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Mailchimp Review
The world's most popular email marketing platform
Last reviewed: 2026-03-21 · By GBBR Editorial Team
Our Top Pick · Silver Tier
Mailchimp
Free plan available
The Bottom Line
Mailchimp is the most widely used email marketing platform on the planet and the easiest place to start — but it's no longer the best value at scale. It earned a Silver tier rating because its free plan and beginner-friendly builder are genuinely excellent, but automation limitations on lower tiers and steep pricing for large lists mean power users consistently outgrow it. Best for solopreneurs and small businesses sending simple newsletters.
What is Mailchimp?
Founded in 2001 in Atlanta, GA, Mailchimp was acquired by Intuit in 2021 and now serves over 13 million users worldwide. It is the default choice for small businesses, bloggers, and nonprofits starting their email marketing journey, thanks to a combination of brand recognition, a generous free plan, and an extremely approachable drag-and-drop builder.
What does Mailchimp offer?
Mailchimp's free plan supports up to 500 contacts and 1,000 sends per month — enough to validate email marketing before spending a dollar. Paid plans start at $13/month (Essentials) and step up to $20/month (Standard) for automation and A/B testing. The Premium tier at $350/month unlocks advanced segmentation. Automation workflows, transactional email, and A/B testing are gated behind paid tiers.
Free
$0
/month
Essentials
$13
/month
Standard
$20
/month
Premium
$350
/month
Is Mailchimp worth the price?
Free for up to 500 contacts, then $13/mo — but pricing scales aggressively with list size
Mailchimp's paid tiers cost more per contact than Brevo and deliver less automation than ActiveCampaign at the same price
Fair valueHow we scored it
Overall score: 80/100
Solid deliverability — better than average but behind ActiveCampaign's 98%+ benchmark
Basic automations on Essentials; meaningful automation requires Standard plan ($20/mo)
Best-in-class drag-and-drop builder — the easiest in the market for beginners
300+ integrations including Shopify, WordPress, and all major social platforms
Free plan is excellent; paid tiers become expensive for large lists vs. Brevo
Email/chat support on paid plans; minimal support on free tier
Why Mailchimp is Silver Tier
Mailchimp earns Silver because its free plan and beginner experience are category-leading, but its automation features on lower tiers are significantly weaker than ActiveCampaign and Klaviyo. Deliverability, while solid, is not best-in-class. The aggressive list-size pricing model means businesses with 10,000+ subscribers pay a premium compared to alternatives like Brevo. Strong brand recognition and ease of use keep it firmly in Silver, but it hasn't kept pace with the automation-first competition.
Pros & Cons
Pros
- ✓Free plan for up to 500 contacts
- ✓Extremely beginner-friendly drag-and-drop editor
- ✓Massive template library
- ✓Strong brand recognition (easy client buy-in)
- ✓Good basic analytics and reporting
Cons
- ✗Automation is limited on lower tiers
- ✗Pricing jumps steeply as your list grows
- ✗Free plan removes Mailchimp branding only on paid plans
- ✗Deliverability is middle-of-the-pack vs ActiveCampaign
- ✗Customer support is minimal on free tier
Ready to try Mailchimp? Free plan available — no credit card required.
Get Mailchimp →Mailchimp earns Silver because its free plan and beginner experience are category-leading, but its automation features on lower tiers are significantly weaker than ActiveCampaign and Klaviyo. Deliverability, while solid, is not best-in-class. The aggressive list-size pricing model means businesses with 10,000+ subscribers pay a premium compared to alternatives like Brevo. Strong brand recognition and ease of use keep it firmly in Silver, but it hasn't kept pace with the automation-first competition.
Get Mailchimp →Free tier available — no credit card required
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