Choose Brevo if you want cheaper email list growth with built-in SMS, and choose Mailchimp if you want polished templates, strong reports, and a bigger app store. Both can build and manage mailing lists well. The better pick depends on your budget, list size, and how much automation you need.
TLDR: Mailchimp is great for beginners who want pretty campaigns fast. Brevo is better if you send lots of emails and hate paying per contact. For example, a shop with 8,000 contacts may pay less with Brevo because pricing is based more on sends than stored contacts. If that shop sends four campaigns a month and gets a 22% open rate, either tool can work, but Brevo may keep more money in the snack drawer.
Email lists are boring until they make money
A mailing list is simple. People give you an email address. You send them useful stuff. Some buy, click, book, read, or come back.
That is the magic. No dancing algorithm. No social feed drama. No “sorry, your post reached six people today.” Your email list is yours. Treat it well.
Still, the tool you pick matters. A bad email platform turns a simple job into button soup. A good one helps you collect subscribers, sort them into groups, send emails, and see what worked.
Mailchimp: the famous monkey in the room
Mailchimp is one of the best-known email marketing platforms. It is friendly at first glance. The templates look good. The brand feels fun. The reports are easy to read.
Mailchimp is a strong fit for:
- Small businesses starting their first newsletter.
- Creators who care about design.
- Teams that want lots of integrations.
- Stores using Shopify, WooCommerce, or similar tools.
The email builder is clean. You can drag blocks around. Add images. Add buttons. Add products. Send a neat campaign without needing a designer.
The reporting is also strong. You can see opens, clicks, sales, unsubscribes, and audience growth. That gives you quick feedback. Did the subject line flop? Did people click the green button more than the blue one? Mailchimp will tell you.
But yes, there are gripes.
Honestly, it feels like Mailchimp hides one useful setting every time you get comfortable. Some menus feel heavier than they should. Pricing can also sting as your list grows. You often pay based on contacts. Even quiet contacts can cost you money.
Brevo: the practical friend with pockets
Brevo, formerly Sendinblue, is less flashy than Mailchimp. But it is very practical. It handles email marketing, SMS, chat, signup forms, automation, and basic CRM features.
Brevo is a strong fit for:
- Businesses with larger contact lists.
- Teams that send both emails and SMS.
- Shops that want transactional emails too.
- Budget-conscious marketers.
One big difference is pricing style. Brevo often focuses more on how many emails you send, not just how many contacts you store. That can be a big deal.
Say you have 15,000 contacts. You only send two newsletters per month. With some tools, your bill jumps because the list is large. With Brevo, the send volume may matter more. That is nice if your list is big but calm.
Brevo’s automation tools are solid. You can set up welcome emails, abandoned cart messages, birthday offers, and reactivation campaigns. The CRM features help too. They are not fancy. But they are useful.
The catch is the interface can feel a bit plain. Some screens look more “office spreadsheet” than “marketing party.” It gets the job done, though. Sometimes that is enough.
Mailchimp vs Brevo: quick battle card
| Feature | Mailchimp | Brevo |
|---|---|---|
| Ease of use | Very beginner friendly | Simple, but less polished |
| Templates | Better and prettier | Good, but more basic |
| Automation | Strong on paid plans | Strong and practical |
| Pricing | Can rise fast with contacts | Often better for big lists |
| SMS | Available in some setups | Built in more clearly |
| Best for | Design, reports, integrations | Value, SMS, send volume |
Other email list platforms worth knowing
Mailchimp and Brevo are not the only players. Not even close. Here are other tools that may fit better.
ConvertKit
ConvertKit is popular with creators. Writers, coaches, podcasters, and course sellers like it. Forms are simple. Tags are easy. Automations make sense.
It is not the prettiest email designer. That is fine. Creator emails often work better when they look like normal emails. Less glitter. More trust.
MailerLite
MailerLite is simple and clean. It is great for small businesses, bloggers, and solo founders. The builder is easy. Landing pages are included. Pricing is usually friendly.
If Mailchimp feels too busy, MailerLite may feel like a deep breath. No circus. No maze. Just email, forms, and automations.
Constant Contact
Constant Contact is a classic pick for local businesses and nonprofits. It offers email, event marketing, surveys, and social tools.
It can feel a little old-school. Still, many small teams like it because support and onboarding are clear.
Klaviyo
Klaviyo is built for ecommerce. If you run an online store, pay attention. It tracks customer behavior, purchases, cart activity, and product interest.
This lets you send sharp emails. For example, “You bought running shoes. Want socks?” That is not creepy if done well. Okay, maybe a little. But it works.
ActiveCampaign
ActiveCampaign is for people who love automation. You can build detailed customer journeys. Tags, scores, branches, goals, and sales follow-ups all live there.
It is powerful. It is also more complex. Expect to waste time on setup if you only need a monthly newsletter.
How to choose without losing your mind
Ask five simple questions:
- How many contacts do I have?
- How many emails will I send each month?
- Do I need SMS?
- Do I sell products online?
- Do I need basic emails or smart automations?
If your list is small and design matters, try Mailchimp. If your list is large and budget matters, try Brevo. If you are a creator, try ConvertKit or MailerLite. If you sell online, test Klaviyo. If you want serious automation, check ActiveCampaign.
Do not pick based only on the free plan. Free is nice. But migration is annoying. Moving forms, tags, segments, automations, and templates later can eat a whole afternoon. Sometimes two. With bad coffee.
What good list management looks like
An email list is not just one big pile of addresses. Please do not treat it like a junk drawer.
Use segments. These are groups inside your list. You might segment by:
- New subscribers.
- Customers.
- People who clicked in the last 30 days.
- People who have not opened in 90 days.
- VIP buyers.
Use tags too. Tags are labels. They help you send better emails. A pet shop might tag people as “dog owner,” “cat owner,” or “bird person.” Then it can stop sending cat food deals to lizard fans. Everyone wins.
Simple list-building tips that still work
Offer a clear reason to join. “Subscribe to our newsletter” is weak. It sounds like homework.
Try these instead:
- Get 10% off your first order.
- Get the free checklist.
- Join 5,000 readers getting weekly tips.
- Get early access to new drops.
Put signup forms in smart places. Add one to your homepage. Add one to blog posts. Add one at checkout. Add one as an exit popup if you must. But do not attack visitors after three seconds. Nobody likes a needy popup.
The final pick
Mailchimp is best if you want polish, templates, and familiar tools. Brevo is best if you want value, SMS, and friendlier pricing for larger lists. MailerLite is great for simple growth. ConvertKit fits creators. Klaviyo wins for ecommerce. ActiveCampaign wins for automation fans.
Start with what you need this month. Then think about what you will need in one year. Your email tool should help you send better messages, not make you mutter at your screen like a tired wizard.
