Choosing the right email marketing platform can directly impact how effectively your business attracts, converts, and retains customers. For Australian businesses, two commonly compared options are Mailchimp and Brevo (formerly Sendinblue).
While both platforms offer email marketing capabilities, their strengths differ significantly. Mailchimp focuses heavily on email marketing and automation, while Brevo offers a broader communication platform that includes email marketing, SMS marketing, CRM functionality, transactional emails, and WhatsApp messaging.
If you’re searching for a Brevo review in Australia or comparing platforms based on performance and value, it’s important to understand how each tool approaches email marketing and automation.
What is Mailchimp?
Mailchimp is one of the most established and trusted email marketing platforms globally, used by businesses ranging from startups to large eCommerce brands.
Its core strength lies in advanced marketing automation, customer journey mapping, audience segmentation, and detailed reporting. These features enable businesses to deliver highly targeted campaigns that drive measurable results.
For Australian eCommerce businesses, Mailchimp integrates seamlessly with platforms like Shopify and WooCommerce, making it a strong choice for brands focused on revenue growth and lifecycle marketing.
What is Brevo?
Brevo has evolved into an all-in-one communication platform, offering Brevo email marketing in Australia alongside SMS campaigns, WhatsApp messaging, CRM tools, and transactional emails.
This broader feature set can appeal to businesses looking to consolidate multiple tools into a single platform. However, Brevo email marketing capabilities are generally less advanced compared to platforms that specialise specifically in email performance.
Mailchimp vs Brevo: Key Comparison
Mailchimp vs Brevo Pricing
Mailchimp uses a contact-based pricing model, which means costs scale as your subscriber list grows. While this may appear higher at first glance, it reflects the platform’s depth of features, automation capabilities, and performance-focused tools.
Brevo uses a volume-based pricing model, where businesses pay based on the number of emails sent rather than contacts stored. This can be cost-effective for businesses with large but less frequently engaged lists.
However, it’s important to consider value, not just cost. For many Australian businesses, the additional revenue generated through Mailchimp’s advanced targeting and automation often outweighs the difference in subscription fees.
Mailchimp vs Brevo Marketing Automation
Mailchimp is widely recognised for its sophisticated automation capabilities. Its customer journey builder allows businesses to create detailed workflows based on user behaviour, purchase activity, and engagement patterns.
This level of control is particularly valuable for eCommerce businesses looking to optimise abandoned cart flows, post-purchase sequences, and customer retention strategies.
Brevo offers solid automation and supports multi-channel messaging, including SMS and transactional emails. While useful, its automation depth is generally less refined compared to Mailchimp’s advanced lifecycle marketing tools.
Mailchimp vs Brevo CRM and Sales Features
This is where Brevo stands apart.
Brevo includes built-in CRM functionality, allowing businesses to manage customer relationships alongside their marketing campaigns. This can reduce the need for additional software and simplify reporting for growing organisations.
Mailchimp includes contact management and audience insights but is not designed to function as a full CRM platform. Instead, it integrates with dedicated CRM systems, giving businesses more flexibility to build a tailored tech stack.
For businesses that prioritise a single all-in-one solution, Brevo may have an advantage here. However, businesses focused on marketing performance often prefer Mailchimp’s specialised approach combined with best-in-class integrations.
Mailchimp vs Brevo Ease of Use
Mailchimp provides a highly intuitive and polished user experience. From campaign creation to reporting, the platform is designed to be accessible while still offering advanced functionality.
Brevo is also user-friendly, though its broader feature set can make initial setup slightly more complex.
Mailchimp vs Brevo Integrations
Mailchimp offers one of the most extensive integration ecosystems available, connecting with hundreds of tools across eCommerce, analytics, CRM, and marketing platforms.
This flexibility allows businesses to scale without limitations.
Brevo integrates with many popular tools but offers fewer native integrations overall. While it includes built-in features like CRM and SMS, it may not match the flexibility of Mailchimp’s ecosystem.
Which Platform is Best for Australian Businesses?
Choose Mailchimp if:
- Email marketing is a core revenue driver
- You need advanced automation and customer journeys
- You run an eCommerce store
- You rely on deep segmentation and reporting
- You want scalability and integration flexibility
Choose Brevo if:
- You want email, SMS, and CRM in one platform
- You have a large database with lower send frequency
- Budget is your main priority
- You prefer an all-in-one communication tool
Final Verdict
For Australian businesses seeking a complete marketing and communication platform, Brevo offers impressive value through its combination of email marketing, CRM, SMS, transactional email, and automation capabilities. For businesses focused heavily on email marketing, advanced automation, and eCommerce growth, Mailchimp continues to be one of the most powerful solutions available.
Frequently Asked Questions
Is Mailchimp a good option in Australia?
Yes, Mailchimp is a strong option for Australian businesses, particularly those focused on email marketing performance, automation, and eCommerce growth. Its advanced segmentation, customer journey tools, and integrations make it well-suited for businesses looking to scale and maximise ROI.
Why do businesses choose Mailchimp over Brevo?
Businesses often choose Mailchimp for its advanced automation, stronger eCommerce integrations, and ability to deliver more targeted, high-performing campaigns.
Is Mailchimp worth the higher cost?
For many businesses, yes. The platform’s ability to drive higher engagement and revenue often justifies the investment.
What is the main difference between Mailchimp and Brevo?
Mailchimp focuses on high-performance email marketing and automation, while Brevo offers a broader but less specialised communication platform.
