Should you use Mailchimp in 2025?

I use Mailchimp both professionally and personally to manage and send email campaigns. What I appreciate most is how easy it is to learn and its powerful segmentation, which allows me to target recipients precisely—a major advantage for maximizing open and click-through rates. The simplicity of its interface combined with advanced features makes it a very good compromise.

In an agency context, Mailchimp excels when it comes to managing multiple lists and automating simple customer journeys such as welcome sequences, abandoned cart reminders, or behavioral segmentation. Its integration with other tools via API or Zapier makes it a versatile tool for orchestrating multi-channel campaigns.

However, for very advanced needs or very large mailing volumes, you can quickly reach the limits of your platform, particularly in terms of advanced customization and high-end support. In this case, it may be necessary to turn to more specialized or robust solutions depending on the context.

Mailchimp is one of the most beginner-friendly email marketing solutions thanks to its clear and intuitive interface. Users can take advantage of ready-to-use templates, a drag-and-drop editor, and step-by-step wizards that make it easy to create campaigns without in-depth technical knowledge.

These features combine to give beginners the ability to quickly launch effective campaigns, while also allowing them to gradually explore advanced features such as simple automations or basic segmentation.

Mailchimp offers a very attractive free plan that allows you to send up to 10,000 emails per month to a maximum of 2,000 contacts, with access to basic templates, the drag-and-drop editor, and a few simple reports. This plan is ideal for freelancers and small businesses in the start-up phase.

The Essentials plan starts at around $12 per month and adds important features such as simple A/B testing, more templates, 24/7 email support, and expanded sending and contact capacity. It is ideal for small businesses and agencies that want a little more power for their campaigns.

The Standard plan, starting at $17 per month, includes advanced automations, detailed reports, finer segmentation, and additional integrations. This plan is designed for more established marketing teams that want to take full advantage of personalization and analytics capabilities.

Finally, the Premium package, often available on request, is aimed at large companies with high mailing volumes and advanced support, automation, and segmentation needs.

The first key feature of Mailchimp is its powerful list management and segmentation system. Contacts can be categorized precisely according to a wide range of criteria (demographics, behavior, engagement), enabling highly targeted and personalized campaigns.

The second key feature is its email automation. Mailchimp offers a clear interface for creating automated sequences—such as welcome emails, shopping cart reminders, and birthday emails—that greatly improve the customer experience without constant manual intervention.

Mailchimp also offers advanced features such as A/B testing, which allows you to compare different versions of emails to optimize performance. This includes the ability to test subject lines, content, or send times to maximize impact.

Another advanced option is integration with third-party APIs and tools, which allows you to extend its uses beyond traditional email marketing, particularly by connecting customer data to CRMs or e-commerce platforms for richer multichannel campaigns.