Compare email marketing software
Four platforms that cover the realistic shortlist for most businesses, scored on automation depth, deliverability infrastructure, e-commerce fit and honest cost at scale.
| Product | Score | Best for | From | |
|---|---|---|---|---|
| Mailchimp | 8.2/10 | Small businesses that want the easiest credible start | Free; Essentials from ~$13/mo | Read review |
| Klaviyo | 8.8/10 | E-commerce brands that want email and SMS as revenue channels | Free to 250 contacts; from ~$20/mo | Read review |
| ActiveCampaign | 8.6/10 | Businesses that want deep automation with a CRM attached | From ~$29/mo | Read review |
| Brevo | 8.1/10 | Cost-conscious senders who want email, SMS and transactional in one place | Free (300 emails/day); Starter from ~$25/mo | Read review |
One category, two different jobs
Half this category sends newsletters and campaigns; the other half runs automated revenue machinery — abandoned carts, win-backs, post-purchase flows. Mailchimp and Brevo lean toward the first job, Klaviyo and ActiveCampaign toward the second. Knowing which job you have is worth more than any feature list.
The e-commerce divide
Klaviyo was built around Shopify and its peers; it treats your store data as the product. Mailchimp integrates broadly but shallower. ActiveCampaign splits the difference with a CRM attached. If you sell online, this divide decides your shortlist almost by itself.
Pricing modeling matters more here than anywhere
Contact-based pricing means your bill grows with success, and the slope varies enormously between vendors. We model costs at 2,500, 10,000 and 50,000 contacts in every review — the advertised entry price tells you almost nothing.
Head-to-head comparisons
Mailchimp vs Klaviyo
E-commerce → Klaviyo. General small business → Mailchimp.
Mailchimp vs ActiveCampaign
Mailchimp for simplicity now; ActiveCampaign for sophistication you will not outgrow.
Klaviyo vs ActiveCampaign
Commerce vs CRM — pick the platform built around your revenue motion.
Brevo vs Mailchimp
Same job, different meter: pay per email (Brevo) or per contact (Mailchimp). Your list shape decides.