What is Mailchimp? (Complete Guide + 2025 Reviews)

Mailchimp is an all-in-one marketing platform, primarily known for its powerful features ofemailing and automation. It is aimed at beginners, such as bloggers and small businesses, as well as marketing experts looking to optimize their campaigns.

Its promise is simple: to help you create, manage, and analyze your marketing campaigns to develop your audience and increase your sales. In 2025, Mailchimp is establishing itself as a reference on the market thanks to a complete, intuitive and reliable solution.

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What is Mailchimp for? (Use case)

Mailchimp is primarily about communicating effectively with your audience. It is a tool that allows you to design and send newsletters, promotional campaigns, and automated emails.

The benefits for users are numerous: time savings through automation, better customer knowledge through analysis reports, and increased engagement rates through personalization. For example, an e-commerce site can use Mailchimp to send abandoned cart emails, while an SME can use it to distribute its monthly newsletter and keep its customers informed.

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Mailchimp's key features

Mailchimp offers a wide range of functionalities to manage your marketing actions.

• Intuitive email editor: Create professional emails in a few clicks using a drag-and-drop system and customizable templates. The benefit is a considerable saving of time in creating your campaigns.
• Marketing automation : Program email sequences that are triggered based on user behavior (registration, birthday, etc.). In this way, you engage your contacts at the right time, without manual intervention.
• Audience segmentation: Precisely target your contacts based on their interests, buying behavior, or demographics. This allows you to send more relevant messages and improve your conversion rates.
• Reports and analyses: Track the performance of your campaigns with key metrics such as open rate, click rate, and revenue generated. This data helps you understand what's working and optimize your strategy.
• Landing page creator : Design landing pages to capture leads or promote a specific product, without the need for technical skills.
• CRM marketing : Manage your contacts and understand their interactions with your brand through a simple and effective integrated CRM.

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Advantages and limitations of Mailchimp

Like any tool, Mailchimp has strengths and aspects to consider before you get started.

✅ Advantages:

• Ease of use: Its interface is known for being clear, intuitive and easy to use, even for beginners.
• Full features: The tool is very versatile and covers emailing, automation, landing pages, and even social media management.
• Numerous integrations: Mailchimp easily connects to hundreds of other applications like Shopify, WooCommerce, WordPress or Salesforce, which streamlines your work processes.
• Generous free plan: The free version is ideal for getting started and testing basic features.

❌ Limits:

• Scalable rates: The cost can increase rapidly with the number of contacts, and the price list may lack transparency. It's important to note that billing now includes unsubscribed and non-registered contacts for new users.
• Limited automation in the early plans: The most advanced automation scenarios are reserved for higher plans.
• Customer support: Email or chat support is not available in the free plan.

How much does Mailchimp cost? (Prices 2025)

Mailchimp structures its prices mainly around the number of contacts and the level of functionalities. The basic rates for 500 contacts are as follows:

• Free Plan: Ideal for beginners, it includes up to 500 contacts and 1000 emails per month (with a maximum of 500 per day). It offers basic features but with the Mailchimp logo at the bottom of the page.
• Essentials plan: Starting at €13 per month, this plan allows you to send up to 5000 emails for 500 contacts, includes A/B tests, email templates, and 24/7 customer support by email and chat.
• Standard plan: Start at €20 per month for 500 contacts and 6,000 emails sent. It unlocks deeper automation features, predictive segmentation, and dynamic content.
• Premium plan: Starting at €350 per month, this plan is designed for large teams and offers advanced segmentation, multivariate testing, and priority support. The price is adjusted according to the number of contacts, which starts at 10,000 for this package.

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Mailchimp also offers discounts for nonprofits and a pay-as-you-go option (“Pay As You Go”) for users who send emails irregularly.

Our opinion on Mailchimp (Test & Recommendations)

After testing it, our opinion on Mailchimp is generally very positive. It is a remarkably balanced tool that has remained accessible while developing impressive functional depth. Its email editor is a real pleasure to use and the analysis reports provide valuable information for any marketer.

Mailchimp's main strength is its versatility: it's suitable for almost any type of user. However, its main limitation lies in its pricing structure, which can become expensive for important contact lists, especially since the change in billing policy.

We highly recommend Mailchimp to small businesses, SMEs, content creators and e-retailers who are looking for a reliable and all-in-one solution to start or professionalize their email marketing. For large businesses with very complex automation needs, it might be relevant to compare it to more specialized alternatives.

Final grade: 4.5/5

Alternatives to Mailchimp

While Mailchimp is a leader, other great tools exist on the market:

• Brevo (formerly Sendinblue): Often seen as a more affordable alternative, Brevo offers a complete marketing suite including email, SMS, chat and CRM, with powerful automations starting with the free plan.
• MailerLite: Appreciated for its simplicity and competitive prices, MailerLite is an excellent option for those who value a clean interface and great ease of use.
• HubSpot : It's a powerful alternative if you're looking for an all-in-one platform that goes beyond emailing to natively integrate a comprehensive CRM, sales tools, and customer service.

Integrations available with Mailchimp

Mailchimp's strength also lies in its ecosystem. The platform integrates with over 300 tools to centralize your data and automate your workflows.

You can connect Mailchimp to e-commerce platforms (Shopify, WooCommerce, Square), CMS (WordPress, Squarespace, Wix), CRMs (Salesforce), social networks (Facebook, LinkedIn) and much more. For custom automations, Mailchimp works great with Zapier and Make, allowing you to connect almost any application.

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How do I get started with Mailchimp? (Quick guide)

Getting started on Mailchimp is a quick and easy process.

1. Create your account: Head over to the official Mailchimp site and sign up for the free plan. You won't need a credit card.
2. Import your contacts: Create your first “audience” and import your existing contacts from a CSV file or by copy and paste.
3. Create a registration form: Use the form editor to create one and embed it on your website to start collecting new subscribers.
4. Start your first campaign: Choose a template, customize your message with the drag-and-drop editor, and schedule your first delivery.
5. Analyze the results: Once the campaign is sent, consult the “Reports” section to monitor your performance and adjust your strategy.

If you want to go further and integrate Mailchimp in an advanced way into your projects, the team at TurnK can accompany you. Contact us to discuss your needs.