Mailchimp vs ActiveCampaign vs Klaviyo (2026)
A full rebuild — the prior version of this page was corrupted with leaked automation output and had nothing usable to extract. Mailchimp bills for every contact on your list, including unsubscribed ones. ActiveCampaign has the deepest marketing automation but no free plan at all. Klaviyo bills only active, reachable profiles — a structurally different (often cheaper) model for list-heavy e-commerce brands.
Find yourself first
Businesses choosing first email tool
Weighing simplicity, automation depth, and e-commerce fit.
E-commerce and Shopify stores
Needing deep behavioral segmentation and abandoned-cart flows.
Teams needing serious marketing automation
Multi-step branching logic beyond basic newsletters.
Lists with lots of unsubscribes/inactives
Where "who you're billed for" changes the real cost dramatically.
Budget-conscious small businesses
Wanting a genuine free plan, not just a trial countdown.
Brands needing SMS alongside email
Comparing how each platform bundles or bills SMS separately.
The 10-second answer
Mailchimp
Free (250 contacts, 500 sends/mo). Essentials $13/mo, Standard $20/mo, Premium $350/mo (10K contacts). Bills for all contacts including unsubscribed unless archived. Easiest to start with.
Free → $13 → $20/moActiveCampaign
No free plan, but the most powerful automation builder of the three. Starter $15/mo, Plus $49/mo, Pro $79/mo, Enterprise $145/mo (1,000 contacts, annual). Built-in marketing CRM on every plan.
$15 → $49 → $79/moKlaviyo
Free (250 active profiles). Email plans from $20/mo, Email+SMS from $35/mo. Bills only active, reachable profiles — not your whole list. Deepest Shopify/e-commerce segmentation.
Free → $20 → $35/moMatch your situation
| Your situation | Best fit | Why |
|---|---|---|
| You want the simplest, most familiar newsletter tool | Mailchimp | Easiest onboarding, broadest name recognition, genuine free tier. |
| You need serious multi-step, branching automation | ActiveCampaign | Deepest automation builder of the three, plus a built-in marketing CRM. |
| You run a Shopify or e-commerce store | Klaviyo | Purpose-built e-commerce segmentation, predictive analytics, abandoned-cart flows. |
| Your list has many unsubscribed or inactive contacts | Klaviyo | Only bills active/reachable profiles — Mailchimp bills your entire list. |
| You want a genuinely usable free plan | Mailchimp or Klaviyo | Both have real free tiers; ActiveCampaign has none, only a 14-day trial. |
| You want built-in sales CRM alongside email | ActiveCampaign | All plans include a marketing CRM; Plus+ adds enhanced sales CRM add-on. |
| You need SMS alongside email at the lowest entry cost | Klaviyo Email+SMS $35/mo | Bundled SMS credits from the entry tier; Mailchimp and AC price SMS separately. |
| You have a large list but low engagement | Klaviyo | Active-profile billing can be dramatically cheaper than Mailchimp's all-contact billing. |
What will your list actually cost?
All three scale with contact/profile count. Use the slider to set your list size, then select a plan tier for each tool to compare monthly cost.
⚠️ Mailchimp bills for ALL contacts on your list, including unsubscribed ones (unless manually archived) — the figures here assume your full list counts. Klaviyo bills only active/reachable profiles, which can be meaningfully lower than total list size. Figures beyond confirmed anchor points are reasonable estimates — verify exact current rates directly with each vendor before budgeting.
The numbers that matter
cut from 500 in January 2026 (500 sends/mo cap too)
none exists — 14-day trial only, no card required
plus 500 sends/mo, 150 SMS/MMS credits
reachable profiles, not full list — Mailchimp bills everyone
most expensive entry tier of the three at this list size
affects only legacy accounts created before May 2019
Three tools, three billing philosophies
Mailchimp — Easiest Start, Bills Your Whole List
Free → $13 → $20/moMailchimp remains the most recognized email marketing brand and the easiest to start with. The free plan was cut from 500 to 250 contacts (and 1,000 to 500 sends/month) in January 2026, making it noticeably less generous than it used to be. Essentials ($13/mo) and Standard ($20/mo) both start at 500 contacts and scale from there; Standard adds multi-step automation with branching logic.
- Most recognized brand, easiest onboarding for beginners
- Genuine free plan, though reduced in January 2026
- 15% discount for annual billing, 15% for nonprofits
- Broad template library and straightforward campaign builder
- Bills for ALL contacts including unsubscribed, unless manually archived
- Free plan cut significantly in January 2026 (500→250 contacts)
- Legacy (pre-2019) accounts hit with an additional 11-13% increase in April 2026
- Automation depth well behind ActiveCampaign; e-commerce features well behind Klaviyo
ActiveCampaign — Deepest Automation, No Free Plan
$15 → $49 → $79/moActiveCampaign's core strength is its automation builder — branching, conditional logic, and predictive sending go well beyond Mailchimp's automation depth. Every plan includes a built-in marketing CRM. The 2024 rename from Lite to Starter was a genuine change (unlike some pricing "renames" circulating for other tools), and current 2026 tiers run Starter $15/mo, Plus $49/mo, Pro $79/mo, Enterprise $145/mo, all at 1,000 contacts on annual billing.
- Deepest marketing automation of the three — branching logic, predictive sending
- Built-in marketing CRM on every plan; enhanced sales CRM available as an add-on
- Landing pages and lead scoring from Plus upward
- 20% annual billing discount
- No free plan at all — 14-day trial only
- Entry Starter tier is genuinely limited — most real use cases need Plus or Pro
- Pricing has risen 50-100% on entry tiers since 2021
- SMS billed separately (~$0.025/US message), not bundled
Klaviyo — Best for E-Commerce, Bills Only Active Profiles
Free → $20 → $35/moKlaviyo is purpose-built for e-commerce, with the deepest Shopify integration, predictive customer lifetime value, and behavioral segmentation of the three. Its key structural difference: Klaviyo bills only "active profiles" — contacts it can actually still reach — not your entire historical list. Since February 2025, this is based on total active profiles in your database, not just profiles you've recently emailed.
- Bills only active/reachable profiles — can be cheaper than Mailchimp for messy lists
- Best e-commerce features: predictive CLV, abandoned cart, behavioral segmentation
- Email+SMS plan bundles SMS credits from the entry tier ($35/mo)
- Deep native Shopify integration
- Free plan support is email-only, and only for the first 60 days
- Costs scale steeply above 10,000 profiles — a jump from ~$150 to ~$400/mo crossing 25,000
- No annual billing discount or public coupon codes
- Less suited to non-e-commerce use cases (services, B2B) than the other two
Strengths at a glance
| Criteria | Mailchimp | ActiveCampaign | Klaviyo |
|---|---|---|---|
| Free plan | 250 contacts (cut in Jan 2026) | None — 14-day trial only | 250 active profiles |
| Automation depth | Basic to moderate | Best — branching, predictive sending | Strong — e-commerce-specific flows |
| E-commerce fit | Basic integrations | Good, not e-commerce-first | Best — purpose-built |
| Billing basis | All contacts, incl. unsubscribed | Contact-tier based | Active/reachable profiles only |
| Built-in CRM | None native | Best — included every plan | Basic profile/customer data |
| SMS bundling | Separate product | Billed separately, ~$0.025/msg | Bundled from Email+SMS entry tier |
🟢 STRONG · 🟠 ACCEPTABLE WITH CAVEATS · 🔴 WEAK / WATCH OUT
Feature by feature
| Feature | Mailchimp | ActiveCampaign | Klaviyo |
|---|---|---|---|
| Free plan | ⚡ 250 contacts, 500 sends/mo | ✗ None — 14-day trial only | ⚡ 250 active profiles, 500 sends/mo |
| Entry paid price | Essentials $13/mo (500 contacts) | Starter $15/mo (1,000 contacts, annual) | Email $20/mo (251-500 active profiles) |
| Multi-step branching automation | ⚡ Standard tier ($20/mo) and up | ✓ Best — all tiers, deepest logic | ✓ Strong, e-commerce-focused flows |
| Billing basis | ✗ All contacts, incl. unsubscribed | ⚡ Total contacts in plan tier | ✓ Active/reachable profiles only |
| Built-in CRM | ✗ None native | ✓ Marketing CRM on all plans | ⚡ Customer profiles, not full CRM |
| SMS | ⚡ Separate product/pricing | ⚡ Billed separately, ~$0.025/msg | ✓ Bundled from Email+SMS ($35/mo) |
| E-commerce integrations | ⚡ Basic Shopify/WooCommerce | ⚡ Good, general-purpose | ✓ Best — deep native Shopify |
| Annual billing discount | 15% off | ~20% off | ✗ None publicly offered |
Every plan, verified
Figures reflect the converged consensus across 10+ independent 2026 trackers per vendor; no single official pricing-page fetch resolved every contact tier cleanly for any of the three. Confirmed anchor points are noted; figures beyond them are reasonable estimates — verify exact current rates before purchasing.
| Plan | Mailchimp | ActiveCampaign | Klaviyo |
|---|---|---|---|
| Free | 250 contacts, 500 sends/mo (cut Jan 2026) | ✗ None — 14-day trial only | 250 active profiles, 500 sends/mo |
| Entry paid (1,000 contacts) | Essentials ~$20/mo (500-contact base $13) | Starter $15/mo (confirmed anchor) | Email ~$30/mo |
| Mid tier (1,000 contacts) | Standard ~$30/mo (500-contact base $20) | Plus $49/mo (confirmed anchor) | Email+SMS ~$45/mo |
| 10,000 contacts | Essentials $110/mo · Standard $135/mo (confirmed) | Starter ~$89/mo · Plus ~$149/mo (estimated) | Email ~$150-175/mo (confirmed range) |
| Top tier | Premium $350/mo (10K contact minimum, confirmed) | Enterprise $145/mo at 1K contacts (confirmed) | Scales to ~$2,300/mo at 250K profiles |
| Watch out for | Bills all contacts incl. unsubscribed. Legacy accounts hit with extra Apr 2026 hike. | No free plan. Entry Starter tier is genuinely limited for real use. | Support-only-60-days on free plan. No annual discount publicly offered. |
Choose by fit
Choose Mailchimp if…
- You want the simplest, most familiar starting point
- Your list is small and mostly active (few unsubscribes to worry about)
- You're a nonprofit (15% discount available)
- You want a genuine free plan without e-commerce-specific needs
- Basic newsletter sends matter more than deep automation
Choose ActiveCampaign if…
- You need serious, branching marketing automation
- You want a built-in marketing CRM alongside email
- You're comfortable without a free plan (budget for Starter or Plus from day one)
- Lead scoring and predictive sending matter to your sales motion
- You run B2B or service-based marketing, not primarily e-commerce
Choose Klaviyo if…
- You run a Shopify or e-commerce store
- Your list has significant unsubscribed/inactive contacts — active-profile billing helps
- You need abandoned-cart flows, predictive CLV, and behavioral segmentation
- You want SMS bundled with email from the entry paid tier
- Deep customer data infrastructure matters more than a built-in CRM
Match the tool to your business
Simple newsletter, small list
MailchimpEasiest onboarding, genuine free tier for testing.
Complex, branching automation
ActiveCampaignDeepest logic builder of the three, plus marketing CRM.
Shopify / e-commerce store
KlaviyoPurpose-built segmentation, abandoned cart, predictive CLV.
Messy list, many unsubscribes
KlaviyoActive-profile billing avoids paying for dead contacts.
B2B sales + marketing alignment
ActiveCampaignBuilt-in marketing CRM, lead scoring, sales CRM add-on.
Nonprofit
Mailchimp15% nonprofit discount publicly available.
Email + SMS bundled
Klaviyo Email+SMSSMS credits included from the $35/mo entry tier.
Budget-first, willing to skip free tier
ActiveCampaign Starter$15/mo at 1,000 contacts, deepest automation for the price.
What vendors won't lead with
📇 Mailchimp bills for contacts you can't even email anymore
Unless you manually archive unsubscribed contacts, Mailchimp continues counting them toward your plan's contact limit and price. A list with a lot of churn can cost significantly more than the "active" list size would suggest.
🆓 Mailchimp's free plan got smaller in January 2026
The free tier was cut from 500 contacts and 1,000 sends/month down to 250 contacts and 500 sends/month. If you were budgeting around the old limits, you'll hit the ceiling much faster now.
📈 Mailchimp legacy accounts face an extra price increase
Accounts created before May 2019 that never migrated to Essentials/Standard/Premium saw an additional 11-13% increase in April 2026 — separate from the standard pricing most current customers see.
🚫 ActiveCampaign has no free plan — budget accordingly
The 14-day trial is genuinely free, but there's no permanent free tier. Most real use cases also outgrow Starter quickly — budget for Plus ($49/mo) or Pro ($79/mo) as the realistic starting point, not the $15/mo headline.
⏱️ Klaviyo's free-plan support cuts off after 60 days
Email support on the free plan is only available for your first 60 days. After that, free-plan users are on their own unless they upgrade to a paid tier.
📊 Klaviyo's billing basis changed in February 2025
Klaviyo now bills based on total active profiles in your database, not just profiles you've actively emailed recently. If you have a large dormant segment you don't email but that's still technically reachable, it now counts toward your bill.
Quick answers
For lists under 250 contacts, Mailchimp and Klaviyo both offer genuine free plans; ActiveCampaign has none. Above that, Mailchimp Essentials ($13/mo) and Klaviyo's Email plan ($20/mo) are both cheaper entry points than ActiveCampaign Starter ($15/mo, but most real use cases need Plus at $49/mo).
Yes. Mailchimp counts all contacts on your list toward your plan's contact limit and price, including unsubscribed ones, unless you manually archive them. Klaviyo, by contrast, only bills active/reachable profiles — a real structural difference worth factoring into any cost comparison.
ActiveCampaign generally has the deepest, most flexible automation builder for general marketing use cases — branching logic, predictive sending, lead scoring. Klaviyo's automation is also strong but oriented specifically around e-commerce triggers: abandoned cart, post-purchase flows, browse abandonment. For a Shopify store, Klaviyo's e-commerce-specific automation usually wins; for B2B or service businesses, ActiveCampaign is typically the stronger fit.
Yes — in January 2026, Mailchimp cut its free plan from 500 contacts and 1,000 monthly sends down to 250 contacts and 500 monthly sends. Combined with an additional April 2026 price increase for legacy pre-2019 accounts, Mailchimp's pricing has become notably less generous over the past year.
Yes, technically, but Klaviyo's feature set — abandoned cart flows, product recommendations, predictive customer lifetime value — is purpose-built for e-commerce. Non-e-commerce businesses (services, B2B, content publishers) typically get more relevant value from Mailchimp or ActiveCampaign.
Ready to choose your email platform?
Mailchimp and Klaviyo both offer genuine free plans. ActiveCampaign offers a 14-day free trial, no credit card required.