Mailchimp

Category: Email/Newsletter

The email platform most SMBs start with, now owned by Intuit.

Mailchimp is the SMB email default, campaigns, automations, landing pages, websites, audience management, and increasingly AI content and creative features (Intuit Assist). The most recognised email brand in marketing, used by millions of small businesses. AI features have meaningfully expanded over 2024 to 2025. The honest assessment: feature depth has grown but so has price, and ActiveCampaign, Klaviyo, ConvertKit, and Brevo all win on specific use cases. Worth defaulting to only if you're truly small and generalist.

Our verdict

The household-name ESP, evolved into a broader marketing platform with AI features. Worth using if you're a small business that values familiarity and don't yet need Klaviyo-level ecommerce depth or ActiveCampaign-level automation.

Best for: Generalist SMBs and non-technical small business owners who want recognised, broadly-capable email marketing.

Pros

• Most recognised brand, easy to onboard team and partners
• AI features competitive with category
• Broad integration ecosystem

Cons

• Pricing has increased relative to competitors over time
• Generalist positioning can lose to specialists per use case
• Intuit ownership has shifted priorities

Pricing: Free + paid from $13/mo (Freemium)

Rating: 3.5/5