Mailchimp Review 2026 — Still the Best Email Marketing Tool?
Last updated: May 2026 • All plans reviewed
Mailchimp is the most recognised email marketing platform in the world. But significant changes in 2025–2026 — the free plan cut to 250 contacts and automation removed from free — have made it far less compelling for growing businesses. We review what you actually get in 2026.
Pricing Plans
Up to 250 contacts and 500 email sends per month (reduced from 500 contacts/1,000 sends in January 2026). No credit card required. Core email builder and basic reporting included. Automation was completely removed from the free plan in mid-2025.
- No credit card required
- Core email builder and templates
- Basic reporting
- 300+ integrations available
- Only 250 contacts (January 2026 reduction)
- 500 emails/month limit
- No automation on free plan (removed mid-2025)
- Mailchimp branding in email footer
- Kit offers 10,000 subscribers free with 1 automation
500+ contacts, 5,000 emails/month, removes Mailchimp branding, and restores basic automations (single-step welcome emails, simple triggers). The minimum viable plan for any business with an email workflow. For Shopify integration, abandoned cart, and post-purchase emails — this is the required starting plan.
- Removes Mailchimp branding
- Basic automation restored (welcome, triggers)
- Strong Shopify integration for ecommerce
- 300+ platform integrations
- Easiest email builder to use
- Only single-step automations on Essentials
- Multi-step journeys require Standard ($20/mo)
- Pricing escalates quickly with list size
Price: $13/mo (500+ contacts) · scales with list size
Try Mailchimp Essentials →Advanced automation with multi-step customer journeys, conditional branches, delay actions, and dynamic content insertion. The minimum plan for sophisticated email marketing. At 10,000 contacts, Standard costs approximately $100/month — factor this in when comparing with Kit and Klaviyo.
- Multi-step customer journeys
- Conditional branches and delay logic
- Dynamic content insertion
- Better analytics and reporting than Essentials
- $100/mo at 10,000 contacts — Kit Creator costs $89/mo at 5,000
- Automation less powerful than Kit or ActiveCampaign
Price: $20/mo (500+ contacts) · ~$100/mo at 10,000 contacts
Try Mailchimp Standard →10,000+ contacts, unlimited monthly emails, phone support, advanced segmentation, multivariate testing, and custom-coded email templates. For large organisations that need Mailchimp's ecosystem and brand recognition at scale.
- Unlimited monthly emails
- Phone support included
- Advanced segmentation
- Multivariate A/B testing
- $350/mo is expensive vs alternatives at scale
- Klaviyo offers more ecommerce-specific features at lower cost
Price: $350/month (10,000+ contacts)
Explore Mailchimp Premium →vs Competitors
| Feature | Mailchimp | Kit (ConvertKit) | Klaviyo |
|---|---|---|---|
| Free plan contacts | 250 | 10,000 | 250 |
| Automation (free) | None (removed 2025) | 1 automation | Yes (within limit) |
| Price at 1K contacts | $13–20/mo | $39/mo | $20/mo |
| Ecommerce | Excellent | Good | Best-in-class |
| Ease of use | Excellent | Good | Good |
| Best for | Ecommerce/beginners | Creators | Shopify stores |
Verdict: 7.9/10
Mailchimp remains the easiest email marketing platform to get started with, but the 2025–2026 changes have made it significantly less compelling. The free plan dropped to 250 contacts in January 2026 and lost all automation in mid-2025.
Best for: E-commerce businesses using Shopify who need Mailchimp's deep integrations and ease of use. Small businesses under 500 contacts who want familiar, well-documented tools.
Consider alternatives: If you want a generous free tier with automation — Kit offers 10,000 subscribers free. If you run a Shopify store — Klaviyo generates more revenue from abandoned cart and browse abandonment flows.
FAQ
Is Mailchimp free forever?
Yes. The free plan has no expiration date. However, since January 2026, the free plan is limited to 250 contacts and 500 sends per month — and automation was removed from the free tier in mid-2025.
Mailchimp vs Kit (ConvertKit) — which is better?
Mailchimp for e-commerce businesses and Shopify integration. Kit for content creators, bloggers, and anyone who wants a generous free tier — Kit's free plan covers up to 10,000 subscribers with one automation included, far more than Mailchimp's 250-contact free tier.
Does Mailchimp have automation?
Not on the free plan — automation was removed from free in mid-2025. Basic automation is available on the Essentials plan ($13/month). Advanced automation requires Standard plan or above.