Mailchimp vs Substack
Mailchimp
Turn ideas into emails & SMS that connect
Publishers using it: 20 · incl. Analytics Insight, Kyiv Post, Publishers Weekly
Last verified Nov 11, 2026
At a glance
- Mailchimp scores 2.8/5 and Substack scores 3.6/5 in Benchmark Grid's independent email newsletter platforms benchmark, both assessed on the same 10 criteria.
- The widest gaps are integrations & api (Mailchimp 4.7, Substack 1.2) and segmentation & automation (Mailchimp 4.6, Substack 1.5); they are within 0.3 on 3 of 10 criteria.
- Both are built for small and mid-market publishers.
- On total cost of ownership Mailchimp scores 2.8 and Substack 3.5 (higher means better value, not a lower price).
- In our tracking 20 publishers use Mailchimp and 21 use Substack.
- Scores last verified 11 Nov 2026. Vendors cannot pay for a score or a position.
Where they differ
Mailchimp is stronger on integrations & API (4.7 vs 1.2), segmentation & automation (4.6 vs 1.5) and editor & template design (4.0 vs 2.0).
Substack is stronger on monetisation (4.7 vs 2.5).
Which one fits
Choose Mailchimp if…
- You publish at small and mid-market scale.
- You weight integrations & API, segmentation & automation and editor & template design heavily — Mailchimp leads on those in this benchmark.
Choose Substack if…
- You publish at small and mid-market scale.
- You weight monetisation, audience growth tools and subscriber management & data portability heavily — Substack leads on those in this benchmark.
Also weighing these
The nearest-scored tools to Mailchimp and Substack in this benchmark, listed A to Z.
- 2.8AWeberReliable email marketing and automation for independent publishers and small media businessesRead review
- 3.1Campaign MonitorProfessional email marketing and automation platform featuring designer-grade templates and visual journeysRead review
- 3.6FlowletterWordPress-integrated newsletter platform for publishers using Leaky Paywall subscription modelsRead review
- 3.8LetterheadMake it. Measure it. Improve it.Read review
All 7 scored tools are in Best Email Newsletter Platforms.
Who uses them
Publishers we have detected running each tool, from ads.txt, site code and published case studies. Agencies, brands and vendors are excluded.
Head to head
| Criterion | Mailchimp | Substack |
|---|---|---|
| Deliverability & inbox placement16% of capability | 4.5 | 4.2 |
| Audience growth tools12% of capability | 3.5 | 4.6 |
| Monetisation12% of capability | 2.5 | 4.7 |
| Segmentation & automation12% of capability | 4.6 | 1.5 |
| Analytics after Apple Mail Privacy Protection10% of capability | 3.2 | 3.0 |
| Editor & template design10% of capability | 4.0 | 2.0 |
| Integrations & API8% of capability | 4.7 | 1.2 |
| Subscriber management & data portability8% of capability | 3.5 | 4.0 |
| Compliance & list hygiene6% of capability | 3.8 | 3.5 |
| Sending performance at scale6% of capability | 4.5 | 4.0 |
| Capability45% of composite | 3.9 | 3.3 |
| Publisher fit40% of composite | 1.5 | 4.0 |
| Total cost of ownership15% of composite | 2.8 | 3.5 |
Cost of ownership
| Sub-score | Mailchimp | Substack |
|---|---|---|
| Pricing transparency | 3.8 | 3.9 |
| Entry cost | 3.7 | 4.2 |
| Implementation cost | 3.8 | 4.2 |
| Hidden-fee risk | 1.2 | 3.0 |
| Ongoing cost | 1.6 | 2.2 |
Mailchimp pricing
Free tier available (250 contacts, 500 monthly sends); paid plans start at $13/mo for Essentials, $20/mo for Standard, and $350/mo for Premium.
Substack pricing
Free to publish; Substack takes a 10% commission on paid subscription revenue plus standard Stripe processing fees.
What users say
Mailchimp
18 positive · 38 neutral · 51 negative
Substack
15 positive · 30 neutral · 9 negative
Mentions we could not tie to a real user, and those flagged as promotional, are excluded. Sentiment is opinion, and is independent of the verified publisher adoptions above.
Mailchimp scores 2.8 and Substack scores 3.6 in Benchmark Grid's independent Best Email Newsletter Platforms benchmark (benchmarkgrid.com/vs/mailchimp/substack, verified Nov 11, 2026)
Common questions
How do Mailchimp and Substack differ?
Mailchimp is stronger on integrations & API (4.7 vs 1.2), segmentation & automation (4.6 vs 1.5) and editor & template design (4.0 vs 2.0). Substack is stronger on monetisation (4.7 vs 2.5). Neither is better in the abstract — which one suits you depends on which of those dimensions carries the most weight in your operation.
Which is cheaper, Mailchimp or Substack?
On total cost of ownership — pricing transparency, entry cost, implementation, hidden-fee risk and ongoing cost — Mailchimp scores 2.8/5 and Substack scores 3.5/5. A higher score means better value, not a lower sticker price.
How are these scores calculated?
Each tool is assessed against its category's published criteria (10 in this benchmark), which make up Capability (45% of the composite), Publisher fit (40%) and Total cost of ownership (15%). Assessment is carried out by SODP's editorial team against a published methodology. Vendors cannot pay for inclusion, scores or positions.
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Both tools are scored in Best Email Newsletter Platforms. See alternatives to Mailchimp or alternatives to Substack.
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Where to next
Related comparisons
Other head-to-heads publishers look at in Best Email Newsletter Platforms.
