Mailchimp vs Brevo for Drip Email Campaigns (2026)
Compare Mailchimp and Brevo (formerly Sendinblue) for drip email automation. Pricing, features, deliverability, and automation builder compared side by side.
TL;DR verdict
Brevo offers significantly better value for drip campaigns, with unlimited contacts on every plan and competitive automation features at lower price points. Mailchimp provides more polished templates and a larger integration ecosystem, but its contact-based pricing scales poorly for growing lists.
Mailchimp
7.4/80
Stronger template design and broader marketing suite, but pricier for growing lists.
Brevo
7.8/80
Budget-friendly with unlimited contacts, plus built-in SMS and transactional email.
Sequenzy · also consider
8.6/80
SaaS-focused drip platform with native billing integration at $19/mo for 15K emails.
Sequenzy email automation for SaaS → · from $19/month
The pricing model difference is the biggest factor here. If you have a large list, Brevo can save you hundreds of dollars per month. If you value design polish and integrations, Mailchimp still has an edge. For SaaS companies, Sequenzy offers the best drip experience with native billing integration.
Quick comparison
| Feature | Mailchimp | Brevo | Sequenzy | Winner |
|---|---|---|---|---|
| Visual Automation Builder | Customer Journey Builder (paid) | Workflow editor on all plans | Pre-built drip sequences with visual editor | Brevo |
| Pricing Model | Contact-based (per subscriber) | Email volume-based (unlimited contacts) | Email volume-based ($19/mo for 15K) | Brevo |
| SMS in Drip Campaigns | Add-on purchase required | Built-in SMS support | Email only | Brevo |
| Transactional Email | Via Mandrill add-on | Built-in transactional email (SMTP) | Built-in transactional support | Brevo |
| A/B Testing in Drips | Subject line and content testing | Subject line and workflow split testing | Subject line and send-time testing | Tie |
| Free Plan Automations | Single-step only | Full automations (up to 2,000 contacts) | Free tier available; paid from $19/mo (check current limits) | Brevo |
| CRM Included | Basic contact profiles | Built-in CRM with deal pipeline | Subscriber profiles with SaaS data | Brevo |
| E-commerce Triggers | Native Shopify, WooCommerce | Shopify, WooCommerce, custom events | Native Stripe/Paddle/Lemon Squeezy triggers | Mailchimp |
Score breakdown
| Category | Mailchimp | Brevo | Sequenzy | Max |
|---|---|---|---|---|
| Drip Campaign Builder | 7 | 7 | 9 | 10 |
| Automation Flexibility | 7 | 8 | 8 | 10 |
| Ease of Use | 6 | 7 | 9 | 10 |
| Template Quality | 9 | 7 | 7 | 10 |
| Deliverability | 7 | 8 | 9 | 10 |
| Pricing Value | 6 | 9 | 9 | 10 |
| Analytics & Reporting | 8 | 7 | 8 | 10 |
| Integrations | 9 | 7 | 7 | 10 |
| Total | 59 | 60 | 66 | 80 |
Drip feature deep-dive
Sequence Building
| Capability | Mailchimp | Brevo | Sequenzy |
|---|---|---|---|
| Multi-step sequences | 8/10 — Multi-step journeys on Standard+ plans | 8/10 — Multi-step workflows on all plans including free | 9/10 — Pre-built SaaS sequences ready to customize |
| Conditional branching | 7/10 — If/else in Customer Journey Builder | 8/10 — If/else with attribute and event conditions | 8/10 — Event-driven branching for SaaS workflows |
| Time-based delays | 8/10 — Hours, days, specific dates | 8/10 — Flexible delays with timezone support | 9/10 — Smart delays with weekend and timezone awareness |
| Multi-channel steps | 6/10 — Email primary, SMS as add-on | 9/10 — Email, SMS, WhatsApp, and push in workflows | 5/10 — Email-focused platform |
Personalization
| Capability | Mailchimp | Brevo | Sequenzy |
|---|---|---|---|
| Dynamic content blocks | 8/10 — Segment-based content blocks | 7/10 — Conditional display blocks | 7/10 — Conditional content with merge tags |
| Merge tags | 8/10 — Extensive merge tag library | 7/10 — Contact attribute placeholders | 8/10 — Standard and custom field merge tags |
| Behavioral targeting | 7/10 — Purchase and engagement targeting | 7/10 — Page visit and event-based targeting | 9/10 — SaaS usage, billing, and feature adoption targeting |
List Management
| Capability | Mailchimp | Brevo | Sequenzy |
|---|---|---|---|
| Segmentation depth | 8/10 — Multi-condition segments with AND/OR | 8/10 — Dynamic segments with contact and event filters | 8/10 — Behavioral segments tied to product usage |
| Contact storage | 5/10 — Limited by plan tier, duplicates across audiences | 10/10 — Unlimited contacts on all plans | 8/10 — Unified subscriber profiles |
| Subscriber scoring | 5/10 — Basic engagement scoring | 7/10 — Lead scoring with custom rules | 7/10 — Engagement scoring with SaaS signals |
Pricing
The fundamental pricing difference: Mailchimp charges by number of contacts, while Brevo charges by number of emails sent with unlimited contacts. For large lists with moderate sending, Brevo is dramatically cheaper.
Mailchimp free option
Up to 500 contacts, 1,000 sends/mo. Single-step automations only.
Free plan available. Paid plans from $13/mo
Brevo free option
Unlimited contacts, 300 emails/day. Full automations for up to 2,000 contacts in workflows.
Free plan available. Paid plans from $9/mo
Sequenzy free option
Free tier available; paid from $19/mo (check current limits)
From $19/month
| Tier | Mailchimp | Brevo | Sequenzy |
|---|---|---|---|
| Starter | $13/mo (500 contacts) — Essentials plan, basic automations | $9/mo (5,000 emails/mo) — Unlimited contacts, no daily limit | $19/mo (15,000 emails/mo) — All features included |
| 5,000 contacts | $69/mo (Essentials) — Price scales with contacts | $9/mo (still under email limit) — Price only scales with email volume | $19/mo — Up to 15K emails |
| 10,000 contacts | $100/mo (Essentials) — Standard plan recommended | $18/mo (20K emails) — Business plan for marketing automation | $39/mo (50K emails) — All features included |
| 50,000 contacts | $385/mo (Standard) — Enterprise-level pricing | $49/mo (60K emails) — Still unlimited contacts | $69/mo (150K emails) — Full feature set |
Brevo is dramatically more affordable than Mailchimp at scale. The unlimited contacts model means you never pay extra just to store subscribers. Sequenzy offers competitive pricing for SaaS-focused use cases.
Brevo pricing by email volume rather than contacts fundamentally changes the cost equation. A business with 50,000 contacts sending biweekly emails would pay $385/mo with Mailchimp but potentially under $50/mo with Brevo.
Drip campaign types
Welcome Series
Winner: SequenzyOnboarding emails for new subscribers
8/10 · Mailchimp
Pre-built welcome templates with rich design
8/10 · Brevo
Workflow-based welcome series with multi-channel option
9/10 · Sequenzy
SaaS-optimized onboarding with usage-based triggers
Both handle welcome series well. Brevo adds SMS as a bonus channel.
Lead Nurturing
Winner: SequenzyConverting prospects into customers over time
7/10 · Mailchimp
Journey-based nurturing with e-commerce focus
8/10 · Brevo
CRM-integrated nurture workflows with lead scoring
9/10 · Sequenzy
Trial-to-paid conversion sequences with billing triggers
Brevo edges ahead with its built-in CRM for lead management.
Transactional Follow-ups
Winner: SequenzyAutomated emails triggered by transactions
5/10 · Mailchimp
Requires Mandrill add-on for transactional email
9/10 · Brevo
Built-in transactional email with SMTP relay
8/10 · Sequenzy
Native transactional support tied to billing events
Brevo wins with built-in transactional email at no extra cost.
Re-engagement
Winner: SequenzyWin-back campaigns for inactive subscribers
7/10 · Mailchimp
Engagement-based segments and templates
7/10 · Brevo
Activity-based workflows with contact scoring
8/10 · Sequenzy
Churn-risk detection from product usage patterns
Similar capabilities. Sequenzy provides SaaS-specific churn signals.
Multi-channel Drip
Winner: SequenzyDrip campaigns across email, SMS, and chat
5/10 · Mailchimp
Email primary, SMS as paid add-on
9/10 · Brevo
Email, SMS, WhatsApp in unified workflows
4/10 · Sequenzy
Email-only drip sequences
Brevo is the clear winner for multi-channel drip campaigns.
Brevo stands out for multi-channel drip campaigns. Being able to mix email, SMS, and WhatsApp in a single workflow is something Mailchimp cannot match without third-party add-ons.
Automation builder & editor
Builder features
| Feature | Mailchimp | Brevo | Sequenzy |
|---|---|---|---|
| Visual workflow builder | ✓ Customer Journey Builder on Standard+ | ✓ Visual workflow editor on all plans | ✓ Visual editor with pre-built templates |
| If/else conditional logic | ✓ Available in journey builder | ✓ Attribute, event, and engagement conditions | ✓ Behavior and billing event conditions |
| Wait/delay steps | ✓ Time delays and date-based waits | ✓ Duration delays with timezone support | ✓ Smart delays with weekend awareness |
| Webhook triggers | ✓ Via Zapier or API | ✓ Native webhook support | ✓ Native webhooks plus billing events |
| SMS steps in workflows | — SMS is a separate add-on | ✓ SMS, WhatsApp, and push in workflows | — Email-only platform |
| Lead scoring actions | — No native lead scoring in automations | ✓ Score contacts within workflows | ✓ Engagement scoring with SaaS signals |
| A/B split in automations | ✓ On Standard+ plans | ✓ A/B workflow splits on Business plan | ✓ Built into all sequences |
Template editor
| Aspect | Mailchimp | Brevo | Sequenzy |
|---|---|---|---|
| Editor Type | Drag-and-drop with 100+ templates | Drag-and-drop with 40+ templates | Clean block editor for SaaS emails |
| Design Flexibility | High: full layout control, custom HTML | Moderate: good block editor, HTML support | Moderate: clean designs with brand settings |
| Mobile Responsiveness | Automatic responsive | Automatic responsive | Responsive with mobile preview |
| HTML/CSS Editing | Full HTML editor | HTML editor available | HTML editing supported |
| AI Content Generation | AI subject line and content suggestions | AI writing assistant built-in | AI subject line suggestions |
Deliverability
| Factor | Mailchimp | Brevo | Sequenzy |
|---|---|---|---|
| Average Inbox Placement | 85-90% | 88-92% | 92-96% |
| SPF/DKIM Authentication | Supported | Supported with guided setup | Required setup with wizard |
| DMARC Support | Supported | Supported | Supported with monitoring |
| Dedicated IP | Premium plan ($350+/mo) | Business plan ($18+/mo) | Shared IPs with strict sending policies |
| Bounce Handling | Automatic management | Automatic with blacklist monitoring | Automatic with proactive hygiene |
| Transactional Deliverability | Via Mandrill (separate product) | Dedicated transactional SMTP | Built-in transactional sending |
Brevo offers dedicated IPs at a much lower price point than Mailchimp, which can improve deliverability for high-volume senders. Sequenzy maintains high rates through strict list policies and SaaS-optimized sending patterns.
Integrations
Mailchimp
300+
Brevo
150+
Sequenzy
35+
E-commerce
Mailchimp
- ✓ Shopify: Native, deep integration
- ✓ WooCommerce: Native integration
- ✓ Magento: Native integration
Brevo
- ✓ Shopify: Native integration
- ✓ WooCommerce: Plugin-based
- ✓ Magento: Native integration
Sequenzy
- — Shopify: Not supported
- — WooCommerce: Not supported
- — Magento: Not supported
Payment/Billing
Mailchimp
- ✓ Stripe: Via Zapier
- — Paddle: Not supported
Brevo
- ✓ Stripe: Via Zapier or API
- — Paddle: Not supported
Sequenzy
- ✓ Stripe: Native, real-time billing events
- ✓ Paddle: Native, real-time billing events
CMS/Website
Mailchimp
- ✓ WordPress: Native plugin
- ✓ Webflow: Via integration
Brevo
- ✓ WordPress: Native plugin
- ✓ Webflow: Via integration
Sequenzy
- ✓ WordPress: Via embed code
- ✓ Webflow: Via embed code
Analytics & reporting
| Metric | Mailchimp | Brevo | Sequenzy |
|---|---|---|---|
| Open Rate Tracking | Yes, with trend analysis | Yes, real-time tracking | Yes, with sequence-level trends |
| Click Rate Tracking | Yes, with click maps | Yes, with heatmap | Yes, with conversion attribution |
| Revenue Attribution | Yes, for e-commerce stores | Yes, with CRM deal tracking | Yes, native billing revenue tracking |
| Workflow Analytics | Journey-level reporting | Workflow funnel analytics | Full funnel with drop-off analysis |
| Real-time Dashboard | Yes, campaign-level | Yes, with live activity feed | Yes, sequence-level dashboard |
Only in Mailchimp
- Click heatmaps
- Predicted demographics
- Comparative reports
Only in Brevo
- Transactional email analytics
- SMS delivery reports
- CRM deal attribution
Only in Sequenzy
- SaaS conversion funnel
- MRR impact tracking
- Billing event correlation
Pros and cons
Mailchimp
Pros
- Industry-leading template design tools
- Largest integration marketplace (300+ apps)
- Strong brand recognition and community resources
- Advanced A/B testing features
- Comprehensive marketing suite beyond email
Cons
- Contact-based pricing gets expensive quickly
- Key automation features require higher plans
- No built-in transactional email (requires Mandrill)
- No built-in SMS in automations
- Interface complexity has increased over time
Brevo
Pros
- Unlimited contacts on all plans, including free
- Built-in transactional email and SMTP relay
- Multi-channel drips (email, SMS, WhatsApp)
- Built-in CRM with deal pipeline
- Affordable dedicated IP option
Cons
- Fewer email templates than Mailchimp
- Smaller integration ecosystem
- Free plan limited to 300 emails per day
- Some advanced features limited to Business plan
- Less polished user interface
Best for these scenarios
SaaS Trial-to-Paid Drip
Pick: SequenzyConverting trial users with timed drip sequences
Sequenzy is purpose-built for SaaS with native billing triggers and pre-built conversion sequences.
Budget-Conscious Startup
Pick: BrevoMaximizing drip capabilities on a tight budget
Brevo offers full automation on its free plan and unlimited contacts, making it the most budget-friendly option.
E-commerce Drip Campaigns
Pick: MailchimpCart abandonment and post-purchase sequences
Mailchimp has deeper native e-commerce integrations with Shopify and WooCommerce.
Multi-channel Drip Marketing
Pick: BrevoCombining email, SMS, and chat in drip sequences
Brevo uniquely offers email, SMS, and WhatsApp in unified automation workflows.
High-Volume Email with Large List
Pick: BrevoSending drip campaigns to 50K+ subscribers
Brevo unlimited contacts model saves significantly compared to Mailchimp at this scale.
Migration plans
Mailchimp → Brevo
Difficulty: Moderate
Time: 2-4 hours
Warnings
- Mailchimp merge tags need to be converted to Brevo attribute syntax
- Multi-audience setups need to be consolidated since Brevo uses lists differently
- Historical engagement data will not transfer
Brevo → Mailchimp
Difficulty: Moderate
Time: 3-5 hours
Warnings
- Moving from unlimited contacts to contact-based billing will increase costs
- SMS and WhatsApp workflow steps will need alternative solutions
- Transactional emails will need Mandrill (additional cost)
| Direction | Step | Success criteria |
|---|---|---|
| Mailchimp → Brevo | Export contacts from Mailchimp as CSV with all fields | Moderate |
| Mailchimp → Brevo | Import contacts into Brevo with attribute mapping | Moderate |
| Mailchimp → Brevo | Recreate segments using Brevo filter builder | Moderate |
| Mailchimp → Brevo | Rebuild automation workflows in Brevo editor | Moderate |
| Mailchimp → Brevo | Recreate email templates in Brevo editor | Moderate |
| Mailchimp → Brevo | Update DNS records for Brevo authentication | Moderate |
| Brevo → Mailchimp | Export all contacts from Brevo with attributes | Moderate |
| Brevo → Mailchimp | Create audience structure in Mailchimp | Moderate |
| Brevo → Mailchimp | Import contacts with field mapping | Moderate |
| Brevo → Mailchimp | Rebuild workflows as Mailchimp Customer Journeys | Moderate |
| Brevo → Mailchimp | Recreate templates in Mailchimp editor | Moderate |
| Brevo → Mailchimp | Set up authentication for Mailchimp domain | Moderate |
Frequently asked questions
Is Brevo really free for drip campaigns?
Yes, Brevo free plan includes workflow automations for up to 2,000 contacts in workflows. You can send up to 300 emails per day with unlimited stored contacts. This makes it one of the most generous free tiers for drip email.
Which has better deliverability, Mailchimp or Brevo?
Both have comparable deliverability. Brevo offers dedicated IPs on its Business plan ($18+/mo), while Mailchimp reserves dedicated IPs for Premium ($350+/mo). This gives Brevo an edge for senders who need IP reputation control.
Can Brevo replace Mailchimp for marketing automation?
For most small to mid-size businesses, yes. Brevo covers email, SMS, chat, CRM, and landing pages. Mailchimp has a larger integration ecosystem and better template design tools, but Brevo matches or exceeds Mailchimp in core drip email features.
Does Brevo support transactional email in drip sequences?
Brevo includes transactional email (SMTP relay) on all plans, which is a significant advantage over Mailchimp, where transactional email requires the separate Mandrill add-on.
Which should you choose?
Choose Mailchimp if…
- You need the most polished email template designs
- You rely on a large ecosystem of third-party integrations
- You want an established, well-documented platform
- You run an e-commerce store on Shopify or WooCommerce
Choose Brevo if…
- You have a large subscriber list and want unlimited contacts
- You need multi-channel drip campaigns (email plus SMS)
- You want built-in transactional email without extra cost
- Budget is a primary concern for your email marketing
Also consider Sequenzy
SaaS-focused drip platform with native billing integration at $19/mo for 15K emails. From $19/month with native Stripe, Paddle, and Lemon Squeezy billing events for dunning and trial conversion.
Related comparisons
Browse the full comparison library, the 15-tool shortlist, or the drip strategy guides.