Mailchimp remains the familiar on-ramp to email marketing: templates, audience segments, simple automations and dependable deliverability, with a free tier that gets a small list started. The product has broadened into a light marketing platform — landing pages, social posting, basic CRM — under Intuit ownership.
It suits small businesses that want to send campaigns without studying marketing automation. Costs and complexity grow with your list, and creators increasingly start on beehiiv or Kit instead, which are built around newsletters rather than campaigns.