MailChimp Review (2023): Mail For the Masses?
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MailChimp is often the first email newsletter tool that springs to mind, possibly because they have great marketing and a charming monkey-fied aesthetic. But I guess I’m not the only one, as they, apparently, have over 14K people signing up to their platform every day!
You might have checked out the Mailchimp reviews offered by users online, and whilst they are pretty positive, they may not give you the whole picture. Our review of Mailchimp is based on a methodical approach and uses our practical experience and knowledge of dozens of other simple and advanced marketing automation tools. So what do you need to know?
Where MailChimp stands out
Mailchimp offer a free plan, which gives you access to most of the available tools, including their built-in survey maker and landing page builder. This is particularly good news for personal and small business users. The downside is that the subscriber and sending allowance have gone down significantly recently, but more on that below.
If you’re an SMB looking for an all-in-one solution, then this could be just what you need. They also have pay-as-you-go options, which work out to be cheaper for low-volume clients, whilst also giving you some included extras such as automation and integration options.
But where is MailChimp heading in the future?
A recent development is that MailChimp has been bought for the sum of $12 billion in cash and stocks by financial software company Intuit. We looked into this company's history and saw that it has spent millions of dollars lobbying to make sure that solutions for free and easy tax filing in the US are not made a reality.
This new acquirement has already affected the price plans. Mailchimp used to offer a much more generous free plan. Now users are limited to a maximum of 500 contacts, whereas previously it was 2000. Automations are also no longer available on the free plan. We wonder whether this will continue to affect MailChimp's operations, pricing, and overall ESP product in the near future.
Let’s have a look to see whether MailChimp really does let you ‘send better emails’:
- Mailchimp Review
Free plan has limited features
Find our detailed analysis of Mailchimp’s pricing plans here.
Pros and Cons
Great template editor
MailChimp sports a clean interface and a simple, but powerful editor.
Basically everything you need to know, including clients, geo-tracking, social media and Google Analytics integration.
Endless Integration Options
Mailchimp offers over 500 integrations and add-ons. Therefore you can easily incorporate any marketing tools that you are already using and discover new tools for your business.
Mailchimp continue to expand their feature set, the most recent additions being appointment scheduling software and the online store builder (the latter is currently only available in beta in the US and UK). And more recently, their GPT-powered AI email creator.
Is MailChimp the right newsletter service for you?
- Recommended if:
- Not recommended if:
Integrations are important to you
If you run an ecommerce store, blog, nonprofit, small business, or restaurant, and need your newsletter tool to integrate with other software, Mailchimp is a good option. It offers hundreds of integrations to both popular and niche applications (such as Zapier, Shopify, WordPress, and OpenTable).
You need an all-in-one solution for inbound campaigns and a CRM
MailChimp have always emphasized the importance of running opt-in based lead capture campaigns. They make it easy to do so with features such as forms, landing pages and automated drip campaigns. With the introduction of their in-built CRM, you can now set up customer profiles and assign customers a lifetime value (Standard plan and upwards).
You offer online or in-person services
Mailchimp’s new appointment booking feature means that you can add a service listing page with your availability to your website. You can even take online payments.
You want native commerce features in your email marketing tool
There’s an advantage to having everything you need in one tool. Those who want to manage their email marketing and sell products online all under one roof will be interested to hear that this is possible with Mailchimp.
In previous years, we’ve been quite skeptical of Mailchimp’s email deliverability, especially considering they are one of the most popular email providers out there. However, we’ve seen a huge improvement in the last few rounds, particularly in our latest test, coming second place with 95.5%. They were also one of the providers with the lowest percentages of emails going to spam. Let’s hope they keep up these scores in the future.
MailChimp is a perfectly good tool for most English-speaking users, with its ease of use and range of features, as well as their free and pay-as-you-go plans.
Keep in mind, though, that their subscription plans are relatively expensive compared to similar newsletter tools. We recommend you check out this Mailchimp alternatives post before you make your final decision.
There are a bucket load of integrations available for MailChimp, which could be due to the number of active users they have. You’ll find integrations for pretty much every industry and niche, including with software used in service industries like real estate and law. That, combined with relatively powerful tools (available on the higher tier plans) really do add up to a great tool for most email marketing strategies.
Mailchimp has recently introduced its own Content Optimizer powered by ChatGPT. Their new AI Marketing tool provides users with design, copy, and layout suggestions to help them optimize their campaigns.
Perhaps if you’re a business with specific needs, like multilingual software, or use of your own tracking domain, then you may need to look further afield for the correct newsletter tool. But there really is a lot to like from MailChimp.
Mailchimp complies with GDPR regulations by storing user data on U.S. servers, in accordance with the permissions granted under the “EU-U.S. Data Privacy Framework.”
It is worth considering, however, that the possibility exists for this framework to be repealed at some point in the future, just as its predecessors were.
Since they changed the plans and pricing, you are only allowed 500 subscribers, therefore the free plan is not the best value for money. Another catch is that they don’t let you use all the features (reporting and testing is limited, for example) and there will be a small MailChimp advert in your newsletters. Once you exceed the 500 subscriber limit it gets rather pricey.
Generally, you can add affiliate links in your newsletters, however, they have a list of certain domains that are banned. If your affiliate link is contained in this list, they won’t let you send the email.
Mailchimp is an all-in-one marketing platform used by individuals and companies of all sizes. You can manage everything from your email newsletters and automations to ecommerce.
Yes, you can use Mailchimp with WordPress. All you need to do is sign up and add the plugin on WordPress.
Yes, Mailchimp is a legit email marketing service. It helps small businesses safely store their customer data and offers a secure way to manage contacts.
Our bi-annual tests show that Mailchimp’s deliverability has room for improvement. MailerLite is a much better option.
Mailchimp is an email marketing tool. Though you can store contacts and contact them via email marketing, it is not what we’d call a CRM. Discover what a CRM is and what CRM software is best for small businesses here.
ActiveCampaign: while they don’t feature a free plan, they have very affordable paid plans that are a little bit cheaper than similar MailChimp plans. Feature-wise they are the best email automation software and easily beat MailChimp.
MailerLite: we chose MailerLite as a MailChimp alternative because they have a very generous free plan that lets you use all their features (unlike MailChimp). Their feature set is pretty similar with a few extra gimmicks like the landing page creator.
Brevo is one of the cheapest all-in-one email marketing tools on the market. It’s available in 6 languages and comes with advanced automation options and a built-in CRM. Check out our Mailchimp vs Brevo comparison.
We keep our content up to date
04 Dec 2023 - Automations no longer available on free plan
25 Aug 2023 - Information about GDPR compliance added
18 July 2023 - Deliverability section added
29 May 2023 - AI feature added
16 Mar 2023 - Plans and pricing changed
28 Feb 2022 - Plans and pricing changed
20 Sept 2022 - Plans and pricing changed
12 Apr 2022 - New video added
17 March 2022 - Note added about legitimacy
20 Jan 2022 - Removed email scheduling from free plan
22 Sept 2021 - Intuit buys MailChimp
20 May 2021 - General update. New features added
06 Apr 2021 - Prices updates (small increase across plans)
01 Sep 2020 - Deliverability rating updated
07 Jan 2019 - Deliverability rating updated
12 Jun 2018 – Added details about the landing page editor
20 Mar 2018 – Deliverability rating added
02 Jan 2018 – New landing page creator
29 Sep 2017 – Alternatives and FAQ added.
14 Mar 2017 – Video Review Added
23 Feb 2016 – Initial Tests
This review has been written and researched following our EmailToolTester methodology.Our Methodology