Mailchimp Review
Last updated: 2026-07-09
Overview
Mailchimp is one of the most recognisable names in email marketing, and for good reason — it's the easiest platform to get started with. The drag-and-drop email builder is genuinely intuitive, the template library is extensive, and the free plan (250 contacts, 1,000 emails/month) lets small businesses get started at zero cost. Mailchimp has evolved from a simple email tool into a full marketing platform with CRM, landing pages, social ads, and postcards.
Pros & Cons
Pros
- Intuitive drag-and-drop email builder — easiest to use for beginners
- Free plan (250 contacts, 1,000 emails/month)
- Built-in CRM and audience management tools
- Strong e-commerce integrations (Shopify, WooCommerce, BigCommerce)
- Content studio with built-in image editor
- Wide range of pre-designed email templates
Cons
- Pricing scales steeply — 500→10,000 contacts jumps from $0 to $100+/mo
- Free plan includes Mailchimp branding on emails
- Automation features limited on lower tiers
- A/B testing only on Standard plan ($20/mo+) or 500+ contacts
- Customer support limited to email on free plan
Features
Mailchimp's strongest feature is its email builder — drag-and-drop with dozens of professionally designed templates. The Content Studio includes an image editor and brand asset library. Built-in CRM (Audience management) tracks subscriber behaviour and purchase history. The Marketing Automation feature (Standard plan+, $20/mo) supports welcome series, abandoned cart, and behaviour-triggered emails. E-commerce integrations are strong — Shopify, WooCommerce, BigCommerce, Magento all sync automatically. The main weaknesses are limited automation on lower tiers (free plan has none), pricing that scales steeply (500 to 10,000 contacts jumps from $0 to $100+/mo), and A/B testing locked to the Standard plan.
| Free plan | Up to 250 contacts |
| Starting paid price | $13/mo (Essentials, 250 contacts) |
| Email sequences | Standard plan+ |
| Visual automations | Standard plan+ |
| Landing pages | ✅ Yes |
| A/B testing | Standard plan+ |
| API access | ✅ Yes |
| Integrations | 300+ integrations |
| Support | Email (Free), Chat (Paid) |
| Commerce | Shopify, WooCommerce, BigCommerce |
Pricing
Mailchimp has four tiers: Free (250 contacts, 1,000 emails/mo, no automation), Essentials ($13/mo, 250 contacts, A/B testing, email templates), Standard ($20/mo, 6,000 contacts, marketing automation, retargeting ads), Premium ($350/mo, 10,000+ contacts, advanced segmentation, multivariate testing). Pricing increases as your contact list grows — 10,000 contacts costs roughly $100+/mo on the Standard plan. The free plan is good for testing but limited for serious use.
Final Verdict
Mailchimp is the best email marketing platform for beginners and small businesses that want an easy-to-use tool with great templates. The free plan is useful for testing, but pricing scales steeply — at 10,000+ contacts, it's more expensive than Kit or ActiveCampaign. If you're a creator, Kit is the better choice. If you need advanced automation, ActiveCampaign wins. Mailchimp sits in the middle: easiest to use, but not the cheapest or the most powerful.
Frequently Asked Questions
Is Mailchimp really free?
Mailchimp's free plan covers 250 contacts and 1,000 emails per month. It includes the email builder, templates, and basic reporting, but emails include Mailchimp branding and there's no automation. It's usable for testing, but serious email marketing requires at least the Essentials plan ($13/mo).
How much does Mailchimp cost at scale?
Mailchimp pricing is based on contact count. At 10,000 contacts on the Standard plan, expect to pay around $100+/mo. At 50,000 contacts, you're looking at $300+/mo. This is steeper than Kit (which charges per subscriber, not per contact) and ActiveCampaign.
Is Mailchimp good for e-commerce?
Yes. Mailchimp integrates directly with Shopify, WooCommerce, BigCommerce, and Magento. You get abandoned cart emails, product recommendations, purchase tracking, and order notifications. For e-commerce stores, Mailchimp is one of the best-integrated email platforms.