Choosing email marketing software comes down to two numbers: how many contacts you have, and how often you plan to email them. Most guides compare contact limits and stop there. This one compares both, using pricing and plan limits taken from each vendor’s own documentation and dated so you can verify them.
Editorial note: RightToolHQ is actively expanding this guide. We publish in-depth reviews only for platforms we have completed our research process on — currently MailerLite, Mailchimp, Brevo and Omnisend. Additional platforms are added as they pass that process, and this guide grows with them. Our planned coverage is listed further down.
Quick Comparison
Both vendors’ figures captured from their own pricing pages in USD on 3 August 2026, at a 500 contacts/subscribers list size.
| MailerLite | Mailchimp | Brevo | Omnisend | |
|---|---|---|---|---|
| Free plan limit | 250 subscribers · 2,500 emails/mo | Under 500 contacts · 500 emails/mo | Unlimited contacts · 300 emails/day | 250 contacts · 500 emails/mo |
| Billing basis | Contacts stored | Contacts stored | Emails sent | Contacts stored |
| Free plan seats | 2 | 1 | — | Not stated |
| Automations on free | Included | Not included | Not included | Not stated |
| Entry paid plan | $12/mo (Comfort) | from $8.02/mo (Essentials) | $9/mo (Starter) | $11.20/mo advertised† (Standard) |
| Automation tier | $12/mo | from $11.98/mo (Standard) | $18/mo (Standard) | Not stated |
| Top paid plan | $25/mo (Power) | from $239.69/mo (Premium) | $499/mo (Professional) | $41.30/mo advertised† (Pro) |
| Remove branding | Included on paid | Included on paid | $10.80/mo add-on | Not stated |
| SMS / push | — | — | SMS from Starter, WhatsApp on Professional | SMS from $0.007 · web push all tiers |
| Integrations | 100+ | 300+ | Not stated on pricing page | Not stated on pricing page |
† Omnisend’s advertised rates are 30% discounts for prepaying three months. Unlike the others in this table, Omnisend does not publish an ongoing monthly rate — see our Omnisend review for the arithmetic. Its figures are therefore not directly comparable to the standing monthly prices shown for the other three.
The Number Most Guides Miss
Nearly every “best email marketing software” guide compares contact limits. Far fewer compare send limits — and on free plans, that is usually the constraint you hit first.
Mailchimp’s free plan allows up to 500 contacts but caps sending at 500 emails per month. At a full list, that is roughly one send per month. MailerLite’s free plan allows 250 subscribers and 2,500 emails per month — at a full list, roughly ten sends per month.
So the useful question is not “how many contacts do I have” but “how often do I intend to email them.” A 400-contact list mailed monthly fits Mailchimp’s free tier and not MailerLite’s. A 200-contact list mailed weekly fits MailerLite’s and not Mailchimp’s. Same buyer, opposite answer, depending entirely on frequency.
Once you are paying, the two converge sharply: at 500 contacts, MailerLite Comfort is $12/month and Mailchimp Standard is $11.98/month ongoing. Two cents apart.
Who This Guide Is For
Solopreneurs, freelancers, startups, agencies, and small marketing or sales teams choosing software without a procurement department — people who need to know what a plan actually costs at their list size, not what a vendor’s homepage claims.
It is less useful if you are an enterprise buyer needing SSO, dedicated infrastructure, or negotiated contracts. Those decisions turn on procurement terms this guide does not cover.
How We Choose What to Include
Every figure in this guide is taken from the vendor’s own published documentation, linked and dated. Where a vendor does not disclose something and no credible independent source exists, we say so rather than estimating.
We do not publish star ratings for software we have not used, and we do not invent benchmarks or deliverability figures. Our full process is documented in Our Sources & Method.
Reviewed Platforms
MailerLite — Free plan covers 250 subscribers and 2,500 emails per month with visual automations and two seats included. Comfort is $12/month at 500 subscribers; Power is $25/month for unlimited sending and unlimited seats. Best suited to people who email frequently or want automation without paying for it.
Mailchimp — Free plan covers under 500 contacts but caps sending at 500 emails per month, with one seat and no automation flows. Paid tiers run from $8.02/month (Essentials) to $239.69/month (Premium) ongoing, all currently discounted 50% for the first year. Best suited to larger lists mailed infrequently, teams needing multiple seats and roles, or anyone wanting the widest integration directory.
Brevo — Bills on emails sent rather than contacts stored, which inverts the usual trade-off. Free plan allows 300 emails per day with no card required. Paid tiers run $9/month (Starter), $18/month (Standard, adds unlimited automation workflows) and $499/month (Professional). Best suited to large lists mailed periodically, or anyone wanting SMS and WhatsApp in the same tool.
Omnisend — Built for ecommerce, with email, SMS and web push treated as one product rather than separate add-ons. Free plan covers 500 emails/month to 250 contacts. Advertised paid rates ($11.20 and $41.30/month) are 30% discounts for prepaying three months; Omnisend does not publish an ongoing monthly rate. Includes a free five-day migration service.
Head-to-Head Comparisons
MailerLite vs Mailchimp — both vendors’ pricing captured on the same date, at the same list size, with the free-tier send limits set side by side.
Planned Coverage
RightToolHQ publishes a review only after completing its research process. The following email marketing platforms are on our roadmap for future coverage:
Kit · ActiveCampaign · GetResponse · Constant Contact
Each will be added here as it passes our editorial process. We list them so you know what this guide does not yet cover — a guide that compares two platforms should say so rather than implying it surveyed the market.
Frequently Asked Questions
What is the best email marketing software for a small business?
There is no single best option — the right choice depends on how often you email rather than how many contacts you have. Among the platforms we have reviewed, MailerLite suits frequent senders and anyone wanting automation on a free plan, while Mailchimp suits larger lists mailed infrequently and teams needing multiple seats and roles.
Which email marketing platform has the best free plan?
It depends what you need more of. Mailchimp’s free plan allows up to 500 contacts but only 500 emails per month. MailerLite’s allows 250 subscribers and 2,500 emails per month, and includes visual automations and two user seats, neither of which Mailchimp includes on free.
How much does email marketing software cost?
At a 500-contact list, the platforms we have reviewed are close: MailerLite Comfort is $12/month and Mailchimp Standard is $11.98/month at its ongoing rate. Costs rise with list size on both, and Mailchimp’s paid tiers were discounted 50% for the first 12 months at the time of writing, so the introductory price is roughly half the ongoing one.
Do I need to pay for email marketing when starting out?
Not necessarily. Both platforms we have reviewed offer a free tier, and the binding limit is usually sending volume rather than contact count. If you are mailing a small list weekly, a free plan with a higher send allowance will last longer than one with a higher contact cap.
Why does this guide only cover two platforms?
Because we have only completed our research process on two so far. We publish reviews when the underlying figures have been sourced and verified, not to fill out a list. Platforms on our roadmap are named in the Planned Coverage section above, and this guide expands as each is published.
How current is the pricing in this guide?
All pricing here was captured from each vendor’s own pricing page in the USD view on 3 August 2026. SaaS pricing changes frequently — we re-verify on a 30-day cycle and date every figure, but confirm current terms on the vendor’s own site before purchasing.
Disclosure
RightToolHQ has no active affiliate relationship with MailerLite or Mailchimp at the time of writing, and this page contains no affiliate links. If that changes, this notice will be updated and any affiliate link clearly disclosed. See our editorial policy and affiliate disclosure.