SAME CATEGORY. YOUR PRIORITIES.
Brevo vs Mailchimp
Compare evidence, costs and trade-offs. Adjust the criteria to reflect your own workflow.
MAKE THE SCORE YOURS
What matters most?
Core capabilities carry 32 points; workflow depth carries 68. AI contributes the category-specific weight shown below within those totals. Change group priorities and see every contribution update.
How the score is calculated →Documented fit across available plans · unknowns shown as ranges · no customer ratings
| Features & decision context |  Brevo59–100/100 documented fit Core capabilities29.6–32 / 32 pts9/10 checks with established status Workflow depth29.6–68 / 68 pts6/18 checks with established status |  Mailchimp69–100/100 documented fit Core capabilities32 / 32 pts10/10 checks with established status Workflow depth37.1–68 / 68 pts9/18 checks with established status |
|---|---|---|
| How AI changes fitSame priorities, with and without AI | 59–100 with AI55–100 without AIFeature-fit points; not measured ROI | 69–100 with AI67–100 without AIFeature-fit points; not measured ROI |
| Supplier website | Visit Brevo | Visit Mailchimp |
| Good fit for | Teams that want to combine email with transactional or messaging workflows and compare send-volume tiers carefully. | Small and growing teams that want email creation, connected store data and familiar integrations in one workspace. |
| Look more closely when | You expect WhatsApp or advanced sales/AI features on the least expensive email plan. | You need SMS included in the email subscription or advanced AI on the entry plan. |
| Pricing snapshotDifferent billing units are not directly comparable | $9.00per month Starter starts at $9/month for 5,000 email sends with up to 500 stored contacts at that tier. Pricing source | $13.00per month Essentials starts at $13/month for 500 contacts and a send allowance of 10 times the contact tier. Temporary introductory discounts are excluded. Pricing source |
| Campaign creation 20% base weight | ||
| Core capabilityEmail editor and templatesBuild an email using a visual editor or reusable templates. | Supported4 / 4 pts Documented; channel credits and plan limits vary. Official documentation · Oct 15, 2026Source | Supported4 / 4 pts Available; advanced content/targeting/reporting require eligible plans. Official documentation · Oct 15, 2026Source |
| Core capabilityPersonalized email contentInsert contact or customer data into email content. | Supported4 / 4 pts Documented; channel credits and plan limits vary. Official documentation · Oct 15, 2026Source | Supported4 / 4 pts Available; advanced content/targeting/reporting require eligible plans. Official documentation · Oct 15, 2026Source |
Depth checkPreview real recipient contentPreview or test personalized content with a selected recipient before release.Ask for a demonstrationShow a test contact with missing and populated fields and inspect the resulting email. A scenario to run with the supplier; not a completed product test. | Not verified0–5.6 / 5.6 pts This specific workflow has not been established by the reviewed evidence. Not verified · Oct 15, 2026Source | Supported5.6 / 5.6 pts Contact preview resolves merge fields before sending. Official documentation · Oct 15, 2026Source |
Depth checkControlled email experimentsSplit a campaign audience between content or subject variants and inspect each result.Ask for a demonstrationCreate a two-variant test and show how recipients and the winning result are determined. A scenario to run with the supplier; not a completed product test. | Supported6.4 / 6.4 pts Standard includes A/B email testing. Official documentation · Oct 15, 2026Source | Supported6.4 / 6.4 pts Tests compare audience splits and separate variant results. Official documentation · Oct 15, 2026Source |
| Audience segmentation 20% base weight | ||
| Core capabilityBehavior and attribute filtersSelect contacts using engagement, profile or purchase conditions. | Supported4 / 4 pts Contact scoring and segmentation; eligible plan required. Official documentation · Oct 15, 2026Source | Supported4 / 4 pts Available; advanced content/targeting/reporting require eligible plans. Official documentation · Oct 15, 2026Source |
| Core capabilityAutomatically updated audiencesKeep saved audiences current as contact behavior or attributes change. | Supported4 / 4 pts Segments automatically add and remove matching contacts. Official documentation · Oct 15, 2026Source | Supported4 / 4 pts Advanced segments refresh automatically when used; Standard or higher. Official documentation · Oct 15, 2026Source |
Depth checkTime-bounded behavioral exclusionsMaintain an audience combining a recent engagement window with a purchase exclusion.Ask for a demonstrationBuild clicked-in-30-days AND not-purchased, then show how membership changes after purchase. A scenario to run with the supplier; not a completed product test. | Not verified0–5.6 / 5.6 pts This specific workflow has not been established by the reviewed evidence. Not verified · Oct 15, 2026Source | Supported5.6 / 5.6 pts Advanced segments combine nested engagement and purchase conditions. Official documentation · Oct 15, 2026Source |
Depth checkCross-campaign contact pressurePrevent overlapping email campaigns or journeys from repeatedly contacting the same person within a configured window.Ask for a demonstrationSchedule two eligible messages close together and show the rule that suppresses or delays the second. A scenario to run with the supplier; not a completed product test. | Supported6.4 / 6.4 pts Sending-cadence controls expose contact-specific skip reasons in logs. Official documentation · Oct 15, 2026Source | Not verified0–6.4 / 6.4 pts This specific workflow has not been established by the reviewed evidence. Not verified · Oct 15, 2026Source |
| Triggered email journeys 16% base weight | ||
| Core capabilityEvent-triggered emailStart a welcome or follow-up email from a contact event. | Supported3.2 / 3.2 pts Documented; channel credits and plan limits vary. Official documentation · Oct 15, 2026Source | Supported3.2 / 3.2 pts Automation flows; lower tiers restrict steps. Official documentation · Oct 15, 2026Source |
| Core capabilityDelays and conditional journey pathsWait between steps and choose a path using a condition. | Supported3.2 / 3.2 pts Automation rules include behavioral splits, delays and ecommerce triggers. Official documentation · Oct 15, 2026Source | Supported3.2 / 3.2 pts Automation flows; lower tiers restrict steps. Official documentation · Oct 15, 2026Source |
Depth checkRecheck conversion before follow-upRecheck purchase or conversion eligibility after a delay so converted customers avoid an irrelevant follow-up.Ask for a demonstrationLet a test contact purchase during a delay and show which next message is skipped. A scenario to run with the supplier; not a completed product test. | Supported4.8 / 4.8 pts Audience settings support re-entry and purchase-triggered exits. Official documentation · Oct 15, 2026Source | Supported4.8 / 4.8 pts Store-connected flows support conversion exits and repeat-entry settings. Official documentation · Oct 15, 2026Source |
Depth checkInspect individual journey progressInspect a contact’s current or completed steps and the reason for a skipped or waiting email.Ask for a demonstrationOpen one test participant and explain the wait, branch, or skip shown in its history. A scenario to run with the supplier; not a completed product test. | Supported4.8 / 4.8 pts Sending-cadence controls expose contact-specific skip reasons in logs. Official documentation · Oct 15, 2026Source | Not verified0–4.8 / 4.8 pts This specific workflow has not been established by the reviewed evidence. Not verified · Oct 15, 2026Source |
| Reporting and connected data 12% base weight | ||
| Core capabilityCampaign engagement reportingInspect delivery and recipient engagement in campaign reports. | Supported2.4 / 2.4 pts Documented; channel credits and plan limits vary. Official documentation · Oct 15, 2026Source | Supported2.4 / 2.4 pts Available; advanced content/targeting/reporting require eligible plans. Official documentation · Oct 15, 2026Source |
| Core capabilityReporting export or data APIRetrieve campaign or contact results outside the reporting screen. | Not verified0–2.4 / 2.4 pts Not established in reviewed evidence; request this specific demonstration. Not verified · Oct 15, 2026Source | Supported2.4 / 2.4 pts Marketing API exposes campaign product purchases and revenue. Official documentation · Oct 15, 2026Source |
Depth checkPortable recipient-level resultsExport or query delivery and engagement records linked to identifiable contacts for external analysis.Ask for a demonstrationRetrieve campaign results for individual contacts and show the contact identifiers in the export or API. A scenario to run with the supplier; not a completed product test. | Not verified0–3.2 / 3.2 pts This specific workflow has not been established by the reviewed evidence. Not verified · Oct 15, 2026Source | Not verified0–3.2 / 3.2 pts This specific workflow has not been established by the reviewed evidence. Not verified · Oct 15, 2026Source |
Depth checkExplainable conversion attributionInspect and adjust the attribution window or engagement rule used to assign conversions to email.Ask for a demonstrationChange a conversion lookback or qualifying interaction and explain what reported revenue includes. A scenario to run with the supplier; not a completed product test. | Not verified0–4 / 4 pts This specific workflow has not been established by the reviewed evidence. Not verified · Oct 15, 2026Source | Not verified0–4 / 4 pts This specific workflow has not been established by the reviewed evidence. Not verified · Oct 15, 2026Source |
| AI assistance and optimization 14.5% base weight | ||
| Core capabilityAI email creationGenerate or revise email content or design with AI. | Supported2.4 / 2.4 pts Aura assists campaign content creation. Official documentation · Oct 15, 2026Source | Supported2.4 / 2.4 pts AI content tools; eligible plan required. Official documentation · Oct 15, 2026Source |
| Core capabilityAI analysis or send optimizationUse campaign data for AI insights, recommendations or send timing. | Supported2.4 / 2.4 pts Send-time optimization and product recommendations by tier. Official documentation · Oct 15, 2026Source | Supported2.4 / 2.4 pts Send optimization and campaign/store insights. Official documentation · Oct 15, 2026Source |
Depth checkAI analysis grounded in account dataAsk AI to analyze actual campaign or audience data rather than generate an ungrounded general suggestion.Ask for a demonstrationAsk about a named campaign’s weak segment and inspect the underlying figures used. A scenario to run with the supplier; not a completed product test. | Supported3.2 / 3.2 pts Aura accesses campaign details and customer engagement for segmentation and recommendations. Official documentation · Oct 15, 2026Source | Supported3.2 / 3.2 pts Analytics AI analyzes connected store and campaign performance. Official documentation · Oct 15, 2026Source |
Depth checkReview before AI publicationKeep AI-generated or AI-edited campaign changes subject to an explicit review or confirmation before publishing or sending.Ask for a demonstrationAsk the AI to change and send an email, and show the confirmation or draft boundary before release. A scenario to run with the supplier; not a completed product test. | Supported4 / 4 pts Aura suggestions require the user’s action; campaign text cannot change independently. Official documentation · Oct 15, 2026Source | Supported4 / 4 pts Write with AI inserts reviewed suggestions into an editable draft. Official documentation · Oct 15, 2026Source |
Depth checkRead campaign reports through an MCP AI connectorDemonstrate "Read campaign reports through an MCP AI connector" with test data. Show the result, an exception case, and the required plan.Ask for a demonstrationDemonstrate "Read campaign reports through an MCP AI connector" with test data. Show the result, an exception case, and the required plan. A scenario to run with the supplier; not a completed product test. | Not verified0–2.5 / 2.5 pts This specific check has not been verified. Missing evidence does not mean the capability is absent. Ask for a demonstration in the proposed plan. Not verified · Oct 21, 2026Source | Not verified0–2.5 / 2.5 pts This specific check has not been verified. Missing evidence does not mean the capability is absent. Ask for a demonstration in the proposed plan. Not verified · Oct 21, 2026Source |
| Operational detail 17.5% base weight | ||
Depth checkRender previews in multiple email clientsDemonstrate "Render previews in multiple email clients" with test data. Show the result, an exception case, and the required plan.Ask for a demonstrationDemonstrate "Render previews in multiple email clients" with test data. Show the result, an exception case, and the required plan. A scenario to run with the supplier; not a completed product test. | Not verified0–2.5 / 2.5 pts This specific check has not been verified. Missing evidence does not mean the capability is absent. Ask for a demonstration in the proposed plan. Not verified · Oct 21, 2026Source | Supported2.5 / 2.5 pts Litmus-powered Inbox Preview renders selected email clients and devices. Paid monthly Marketing plan; 25 preview tokens per billing cycle; each generated or updated client preview consumes a token. Official documentation · Oct 21, 2026Source |
Depth checkCheck broken links before sendingInsert one valid link and one broken link in a draft. Run the checker and show which link types it cannot check.Ask for a demonstrationInsert one valid link and one broken link in a draft. Run the checker and show which link types it cannot check. A scenario to run with the supplier; not a completed product test. | Not verified0–2.5 / 2.5 pts This specific check has not been verified. Missing evidence does not mean the capability is absent. Ask for a demonstration in the proposed plan. Not verified · Oct 21, 2026Source | Supported2.5 / 2.5 pts Link Checker tests campaign links but excludes merge-tag links, anchors and mailto addresses. Confirm builder and local plan entitlement; excluded link types still require manual checks. Official documentation · Oct 21, 2026Source |
Depth checkRun a pre-send spam-content checkDemonstrate "Run a pre-send spam-content check" with test data. Show the result, an exception case, and the required plan.Ask for a demonstrationDemonstrate "Run a pre-send spam-content check" with test data. Show the result, an exception case, and the required plan. A scenario to run with the supplier; not a completed product test. | Not verified0–2.5 / 2.5 pts This specific check has not been verified. Missing evidence does not mean the capability is absent. Ask for a demonstration in the proposed plan. Not verified · Oct 21, 2026Source | Not verified0–2.5 / 2.5 pts This specific check has not been verified. Missing evidence does not mean the capability is absent. Ask for a demonstration in the proposed plan. Not verified · Oct 21, 2026Source |
Depth checkPreview email in dark modeDemonstrate "Preview email in dark mode" with test data. Show the result, an exception case, and the required plan.Ask for a demonstrationDemonstrate "Preview email in dark mode" with test data. Show the result, an exception case, and the required plan. A scenario to run with the supplier; not a completed product test. | Not verified0–2.5 / 2.5 pts This specific check has not been verified. Missing evidence does not mean the capability is absent. Ask for a demonstration in the proposed plan. Not verified · Oct 21, 2026Source | Supported2.5 / 2.5 pts Inbox Preview includes supported Apple Mail, Outlook and mobile dark-mode clients. Paid monthly Marketing plan; 25 preview tokens per billing cycle; each generated or updated client preview consumes a token. Official documentation · Oct 21, 2026Source |
Depth checkEdit the plain-text email alternativeDemonstrate "Edit the plain-text email alternative" with test data. Show the result, an exception case, and the required plan.Ask for a demonstrationDemonstrate "Edit the plain-text email alternative" with test data. Show the result, an exception case, and the required plan. A scenario to run with the supplier; not a completed product test. | Not verified0–2.5 / 2.5 pts This specific check has not been verified. Missing evidence does not mean the capability is absent. Ask for a demonstration in the proposed plan. Not verified · Oct 21, 2026Source | Not verified0–2.5 / 2.5 pts This specific check has not been verified. Missing evidence does not mean the capability is absent. Ask for a demonstration in the proposed plan. Not verified · Oct 21, 2026Source |
Depth checkSet alternative text for email imagesDemonstrate "Set alternative text for email images" with test data. Show the result, an exception case, and the required plan.Ask for a demonstrationDemonstrate "Set alternative text for email images" with test data. Show the result, an exception case, and the required plan. A scenario to run with the supplier; not a completed product test. | Not verified0–2.5 / 2.5 pts This specific check has not been verified. Missing evidence does not mean the capability is absent. Ask for a demonstration in the proposed plan. Not verified · Oct 21, 2026Source | Not verified0–2.5 / 2.5 pts This specific check has not been verified. Missing evidence does not mean the capability is absent. Ask for a demonstration in the proposed plan. Not verified · Oct 21, 2026Source |
Depth checkAutomatically append campaign UTM parametersDemonstrate "Automatically append campaign UTM parameters" with test data. Show the result, an exception case, and the required plan.Ask for a demonstrationDemonstrate "Automatically append campaign UTM parameters" with test data. Show the result, an exception case, and the required plan. A scenario to run with the supplier; not a completed product test. | Not verified0–2.5 / 2.5 pts This specific check has not been verified. Missing evidence does not mean the capability is absent. Ask for a demonstration in the proposed plan. Not verified · Oct 21, 2026Source | Not verified0–2.5 / 2.5 pts This specific check has not been verified. Missing evidence does not mean the capability is absent. Ask for a demonstration in the proposed plan. Not verified · Oct 21, 2026Source |
| AI usage and limits | Aura assists email creation, audience work and other workflows; capabilities vary with the underlying Brevo plan and sales package.
| Content assistance and send-time recommendations are complemented by Analytics AI on Standard/Premium. Some action-oriented features are explicitly marked coming soon.
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| Additional costs to ask about |
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| Integration shortlist |
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| Research date | Oct 15, 2026 Full source record → | Oct 15, 2026 Full source record → |