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The verdict first: Brevo is the best-value email marketing platform available right now, especially for small businesses and creators running lean. The free plan alone is worth a serious look if you're currently paying for Mailchimp's Essentials tier with a list under 5,000 subscribers.
I ran email programs at a mid-size SaaS company for eight years before I started writing about the tools. Went through Mailchimp's pricing rewrites, hit ActiveCampaign's complexity ceiling, watched ConvertKit rebrand itself twice. When Brevo — formerly Sendinblue — started getting serious traction, I started paying attention. I've spent several months using it daily for client work and personal projects.
Here's what I actually think.
TL;DR
Brevo is the right call for: Small businesses, solo creators, ecommerce operators, and anyone who wants email plus SMS without paying for two tools. If you're currently on Mailchimp with under 5K contacts, run the pricing math — you might be overpaying.
Skip Brevo if: You need deep CRM functionality, a massive template library, or automation complexity that a dedicated tool like ActiveCampaign provides.
Rating: 8.5/10
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Pricing: The Free Plan Changes Everything
This is where Brevo wins, plainly and simply.
Free plan: Unlimited contacts. Up to 300 emails per day (about 9,000 per month). Basic email templates, automation workflows, one landing page, basic reporting. No credit card required. No time limit — it's a permanent free tier, not a trial.
Starter (from $9/month): 5,000 contacts, no daily sending cap, email support, basic reports, Brevo branding removed from your emails.
Business (from $18/month): Everything in Starter, plus full marketing automation with advanced conditional logic, A/B testing, heat maps, multi-user access, phone support, and a dedicated IP option for high-volume senders.
Brevo+ (custom pricing): Enterprise. SSO, custom IP, SLA, dedicated account manager.
Now compare that to Mailchimp. Their free plan caps at 500 contacts and 1,000 sends per month. Mailchimp's Essentials starts at $13/month for just 500 contacts. To get anything resembling real automation, you need Standard at $20/month. And Standard's pricing climbs fast — at 5,000 contacts, you're looking at $75/month.
Brevo at 5,000 contacts: $9/month.
That's not a rounding error. For small businesses and creators, it's the whole argument.
If you have 2,000 contacts and want to send a weekly newsletter, Mailchimp's free plan literally can't handle that. Brevo's free plan can — comfortably, with automation included.
Try Brevo free and see what I mean.
Features: More Than Just Email
Brevo calls itself a multi-channel marketing platform. Usually that's the kind of thing marketing copy says and product reality ignores. In this case, it's actually true. Let me walk through what matters.
Email Campaigns
The drag-and-drop campaign builder is clean and works reliably. Nothing revolutionary — but no surprises either. The template library runs about 40 options. Every template is responsive out of the box and looks professional without customization. If you need 100+ design-forward templates, Mailchimp has more raw selection. If you need something that sends great emails without spending an hour in the editor, Brevo's library is more than sufficient.
Building a campaign from scratch takes about 20 minutes for someone who's done it before. Preview-and-test is smooth — you can send test emails and check mobile vs. desktop rendering without leaving the editor. The personalization tools (merge tags, dynamic content blocks) work as expected.
Automation Workflows
This is where Brevo surprises people. Most email platforms lock automation behind paid tiers. Brevo includes it on the free plan.
The visual workflow builder handles the standard use cases: welcome sequences, abandoned cart flows, birthday campaigns, re-engagement series. Triggers, conditions, actions, delays, branching — it's all there. On the free tier you're limited in workflow complexity, but a solid 3-step welcome sequence or a basic post-purchase follow-up is completely doable without spending anything.
The Business tier opens up advanced branching — "if contact opened email 2 but didn't click, wait 48 hours then send this alternative" — type logic. That's where it starts competing seriously with ActiveCampaign for mid-market automation use cases.
Built-In CRM
There's a lightweight CRM built into the platform. Contact records, deal tracking, pipeline view, notes. It's genuinely functional for a solo operator or a small team managing a few hundred active deals.
Don't over-estimate it. It won't replace HubSpot or Pipedrive. But if you need to track lead status and connect email activity to a contact record — without paying for a separate tool — it saves you from duct-taping a spreadsheet to your email platform. For a lot of small businesses, that's actually useful.
SMS and WhatsApp Marketing
This is Brevo's clearest differentiator in the mid-market. SMS campaigns and WhatsApp marketing are available from within the same dashboard where you run email.
SMS credits are purchased separately (rates vary by country, roughly $0.01–$0.05 per message depending on destination). WhatsApp requires a Meta Business account setup that takes an afternoon. Neither channel is free — but having email, SMS, and WhatsApp in one tool instead of three separate subscriptions is real operational value. Especially for local businesses or ecommerce stores doing cart abandonment recovery across channels.
Most competitors at this price point require you to choose: email tool OR SMS tool. Brevo says: have both, pay for what you use.
Transactional Email
If you're running a SaaS product or ecommerce store, transactional email — receipts, password resets, shipping confirmations — is often handled by a separate service. SendGrid, Postmark, AWS SES.
Brevo handles it natively. SMTP relay or REST API, detailed delivery and open logs per transaction, suppression list management, bounce handling. For small operations, consolidating marketing email and transactional email on one platform simplifies your stack meaningfully. One billing relationship, one suppression list, one deliverability reputation to manage.
Landing Pages
A landing page builder is included, even on free. It's basic — not Unbounce or Instapage territory — but usable for a simple lead capture page that feeds directly into a Brevo list and triggers an automation. Handy if you need a quick opt-in page without adding another tool.
Deliverability: Consistently Solid
Brevo tests above 95% inbox placement consistently in third-party assessments. That puts it on par with Mailchimp and Constant Contact, and ahead of some budget competitors.
Free and Starter tiers share IP infrastructure with other senders. That's fine for most use cases — your deliverability is primarily driven by list health and engagement, not IP reputation at typical send volumes. Business tier adds a dedicated IP option, which matters if you're sending to 50K+ contacts regularly or managing deliverability aggressively.
One thing worth noting: Brevo's suppression list management is automatic and clean. Bounces, unsubscribes, and spam complaint handling works correctly by default. You don't have to think about it, which is more than I can say for some platforms I've used.
Ease of Use
The post-rebrand Brevo UI is noticeably cleaner than the old Sendinblue interface, which had gotten cluttered over the years. Current navigation is logical. The main modules — Campaigns, Automations, Contacts, SMS, Transactional, Reports — live in a left sidebar and make sense on first visit.
Onboarding walks you through your first campaign without being condescending. The drag-and-drop editor is responsive and doesn't fight you. I've onboarded three non-technical clients onto Brevo in the last 18 months. None of them needed a follow-up call after the first week. That's a reasonable practical test.
Where it gets more complex: the SMS/WhatsApp setup involves additional verification steps (especially WhatsApp's Meta Business onboarding), and advanced automation workflows have a learning curve. But that's true of any platform at this level.
Who Should Use Brevo
Definitely Brevo if you're:
- On Mailchimp's paid Essentials or Standard tier with under 5K contacts — you're almost certainly overpaying
- Starting from scratch and want a genuine free tier to build on, not a 30-day trial
- Running email plus SMS and don't want two separate tools
- Operating an ecommerce store or SaaS app where transactional email matters
- A solo creator or small team that wants basic CRM without a third subscription
Consider Brevo if you're:
- Scaling toward 10K–50K contacts with growing automation needs (Business tier can handle it, but test the workflow builder depth before committing)
- Running Shopify or WooCommerce (native integrations work well for standard ecommerce flows)
Probably not Brevo if you're:
- A large ecommerce operation where Klaviyo's deep behavioral segmentation is core to your strategy
- A team already deep in the Mailchimp ecosystem where migration friction isn't worth the savings
- Needing enterprise CRM capabilities as part of the same marketing platform
The Verdict
Brevo is the email platform I recommend first to small businesses and creators now. The free plan isn't a crippled lead-gen gimmick — it's an actually functional platform you can run a real email program on. The paid tiers scale reasonably. And the combination of email, SMS, WhatsApp, transactional email, and a basic CRM in one tool is genuinely more useful than paying for email alone.
If you're currently on Mailchimp's paid Essentials tier with under 5,000 contacts, do the math. You might be paying $40+ per month for something Brevo does for $9.
Get started with Brevo free →
For a direct head-to-head, see our full Brevo vs. Mailchimp 2026 comparison. And if you're evaluating a wider set of options, the Best AI Tools for Marketers 2026 roundup covers the full category.
Maya Torres spent eight years in digital marketing before writing about the tools she used every day. Her reviews are ROI-first.
