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What are the advantages of using the Gmail app for mailchimp rather than just mailchimp.com?

In particular I'm looking to use groups from my Gmail contacts list to send bulk email, with emails addressed to people by their first names. Can that be done, for example?

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put on hold as primarily opinion-based by Eight Days of Malaise, Jacob Jan Tuinstra, Alex, ChrisF Dec 16 at 23:22
