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ActiveCampaign vs Mailchimp in 2024: Which Email Marketing Platform is Best?


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Choosing the right email marketing platform is crucial for any business looking to connect with customers, promote products, and drive sales. In 2024, two of the most popular platforms are ActiveCampaign and Mailchimp. Each has its strengths and weaknesses, making them suitable for different types of businesses. In this blog, we’ll compare ActiveCampaign and Mailchimp to help you decide the best fit for your needs.

ActiveCampaign vs MailChimp

Target Audience


Mailchimp is often recommended for small and medium-sized businesses and beginners. Its user-friendly interface makes it easy for anyone to get started with email marketing, even without prior experience. Mailchimp offers a free plan, which is excellent for businesses with smaller email lists or those just starting.


ActiveCampaign is more suitable for advanced businesses that need powerful automation tools and CRM (Customer Relationship Management) functionalities. It’s designed for businesses that want to take their email marketing to the next level with sophisticated features and detailed analytics. While it may be more complex to use than Mailchimp, the additional features can provide significant value for those needing them.

Features and Functionality

Email Marketing

Both ActiveCampaign and MailChimp offer strong email marketing capabilities, including creating and sending newsletters, promotional emails, and automated campaigns.


Automation is a key area where ActiveCampaign stands out. It offers advanced automation features that allow you to create complex workflows based on customer behavior, such as sending follow-up emails after a purchase or re-engaging inactive subscribers. Mailchimp also offers automation, but its features are more basic and may need to be revised for businesses with complex needs.

CRM Integration

ActiveCampaign includes a fully integrated CRM system, allowing you to manage customer relationships, track sales, and automate follow-ups in one place. This integration helps streamline your sales and marketing efforts. Mailchimp’s CRM features are more basic, providing contact management and segmentation, but they need more depth in ActiveCampaign’s CRM.

Segmentation and Personalization

Both platforms offer segmentation and personalization, enabling you to tailor your emails to specific groups of subscribers. ActiveCampaign’s segmentation is more advanced, allowing for more detailed targeting based on various criteria. Mailchimp’s segmentation is effective but less comprehensive than ActiveCampaign’s.




Mailchimp offers a free plan that includes basic email marketing features and supports up to 500 contacts. This makes it an excellent choice for small businesses or beginners who want to try email marketing without any upfront costs. Paid plans start at $11 per month and can become expensive as your list grows and you require more advanced features.


ActiveCampaign offers a 14-day free trial, after which paid plans start at $9 monthly. While the starting price is comparable to Mailchimp, ActiveCampaign’s plans with advanced automation features can be much more expensive, with some plans costing up to $149 monthly. However, the additional cost may be justified if your business needs the advanced features and automation capabilities that ActiveCampaign provides.

Reporting and Analytics


Mailchimp offers detailed reporting and analytics that allow you to track open rates, click-through rates, and other key metrics. The reports are easy to understand, making it simple for beginners to analyze their campaign performance.


ActiveCampaign provides even more detailed reporting and analytics than Mailchimp. In addition to basic metrics, ActiveCampaign offers insights into customer behavior, sales tracking, and the performance of your automation workflows. This level of detail can help businesses make more informed decisions and optimize their marketing strategies.



Which Platform is Best for You?

The best email marketing platform for you depends on your business needs and goals.

Choose Mailchimp If:

  • You are a small or medium-sized business or a beginner looking for an easy-to-use platform.
  • You want to start with a free plan to test email marketing.
  • You do not require advanced automation or CRM features.

Mailchimp’s user-friendly interface and free plan make it an excellent starting point for businesses new to email marketing. It’s simple to set up and use, making it accessible for those without technical expertise.

Choose ActiveCampaign If:

  • You are an advanced business needing powerful automation tools and a fully integrated CRM.
  • You are willing to invest in a platform with more advanced features and detailed analytics.
  • You require complex automation workflows and detailed customer segmentation.

ActiveCampaign’s advanced features and CRM integration make it ideal for businesses looking to enhance their email marketing. While it may be more expensive, the additional capabilities can provide significant value for those who need them.


Final Thoughts

ActiveCampaign and Mailchimp are excellent email marketing platforms, each with strengths. Mailchimp’s simplicity and free plan make it an excellent choice for starting a small business. However, if you need advanced features and powerful automation, ActiveCampaign is the better option. By understanding your business needs and comparing each platform’s features, pricing, and capabilities, you can make an informed decision that will help you achieve your email marketing goals in 2024.

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