Where Mailchimp Still Wins
- E-commerce integrations (Shopify, WooCommerce, product recommendations)
- Most mature automation builder with customer journey mapping
- Content optimizer and A/B testing at Standard ($20/mo)
- Social posting and postcards (unique features)
Where Mailchimp Falls Short
- Free tier: only 250 contacts and 500 sends/month (Kit Free: 10K subscribers)
- Contact-based pricing scales steeply (50K contacts ~ $385/month)
- Counts unsubscribed contacts toward your limit
- No built-in monetization tools (beehiiv has ad network + referral program)
- Premium tier jumps to $350/month for 10K contacts
The Caveat
Mailchimp is no longer the default recommendation for email marketing. Since the Intuit acquisition in 2021, the free tier has shrunk dramatically and pricing has climbed. The tool is more complex than ever. For most use cases, there is a cheaper or better alternative: beehiiv for newsletters ($49/mo unlimited), Kit for creators ($0 for 10K subs), Brevo for large lists ($9/mo for 5K sends with unlimited contacts), ActiveCampaign for automation ($15/mo).
FAQ
Should I start with Mailchimp if I have zero subscribers?
No. Kit Free (10K subscribers) or beehiiv Launch (2,500 subscribers) are better starting points with more generous limits.
Is Mailchimp Essentials ($13/mo) worth it?
Only for 500 contacts. At 2,500+ contacts, pricing scales. Brevo Starter at $9/month charges by sends, not contacts.
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