Email Marketing Pricing Compared 2026: Mailchimp vs Kit vs Brevo
TL;DR
Brevo is cheapest for large contact lists (unlimited contacts from $0). Kit has the best free plan for creators (10K subscribers). Mailchimp is the most popular but expensive at scale. ActiveCampaign offers the best automation. Your optimal choice depends on whether you have many contacts (choose Brevo) or need creator-focused features (choose Kit).
The Two Pricing Models That Matter
Email marketing tools use two fundamentally different pricing models:
- Contact-based (Mailchimp, Kit, ActiveCampaign): You pay based on how many subscribers you have, regardless of how many emails you send
- Volume-based (Brevo): You pay based on how many emails you send, regardless of how many contacts you store
This distinction dramatically affects your costs as you grow.
Free Plan Comparison
| Feature | Mailchimp | Kit | Brevo | ActiveCampaign |
|---|---|---|---|---|
| Price | $0 | $0 | $0 | No free plan |
| Contacts | 500 | 10,000 | 100,000 | — |
| Emails/mo | 1,000 | Unlimited | 9,000 | — |
| Automations | Basic | 1 | Limited | — |
| Landing pages | Yes | Yes | No | — |
Winner: Brevo for sheer contact volume (100K contacts). Kit for creators (10K subscribers + unlimited emails). Mailchimp is the least generous (only 500 contacts).
Pricing at Common List Sizes
1,000 Subscribers
| Tool | Monthly Cost | Key Features |
|---|---|---|
| Kit (Creator) | $39/mo | Visual automations, sequences |
| ActiveCampaign (Starter) | $15/mo | Basic automation, site tracking |
| Mailchimp (Essentials) | $13/mo | A/B testing, basic templates |
| Brevo (Starter) | $9/mo | 5K emails/mo, unlimited contacts |
5,000 Subscribers
| Tool | Monthly Cost | Notes |
|---|---|---|
| Kit (Creator) | $89/mo | Steep jump from 1K |
| ActiveCampaign (Plus) | ~$99/mo | CRM + automation |
| Mailchimp (Standard) | $75/mo | Predictive segments |
| Brevo (Business) | $18/mo | 5K emails, unlimited contacts |
25,000 Subscribers
| Tool | Monthly Cost | Notes |
|---|---|---|
| Kit (Creator) | $199/mo | Expensive at scale |
| ActiveCampaign (Plus) | ~$175/mo | Contact-based scaling |
| Mailchimp (Standard) | $230/mo | Gets very expensive |
| Brevo (Business) | ~$69/mo | 100K emails/mo |
Key takeaway: Brevo’s volume-based pricing keeps it dramatically cheaper at scale. At 25K subscribers, Brevo costs 1/3 of the next cheapest option.
Tool-by-Tool Breakdown
Mailchimp — Most Popular, Not Cheapest
Pricing model: Contact-based
- Free: 500 contacts, 1,000 emails/mo
- Essentials: From $13/mo
- Standard: From $20/mo
- Premium: From $350/mo
Strengths: Most integrations, great templates, audience insights Weaknesses: Expensive at scale, charges for unsubscribed contacts, reduced free tier
Kit (ConvertKit) — Best for Creators
Pricing model: Subscriber-based
- Newsletter (Free): 10,000 subscribers, unlimited emails
- Creator: From $39/mo (1K subs)
- Creator Pro: From $79/mo (1K subs)
Strengths: Generous free plan, excellent automation builder, creator-focused Weaknesses: September 2025 price hike (up to 4x for some users), steep scaling, limited email design options
Brevo — Cheapest for Large Lists
Pricing model: Email volume-based (contacts free)
- Free: 100K contacts, 300 emails/day
- Starter: From $9/mo (5K emails)
- Business: From $18/mo (5K emails)
- Enterprise: Custom
Strengths: Unlimited contacts on all plans, cheapest at scale, built-in CRM and SMS Weaknesses: Free plan has Brevo branding and 300/day limit, landing pages only on Business+
ActiveCampaign — Best Automation
Pricing model: Contact-based
- No free plan (14-day trial)
- Starter: $15/mo (1K contacts)
- Plus: $49/mo (1K contacts, + CRM)
- Pro: $79/mo (1K contacts)
- Enterprise: $145/mo (1K contacts)
Strengths: Best-in-class automation builder, CRM integration, excellent deliverability Weaknesses: No free plan, steep contact-based scaling, SMS costs extra
Hidden Costs to Watch
Mailchimp
- Charges for unsubscribed and inactive contacts
- Overage charges if you exceed limits (no auto-upgrade warning)
- Remove branding costs extra on lower plans
Kit (ConvertKit)
- Automatic tier upgrades when you exceed subscriber limits
- Creator Pro features (subscriber scoring, referral system) add significant cost
- September 2025 price changes hit existing users hard
Brevo
- Removing “Sent with Brevo” branding costs $9/mo extra
- Dedicated IP: $251/year
- Automation limited to 2K contacts on free plan
- SMS marketing requires separate credit purchases
ActiveCampaign
- Prices increase steeply with contacts (10K contacts on Plus = ~$175/mo)
- SMS credits sold separately
- Some integrations (Salesforce) only on Pro+
Our Recommendations
Best Overall Value
Brevo Business ($18/mo) — Unlimited contacts, no branding, landing pages, A/B testing. Hard to beat for the price.
Best for Creators & Bloggers
Kit Newsletter (free) for starting out, then Kit Creator ($39/mo) when you need automations. Despite the price hike, the creator-focused features are unmatched.
Best for Marketing Automation
ActiveCampaign Plus ($49/mo for 1K contacts) — The automation builder is leagues ahead of competitors. Worth it if automation drives your revenue.
Best Free Starting Point
Brevo Free (100K contacts, 300 emails/day) for the most contacts. Kit Free (10K subscribers, unlimited emails) for the most sends.
FAQ
Why is Brevo so much cheaper than Mailchimp?
Different pricing models. Brevo charges per email sent (unlimited contacts), while Mailchimp charges per contact stored. If you have a large list but send infrequently, Brevo saves dramatically. If you have a small list and send daily, the difference shrinks.
Should I worry about email deliverability differences?
All four tools maintain good deliverability rates. ActiveCampaign consistently ranks highest in deliverability tests. Brevo and Kit also perform well. Mailchimp’s deliverability has been criticized in recent years as they’ve grown to include more casual users.
Is HubSpot worth considering for email marketing?
HubSpot’s free email (2,000 sends/mo) is decent for basic needs, but their Marketing Hub plans ($20-890/mo) are primarily CRM-driven. Only consider HubSpot if you want a full marketing + sales CRM platform, not just email marketing.