MailChimp Review: An email marketing automation platform

We are well into 2025, and it is impossible to survive in today's market without taking advantage of every tool the internet offers us. For this reason, having a email marketing platform is not only recommended but essential for any company that wants to maintain effective, personalized, and scalable communication with its audiences and customers.

In a digital ecosystem where personalization and efficiency make the difference, a solid email marketing solution becomes an indispensable ally for sustainable business growth. Thanks to them, it is possible to connect directly, effectively, and personally with your customers. But... what is the best one for your business?

To help you make a decision about which email marketing tool to choose for your company, we offer you below a MailChimp analysis, one of the best tools for companies seeking a powerful and simple platform.

Why does your company need email marketing software?

Email marketing remains one of the channels with the highest return on investment (known as ROI), thanks to its ability to reach the end user directly with relevant and segmented messages. This makes it a strategic tool both for customer acquisition and for customer loyalty and strengthening the relationship with them.

Additionally, specialized platforms like MailChimp allow you to automate key processes, conduct A/B testing, analyze real-time metrics, and design visually attractive campaigns without the need for advanced technical knowledge, which democratizes this type of action like few others.

This not only optimizes internal resources but also provides companies with valuable data about their users' behavior, facilitating decision-making based on information. And information is power.

MailChimp: What it is and what it is for

Let's start by clarifying what MailChimp is, as it is the main focus of today's in-depth article. MailChimp is a marketing automation platform, specialized in email campaigns, which has established itself as one of the most popular and accessible tools in the digital market.

Founded in 2001 by Ben Chestnut and Dan Kurzius, the platform was born as a more affordable and flexible alternative to the expensive marketing solutions that dominated the sector at that time.

Over the years, MailChimp has evolved from being a simple bulk email sending tool to becoming a complete digital marketing ecosystem that covers everything from email marketing to audience management, automation, data analysis, and even website and landing page creation.

Its main goal is to allow businesses (especially SMEs and entrepreneurs) to manage their digital communications professionally without needing large investments in technology or technical staff.

With MailChimp, users can design attractive campaigns through its visual editor, segment audiences, automate emails based on user behavior (such as abandoned carts or welcoming new subscribers), and analyze the performance of their actions with detailed metrics.

This versatility makes MailChimp an ideal solution both for those starting out in digital marketing and for established companies looking to optimize their relationships with current and potential customers.

Main Features of MailChimp

Before choosing an email marketing automation platform for your business, it is important to know its main functionalities. These are the features of MailChimp that we like the most:

• Intuitive campaign editor: Allows you to design professional emails through a drag-and-drop system, without the need for programming knowledge.
• Marketing automation: Set up automatic flows to send personalized messages based on user behavior (welcome, birthdays, abandoned carts, etc.).
• Advanced audience segmentation: Create groups and tags to personalize sends according to interests, recipients, purchase behavior, geographic location, and more. This feature is especially important in e-commerce.
• Real-time analysis and reports: Access detailed metrics such as open rates, clicks, bounces, and conversions to evaluate the performance of each campaign.
• A/B testing: Run A/B tests to compare subject lines, content, and sending times, thus optimizing campaign effectiveness.
• Integrations with other platforms: Easily connects with tools like Shopify, WordPress, Salesforce, Zapier, and social networks, expanding its operational possibilities.
• CRM and audience management: Includes contact management and lightweight CRM functionalities, allowing information centralization and improved personalization.
• Landing page and form design: Create landing pages, subscription forms, and pop-ups to capture leads directly from the tool.
• Compliance with regulations: Offers tools to ensure compliance with regulations such as GDPR and CAN-SPAM, protecting the sender’s reputation.

These features provide a solution in email marketing automation, with a high success rate and satisfaction among clients, exactly what almost all businesses are looking for today.

Pros and Cons of Using MailChimp

Despite being a leading marketing solution in its sector, it is possible that MailChimp may not fit your needs.

To find out if this is the software you are looking for, we have created a list of pros and cons of this solution:

Advantages of MailChimp:

• Intuitive and easy-to-use interface, ideal for both beginners and more advanced users.
• Wide variety of templates and customization options to create visually appealing campaigns.
• Free plan with solid features, ideal for small businesses or projects in the initial phase.
• Efficient automations that save time and enhance communication personalization.
• Powerful segmentation and analysis system, enabling data-driven decisions.
• High integration capacity with e-commerce platforms, CRM, and social networks.
• Frequent updates and continuous improvement, ensuring the tool stays up to date with market trends.

Disadvantages of Using MailChimp:

• Limited scalability in the free plan, which may fall short as the database or sending frequency grows.
• Somewhat complex pricing structure, especially when exceeding subscriber limits or functionalities.
• Limited technical support for free accounts, which can be an obstacle at critical times.
• Less customization in complex automations compared to more specialized tools.
• Some advanced features are restricted to higher plans, which can increase long-term costs.

Audience: Who is MailChimp for?

Now that we know MailChimp inside out, it's time to ask ourselves if it is the marketing solution your SME needs to reach all your customers via email. To clear your doubts, we have made a list of the types of users who can benefit from this platform. They are the following:

• Small and medium-sized enterprises (SMEs) that need an accessible and effective solution to manage their digital marketing without large investments.
• Entrepreneurs and freelancers who seek to automate communication with their customers and build a solid database from scratch.
• Online stores and e-commerce businesses, who can take advantage of cart automation, product recommendations, and behavior-based segmentation.
• Startups in growth phase, interested in scaling their campaigns without technical complications or specialized teams.
• B2B companies with long sales cycles, who require maintaining a constant relationship with their customers.
• Non-profit organizations, that need to keep their donors and volunteers informed through periodic campaigns.
• Freelance marketing professionals or agencies, who manage email campaigns for multiple clients from a single platform.
• Local businesses (restaurants, gyms, physical stores) who want to build customer loyalty, send promotions, or manage subscriber lists offering discounts to their most loyal users.

Why users switch to MailChimp

Many users migrate to MailChimp in search of a more intuitive and centralized solution to manage their digital marketing campaigns, something everyone talks about but which is not so easy to carry out for many companies.

One of the main reasons for the switch is the ease of use of the platform: its graphical interface, its drag and drop editor, and the accessible learning curve allow small teams or those without technical profiles to execute effective campaigns in a short time.

Furthermore, the possibility to integrate MailChimp with other popular platforms (such as Shopify, WordPress, or CRMs like HubSpot) makes it an attractive option for businesses seeking operational agility and automation without complexity.

Another key factor is its free plan, one of the most generous in the market, which allows small businesses or emerging projects to start building and nurturing their database at no initial cost.

Likewise, the reputation of MailChimp as a reliable tool, backed by years of industry experience and an ever-evolving ecosystem of functions, leads many users to consider it an upgrade over more basic, unstable solutions or those with fewer automation options.

Why Some Users Abandon MailChimp

Despite its many virtues, some users end up abandoning MailChimp mainly due to reasons related to scalability, pricing, and flexibility.

As a company grows, needs become more complex, and at that point certain technical limitations of MailChimp (especially in advanced customization of automated flows or in hyper-specific segmentation) can become an obstacle.

Additionally, the pricing model, which increases significantly with the number of contacts and features, may prove less competitive compared to alternatives that offer greater customization or automation for a similar or lower cost.

There are also users who seek a deeper integration with their CRMs or sales platforms, something MailChimp partially offers, but which does not always fit more complex B2B environments or business models with long, multichannel sales processes.

In those cases, tools like ActiveCampaign, Brevo (formerly Sendinblue) or even more robust solutions like HubSpot or Klaviyo can offer greater control and dynamic segmentation, which motivates some teams to make the switch when their marketing strategy requires a higher level of sophistication.

MailChimp Pricing and Discounts (2025)

MailChimp offers four main plans that cater to different business needs. Prices vary according to the number of contacts and included features.

Below are the estimated prices in euros for each plan, based on official information and specialized sources:

Free Plan

• Price: €0/month
• Contacts: Up to 500
• Monthly sends: Up to 1,000 emails (maximum 500 daily)
• Features:
• 1 user
• 1 audience
• Basic automations
• Email support for the first 30 days

Essentials Plan

• Starting price: €11.67/month for 500 contacts
• Contacts: Up to 50,000
• Monthly sends: 10 times the number of contacts
• Features:
• Up to 3 users
• 3 audiences
• Single-step automations
• A/B testing
• Email and chat support 24/7

Standard Plan

• Starting price: €17.95/month for 500 contacts
• Contacts: Up to 100,000
• Monthly sends: 12 times the number of contacts
• Features:
• Up to 5 users
• 5 audiences
• Advanced automations
• Advanced segmentation
• Dynamic content
• Email and chat support 24/7

Premium Plan

• Starting price: €314.21/month for 10,000 contacts
• Contacts: More than 100,000 (custom plans available)
• Monthly sends: 15 times the number of contacts
• Features:
• Unlimited users
• Unlimited audiences
• Advanced and customized automations
• Priority support via phone, chat, and email
• Personalized onboarding with dedicated sessions

Available Discounts

• Nonprofit organizations: MailChimp offers a 15% discount to nonprofit and charitable organizations. To request it, it is necessary to register with a free account and contact the billing team providing the username and a link to the organization's website.
• Annual plans: MailChimp offers discounts when subscribing to annual plans, which can result in significant savings compared to monthly payments.

MailChimp Implementation

The implementation of MailChimp in a company is usually a simple and agile process, especially compared to other more complex marketing automation platforms.

It is designed so that even users without technical experience can set it up, start importing contacts, and launch their first campaigns in a matter of hours. The interface guides you step by step through initial tasks such as creating lists, designing emails, and connecting with other platforms.

For companies already using other systems (such as CRMs, e-commerce, or lead capture tools), MailChimp offers preconfigured integrations with more than 300 platforms, which considerably reduces adoption time and avoids custom development. In most cases, it’s enough to connect the accounts and assign some basic permissions to automatically synchronize contacts and data.

The level of difficulty may increase slightly in larger organizations requiring multiple users, role-based permissions, complex automations, or advanced segmentation rules. However, even in those cases, MailChimp provides resources and support to facilitate adoption, and many teams find that a technical department is not necessary to get it up and running.

Ultimately, MailChimp stands out for its low barrier to entry, making it an ideal option for companies wanting to start working with email marketing quickly and without a costly or prolonged implementation curve.

MailChimp Training Resources

MailChimp offers its users a variety of training resources designed to facilitate learning and adoption of the tool, both for beginners and digital marketing professionals:

• MailChimp Academy: A training platform with free courses on campaigns, automation, segmentation, email design, among other key topics. Includes certifications.
• Help Center: A very comprehensive knowledge base with step-by-step articles, guides, and accessible technical documentation.
• Webinars and video tutorials: Regularly updated audiovisual content, ideal for learning in a visual and practical way.
• Official blog and marketing resources: Articles and case studies that help understand email marketing strategies and how to apply them using MailChimp.

Additionally, the user community is very active and there are forums, social media groups, and external content on YouTube or educational platforms where tips, examples, and use cases can be found. These resources make it easy for any business or professional to learn to use MailChimp independently and with minimal assistance.

Usability and interface

One of MailChimp's main strengths is its simple and well-designed interface, created to offer a smooth user experience for both beginners and more technical profiles.

The main dashboard is clean, organized, and allows easy access to the most important functions: campaign creation, audience management, automation, and analytics.

The email editor, based on blocks, is especially intuitive. It works through "drag and drop," allowing the construction of professional designs without needing to touch a single line of code. Additionally, it includes customizable elements and fields, always adapted to mobile devices, saving time and ensuring consistent visual results.

Another notable point is the logical navigation of its menus. Each section is well labeled, with quick access to common actions and contextual recommendations that guide the user without being intrusive. This reduces the learning curve and allows new users to quickly become familiar with the tool.

Overall, MailChimp offers a carefully crafted user experience that combines simplicity with functional power. This makes it an ideal platform for marketing teams seeking agility without sacrificing professional tools.

Is MailChimp a secure tool?

Yes, the quick answer is that it is a secure tool. MailChimp is a tool that meets high security standards, making it a reliable option for sending communications and managing your customers' databases. You don't need to worry about using it, as you won't experience any security breaches or anything like that (still, use a strong password and change it every few weeks).

The platform has multiple certifications and cybersecurity practices aligned with current protection measures, which guarantees the security of the personal and corporate data it stores and processes.

MailChimp holds certifications such as SOC II Type 2, which certifies that its data management processes comply with strict security, availability, and confidentiality criteria.

Additionally, it complies with the General Data Protection Regulation (GDPR) of the European Union, which is fundamental for any company operating in the European market. It also adheres to the CAN-SPAM Act and the California Consumer Privacy Act (CCPA).

Regarding technical protection, the platform uses data encryption both in transit and at rest, firewalls, two-factor authentication (2FA) and constant system monitoring. It offers access controls for multiple users within the same account, allowing roles to be set and permissions limited according to operational needs.

In summary, MailChimp takes data security very seriously and has a robust infrastructure to ensure integrity, privacy, and regulatory compliance at all times.

Customer Support: How to Contact MailChimp?

MailChimp offers various support channels to assist its users based on the plan they have subscribed to, ensuring scalable and appropriate support according to the needs of all customers. The platform combines a very comprehensive knowledge base with direct support channels, facilitating both self-help (as seen in the previous section) and contact with human agents.

All users, including those on the free plan, have access to the Help Center with detailed articles, step-by-step guides, tutorials, and frequently asked questions. Additionally, new Free plan users have email support during the first 30 days to resolve basic setup and startup questions.

Essentials plans and higher include 24/7 email and live chat support, which is ideal for solving problems in real-time. On the other hand, Premium plan users have access to priority phone support, as well as onboarding sessions and personalized assistance with the MailChimp team.

Contact with the support team is made directly from the user panel in the “Help” section, where you can choose to start a chat, send a request by email, or search for relevant articles according to the query. This structure allows users to find help quickly and effectively, regardless of their technical level.

Competition: Alternatives to MailChimp

Although MailChimp is one of the most well-known email marketing platforms on the market, there are other solutions with different approaches, features, and levels of customization that may better suit certain business needs. Below are some alternatives that we also recommend:

ActiveCampaign

ActiveCampaign is a platform focused on advanced automation and integrated CRM. Very powerful for businesses with complex sales cycles.

Pros:

• Highly customizable automations
• Native integration with CRM and lead tracking
• Brevo (formerly Sendinblue): European solution focused on simplicity and regulatory compliance (GDPR). Combines email marketing, SMS, and CRM.

Klaviyo

Continuing our list of alternatives to MailChimp with Klaviyo. This solution is especially popular among online stores (native integration with Shopify and WooCommerce).

Pros:

• Segmentation based on purchase behavior
• Excellent performance in automated e-commerce campaigns

MailerLite

Businesses with a tight budget will find an ally in MailerLite for their email campaigns. This is a simple and affordable tool, ideal for small businesses and freelancers.

Pros:

• Low learning curve and very easy-to-use visual editor
• Very competitive pricing, even for advanced features

GetResponse

If MailChimp falls short for you, we recommend taking a look at GetResponse. This benchmark in email marketing automation offers an all-in-one platform with webinar features, landing pages, and complex automation.

Pros:

• Comprehensive solution beyond email marketing
• Good tool for lead generation and sales funnels

HubSpot Marketing Hub

We conclude our list with HubSpot Marketing Hub. More than an email marketing tool, it is a complete inbound marketing suite.

Pros:

• Full integration with CRM, sales, and customer service
• Powerful analytics with good tools

Do we recommend MailChimp?

Yes, we recommend MailChimp without a doubt. Mailchimp is a solid email marketing platform that receives an average rating of 4.5 out of 5 stars according to what we have seen after gathering information from its customers across the web.

• Who should avoid it?: Companies that do not have a large budget to spend each year on marketing solutions.
• Our favorite aspect: Its intuitive interface, ease of use, many features, and reliability when sending emails (over 90% delivery rate).
• Main drawback: Its high price compared to some of its competitors.
• The best alternative: If MailChimp doesn’t convince you, we recommend the alternative Brevo (formerly Sendinblue), as it is also very good in options, features, and price.