Mailchimp is a long-running email marketing platform that has expanded into SMS, landing pages, and light CRM features, aimed at small and mid-size businesses running newsletters and automated sequences.
It handles general-purpose email marketing and automation: welcome series, abandoned cart, re-engagement, with a large template library and an integration marketplace of 300+ apps. It is the default, broad choice rather than a specialist tool the way Klaviyo is for ecommerce behavioral triggers.
Small businesses and solo marketers who want one well-documented, widely-known tool for newsletters and basic automation. Ecommerce brands wanting deep purchase-based triggers are usually better served by Klaviyo.
The free plan was cut again in February 2026, now capped at 250 contacts and 500 sends a month (250/day): tight enough that it works to learn the interface but not to run an active list.
All-in-one email marketing and automation platform.
