Mailchimp is where most people start with email marketing. It is the most recognized name in the space, has the largest ecosystem of integrations, and more community resources and third-party support than any other tool on this list. For a long time, it was also the easiest and most affordable option.
That has changed. Mailchimp's pricing has increased significantly in recent years, its free plan has shrunk to 500 contacts, and newer tools like MailerLite and Moosend now offer more features at lower prices. Mailchimp still has real strengths, but familiarity is no longer a sufficient reason to choose it. This review helps you decide whether it is genuinely right for your situation.
Mailchimp at a glance
| Feature | Detail |
|---|---|
| Starting price | Free up to 500 contacts, then $13/mo |
| Free plan | Yes (up to 500 contacts, 1,000 emails/mo) |
| Email automation | Yes. Customer Journeys builder |
| Built-in CRM | No |
| SMS marketing | No |
| Landing pages | Yes |
| E-commerce integrations | Yes. Shopify, WooCommerce, and 300+ others |
| Best for | Small businesses needing a wide integration ecosystem |
Scores
What Mailchimp still does well
The integration ecosystem is Mailchimp's strongest remaining advantage. With over 300 native integrations, it connects to more third-party tools than any competitor. If you use a niche CRM, a specific e-commerce platform, or a specialized tool, there is a strong chance Mailchimp has a native integration for it. Newer tools like Moosend and MailerLite have smaller integration libraries and often require Zapier as a bridge.
The email editor is polished and the template library is one of the most extensive in the market. Mailchimp has had years to build out its creative tools and the quality shows. If you want a wide selection of professionally designed templates, Mailchimp delivers.
Brand recognition also matters operationally. If you hire a marketing assistant or bring on a contractor, there is a high chance they already know Mailchimp. The learning curve for new team members is minimal compared to less well-known tools.
Where Mailchimp falls short
Pricing is the main issue. The free plan caps at 500 contacts and 1,000 sends per month. Essentials starts at $13/mo. Standard at $20/mo. Compare this to MailerLite which gives you 1,000 contacts free and charges $9/mo for paid plans, or Moosend at $9/mo with stronger automation. For equivalent functionality, Mailchimp costs more at almost every tier.
Automation is the second issue. Mailchimp's Customer Journeys builder has improved but it is still not as capable as ActiveCampaign's or Moosend's. The branching logic is limited, trigger options are fewer, and complex multi-step workflows hit walls faster than they should at this price point.
The honest pricing comparison
At 5,000 contacts needing standard automation, Mailchimp Standard runs around $75/mo. MailerLite covers the same contact count for $19/mo with comparable features. Moosend covers it for around $32/mo with stronger automation. The gap is significant and hard to justify unless Mailchimp's integration ecosystem is genuinely valuable to your specific situation.
Mailchimp is right for you if...
- You need a specific integration that only Mailchimp supports natively
- You work with contractors or team members who already know Mailchimp
- You have a small list under 500 and just need basic campaigns for free
- The template library and email design tools are a genuine priority
- You are already on Mailchimp and switching costs outweigh the savings
Mailchimp is not right for you if...
- You are starting fresh and comparing options. Almost every alternative offers better value.
- You need serious automation depth. ActiveCampaign, Moosend, or GetResponse go further.
- You are watching your budget. MailerLite and Moosend cost significantly less.
- You run an e-commerce store. Klaviyo and Omnisend are better specialized fits.
- Your list is growing and you want predictable, affordable pricing at scale.
The bottom line
Mailchimp built its reputation when it was the only accessible email marketing tool for small businesses. That is no longer true. Prices have gone up, the free plan has shrunk, and the product has not kept pace with competitors. If you are already on Mailchimp and it is working, the switching cost may not be worth it. If you are starting fresh or actively unhappy with what you are paying, almost every alternative offers more for less.
If you are considering leaving Mailchimp, start with our Mailchimp alternatives guide or take the recommendations quiz for a personalized suggestion.