Side-by-side comparison · Marketing & Ads
Brevo vs Klaviyo vs Mailchimp
Everything that matters when choosing between them, in one place: our rating, what each can do, what they cost, and the trade-offs.
Comparing 3 tools, the maximum.
At a glance
Pick it if: Small businesses with a large contact list, or that want email, SMS and WhatsApp in one tool without paying per contact.
Pick it if: Online stores that want their email and SMS to run on real customer behaviour.
Pick it if: Small businesses that want a well-known, all-round email tool with lots of templates and app connections, and are happy to pay more as the list grows.
Klaviyo scores highest overall, but Brevo gives you more for your money. Which one is right comes down to what you value most.
Overview
| Attribute | Brevo | Klaviyo | Mailchimp |
|---|---|---|---|
| In one line | Email, SMS and WhatsApp marketing in one place, priced by emails sent, not contacts. | Email and SMS for online stores, with AI that writes, segments and predicts. | Email newsletters, automations and sign-up forms for small businesses, with AI help. |
| Pricing model | Freemium | Freemium | Freemium |
| Starting price | $0 | From $20/mo | $0 |
| Free plan | Yes | Yes | Yes |
| Works with Claude Code | Yes | Yes | Yes |
Rating breakdown
Our scores out of 5. The higher bar in each row is highlighted.
| Attribute | Brevo | Klaviyo | Mailchimp |
|---|---|---|---|
| Overall rating | 4.2 | 4.3Winner | 4.0 |
| Ease of useHow quickly someone non-technical gets value from it. | 4.0 | 4.0 | 4.5 |
| FeaturesHow completely it covers its own job, and how well the pieces fit together. | 4.5 | 5.0 | 4.5 |
| Output qualityHow good the results are before you fix them. | 4.0 | 4.5 | 4.0 |
| Value for moneyWhat you get for the price, including the free plan. | 4.5 | 3.5 | 3.0 |
| Speed & reliabilityHow fast it is and how often it falls over. | 4.0 | 4.5 | 4.0 |
Feature comparison
A tick means it does this today. A dash means we haven't checked.
| Attribute | Brevo | Klaviyo | Mailchimp |
|---|---|---|---|
| Access & platform | |||
| Free plan | Yes | Yes | Yes |
| Mobile app | – | Yes | Yes |
| Desktop app | No | No | No |
| Browser extension | – | No | – |
| API access | Yes | Yes | Yes |
| Teams & business | |||
| Team workspace | Yes | Yes | Yes |
| Enterprise plan or SSO | Yes | Yes | Yes |
| Connects to other apps | Yes | Yes | Yes |
| Open source or self-hosted | No | No | No |
| AI abilities | |||
| Works with your files | Yes | Yes | Yes |
| Understands images | – | – | – |
| Makes images | No | – | No |
| Makes video | No | No | No |
| Writes code | No | No | No |
| Runs agents or automations | No | Yes | No |
| Learns your brand or style | – | Yes | Yes |
| Works in many languages | Yes | Yes | Yes |
| Capabilities score | 7/ 17 | 10/ 17 | 9/ 17 |
Pricing
Plans as listed on each vendor's site when we last checked. Confirm before you buy.
| Attribute | Brevo | Klaviyo | Mailchimp |
|---|---|---|---|
| Plans | Free $0 Small lists and trying Brevo out. | Free Free New stores building their first flows. | Free $0 Testing Mailchimp with a tiny list. |
Starter From about $9/mo Regular newsletters with no daily limit. | EmailOur pick From $20/mo Most stores once they pass 250 contacts. | Essentials From $13/mo A small list that just needs newsletters and basic automations. | |
StandardOur pick From about $18/mo Small businesses ready to automate. | Email and SMS From $35/mo Stores that want text messages in the same flows. | StandardOur pick From $20/mo Small businesses that want AI help and proper automations. | |
Professional From about $499/mo Teams sending high volumes across channels. | Enterprise Custom Large brands with many stores or markets. | Premium From $350/mo Larger lists that want phone support and advanced testing. | |
Enterprise Custom Companies with 1 million+ contacts. | |||
| Which plan to pick | Try Free first. Most small businesses should go straight to Standard, because it removes Brevo's logo and adds automations. Pick your email volume carefully, since that's what you pay for. Yearly billing saves 10%, and prices vary by country. | Start on Free and build your welcome and abandoned cart flows before you pay anything. Move to Email when you cross 250 contacts, and only add SMS once email is working, because text messages cost extra per send. | Standard is the plan most small businesses should pick, because it has the AI and the automations. Essentials is fine if you only send a newsletter. Use the price calculator on Mailchimp's site with your real contact count, since prices rise with list size and vary by country. |
Key features
| Attribute | Brevo | Klaviyo | Mailchimp |
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Pros and cons
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Who each one is for
| Attribute | Brevo | Klaviyo | Mailchimp |
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Questions people ask
Which is better, Brevo, Klaviyo or Mailchimp?
Klaviyo scores highest overall in our ratings (Brevo 4.2/5, Klaviyo 4.3/5 and Mailchimp 4.0/5). Brevo is best for large lists you email occasionally and email plus SMS from one tool. Klaviyo is best for abandoned cart recovery and segments from a description. Mailchimp is best for regular email newsletters for a small business and welcome and abandoned cart automations.
Which is cheaper, Brevo, Klaviyo or Mailchimp?
Brevo: There's a free plan, and paid plans start at $0. Klaviyo: There's a free plan, and paid plans start at From $20/mo. Mailchimp: There's a free plan, and paid plans start at $0.
Which is easier to use, Brevo, Klaviyo or Mailchimp?
Mailchimp rates highest for ease of use in our scores. Small businesses that want a well-known, all-round email tool with lots of templates and app connections, and are happy to pay more as the list grows.
How we compare
Ratings are our own, from using each tool, across ease of use, features, output quality, value for money, speed & reliability.
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