The short version: pick Mailchimp if a small business sending a monthly newsletter that needs templates a non-marketer can edit. Pick Kit if a writer or course creator who wants a list and simple automations without a marketing ops person.
Head to head
| Mailchimp | Kit | |
|---|---|---|
| Pricing | Freemium | Freemium |
| Free tier | Yes | Yes |
| Platforms | Web, API | Web |
| Best for | A small business sending a monthly newsletter that needs templates a non-marketer can edit. | A writer or course creator who wants a list and simple automations without a marketing ops person. |
| Weakness | Pricing jumps sharply as the list grows, and deliverability reputation has become less reliable than dedicated transactional providers. | Pricing climbs steeply with subscriber count - the jump as you cross each tier is the thing people complain about - and the automation builder is simpler than what a dedicated marketing platform offers. |
The verdict
Mailchimp and Kit overlap less than the marketing suggests. Mailchimp exists for a small business sending a monthly newsletter that needs templates a non-marketer can edit. Kit exists for a writer or course creator who wants a list and simple automations without a marketing ops person. If you are both, you are the rare case where running two tools is cheaper than picking one badly.
Where they both fall down: pricing jumps sharply as the list grows, and deliverability reputation has become less reliable than dedicated transactional providers. and pricing climbs steeply with subscriber count - the jump as you cross each tier is the thing people complain about - and the automation builder is simpler than what a dedicated marketing platform offers.
Frequently asked
Is Mailchimp or Kit better?
Neither in general. Mailchimp is the better pick if a small business sending a monthly newsletter that needs templates a non-marketer can edit. Kit wins if a writer or course creator who wants a list and simple automations without a marketing ops person.
Is Kit cheaper than Mailchimp?
Mailchimp is freemium, Kit is freemium. The sticker price is rarely the bill — check the pricing section of each review.
Can I use both Mailchimp and Kit?
Plenty of teams do, usually with one as the system of record and the other for a specific workflow. It doubles the migration cost later, so pick a side before year two.