Mailchimp

What is Mailchimp?

Mailchimp launched in 2001 and essentially invented the modern email marketing platform for small businesses. For over two decades it has been the default starting point for anyone sending their first marketing email — the free plan, the friendly Freddie mascot, the drag-and-drop editor. Intuit acquired it in 2021 for $12 billion, and the product has since moved meaningfully upmarket while keeping its accessible roots.

The AI layer in Mailchimp focuses on removing guesswork from email marketing. Send Time Optimization predicts the best time to send each email to each subscriber individually, based on their past open patterns. Content Optimizer analyzes your emails against successful campaigns and gives concrete suggestions for improving subject lines, body copy, and calls to action. The AI generative tools help draft email campaigns from a brief description, which is a genuine time-saver for small teams without dedicated copywriters.

Pricing has become a sticking point for growing lists. The free plan covers 500 contacts and 1,000 sends per month — sufficient for early-stage businesses but limiting once you gain traction. The jump to paid plans is significant, and contact-based pricing means costs grow with your audience. At scale, platforms like ActiveCampaign or Klaviyo often deliver better value. But for ease of use and feature breadth at the entry level, Mailchimp still has very few equals.