Email remains the channel with the best return on investment, but the right tool depends on your volume and your budget in FCFA. Brevo and Mailchimp dominate, with opposite pricing models: Brevo charges per send, Mailchimp per contact. This comparison decides for the African context, where every franc counts and where deliverability can make or break a campaign.
The verdict at a glance
| Criterion | Brevo | Mailchimp | MailerLite | Sendinblue legacy |
|---|---|---|---|---|
| Pricing model | per send | per contact | per contact | per send |
| Free tier | 300 emails / day | 500 contacts | 1,000 subscribers | n/a |
| Deliverability | very good | very good | good | good |
| SMS / WhatsApp | yes | no (limited) | no | yes |
| Automation | full | full | good | full |
| French interface | yes | partial | partial | yes |
How to read this table
Brevo (formerly Sendinblue) charges by number of emails sent: ideal if you have many contacts but send infrequently. Mailchimp charges by number of contacts: the bill climbs fast as your list grows, even without sending more.
Real cost by volume
| Scenario | Brevo | Mailchimp |
|---|---|---|
| 1,000 contacts, 1 send / month | free (300/day) | free then paid |
| 5,000 contacts, 4 sends / month | moderate send plan | high contact plan |
| 20,000 contacts, 2 sends / month | very advantageous | very costly |
| Growing list, few sends | unbeatable | penalizing |
The Mailchimp trap: you pay to store contacts even inactive ones. In Africa, where lists grow fast but budgets are tight, Brevo per-send model is often more economical.
Deliverability: landing in the inbox
| Factor | Brevo | Mailchimp |
|---|---|---|
| IP reputation | very good | very good |
| Authentication (SPF/DKIM) | guided | guided |
| Dedicated domain | possible | possible |
| Anti-spam tools | full | full |
| Deliverability reporting | detailed | detailed |
Both offer excellent deliverability if you configure SPF, DKIM and a clean sending domain. The difference comes down to your practices (clean lists, non-spammy content), not the tool.
Multichannel features (the African bonus)
| Channel | Brevo | Mailchimp | MailerLite |
|---|---|---|---|
| yes | yes | yes | |
| SMS | yes | no | no |
| yes | no | no | |
| Landing pages | yes | yes | yes |
| Integrated CRM | yes | basic | no |
Brevo clearly stands out with integrated SMS and WhatsApp, two essential channels in West Africa where WhatsApp is king. It is a decisive advantage for a multichannel strategy.
Automation and CRM
What matters
- Automatic welcome and follow-up sequences.
- Segmentation by behavior (open, click, purchase).
- A CRM to track prospects and customers.
Brevo includes a CRM and full automations even on affordable plans. Mailchimp is also very complete but charges more for advanced features beyond email.
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Worked example: 8,000 subscribers, monthly newsletter in Dakar
For a company in Dakar with 8,000 subscribers and a monthly newsletter plus SMS follow-ups:
- Brevo clearly wins. The per-send model suits a low number of sends, SMS and WhatsApp cover multichannel, and the French interface eases team adoption.
- Mailchimp is justified if the team already uses its ecosystem and prioritizes email only.
- MailerLite is a simple and affordable alternative for pure email without multichannel.
Recommendation by profile
| Profile | Recommended choice | Why |
|---|---|---|
| Multichannel email + SMS + WhatsApp | Brevo | only one to integrate all three |
| Large list, few sends | Brevo | economical per-send model |
| Email only, US ecosystem | Mailchimp | very complete, integrations |
| Small budget, simple email | MailerLite | generous free tier, simple |
FAQ
Is Brevo cheaper than Mailchimp in Africa?
Often yes, because Brevo charges by number of emails sent rather than number of contacts. For a large list with few sends, the savings are clear versus Mailchimp.
Can you send WhatsApp with these tools?
Brevo integrates email, SMS and WhatsApp in one platform. Mailchimp focuses on email. For multichannel in West Africa, Brevo has the advantage.
Which free tier is the most generous?
It depends on usage. Brevo offers 300 emails per day with no contact limit. Mailchimp caps at 500 contacts. MailerLite goes up to 1,000 subscribers. Choose based on your contacts vs frequency profile.
How do I improve my email deliverability?
Configure SPF and DKIM, use a dedicated sending domain, clean your lists of inactive addresses and avoid spammy content. Both tools guide this setup.
Can I migrate from Mailchimp to Brevo easily?
Yes, importing contacts and templates is simple. Reconfigure your automations and domain authentication after migration to preserve deliverability.
Let's talk about your project. Kolonell sets up your multichannel emailing with the right platform and optimized deliverability. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
