Cheapest Email Marketing Per Subscriber: Cost at 1K, 5K, 10K, and 25K
Email marketing pricing is confusing because every tool charges differently: some by contacts, some by emails sent, some flat rate. Here's the cost-per-subscriber math at every common list size, using exact pricing from Mailchimp, Kit, Brevo, ActiveCampaign, and beehiiv.
Key Insight
Brevo charges by emails sent, not contacts stored. Everyone else charges by contacts. This means Brevo stays cheap at any list size as long as you don't send daily. Kit Newsletter is free up to 10,000 subscribers. beehiiv Launch is free up to 2,500 subscribers.
At 1,000 Subscribers
| Tool | Plan | Monthly Cost | Cost per Subscriber |
|---|---|---|---|
| Kit | Newsletter (Free) | $0 | $0.000 |
| beehiiv | Launch (Free) | $0 | $0.000 |
| Brevo | Free | $0 | $0.000 |
| Mailchimp | Essentials | $13/mo | $0.013 |
| ActiveCampaign | Starter | $15/mo | $0.015 |
At 5,000 Subscribers
| Tool | Plan | Monthly Cost | Cost per Subscriber |
|---|---|---|---|
| Kit | Newsletter (Free) | $0 | $0.000 |
| Brevo | Starter | $9/mo | $0.002 |
| beehiiv | Scale | $49/mo | $0.010 |
| ActiveCampaign | Starter | ~$49/mo | ~$0.010 |
| Mailchimp | Standard | ~$75/mo | ~$0.015 |
At 10,000 Subscribers
| Tool | Plan | Monthly Cost | Cost per Subscriber |
|---|---|---|---|
| Kit | Newsletter (Free) | $0 | $0.000 |
| Brevo | Starter | $9/mo | $0.001 |
| beehiiv | Scale | $49/mo | $0.005 |
| ActiveCampaign | Plus | ~$100/mo | ~$0.010 |
| Mailchimp | Standard | ~$135/mo | ~$0.014 |
At 25,000 Subscribers
| Tool | Plan | Monthly Cost | Cost per Subscriber |
|---|---|---|---|
| Brevo | Standard | $18/mo | $0.001 |
| beehiiv | Scale | $49/mo | $0.002 |
| Kit | Creator | ~$79/mo | ~$0.003 |
| ActiveCampaign | Plus | ~$180/mo | ~$0.007 |
| Mailchimp | Standard | ~$270/mo | ~$0.011 |
The Verdict
Brevo is cheapest at every list size because it charges by emails sent, not contacts. Kit Newsletter (free up to 10,000 subscribers) is the cheapest for creators who don't need advanced automations. Mailchimp is the most expensive at every tier and gets dramatically worse as your list grows.
The Pricing Model Matters More Than the Price
Brevo charges by emails sent (5,000/mo on Starter, regardless of list size). Mailchimp charges by contacts stored (and counts unsubscribed contacts). Kit charges by active subscribers. beehiiv charges a flat rate with subscriber tiers. Understanding the model matters more than comparing headline prices, because your cost trajectory depends on how your list and send frequency grow.
Frequently Asked Questions
Why is Mailchimp so much more expensive?
Mailchimp charges by contacts and counts unsubscribed contacts toward your bill. It also has aggressive tier-based pricing that scales steeply. At 25,000 contacts, you're paying 15x what Brevo charges. Mailchimp's advantage is template variety and name recognition, not pricing.
Is Kit really free for 10,000 subscribers?
Yes. Kit Newsletter (free tier) supports up to 10,000 subscribers with unlimited sends. The limitation: no advanced automations and no integrations. For creators who just need to send newsletters, it's genuinely free at scale. Creator plan at $39/mo (for 1,000 subscribers) adds automations.
What does Brevo's email limit mean in practice?
Brevo Starter at $9/mo gives 5,000 emails/mo. If you have 5,000 contacts and send weekly, that's 20,000 emails/mo — you'd need Standard at $18/mo (5,000 emails/mo base, can upgrade volume). The key: with 100,000 contacts and 1 send/month, Brevo Starter still works at $9/mo. Contact-based tools would charge $200+/mo.
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