COMPETITIVE INTELLIGENCE BASELINE

Report Date: December 3, 2025
Report Type: Initial baseline (no previous comparison)
Competitors Tracked: Mailchimp, Kit (formerly ConvertKit)
Focus Areas: SMB pricing, automation features

EXECUTIVE SUMMARY

Current Landscape:

• Mailchimp dominates with 11M+ users, extensive features, but higher pricing
• Kit focuses on creator economy with simplified workflows, aggressive free tier
• SMB pricing range: $0 (free tiers) to $33-66/month for full automation
• Both platforms offer visual automation builders with different philosophies
• AI features now standard across both platforms

Key Insight: Kit’s 10,000 subscriber free tier with unlimited emails vs. Mailchimp’s 500 contacts/1,000 sends creates stark positioning difference

CURRENT STATE ANALYSIS

Mailchimp

Positioning: “Turn Emails & SMS into Revenue” | “#1 email marketing and automation platform”

SMB Pricing:

• Free: $0/month (500 contacts, 1,000 monthly sends)
• Essentials: Variable pricing (up to 50,000 contacts, 10x sends)
• Standard: $20/month+ (up to 100,000 contacts, 12x sends) - 14-day trial
• Premium: Custom (up to 250,000 contacts, 15x sends)

Automation Features:

• Customer Journey Builder (paid plans only)
  • Visual workflow editor with multiple triggers (up to 3 on Standard+)
  • Branching logic with rules and actions
  • SMS integration alongside email
  • Exit conditions and filters (up to 5 per trigger)
  • Pre-built templates for common use cases
• Advanced Capabilities:
  • Send Time Optimization (Standard)
  • Behavioral targeting and dynamic content
  • AI-powered content generation
  • Predictive analytics for campaign forecasting
  • Customer journey maps with funnel visualization
• NOTE: Classic Automation Builder retiring June 1, 2025

AI Integration:

• Generative AI for content creation (Standard+)
• Creative assistant for template generation
• Predictive analytics for optimal send times
• 3.1 billion AI-generated emails sent by users

Other SMB Features:

• 300+ integrations (Shopify, WooCommerce, Canva, Zapier)
• A/B testing (Essentials+)
• Comparative reporting and advanced segmentation
• 24/7 support on paid plans

Kit (formerly ConvertKit)

Positioning: “Email marketing that automates your growth” | Built for creators

SMB Pricing:

• Newsletter (Free): $0/month (up to 10,000 subscribers)
• Creator: $33/month or $390/year (1,000 subscribers)
• Creator Pro: $66/month or $790/year (1,000 subscribers)
• Pricing scales with subscriber count beyond base tiers

Automation Features:

• Visual Automation Builder (Creator plans)
  • Drag-and-drop workflow editor
  • Plain English interface (“Add Subscriber to Sequence”)
  • Actions: Connect forms, sequences, add tags
  • Events: Date-based, purchase-triggered, tag-based triggers
  • Conditions: Yes/no branching logic
  • Pre-built templates by creator type (podcasters, bloggers, etc.)
• Sequences vs. Automations:
  • Sequences: Simple back-to-back emails with delays
  • Visual Automations: Can contain multiple sequences, complex routing
• Limitations:
  • No folders/tags for automation organization
  • Less complex logic than enterprise platforms
  • Basic sorting (alphabetical, date)

AI Integration:

• AI-assisted subject line writing
• Audience segmentation suggestions
• Optimal send time recommendations
• Content performance analysis

Other SMB Features:

• Unlimited landing pages and forms (all plans)
• Commerce: Digital product sales, paid newsletters, subscriptions
• Newsletter referral system (Pro)
• 50+ integrations via Kit App Store
• 99.8% deliverability, 40%+ average open rates
• A/B content testing (Pro)
• 24/7 email & chat support (Creator+)

MARKET TRENDS

Free Tier Philosophy Divergence

• Mailchimp: Restrictive free (500 contacts, 1,000 sends) - trial approach
• Kit: Generous free (10,000 subscribers, unlimited sends) - creator acquisition
• Reflects target market: Mailchimp (broad SMB) vs. Kit (creators/solopreneurs)

Automation Accessibility

• Both require paid plans for full automation capabilities
• Mailchimp: Automation starts at Essentials tier
• Kit: Automation starts at $33/month (Creator)
• Visual builders now table stakes, not differentiators

AI Commoditization

• Both platforms integrate AI into content creation and optimization
• AI features bundled into base tiers, not premium add-ons
• Focus shifting from “having AI” to “quality of AI outputs”

SMS Integration Split

• Mailchimp: SMS integrated into automation workflows (multi-channel)
• Kit: Email-focused, no native SMS mentioned
• Multi-channel becoming competitive advantage

Pricing Model Contrast

• Mailchimp: Contact-based limits with send multipliers
• Kit: Subscriber-based with unlimited sends (free), flat monthly rate
• Kit pricing more predictable for growing lists

STRATEGIC INSIGHTS

Kit’s Free Tier is Aggressive Creator Play

Why: 10,000 subscribers with unlimited sends removes growth anxiety
Impact: Locks in creators early, builds switching costs
Response: If targeting creators, free tier must be competitive; if targeting SMBs, emphasize enterprise features Kit lacks

Mailchimp Owns “Comprehensive Platform”

Why: SMS, 300+ integrations, enterprise features, massive user base
Impact: Positions as all-in-one solution, not just email
Response: Match breadth OR own specific vertical depth (e.g., “best for e-commerce”)

Automation Complexity Differs by Audience

Why: Mailchimp’s multi-trigger, 5-filter complexity vs. Kit’s creator-simple approach
Impact: Different ICP - Mailchimp (sophisticated marketers), Kit (creators wanting simplicity)
Response: Define target: power users or simplicity seekers, build accordingly

Multi-Channel is Emerging Requirement

Why: Mailchimp bundles SMS into automation journeys
Impact: Email-only platforms face “incomplete” perception
Response: If SMS not on roadmap, emphasize email depth; otherwise prioritize multi-channel

PRICING COMPARISON SNAPSHOT

AUTOMATION COMPARISON SNAPSHOT

NEXT REFRESH

Suggested Cadence: Quarterly (every 3 months)
Next Refresh: March 3, 2026

Monitor:

• Mailchimp’s June 2025 Classic Builder retirement (migration issues, feature gaps)
• Kit’s AI feature expansion (currently basic vs. Mailchimp’s generative AI)
• Pricing changes (both platforms scale by contacts/subscribers)
• New automation templates or capabilities
• SMS expansion by Kit (if entering multi-channel)
• Integration ecosystem growth

BASELINE ESTABLISHED

Save this report for change detection in future refreshes.