Mailchimp suits small businesses that want to start free and send simple newsletters, with a free plan for up to 250 contacts. ActiveCampaign suits businesses that want automation at the heart of their email from day one, with no free plan but a 14-day trial and multi-step automation on every plan. If automation is the reason you're switching, judge the entry plans on their automation limits.
Mailchimp starts free and grows with your newsletter. ActiveCampaign is built around emails that react to what subscribers do. I read Mailchimp's help article on its plans and ActiveCampaign's plans page, so every limit below is quoted from those pages.
Mailchimp and ActiveCampaign entry plans side by side
| Mailchimp | ActiveCampaign | |
|---|---|---|
| Free plan | Yes, Free (250 contacts, 500 sends a month) | Not listed (14-day free trial) |
| Entry plan | Essentials | Starter |
| Seats on the entry plan | 3 seats | 1 user |
| Automation on the entry plan | Flows with up to 4 steps | Multi-step automation, 5 actions per automation |
| Ready-made recipes | Flow templates on Standard | 950+ recipes on every plan |
| Sends | 10 times your contact limit on Essentials | 10,000 each month on Starter (1,000 contacts) |
| Testing | A/B testing on Essentials | A/B testing on every plan |
| Channels | SMS add-on | Email only on Starter; cross-channel from Plus |
| Support | 24/7 email and chat from Essentials | Not covered in the plan summary |
Mailchimp: start free, grow into automation
Mailchimp's free plan covers up to 250 contacts and 500 sends a month, with a daily limit of 250, one audience, one seat, a limited set of templates and basic reporting. Essentials adds 3 audiences and 3 seats, every template, A/B testing, scheduled emails and automation flows of up to 4 steps. Standard expands those flows, adds advanced segmentation and multivariate testing, and raises seats to 5.
One rule to know: if a free account goes over 250 contacts, Mailchimp puts a hold on sending until you upgrade or trim the list. You can still build emails and collect contacts while it's on hold.
ActiveCampaign: automation from the first plan
ActiveCampaign doesn't list a free plan. It offers a 14-day trial with no card needed. Starter includes 1,000 contacts, 10,000 email sends a month, one user, multi-step automation, AI-powered automation and campaign builders, 250+ templates and 950+ automation recipes. The catch on Starter is 5 actions per automation and email only. Plus removes the action limit and adds cross-channel marketing and generative AI.
ActiveCampaign also lists 500 AI credits on every plan and an SMS add-on for Plus and above. Mailchimp lists an SMS Marketing add-on from Essentials, and Standard raises sends to 12 times your contact limit. So if texting customers is part of your plan, you can add it on either tool, but check which plan opens it up before you commit.
The automation detail worth comparing
Here's what decides it for most people. Mailchimp's Essentials plan caps automation flows at 4 steps. ActiveCampaign's Starter plan caps each automation at 5 actions. They sound similar, but ActiveCampaign gives you 950+ ready-made recipes to start from on every plan, while Mailchimp saves flow templates for Standard. If you want a welcome series that branches on clicks, both entry plans will feel tight, so compare Mailchimp Standard with ActiveCampaign Plus.
Seats cut the other way. Mailchimp Essentials includes 3 seats, while ActiveCampaign Starter and Plus include 1 user, so a small team sharing one email account will notice.
Who each tool suits
Mailchimp suits owners who send a regular newsletter, want to start free and like a familiar editor. ActiveCampaign suits owners who think in sequences and triggers, such as course creators, coaches and online shops. For the bigger picture, read my guide to email marketing automation and this one on deciding which email platform fits your business.
Want AI doing the heavy lifting in your marketing?
I build the systems that handle the boring 80 percent, so you get your week back. Done properly, with the human kept in.
My advice before you move your list
Sketch the one automation you want most, step by step, on paper. If it's four steps or fewer and you'd like your team to log in, Mailchimp Essentials will do it. If it branches, waits and tags people based on what they click, start ActiveCampaign's trial and build that exact automation from a recipe before you import anyone.
Do you make email marketing software? Tool makers can ask to be considered for a featured place in comparisons like this one.
Frequently asked questions
Does Mailchimp have a free plan?
Yes. Mailchimp's free plan includes up to 250 contacts and 500 sends a month, with a daily send limit of 250.
Does ActiveCampaign have a free plan?
No. ActiveCampaign offers a 14-day free trial with no credit card needed.
How many steps can a Mailchimp automation have?
On Essentials, automation flows can have up to 4 steps. Standard expands flow capabilities and adds flow templates.
How many users does ActiveCampaign Starter include?
One user. Pro includes 3 users and Enterprise includes 5.
