Brevo vs. Mailchimp (2025): The No‑Fluff Guide for Solo Businesses and Small Teams

A practical, honest comparison to help you pick the right email marketing platform without wasting hours

If you’re choosing between Brevo and Mailchimp in 2025, you’re probably juggling three things: budget, features you actually need, and how fast you can get up and running. This guide is written for solo creators, consultants, small online stores, service businesses, and nonprofits who want the clearest possible answer to “Which one should I use?”—without a sales pitch.

TL;DR: Which should you choose?

• Choose Brevo if keeping costs down as your list grows is the priority, and you want automation, segmentation, and a simple CRM without paying extra. Its free plan is usable for real marketing (though capped at 300 emails/day), and paid plans charge by emails sent, not contacts—ideal if you have a large list but don’t email constantly. You also get SMS, WhatsApp, and live chat under one roof.
• Choose Mailchimp if you value consistent deliverability, deeper analytics, more native integrations, and stronger AI/predictive tools. Expect costs to rise with list size, and note that unsubscribed/non‑opted contacts can count toward your bill. For ecommerce and more complex marketing ops, Mailchimp is a safe bet.

Pricing changes often. Double‑check current plan details before you buy.

Who this comparison is for

If you’re:

• Running a one‑person shop or small team and need a tool that just works
• On a budget and deciding whether the free plan is enough
• Trying to understand how the cost scales as your list grows
• Comparing automation, segmentation, CRM, templates, and AI between platforms
• Concerned about deliverability, sending limits, and hidden “gotchas”

This guide will give you the context, caveats, and real‑world scenarios to confidently choose between Brevo and Mailchimp—without reading 20 tabs or watching an hour of tutorials.

Pricing at a glance: Free and entry paid tiers

Let’s talk money first, because the “How much will this cost me in three months?” question sneaks up on everyone.

Mailchimp pricing (2025 snapshot)

• Free plan: Around 500 contacts and roughly 1,000 emails/month with a 500/day cap. No email scheduling or automation on free. It’s fine to test the interface, but not enough for real marketing.
• Essentials plan: Typically around $13–$20/month for about 500 contacts. Costs climb quickly as contacts grow (roughly $75 for 5k contacts and about $110 for 10k). Mailchimp counts unsubscribed/non‑opted contacts toward your contact limit. If you hit send limits or contact caps, you’ll either upgrade or pay overage fees.
• Cost dynamics: Pricing is contact‑based. Because unsubscribed contacts count, you can end up paying for people you’re not emailing. Growth often triggers a faster upgrade than you expect—even if you’re not sending more emails.

Brevo pricing (2025 snapshot)

• Free plan: Generous for starting out—up to about 100,000 contacts and roughly 9,000 emails/month, capped at 300/day. Automation and segmentation are included.
• Starter and Business plans: Brevo charges by monthly email volume, not contacts. Example: roughly 20,000 emails/month for around $29. New lower‑cost Starter options exist (e.g., about 5,000 emails/month at a lower entry price). Unsubscribed contacts don’t count against you.
• Cost dynamics: If you keep a big list but send infrequently (say a monthly newsletter), Brevo is often dramatically cheaper. You pay for sends, not storage.

Cost takeaway

• Brevo is usually cheaper for large lists with light or steady sending and gives you more functional features at lower tiers.
• Mailchimp gets pricier as your contacts grow, especially because unsubscribed or non‑opted contacts still count.

Always confirm live pricing and limits—both companies adjust plans periodically.

Brevo vs. Mailchimp: Features that actually matter

Instead of comparing every checkbox, here’s what most small teams and solo businesses care about day to day.

Marketing automation

• Mailchimp: The journey builder is good, with a lot of triggers and conditions. But automation is not available on the free plan. For multi‑step sequences (welcome series, onboarding, cart flows), plan on a paid Standard tier or above.
• Brevo: Automation is included on every plan—even free. You can build welcome or drip sequences, trigger from website behavior, score leads, and use “send at best time.” Note: free/Starter tiers may cap how many contacts can enter automations (often around 2,000); the Business plan removes/raises those limits.

Who wins: For getting started with automation on a tight budget, Brevo. For more advanced journeys and data‑driven ecommerce flows at scale, Mailchimp’s higher tiers shine.

Segmentation and audience management

• Mailchimp: Modern tagging and a powerful segment builder. Predictive segments and more advanced logic live on higher tiers. If you’re heavy into data and ecommerce, this is a big plus.
• Brevo: Uses a list/folder model with conditions and filters. All core segmentation features are available on the free plan, making targeted sends straightforward. It’s simpler than Mailchimp’s advanced segmentation, which can be great for small teams.

Who wins: Mailchimp for power users who want predictive segments and complex logic; Brevo for simple, practical targeting without a paywall.

Templates and editor

• Mailchimp: Polished editor with a broad template catalog—but free users get a smaller set of basic templates. The best designs tend to require a paid plan.
• Brevo: Offers 50+ templates accessible on any plan. The editor is fast and intuitive. Templates can feel less “slick” than Mailchimp’s top designs, but having them all on free is an advantage when you’re starting out.

Who wins: Mailchimp for premium design polish at higher tiers; Brevo for solid templates without needing to upgrade.

CRM and multi‑channel tools

• Brevo: Comes with a built‑in CRM for contacts, deals, and pipelines, plus live chat, SMS, WhatsApp, and a meeting scheduler. If you want to manage email, sales follow‑up, and messaging in one place, Brevo is engineered for it.
• Mailchimp: Offers a marketing‑first hub—website and store builder, social posting, ads, surveys, and appointment scheduling. Strong analytics and ecommerce reporting, but not a sales pipeline CRM like Brevo’s.

Who wins: Brevo if you want email + CRM + SMS/WhatsApp and live chat together. Mailchimp if you want a marketing hub with great reporting and web store options.

Integrations

• Mailchimp: 300+ native integrations across ecommerce, CMS, accounting, and ad platforms. If your stack includes Shopify, QuickBooks, Facebook/Instagram ads, and more, Mailchimp’s ecosystem is a major asset. Zapier expands it further.
• Brevo: Fewer native connectors (roughly 60–70), but still connects to thousands of apps via Zapier. For most small business workflows, it’s enough.

AI capabilities

• Mailchimp: Strong AI suite on paid tiers—Intuit Assist for content and strategy, send‑time optimization, a creative assistant for branded designs, and predictive segmentation for targeted marketing.
• Brevo: AI subject line and email generators available even on free, plus “send at best time.” Less expansive overall, but very accessible without high costs.

Who wins: Mailchimp for sophisticated AI and predictive marketing on higher tiers; Brevo for practical AI tools without a big price tag.

Deliverability and sending capacity

Deliverability

In independent tests over recent years, Mailchimp tends to post higher, more consistent inbox placement—often in the low‑90% range—while Brevo has shown more fluctuation, sometimes in the mid‑70s range. If your campaigns are mission‑critical, Mailchimp’s track record is a strength.

That said, your behavior matters most. Good list hygiene, strong content, and proper domain authentication (SPF, DKIM, DMARC) can make or break deliverability on any platform. Brevo continues to improve, and results vary by sender.

Dedicated IPs

Both platforms offer dedicated IP add‑ons for higher volume or transactional sending. Brevo’s dedicated IP is typically slightly cheaper (often in the low $20s/month) than Mailchimp’s (generally around $30/month). If you send a lot of email, a dedicated IP plus a careful warm‑up can help stabilize deliverability.

Sending limits and model

• Brevo: Free plan caps at 300 emails/day. Paid tiers let you pick a monthly email volume (5k to 1M+). Contacts are effectively unlimited on paid tiers. It’s ideal for large lists that don’t email constantly.
• Mailchimp: Limits are tied to contacts and sends. For example, some plans allow around 10x monthly sends relative to your contact count. As your audience grows, you’ll likely hit caps and need to upgrade.

Real‑world scenarios: Quick recommendations

• Large list, light sending (e.g., 25k–50k contacts, monthly newsletter): Brevo usually wins on cost because you pay by sends, not stored contacts. You also get automation and segmentation on lower tiers, with a CRM ready when you are.
• Ecommerce brand needing deep analytics, ad/social coordination, and native integrations: Mailchimp typically wins. Its ecommerce journeys, broad integrations, and revenue reporting make day‑to‑day marketing smoother.
• Consultant or agency wanting email + CRM + SMS/WhatsApp + live chat in one tool: Brevo’s all‑in‑one communications stack stands out. Manage deals, message clients, and run campaigns without switching systems.
• Content creator on a shoestring who still needs automation: Brevo’s free plan is far more usable for real marketing. Mailchimp’s free plan is now too limited for multi‑step automations.
• Deliverability‑first or highly sensitive sends (fundraising, critical product updates, compliance): Mailchimp is the safer default to start due to consistent deliverability. Still follow best practices and monitor with your data.

Hidden limitations and “gotchas” to watch

Mailchimp

• Strict content and account policies: Certain niches and affiliate‑heavy content are restricted. Accounts can be paused or suspended for violations. Read the prohibited content list before committing.
• Billing for unsubscribed and non‑opted contacts: These still count toward your contact limit, which can inflate costs. Also, duplicates across multiple Audiences are billed multiple times.
• Support and branding on free: Support is limited on the free plan, and Mailchimp branding appears in footers.

Brevo

• Free plan daily cap: 300 emails/day is a real bottleneck if you want to email a big list at once. Most growing teams upgrade to remove this limit.
• Branding and gated features: “Sent by Brevo” branding shows on free and some entry plans; removing it often requires an add‑on or the Business plan. Certain features (landing pages, advanced reporting) sit behind higher tiers. Automation on free/Starter may be limited to a set number of contacts entering workflows.
• Deliverability variance on shared IPs: Shared pools can fluctuate. If deliverability dips, a dedicated IP with proper warm‑up can help.

Decision checklist: Ask these before you choose

• What matters more right now—lower costs at scale or maximum deliverability and analytics?
• How many contacts do you have today, and how often will you send each month?
• Do you want a built‑in CRM, SMS/WhatsApp, and live chat in the same platform?
• Are advanced AI and predictive segmentation must‑haves now or nice‑to‑haves later?
• Which native integrations are non‑negotiable for your stack (e.g., Shopify, QuickBooks)?
• Could your content run afoul of stricter platform policies?
• Do you need multi‑step automation on a free or low‑cost plan?
• Will unsubscribed or duplicate contacts drive up your bill if you don’t purge regularly?

Fast‑start playbooks (about 60 minutes each)

If you choose Brevo

• Import and clean contacts: Deduplicate and validate addresses. Because Brevo doesn’t bill for unsubscribed contacts, you can keep history without extra cost.
• Authenticate your domain: Set up SPF and DKIM, and enable link tracking. This boosts deliverability and improves analytics.
• Create one master list: Keep it simple with one list. Use folders and segments to target, rather than juggling multiple lists.
• Build a 3‑email welcome and nurture sequence: Email 1 welcomes and sets expectations, Email 2 shares a high‑value resource, Email 3 introduces your main call‑to‑action. Turn on “send at best time.”
• Configure the CRM pipeline: Create stages like New lead → Qualified → Proposal → Won. Attach contacts and add notes so sales follow‑up is organized.
• Add other channels only with consent: If you have explicit opt‑ins, set up SMS or WhatsApp. Buy minimal credits to test response rates before scaling.
• Connect your site and forms: Use native integrations or Zapier to sync sign‑ups. Test end‑to‑end: opt‑in, tagging, and automation enrollment.

If you choose Mailchimp

• Import and dedupe into one Audience: Use tags and segments for targeting so you don’t pay twice for the same person in multiple Audiences.
• Authenticate your domain: Set SPF and DKIM. If your plan includes it, turn on send‑time optimization.
• Build a welcome journey: If you need more than one email in your flow, plan on the Standard tier. Map goals and events and track conversions.
• Connect ecommerce and ads: Integrate your store (e.g., Shopify or WooCommerce) and ad accounts. Enable abandoned cart and post‑purchase flows where relevant.
• Use AI to speed creative: Leverage Creative Assistant and Intuit Assist for branded designs and copy ideas. Standardize on a few templates to speed future campaigns.
• Turn on revenue attribution: Set goals, add tracking, and review dashboards so you can measure sales and ROI from email.
• Schedule monthly list hygiene: Suppress or remove unengaged contacts when allowed. This lowers costs and improves deliverability.

Practical examples to guide your choice

• Example 1: You have 30k contacts and send a newsletter once a month. Brevo’s send‑based pricing is usually cheaper, and you won’t pay to store unsubscribed contacts.
• Example 2: You run a growing Shopify store and want abandoned cart, product recommendations, and ad audience sync out of the box. Mailchimp’s ecommerce integrations, dashboards, and predictive tools will likely save you time.
• Example 3: You’re a consultant who wants one tool for email, lead tracking, SMS reminders, and live chat. Brevo’s built‑in CRM and multi‑channel messaging fit this workflow nicely.

FAQs

Which is cheaper for 5k, 10k, 50k contacts?

Brevo is usually cheaper because it charges for emails sent, not contacts stored. Mailchimp’s costs scale with contacts (including unsubscribed), so larger lists tend to pay more even if sending is infrequent.

Can I run real automation on free?

• Brevo: Yes, with limits (for example, caps on how many contacts can enter automations on free/Starter).
• Mailchimp: No. Multi‑step automation requires upgrading.

Which has better deliverability?

Historically, Mailchimp posts higher and more consistent inbox placement in third‑party tests. Your own results will depend heavily on list quality, content, and domain setup. Always test with your content before committing.

Do I need a dedicated IP?

Not at the start. Shared IPs are fine for most senders. If you’re sending high volumes or run mission‑critical campaigns, consider a dedicated IP and warm it up gradually.

Which is better for ecommerce?

Usually Mailchimp, thanks to native integrations, predictive features, and ecommerce analytics. Brevo is compelling if you also want CRM/SMS/WhatsApp in the same platform and can live with simpler ecommerce features.

Is the Brevo free plan actually usable?

Yes—for real marketing. You get automation, segmentation, and a CRM on free. The 300/day cap is the main constraint. If you plan to email big chunks of your list at once, you’ll likely upgrade.

What are the hidden costs with Mailchimp?

Unsubscribed and non‑opted contacts count toward your contact limit. Duplicate contacts across multiple Audiences are billed multiple times. Plan your audience structure and hygiene accordingly.

Final recommendation

Pick Brevo if your top priorities are cost efficiency at scale, having a usable free plan, and managing email plus CRM and SMS/WhatsApp/live chat in one place. It’s tailor‑made for big lists that send occasionally, and for small teams who want robust automation without a premium plan.

Pick Mailchimp if you want consistent deliverability, deep analytics, a huge integration ecosystem, and advanced AI/predictive features—and you’re comfortable with higher pricing as your contacts grow. For ecommerce and complex marketing ops, Mailchimp is a proven choice.

Before you lock in, run a 14–30 day test in both tools using the same list, templates, and content. Authenticate your domain, send a few campaigns, and compare:

• Inbox placement and engagement
• Automation setup time and flexibility
• Integration quality with your stack
• Total cost based on your real audience and send volume

Use the platform that wins with your data, not just on paper. And always recheck current pricing and plan limits—they change more often than you think.