Email Marketing Pricing Comparison 2026

Email marketing pricing in 2026 splits into two models: per-subscriber (Kit, Mailchimp, ActiveCampaign, AWeber, GetResponse) and per-email (Brevo). That distinction matters more than the sticker price. A 10,000-subscriber list costs $99/mo on Kit Creator, $115/mo on Mailchimp Standard, $119/mo on ActiveCampaign Starter, and $65/mo on AWeber — but only $18/mo on Brevo if you send fewer than 5,000 emails. Free plans range from genuinely useful (Kit at 10,000 subscribers, Brevo at unlimited contacts with 300 sends/day) to functionally useless (Mailchimp at 250 contacts). The market is also splitting on features: ActiveCampaign and GetResponse are evolving into full marketing platforms with CRM and webinars, while Kit and AWeber stay focused on email-first simplicity.

Start with your list size and sending frequency — they determine which pricing model saves you money. If you have a large list but email it weekly or less, Brevo's per-email pricing can be 80% cheaper than per-subscriber platforms. If you send frequently to a growing list, per-subscriber models give you predictable costs. Next, check deliverability. Kit leads at 99.2%, AWeber at 98.7%. A 1% deliverability difference on a 50,000-subscriber list means 500 fewer inboxes reached per send. Finally, look at what's bundled. ActiveCampaign includes a CRM and deal pipelines. GetResponse includes webinar hosting. Kit includes digital product sales. Each can replace a separate tool costing $15-50/mo.

For creators selling digital products or running newsletters, Kit's free plan at 10,000 subscribers is the clear starting point — upgrade to Creator ($25/mo annual) only when you need automation. For growing businesses that need sales automation alongside email, ActiveCampaign Starter at $15/mo annual is the best value — it's actually cheaper than Mailchimp at scale while offering dramatically better workflows. For budget-conscious senders with large lists, Brevo Starter at $9/mo is unbeatable if your sending volume stays moderate. Avoid Mailchimp unless you specifically need their 600+ template library — the pricing is no longer competitive, and they charge for unsubscribed contacts.