Article

Email marketing for SMEs: Mailchimp, Brevo or MailerLite?

Email remains the channel with the highest ROI for SMEs. A comparison of five platforms: Mailchimp, Brevo, MailerLite, ActiveCampaign and Klaviyo, with GDPR compliance and selection criteria.

Written by Loek Delahaye, founder, Delahaye Solutions · former CTO with 10+ years in software and AIUpdated: 25 June 2026

Quick answer

For SMEs starting out with email marketing, Brevo (300 emails/day free, unlimited contacts, EU servers) and MailerLite Free (up to 1,000 subscribers, 12,000 emails/month) are the strongest free starting points. Mailchimp Free is free up to 500 subscribers but adds Mailchimp branding to every email. Prices are indicative; check current rates on the provider's website.
GDPR requirement: you need active opt-in consent (GDPR Art. 6(1)(a)) for marketing emails. Double opt-in provides the strongest protection against complaints and fines. Include an unsubscribe link in every email.
Webshops should consider Klaviyo (free up to 250 contacts; native Shopify and WooCommerce integration) for abandoned-cart flows. Businesses with complex marketing automation should consider ActiveCampaign. EU AI Act Art. 4 applies when using AI personalisation or predictive segmentation commercially.

Which email marketing platform suits a Dutch SME?

Email marketing delivers the highest return on investment of any channel for SMEs. Unlike social media, businesses own their email list; algorithm changes do not affect deliverability. The five most widely used platforms for Dutch SMEs are Mailchimp, Brevo (formerly Sendinblue), MailerLite, ActiveCampaign and Klaviyo. Mailchimp is the best-known name but limits the free plan to 500 subscribers. Brevo is EU-based, offers unlimited contacts on its free plan and is strong on GDPR compliance. MailerLite is the best choice for small lists on a tight budget. ActiveCampaign excels at marketing automation but has no free tier. Klaviyo is strongest for e-commerce businesses using Shopify or WooCommerce.

Comparison

Email marketing tools for SMEs: features and pricing 2026

Prices are indicative per month (excl. VAT, annual billing). Free-plan thresholds (subscribers, emails per day/month) are updated regularly. Check current rates on the provider's website.

Mailchimp

Mailchimp (part of Intuit, US) is the largest name in email marketing and offers an extensive ecosystem of templates, automations and A/B tests. Free plan: up to 500 subscribers, 1,000 emails/month, Mailchimp branding mandatory in every email. Essentials (indicative €12.17/month for 500 subscribers) removes the branding and adds A/B testing and custom templates. Mailchimp is US-based; personal data is processed outside the EU via EU Standard Contractual Clauses (SCC). EU AI Act Art. 4 applies when using Mailchimp's AI features (Smart Recommendations, Predicted Demographics, send-time optimisation).

Brevo (formerly Sendinblue)

Brevo is a French email marketing provider with EU servers (Frankfurt, Paris). Free plan: 300 emails/day, unlimited contacts, Brevo logo removable on paid plans. Starter (indicative €19/month for 20,000 emails/month) removes the daily sending limit. Business (indicative €49/month) adds marketing automation, heatmaps and A/B testing. Brevo processes all personal data within the EU, making GDPR compliance simpler; a Data Processing Agreement (DPA) is available via the Brevo Data Processing Agreement. EU AI Act Art. 4 applies when using AI segmentation or predictive sending.

MailerLite

MailerLite is a Lithuanian company (EU-based, server locations in the US and EU). Free plan: up to 1,000 subscribers, 12,000 emails/month, MailerLite branding in the footer. Growing Business (indicative $10/month annually for 1,000 subscribers) removes branding, offers custom domains and unlimited emails. MailerLite includes drag-and-drop landing pages (included on all plans), a pop-up builder and simple automations. GDPR DPA available. Best choice for small lists (up to 1,000 subscribers) on a low budget. EU AI Act Art. 4 applies when using AI subject-line optimisation.

ActiveCampaign

ActiveCampaign (US) is the market leader in marketing automation for SMEs: visual automation builder, lead scoring, CRM integration and site tracking. No free tier. Starter (indicative €15/month for 500 contacts) offers 10 marketing automations; Plus (indicative €52/month) adds CRM, lead scoring and dynamic content. ActiveCampaign processes data outside the EU via SCCs and offers a GDPR Data Processing Agreement. EU AI Act Art. 4 applies when using ActiveCampaign AI features such as predictive sending and win probability. Best choice for B2B businesses with complex lead-nurturing and sales funnels.

Klaviyo

Klaviyo (US) specialises in e-commerce email and SMS marketing with native integrations for Shopify, WooCommerce and BigCommerce. Free plan: up to 250 contacts, 500 email sends/month. Email (indicative $45/month for 1,001-1,500 active profiles) offers unlimited emails, flows and segmentation. Klaviyo's added value lies in data segmentation based on purchase behaviour: abandoned cart, post-purchase, browse abandonment. GDPR DPA available via Klaviyo Data Processing Agreement; data processed outside the EU via SCCs. EU AI Act Art. 4 applies when using Klaviyo's Predictive Analytics (customer lifetime value, churn probability).

GDPR compliance

Email marketing and the GDPR: opt-in, unsubscribe link and DPA

Email marketing to your own customers and prospects requires a valid legal basis. Under GDPR Art. 6(1)(a) and the Dutch Telecommunications Act (Telecommunicatiewet Art. 11.7), sending commercial emails requires explicit opt-in consent: an actively checked consent checkbox, not pre-ticked. Existing customers may be contacted about similar products or services (soft opt-in) provided an opt-out option is always available, but this requires careful assessment. Double opt-in (confirmation link by email after sign-up) is not legally required in the Netherlands but is strongly recommended: it proves consent unambiguously, improves deliverability and provides strong evidence if the ACM (Autoriteit Consument & Markt) investigates. Every marketing email must contain a clear, working unsubscribe link; act on unsubscribes within 10 working days. Conclude a Data Processing Agreement (DPA) with your email marketing provider as a data processor under GDPR Art. 28. All five platforms offer a DPA.

Frequently asked questions

Frequently asked questions about email marketing for SMEs

Which email marketing platform is best for a small SME?

For a list size up to 1,000 subscribers on a low budget, MailerLite Free (free, 12,000 emails/month) or Brevo Free (300 emails/day, unlimited contacts, EU servers) is the best starting point. Both require no credit card. If you want no platform branding in your emails, a paid plan from MailerLite (indicative $10/month) or Brevo Starter (indicative €19/month) is the cheapest option. Check current rates with the provider.

Do I need consent to send marketing emails?

Yes. Under GDPR Art. 6(1)(a) and the Dutch Telecommunications Act Art. 11.7, you need explicit opt-in consent for marketing emails to prospects. For existing customers about similar products or services, a soft opt-in applies, but you must always provide an opt-out option. The ACM (Autoriteit Consument & Markt) enforces anti-spam rules and can impose fines. Document your consent: when, via which form and for what purpose.

What is double opt-in and is it required?

Double opt-in means the subscriber receives a confirmation link by email after filling in the sign-up form and must click it to complete the subscription. In the Netherlands, double opt-in is not legally required but is best practice: it proves consent unambiguously, improves list quality and reduces spam complaints. Germany requires double opt-in by law as a minimum; for international campaigns it is always the safest choice.

Which platform should I choose for a webshop with abandoned-cart emails?

Klaviyo is the strongest choice for webshops on Shopify or WooCommerce: native integration, data segmentation based on purchase behaviour (abandoned cart, post-purchase, browse abandonment) and free up to 250 active contacts. Mailchimp also offers abandoned-cart integration for Shopify and WooCommerce but is limited on the free plan. ActiveCampaign is stronger if you combine e-commerce with an extensive CRM and B2B funnel.

Does the EU AI Act apply to email marketing tools?

EU AI Act Art. 4 (in force 2 August 2025) requires organisations that deploy AI systems in their work processes to implement role-specific AI literacy measures. This applies to commercial use of AI features in email marketing tools, such as Mailchimp's Predicted Demographics, Klaviyo's Predictive Analytics, ActiveCampaign's predictive sending or Brevo's AI segmentation. The tools themselves do not fall under the high-risk category (Annex III); the obligation rests with the organisation using them.

Connect email marketing to your website or webshop?

We integrate Mailchimp, Brevo or Klaviyo into your Next.js, WordPress or Shopify environment, including a GDPR-compliant opt-in form, double opt-in flow and Data Processing Agreement.

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