Mailchimp Review: What You Get at Every Price Tier
Mailchimp remains the most recognized name in email marketing — broad features, a huge template library, and an "all-in-one" pitch. Here's what's actually included at each tier, and where cheaper specialists now beat it.
TL;DR: Mailchimp is a safe, broadly-featured default if brand recognition and an all-in-one toolkit (email, basic CRM, popups, SMS add-on) matter more to you than price. Contact-based pricing means costs climb fast as your list grows, and several newer competitors now undercut it at comparable list sizes.
Quick verdict
- Want the most widely-documented, widely-integrated email platform, with the biggest template library
- Need an all-in-one toolkit — email, basic CRM fields, popups, an SMS add-on — under one login
- Are on a small list and can start on the free plan before committing to a paid tier
- Have a fast-growing list and want to avoid Mailchimp's contact-based price jumps
- Are a solo creator or newsletter writer who wants a more generous free tier (see Kit, below)
- Need Mailchimp's advanced automation/CRM depth without paying Standard-or-higher prices
What is Mailchimp?
Mailchimp is an email marketing and marketing-automation platform, originally built around email newsletters and campaigns and now expanded into popups/forms, basic CRM-style audience management, an SMS channel add-on, and generative-AI content tools built into the editor. It's one of the oldest and most broadly integrated tools in the category — most e-commerce and CMS platforms have a native Mailchimp connector.
Plans and pricing
| Plan | Price (starting tier) | Contacts | Best for |
|---|---|---|---|
| Free | $0/month | Up to 250 | Testing the editor, up to 500 emails/month |
| Essentials | From $13/month | Starts at 500 | Basic campaigns, scheduling, popup forms |
| Standard | From $20/month | Starts at 500 | Up to 200 automation flows, AI content tools, custom templates |
| Premium | From $350/month | Unlimited | Predictive segmentation, multivariate testing, phone support |
Figures verified directly on Mailchimp's official pricing page in September 2026, at each plan's lowest contact tier. Mailchimp prices by contact count on a sliding scale (roughly 0-500 up to 1,000,000+), so the price on this table rises as your list grows — check Mailchimp's own calculator for your exact list size. Premium requires a 12-month commitment; the other paid tiers bill month to month.
Key features
- Drag-and-drop email builder with a large library of pre-built templates
- Marketing automation flows (up to 200 on Standard and Premium, 4 steps max on Essentials)
- Popup and embedded signup forms, plus landing pages
- Generative-AI content and subject-line assistance built into the editor
- Optional SMS marketing add-on, sold separately from the email tiers
- Native integrations across most major e-commerce and CMS platforms
Pros and cons
Pros
- The most recognized and widely-integrated name in the category
- Broad all-in-one feature set — email, basic CRM fields, popups, SMS add-on, AI content tools
- Large, polished template library and a genuinely simple editor for beginners
Cons
- Contact-based pricing rises quickly compared to send-based competitors like Brevo
- Free plan is capped at only 250 contacts — noticeably smaller than several competitors' free tiers
- Advanced automation and predictive features are locked behind the Premium tier's $350/month starting price
Frequently asked questions
Is Mailchimp still free to use?
Yes, up to 250 contacts and roughly 500 emails a month, though that free ceiling is smaller than several newer competitors offer.
Does Mailchimp price by contacts or by emails sent?
By contacts, on a sliding scale that climbs as your list grows — unlike Brevo, which prices primarily by monthly email volume regardless of list size.
Does Mailchimp have an affiliate program?
We looked for one and found no general public affiliate program run directly by Mailchimp (Intuit) — only third-party listings on affiliate-network directories, none of which point to an official signup page. We're covering Mailchimp anyway because it's the best-known name in the category, but there's no affiliate relationship to disclose here.
Our take
Mailchimp earns its reputation on breadth and recognition, not on price — if your list is growing fast, contact-based pricing will hurt more here than with a send-based competitor like Brevo. Compare it directly against Kit (ConvertKit) if you're a solo creator or newsletter writer, or see the full email marketing category guide for how it stacks up against ActiveCampaign, Brevo, and GetResponse.
Sources: pricing and plan details verified directly on mailchimp.com/pricing, September 2026.