Mailchimp wins in 2025 due to its superior deliverability rates (80.94% vs Brevo’s 77.95%), more robust automation capabilities, and extensive integration options. Mailchimp delivers emails more consistently across all major email providers, offers more complex automation workflows through its Customer Journey Builder, and connects with 250+ third-party platforms compared to Brevo’s 70. However, Brevo provides better value with multichannel marketing features (including WhatsApp and chat) and AI content generation tools available on all plans, while Mailchimp restricts many advanced features to higher-tier plans.
Core Differences Between These Email Marketing Platforms
Mailchimp dominates in deliverability performance with significantly higher inbox placement rates. The platform achieves 80.94% inbox placement compared to Brevo’s 77.95%, giving your emails a better chance of reaching subscribers.
Brevo excels in multichannel marketing capabilities beyond email. The platform integrates email, SMS, WhatsApp, phone, chat, and social media in a unified dashboard while Mailchimp primarily focuses on email with limited SMS features.
The fundamental choice comes down to reliability versus versatility. Mailchimp provides more dependable email delivery and sophisticated automation, while Brevo offers broader communication channels and more accessible advanced features.
Your budget considerations will significantly impact this decision. Brevo includes transactional emails in all plans while Mailchimp charges an additional $20 for 25,000 transactional emails on top of your regular plan cost.
Deliverability Performance Compared
Mailchimp consistently outperforms Brevo in deliverability tests across major email providers. The platform achieved an 80.94% inbox placement rate in 2025 compared to Brevo’s 77.95%, giving your campaigns a 3% better chance of reaching subscribers.
Brevo struggles particularly with Gmail deliverability, achieving only 71.98% inbox placement. This weakness creates a significant disadvantage for reaching the massive Gmail user base that many businesses depend on.
The deliverability gap widens further when examining historical performance. Mailchimp maintained an average 92.6% deliverability rate across recent tests, while Brevo averaged just 74.7%, demonstrating Mailchimp’s more consistent performance.
Email provider performance varies significantly between platforms. Mailchimp performs better across nearly all major email providers, with particularly strong results in custom mail domains (84.02%), Juno.com (83.92%), and ProtonMail (83.65%).
The spam folder placement rates reveal another advantage for Mailchimp. The platform sees 14.99% of emails land in spam compared to Brevo’s 17.31%, representing a meaningful difference in campaign effectiveness.
| Feature | Mailchimp | Brevo |
|---|---|---|
| Overall Deliverability Rate | 80.94% (83/100 score) | 77.95% (79/100 score) |
| Average Recent Deliverability | 92.6% | 74.7% |
| Gmail Deliverability | 76.01% | 71.98% |
| Outlook Deliverability | 79.15% | 74.89% |
| Yahoo Deliverability | 78.07% | 76.44% |
| Spam Placement Rate | 14.99% | 17.31% |
| Lost Email Rate | 4.06% | 4.75% |
| Automation Capabilities | Customer Journey Builder, complex branching logic, multi-step automations | Pre-built templates, action-based workflows, limited branching |
| Segmentation | Five conditions on basic plans, nested grouping on higher tiers | 100 conditions in all plans, real-time behavioral triggers |
| Integrations | 250+ pre-built integrations | 70+ pre-built integrations |
| AI Features | Generative AI (Standard plan+), Intuit Assist (beta) | AI content generation in all plans |
| Reporting | Campaign performance dashboard, revenue attribution | Heatmaps, geographic tracking, real-time stats |
| Templates | 100+ templates, better design layouts | 100+ pre-designed templates |
| Multichannel | Email and SMS only | Email, SMS, WhatsApp, chat, Facebook, Instagram |
| Transactional Emails | Additional cost ($20 for 25,000) | Included in all plans |
| A/B Testing | Available in all paid plans | Business and Enterprise plans only |
| Landing Pages | All plans (including free) | Available in paid plans |
| Dynamic Content | Standard and Premium plans | Limited capabilities |
| Support | 24/7 chat and email, phone on Premium | Email support in all plans, phone/chat from Business |
| Best For | Complex automation needs, deliverability focus | Multichannel marketing, budget-conscious users |
Automation and Workflow Capabilities
Mailchimp offers superior automation capabilities through its Customer Journey Builder. The tool enables complex branching logic and multi-step automations with visual workflow mapping that helps visualize the customer experience.
Brevo provides solid but less sophisticated automation options with pre-built templates. The platform offers action-based workflows but lacks the depth and visual mapping capabilities of Mailchimp’s solution.
The automation learning curve differs significantly between platforms. Mailchimp’s more complex automation builder requires more time to master, while Brevo’s simpler approach offers faster implementation for basic needs.
Multi-step automation availability creates another distinction. Mailchimp includes multi-step automations from the Standard plan, while Brevo offers more limited workflow options that may restrict sophisticated marketing strategies.
The trigger variety and conditional logic capabilities favor Mailchimp for complex scenarios. The platform provides more trigger options and sophisticated branching logic for creating personalized customer journeys.
| Automation Features | Mailchimp | Brevo |
|---|---|---|
| Visual Workflow Builder | Customer Journey Builder | Basic workflow editor |
| Branching Logic | Complex conditional branching | Limited branching options |
| Multi-Step Capabilities | Available from Standard plan | More limited workflows |
| Pre-Built Templates | Extensive journey templates | Trigger-specific templates |
| Trigger Variety | More extensive options | Fewer trigger options |
Segmentation and Targeting
Brevo offers superior segmentation capabilities across all plans. The platform provides up to 100 segmentation conditions even in basic plans, allowing precise audience targeting without upgrading.
Mailchimp restricts advanced segmentation to higher-tier plans. The platform limits basic plans to five segmentation conditions, requiring upgrades for more sophisticated audience targeting.
The behavioral segmentation options differ between platforms. Brevo includes real-time behavioral triggers in all plans, while Mailchimp reserves more advanced behavioral targeting for higher tiers.
Pre-built segment availability favors Mailchimp for beginners. The platform offers ready-made segments that simplify targeting for new users, though these lack the customization depth of Brevo’s approach.
The nested grouping capabilities create different segmentation experiences. Mailchimp offers nested grouping on higher tiers for complex audience definitions, while Brevo focuses on extensive condition options rather than nested structures.
Multichannel Marketing Capabilities
Brevo delivers significantly broader multichannel marketing capabilities. The platform integrates email, SMS, WhatsApp, phone, chat, and social media channels in a unified dashboard for comprehensive campaign management.
Mailchimp focuses primarily on email with limited SMS features. The platform offers SMS marketing only on higher-tier plans with fewer features than Brevo’s more integrated approach.
The channel integration depth varies dramatically between platforms. Brevo allows direct customer communication across multiple channels from a single interface, while Mailchimp requires more platform switching for multichannel campaigns.
Social media integration capabilities differ substantially. Brevo includes Facebook and Instagram integration for more cohesive social media marketing, while Mailchimp offers more limited social capabilities.
The unified inbox functionality represents a significant advantage for Brevo. The platform allows replies to customers across email, WhatsApp, and chat directly from Brevo, creating more streamlined customer communication.
| Multichannel Features | Mailchimp | Brevo |
|---|---|---|
| Email Marketing | Comprehensive | Comprehensive |
| SMS Marketing | Limited features | Full features |
| WhatsApp Integration | Not available | Available |
| Chat Functionality | Not available | Available |
| Social Media Integration | Limited | Facebook, Instagram |
Templates and Design Tools
Mailchimp provides slightly superior email templates with better design layouts. The platform offers 100+ templates with more polished designs and an intuitive editor that simplifies email creation.
Brevo matches the template quantity but with somewhat less refined designs. The platform includes 100+ pre-designed templates with a functional drag-and-drop editor and preview features.
The editor functionality remains similar between platforms. Both offer drag-and-drop editing capabilities, though Mailchimp’s editor receives slightly higher marks for usability and design flexibility.
Mobile responsiveness testing works effectively in both platforms. Both ensure emails display properly across devices, though Mailchimp’s optimization tools provide somewhat more comprehensive device testing.
The design customization options favor Mailchimp for brand consistency. The platform offers more advanced design controls for maintaining brand standards across campaigns.
AI and Advanced Features
Brevo offers AI content generation tools across all pricing tiers. The platform includes AI assistance for email subject lines and body content without restricting these features to premium plans.
Mailchimp limits its generative AI features to Standard plan subscribers and above. The platform’s Intuit Assist (beta) provides workflow and content prediction capabilities but at a higher price point.
The AI implementation focus differs between platforms. Brevo emphasizes content creation assistance, while Mailchimp’s AI features target workflow optimization and predictive content.
Landing page capabilities favor Mailchimp for accessibility. The platform includes landing page and form builders across all plans (even free), while Brevo restricts some advanced landing page features to higher tiers.
Dynamic content functionality creates another distinction. Mailchimp offers Dynamic Content on Standard and Premium plans for personalizing email content based on audience segments, while Brevo provides more limited content personalization options.
| AI and Advanced Features | Mailchimp | Brevo |
|---|---|---|
| AI Content Generation | Standard plan+ | All plans |
| Predictive Features | Intuit Assist (beta) | Limited |
| Landing Pages | All plans | Paid plans |
| Dynamic Content | Standard and Premium | Limited capabilities |
| A/B Testing | All paid plans | Business and Enterprise |
Pricing and Value Comparison
Transactional email pricing creates a significant value difference. Brevo includes transactional email functionality in all plans, while Mailchimp charges an additional $20 for 25,000 transactional emails on top of regular plan costs.
Feature accessibility across pricing tiers favors Brevo for budget-conscious users. The platform includes advanced segmentation, real-time statistics, and transactional emails in all plans, while Mailchimp reserves many features for higher tiers.
The A/B testing availability differs between platforms. Mailchimp includes A/B testing in all paid plans, while Brevo restricts this feature to Business and Enterprise plans, limiting optimization options for basic users.
Support options vary by plan level for both platforms. Mailchimp offers 24/7 chat and email support with phone support on Premium plans, while Brevo provides email support in all plans with phone and chat from the Business plan.
The overall value proposition depends on specific needs. Brevo delivers better value for multichannel marketing and users needing transactional emails, while Mailchimp provides superior value for those prioritizing deliverability and complex automations.
Integration Ecosystem
Mailchimp offers significantly more pre-built integrations with 250+ connections. The platform connects seamlessly with a vast array of third-party tools, creating a more extensive ecosystem for expanding functionality.
Brevo provides fewer native integrations with approximately 70 pre-built connections. The platform covers essential integrations but offers less breadth than Mailchimp’s more comprehensive marketplace.
Both platforms support Zapier and Make.com for extended connectivity. These integration platforms expand connection possibilities beyond native integrations, though direct integrations typically provide more seamless experiences.
E-commerce integration capabilities remain strong in both platforms. Both connect with major e-commerce platforms like Shopify and WooCommerce, though Mailchimp offers more specialized e-commerce features.
The integration depth varies between platforms. Mailchimp typically provides deeper, more feature-rich integrations with popular tools, while Brevo offers more basic connectivity that may require additional configuration.
| Integration Capabilities | Mailchimp | Brevo |
|---|---|---|
| Pre-built Integrations | 250+ | 70+ |
| Zapier/Make Support | Yes | Yes |
| E-commerce Platforms | Extensive | Good coverage |
| CRM Integrations | More options | Fewer options |
| Integration Depth | Typically deeper | More basic |
Reporting and Analytics
Mailchimp provides more comprehensive reporting capabilities with revenue attribution. The platform offers campaign performance dashboards that connect marketing activities to business results more effectively.
Brevo includes unique visualization tools like heatmaps and geographic tracking. These features help visualize engagement patterns and regional performance in ways Mailchimp doesn’t offer.
Real-time statistics availability differs between platforms. Brevo emphasizes real-time stats across all plans, while Mailchimp’s reporting tends to update less frequently.
Custom report capabilities favor Mailchimp for advanced users. The platform offers custom report creation on Standard plans and above, providing more tailored analytics for specific business needs.
Device breakdown reporting exists in both platforms but with different implementations. Brevo includes device breakdowns as a standard feature, while Mailchimp’s device reporting offers somewhat more detail but with less visual presentation.
My Recommendation
Most businesses should choose Mailchimp in 2025 if deliverability and sophisticated automation matter most. The platform’s superior inbox placement rates (80.94% vs 77.95%) and more powerful Customer Journey Builder create meaningful advantages for serious email marketers.
Specific users might prefer Brevo despite its limitations. Those needing multichannel marketing capabilities, transactional emails without additional costs, or AI features on basic plans may find Brevo provides better value for their specific needs.
The deciding factor comes down to your primary marketing goals. If email deliverability and complex customer journeys drive your strategy, Mailchimp delivers superior capabilities; if broader communication channels and budget-friendly advanced features matter more, Brevo offers compelling advantages.
Budget considerations could tip the scales toward Brevo. The inclusion of transactional emails and advanced features in lower-tier plans creates significant savings for businesses with limited marketing budgets.
The platform that aligns with your specific marketing requirements will deliver the most value. Mailchimp works better for email-focused strategies requiring reliable delivery and sophisticated automation, while Brevo excels for multichannel marketing with broader communication needs.
Frequently Asked Questions
Q: Which platform offers better email deliverability, Mailchimp or Brevo?
A: Mailchimp delivers significantly better email deliverability with an 80.94% inbox placement rate compared to Brevo’s 77.95% in 2025 testing. Looking at longer-term averages, the gap widens further with Mailchimp achieving 92.6% average deliverability across recent tests versus Brevo’s 74.7%. This deliverability advantage means your emails have a better chance of reaching subscribers’ inboxes with Mailchimp, particularly for Gmail users where Mailchimp achieves 76.01% inbox placement compared to Brevo’s 71.98%.
Q: How do the automation capabilities compare between Mailchimp and Brevo?
A: Mailchimp offers more sophisticated automation capabilities through its Customer Journey Builder, which enables complex branching logic and multi-step automations with visual workflow mapping. This tool is available from the Standard plan and provides more advanced conditional logic for creating personalized customer journeys. Brevo provides solid but less complex automation options with pre-built templates for specific triggers and action-based workflows, but lacks the depth and visual mapping capabilities of Mailchimp’s solution.
Q: Which platform is better for multichannel marketing beyond email?
A: Brevo significantly outperforms Mailchimp for multichannel marketing capabilities. Brevo integrates email, SMS, WhatsApp, phone, chat, and social media channels (Facebook and Instagram) in a unified dashboard, allowing direct customer communication across multiple channels from a single interface. Mailchimp focuses primarily on email with limited SMS features on higher-tier plans, requiring more platform switching for multichannel campaigns. For businesses needing to reach customers across various communication channels, Brevo offers a more comprehensive solution.
Q: How do the pricing models compare between Mailchimp and Brevo?
A: Brevo offers better value across pricing tiers, particularly for advanced features and transactional emails. Brevo includes transactional email functionality in all plans, while Mailchimp charges an additional $20 for 25,000 transactional emails on top of regular plan costs. Brevo also includes advanced segmentation (100 conditions), real-time statistics, and AI content generation tools in all plans, while Mailchimp restricts many advanced features to higher tiers. However, Mailchimp includes A/B testing in all paid plans, while Brevo restricts this to Business and Enterprise plans.
Q: Which platform has better integration capabilities?
A: Mailchimp offers a significantly larger integration ecosystem with 250+ pre-built integrations compared to Brevo’s approximately 70 connections. This broader connectivity allows Mailchimp to seamlessly work with more third-party tools and services. Both platforms support Zapier and Make.com for extended connectivity, but Mailchimp’s native integrations typically provide deeper, more feature-rich connections with popular tools. For businesses using multiple software solutions, Mailchimp’s more extensive marketplace creates a more comprehensive ecosystem.
Q: Which platform is better for segmentation and targeting?
A: Brevo offers superior segmentation capabilities across all plans, providing up to 100 segmentation conditions even in basic plans for precise audience targeting. Brevo also includes real-time behavioral triggers in all plans for more responsive marketing. Mailchimp restricts advanced segmentation to higher-tier plans, limiting basic plans to just five segmentation conditions and requiring upgrades for more sophisticated audience targeting. While Mailchimp offers pre-built segments that help beginners, Brevo’s extensive condition options provide more powerful targeting capabilities without requiring plan upgrades.
Q: Which platform provides better AI and content creation tools?
A: Brevo offers more accessible AI content generation tools across all pricing tiers, including AI assistance for email subject lines and body content without restricting these features to premium plans. Mailchimp limits its generative AI features to Standard plan subscribers and above, with its Intuit Assist (beta) providing workflow and content prediction capabilities at a higher price point. For businesses wanting AI-powered content creation without premium pricing, Brevo delivers better value, while Mailchimp’s AI features focus more on workflow optimization and predictive content for users on higher-tier plans.
