Mailchimp is the most popular email marketing platform for small service providers in New Zealand.
It’s still a strong choice especially for small business owners.
However, Mailerlite and other email marketing platforms are increasing in popularity.
I’ve helped small businesses with both platforms as well as other email service providers (ESPs). One of the most common questions I hear is which email platform should I use?
Lucky you, I’m going deep on two of the most popular email service providers to help you make the choice quicker and easier.
I recommend reviewing the platforms based on 5 key factors. Budget, ease of use and integrations are usually the most important.
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1) Ease of Use
When someone finds a platform clunky or confusing that’s when they start finding reasons not to email. For this reason, I always recommend choosing a platform that you find easy to use. I’ve had business owners say Mailchimp is difficult to use. Others say that about Mailerlite.
In my experience, both are some of the simpler platforms to use. But the point is, it’s what you find intuitive that matters.
| Mailchimp | Mailerlite | |
| User interface and design | 4 out of 5. Simple although some functions like landing pages are difficult to find. | 3 out of 5. Simple but includes some more advanced features. |
| Drag-and-drop email builder comparison | 4 out of 5. Simple with HTML editing available. Focuses on simpler block styles but includes HTML options for customization. | 3 out of 5 Simple to medium. Variety of blocks including survey and quiz blocks. However, text linking can be challenging in long blocks. |
| Template library and customization options | 4 out of 5. Basic templates for the free plan. Good variety in the paid plans. Can build with HTML. | 3 out of 5. Lots of variety (over 100 but templates are only available in the paid plans. Can edit with HTML. |
| Total | 12 out of 15 | 9 out of 15 |
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2) Email Platform Features
In my opinion, Mailerlite’s free plan wins because it includes automation which I believe is essential. However, when I review Mailchimp versus Mailerlite the chimp comes out on top.
Here’s why:
The free Mailerlite plan includes landing pages, emails, automation, a variety of integrations, and A/B testing.
In comparison, a free Mailchimp account integrates with the most popular applications and includes basic landing pages but not A/B testing and email automation.
The paid plans of both email platforms include all of these essentials.
Only having basic landing pages for Mailerlite is a negative.
But most small businesses have a website now and can embed forms. The signup forms for social links are well designed as well.
| Mailchimp | Mailerlite | |
| Email marketing features (campaigns, newsletters, automation) | 3 out of 5. Simple although some functions like landing pages are difficult to find. More robust features as you grow. Mailchimp also has nice-to-have features like the creator studio for creating graphics and a calendar for both emails and paid ads. | 4 out of 5. Simple but includes some more advanced features. Mailerlite also has Mailercheck for easy deliverability checks. (Needs to be added on and requires credits). |
| Segmentation | 4 out of 5. Uses segments, groups, and tags to easily organize your email subscribers and create hyper-relevant campaigns. You can also have more than one list although that’s not recommended in many cases. | 3 out of 5. Uses segments, groups, and fields to organize your email subscribers and segment campaigns. However, fields are slightly more difficult to use. There are also some limitations with filters for segmentation. |
| Landing page builder comparison | 4 out of 5. Good landing page and sign up forms designs with both free and paid plans. | 3 out of 5 A simple landing page builder and signup forms are included with all plans. Plus templates for paid plans only. |
| A/B testing | 4 out of 5. A/B testing of the subject line, from name, email content, and send time. Paid plans only. Multivariate testing is included with advanced plans. | 4 out of 5. Subject from name, email content, and send time. Multivariate testing is included with pro plans. |
| Integration with other tools (CRM, e-commerce, etc.) | 4 out of 5. Over 330 integrations | 3 out of 5. Over 150 integrations |
| Total | 19 out of 25 | 17 out of 25 |
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3) Email Marketing Software Pricing
This one’s easy.
Mailerlite gives the biggest bang for your buck. Partially because of the automation being included with the free plan.
Without it, you can’t have a welcome sequence which is non-negotiable for me.
Welcome sequences have an average of 4x the open rate and 5x the click-through rate of standard email marketing emails. (InboxArmy).
You also get more contacts on the free Mailerlite plan (1000) than on the free Mailchimp plan (500)*.
When you get into the paid plans and start to grow then the divide widens. Mailerlite is by far the most affordable of the two platforms.
| Mailchimp | Mailerlite | |
| Paid plans start at | Essentials NZ$22.27/month for 500 contacts. | Growing business USD$9 (NZD ~ $15)/month for 500 contacts. |
| Most popular plan | 4 out of 5. The standard plan is the most popular plan and includes: generative AI features, advanced segmentation & reporting, enhanced automations, custom-coded email templates, data-driven optimization tools, and personalized onboarding. It’s currently NZ$34.26/mo for 500 contacts.* | 4 out of 5. Many may stick with the growing business. But the next level up is Advanced USD$18 (NZD ~ $30)/month for 500 contacts. Which includes all in Growing Business, plusunlimited emails and contacts, Facebook integration, Custom HTML editor, Promotion pop-ups, Multiple triggers in automations, Preference center, AI writing assistant, Smart sending, Partner discounts. |
| Value for money comparison | 3 out of 5 Great features once you get to paid plans that level the field. But it gets pricey as you grow your contacts. | 4 out of 5 Great features at all levels of free and paid plans. The next step up is affordable. |
| Free plan features and limitations | 3 out of 5. Free plans don’t include automation. To set up a decent welcome sequence you need the Standard plan. | 4 out of 5. The landing page templates are not included. Otherwise, you have what you need at the free level and the next step is affordable. |
| Total | 10 out of 15 | 13 out of 15 |
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4) Customer Support
Both ESPs include some customer support in the first 30 days of your free plan. I must admit I haven’t had to use their support in years.
They are head-to-head in this section for support if you take into account resources.
Reviews suggest Mailerlite customer support is more responsive.
I certainly found them helpful when I first set up my account and had a technical issue.
| Mailchimp | Mailerlite | |
| Customer support | 3 out of 5. Limited email support for the first 30 days. Then email support on paid plans only. Phone support doesn’t come in until you reach the Premium plan (above Standard). | 4 out of 5. 24/7 email customer support for the first 30 days of the free plan. Then only for paid plans. Once you get to the Advance plan you can get live chat support. The reviews are much better. |
| Resources | 5 out of 5. The knowledge base is excellent. It has screenshots and simple step-by-step processes. The Mailchimp Academy (Mailerlite & Co) is thorough and includes tests at the end. You earn badges but can only display them in certain places once you’re a partner. The badges have little value to business owners but are more of a perk for marketers. | 4 out of 5. The knowledge base is helpful. It has screenshots and videos. The Mailerlite Academy offers certifications and steps you through the processes. The foundation’s course is simple enough for business owners to get up to speed. |
| Total | 8 out of 10 | 8 out of 10 |
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5): Deliverability and Performance
Deliverability is one of those words that have many people scratching their heads. I describe it as the chance of landing in the inbox instead of spam.
While your deliverability or ability to avoid spam is mostly determined by your email practices and setup the platform does have a role to play.
This is another reason why the terms of service for most email marketing platforms are more strict than some of the regulations.
For example, some regions have more relaxed rules around being able to email commercial email addresses.
In comparison, email platforms like Mailchimp will suspend your account if you import email addresses they suspect are collected without consent.
If they have too many with bad senders scores then it drags down everyone else on the platform.
The Email tool tester website monitors deliverability of the most popular email service providers.
| Mailchimp | Mailerlite | |
| Email delivery rates and open rates | 4 out of 5. Mailchimp has 92.6% out of 100% for deliverability. | 4 out of 5. Mailerlite is slightly ahead with 92.7% out of 100% for deliverability. |
| Email performance tracking and analytics | 3 out of 5. Basic campaign reports with the free plan. Paid plans include new more detailed reporting. | 3 out of 5. Good quality analytics are included with all plans. |
| Total | 7 out of 10 | 7 out of 10 |
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Authors opinion
Many small business owners ask me which email platform is the best for them. I review my clients’ needs across multiple factors and platforms before making a suggestion.
Once you’ve picked a platform it can be annoying to switch.
Out of these two email marketing tools, if budget is an issue then Mailerlite’s free plan is great. I typically recommend Mailchimp for small business owners who aren’t techy, who have a moderate budget, and who value the added integrations, and aesthetics of Mailchimp.
Both these platforms have free plans. I encourage you to create a free account and have a play around before you make your choice.
You may be curious which platform I use?
Mailerlite is my current email service provider. Receive email marketing insights straight to your inbox and your free Get Started With Email Marketing here.
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Which is better Mailchimp or Mailerlite?
There is no one answer.
The right email marketing platform for you depends on your needs and budget.
Mailchimp scored 56 out of 75 (two points ahead of Mailerlite). So Mailchimp wins this round by a small margin. Once you get to the paid plans it is a great platform. Disagree? I’d love to know your thoughts.
 | Tiffany Bartlett – Founder & Email Marketing StrategistTiffany with a decade of marketing experience is happiest in front of a laptop writing emails and digging through data. A busy mum and proud geek, she can occasionally be found with her head in a Fantasy book. Browse the email blog or get to know her at tiffanydigital.co.nz. |
Note: This is a general guide based on the information at the time of writing and my experience. Pricing, features, and contact limits are subject to change. Check the current pricing and features before making a decision.
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