Email Marketing
Mailchimp vs ActiveCampaign
Both tools reviewed and verified. Pricing checked June 2026.
Mailchimp
The most recognisable email tool in the world
ActiveCampaign
Marketing automation with a built-in CRM
Choose Mailchimp if…
Mailchimp remains the most complete email marketing platform for small businesses, but recent price increases have many users reconsidering. Here's our honest verdict.
Choose ActiveCampaign if…
ActiveCampaign combines email marketing, CRM, and marketing automation in one platform. The automation builder is the most capable in its price range — complex behavioural workflows are genuinely accessible to non-technical marketers.
Feature comparison
| Feature | Mailchimp | ActiveCampaign |
|---|---|---|
| Starting price | Free | $15/mo |
| Free plan | ||
| Our rating | 4.4/5 | 4.5/5 |
Mailchimp pros & cons
- Best-in-class drag-and-drop email builder
- Comprehensive automation journeys
- Strong analytics and A/B testing
- Pricing has become expensive at scale
- Free plan limited to 500 contacts
- Customer support is slow on lower tiers
ActiveCampaign pros & cons
- Best-in-class visual automation builder
- Built-in CRM with lead scoring
- Predictive sending and content personalisation
- Learning curve steeper than Mailchimp or Kit
- Price increases significantly with list growth
- CRM is functional but not a full sales CRM replacement
Executive Verdict
ActiveCampaign wins overall
Based on verified ratings, pricing, and user feedback, ActiveCampaign edges out for most small businesses. ActiveCampaign combines email marketing, CRM, and marketing automation in one platform. The automation builder is the most capable in its price range — complex behavioural workflows are genuinely accessible to non-technical marketers.
That said, Mailchimp may be the better fit if pricing or specific features are your top priority — read the full reviews below.
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