capsule CRM: Best Mailchimp CRM Two-way Contact Syncing
Capsule CRM
Overall Score: 3.83
OUT OF 5
What We Like
- Two-way contact syncing
- Productivity and reporting tools
- Streamlined user interface
What's Missing
- No option for annual billing
- Features like webhooks and auto-sync don’t come in the Free plan
- Mailchimp integration does not offer campaign reporting feature
Capsule CRM Pricing at a Glance*
- Free: Up to 2 users
- Professional: $18 per user, per month
- Teams: $36 per user, per month
- Enterprise: $54 per user, per month
- Free trial: 30 days
*Based on monthly billing. Capsule CRM currently does not offer long-term plans.
Capsule CRM offers a clean and modern interface that makes it simple to use and set up, even for beginners. It integrates with email applications, calendars, and accounting software. This platform also comes with advanced sales reporting features, such as won/lost opportunities and pipeline growth. Like HubSpot, it comes with a free version that integrates with Mailchimp.
There are two ways to set up your Capsule CRM-Mailchimp integration. The regular method, which is available to free plan subscribers, lets you sync contacts and lists from Capsule CRM to Mailchimp and vice versa.
However, when you use the webhook integration option, you can automate and schedule two-way contact list synchronization. But free plan users can’t access the more robust webhook Mailchimp CRM integration and setting it up requires some technical know-how. To find out whether you’ll need help with the process, take a look at Capsule CRM’s Mailchimp integration guide.
Unfortunately, the Capsule CRM-Mailchimp integration does not let you access campaign reporting features. On the other hand, Insightly also offers a two-way sync with Mailchimp that enables you to view campaign statistics.
Capsule CRM Features
Adding a list of contacts to Mailchimp. (Source: Capsule CRM)
Adding a single contact to Mailchimp from Capsule CRM software.
- Core CRM: Contacts, custom fields, sales opportunities, event management, customer activity tracking, calendar, tasks, Gmail and Outlook integration, shared mailboxes, and email templates
- Sales tools: Customizable sales milestones, Kanban visual pipeline, and multiple sales pipelines
- Reporting: Customized filtered lists, custom activity types, sales pipeline dashboard, activity reporting, advanced sales reporting (won/lost opportunities, pipeline growth, and average time to won), reporting by team, custom reports, and custom fields
- Mobile app: Android and iOS apps; offline access, contact management, activity log, call log, caller ID, file attachment, maps, calendar and tasks, opportunities, and cases
- Help and support: Help center, knowledge base, video tutorials, blogs, and customer support via email and Twitter (Monday to Friday)
Salesforce: Most Fully Customizable CRM for Mailchimp Users
Salesforce
Overall Score: 2.94
OUT OF 5
What We Like
- Two-way contact mapping
- Alignment of contact data
- Customization for contact fields and Mailchimp data sync frequency
What's Missing
- No Mailchimp integration for Salesforce Essentials subscribers
- Only accommodates a single Mailchimp account
- Setup process is complicated and higher tiers quickly get expensive
Salesforce Pricing at a Glance*
- Essentials: $25 per user, per month
- Professional: $75 per user, per month
- Enterprise: $150 per user, per month
- Unlimited: $300 per user, per month
- Free trial: 14 days for Essentials and 30 days for higher-tier plans
Add-ons**
- CPQ (configure, price, and quote) and Billing: Starts at $75 per user, per month
- Sales Cloud Einstein (AI and automation): $50 per user, per month
- Pardot (marketing automation): $1,250 per month for up to 10,000 contacts
- Sales Dialer: $5 per user, per month
- Inbox: $25 per user, per month
- Premier and Signature support: Starts at 30% net of license fee
*Based on annual billing. Monthly pricing is also available at slightly higher rates.
**Visit the Salesforce website for a complete list of add-ons and individual plan eligibility.
Salesforce is a fully customizable CRM and best suited for businesses able to invest time and money to get a feature-rich, all-in-one software solution for sales, marketing, and customer service. It offers various advanced products for sales, marketing, and support in multiple subscription tiers. Its sophisticated, robust features include contact and account management, lead management, collaboration tools, and marketing automation.
Salesforce’s Mailchimp CRM integration lets you access all features of both apps, but it’s only available to Enterprise and Unlimited plan subscribers. Custom field mapping ensures your contact and lead information is aligned with the data you want to sync with Mailchimp. Unlike Capsule CRM, with Salesforce you can view Mailchimp campaign activity and monitor email campaign performance directly from the CRM.
One of the glaring disadvantages of using Salesforce is its steep pricing, even though it is packed with a lot of features and functionality. If you are looking for a more affordable, yet still robust Mailchimp CRM alternative, we recommend using Zoho CRM.
Salesforce Features
Mailchimp list overview. (Source: Salesforce)
The Query Builder allows you to create leads and contacts within Mailchimp.
Mailchimp campaigns overview.
- Lead management: Lead qualification, lead assignment and routing, web-to-lead capture, mass email, campaign management, email templates, and rule-based scoring
- Core CRM: Account and contact management, opportunity management, customizable sales processes, task management, activity feed, deal collaborators, and calendar
- Sales forecasting: Collaborative forecasting, custom opportunity fields, and enterprise territory management
- Quotes and orders: Contracts, sales orders, products and price books, and quotes
- Reports and dashboards: Real-time configurable reports and dashboards; advanced reporting features include cross-filters, joined reports, and history tracking
- Collaboration: Files, topics and recommendations, and the Chatter apps (Salesforce’s real-time collaboration app)
- Automations: Business processes, customizable profiles and page layouts, roles and permissions, and approval automation
- Mobile app: Android and iOS apps; team collaboration, deals, customer service tools, personalized marketing, offline access, and sales forecasting
- Help and support: Community support, interactive webinars, events, guided journeys, online learning, demos, and technical support with two-day response time; paid support plans include 24/7 phone support and expert coaching sessions
If customization is important for your business, check out the features and benefits of using the lowest-priced tier of this software from our Salesforce Essentials review page.
How We Evaluated the Best Mailchimp CRMs
To discover the best CRM integrations for Mailchimp, we compared factors like pricing, general features, and ease of use. We also did a deep dive into the Mailchimp features you can access through each CRM, including the ability to segment contact lists, create emails, and send them to your prospects.
Based on our evaluation, HubSpot CRM is the best CRM for Mailchimp users. We like the combination of a robust free option and affordable base paid tier, and of course the convenient Mailchimp integration process. The connection provides one-way contact syncing and the ability to see your contact’s email activities and monitor syncing errors from the CRM. On top of that, it offers free tools for sales, marketing, and service.
The tabs below offer more insight into our evaluation process for selecting the best Mailchimp CRM integrations:
40%
Pricing
20%
General Features
15%
Ease of Use
15%
Help & Support
10%
Expert Score
40% of Overall Score
It’s crucial that CRM providers come in all shapes and sizes from a pricing and subscription standpoint to meet the needs of small businesses. Some providers offer free or low-cost monthly subscription fees while others have feature-packed Enterprise plans tailored to larger organizations. Mailchimp also has both free and paid plans, so we weighed that along with the cost of the CRM.
20% of Overall Score
We reviewed how easy the CRM platforms on our list are to use, whether there are features like a mobile app option, reporting metrics, or analytics, and if a provider has standout features that make it better for some businesses than others.
15% of Overall Score
The setup process is essential, most notably the Mailchimp-CRM integration. We scored the software based on how easy or technical the entire integration process is and how smooth of a user experience it offers.
15% of Overall Score
If you get caught in a technical issue while trying to integrate Mailchimp with your CRM software or accessing the benefits of the integration, we evaluated the support options you have, such as live chat, phone, and email.
10% of Overall Score
Some CRM software options are more popular than others. To help us choose the right CRM for your businesses, we explored standout features and online reviews from real-life users and compared them with our own expert opinions.
*Percentages of overall score
