Overview
Mailchimp is an all-in-one email marketing and automation platform that has grown to include landing pages, social ads, customer journeys, and AI-powered creative and content tools. Its generative AI features (including Intuit Assist) help users draft copy, generate creative, and optimize send times. It offers a free plan plus paid Essentials, Standard, and Premium tiers.
Our take
Mailchimp is the most recognised email platform and its pricing is contact-based, which is the structure that decides whether it suits you. Large lists with low engagement get expensive fast, because you pay for subscribers whether or not you mail them. The AI features are adequate; the platform's maturity and integrations are the actual reason people stay.
Worth it if
Businesses with modest, engaged lists who value integrations and familiarity over price.
Look elsewhere if
Large lists mailed infrequently, where send-based pricing elsewhere is substantially cheaper.
✨ Features
AI Creative Assistant
Generative AI (Intuit Assist) helps draft email copy, generate designs, and personalize content.
Customer Journey Automation
Multi-step automations with branching logic let teams build marketing journeys.
Predictive Segmentation
Behavioral and predictive segmentation targets the right contacts for each campaign.
Send-Time Optimization
AI recommends optimal send times to improve open and engagement rates.
⚖️ Pros & Cons
Pros
Cons
💰 Pricing
Free
Free
- 250 contacts and 500 monthly emails
- Basic email tools with Mailchimp branding
- No multi-step automation
Essentials
$13 /mo
- From 500 contacts and ~5,000 monthly sends
- Up to 3 audiences
- A/B testing and basic support
Standard
$20 /mo
- Multi-step automation with branching logic
- Predictive segmentation and send-time optimization
- Generative AI creative assistant
Premium
$350 /mo
- From 10,000 contacts
- Advanced segmentation and analytics
- Multivariate testing and priority support
Categories
❓ Frequently Asked Questions
Why does the bill rise faster than my sending?
Because pricing is per contact rather than per send. Every inactive subscriber costs money whether or not you mail them, and lists grow faster than engagement does. Regular list cleaning — removing people who have not opened in a year — cuts cost and improves deliverability at the same time.
Is the free plan usable for a real business?
For a very small list and low sending volume, as a starting point. The limits bite quickly on contacts and monthly sends, and automation is restricted. It is genuinely useful for validating that email works for you before paying, rather than as a permanent arrangement.