Idun Blue vs Mailchimp — the newsletter where your customers already are
Mailchimp prices by contact count, with a free plan up to 250 contacts. In Idun Blue the email list belongs with courses, purchases and bookings, for a fixed price.
Checked Oct 2, 2026
The Verdict
Mailchimp is an established email tool with a free plan for up to 250 contacts and 500 sends a month. Paid plans are priced by contact count: Essentials from SEK 131/mo and Standard from SEK 201.55/mo for 500 contacts, as shown on its pricing page on 2 October 2026. The free plan has no automation flows and Essentials allows up to four steps. In Idun Blue, newsletters, sequences and automations live in the same workspace as courses, checkout and bookings, so a purchase or a finished lesson can trigger the right email directly. The price is fixed at SEK 1,000/mo for the whole platform. Mailchimp fits better if you only need an email tool or want to start free.
Mailchimp pricing and plans last checked Oct 2, 2026 against Mailchimp's own pages. The pricing page showed prices in Swedish kronor for 0–500 contacts. Prices rise with the number of contacts, and the page was running promotions such as a discount for large lists at the same time. Check your own price in Mailchimp's calculator. According to the pricing page, the free plan pauses sending when the contact or send limit is exceeded.
Feature-by-Feature Comparison
| Feature | Idun Blue | Mailchimp |
|---|---|---|
| Newsletters and broadcasts | ✓ | ✓ |
| Multi-step automations | ✓ | ~ |
| Free plan | ✗ | ✓ |
| Fixed price regardless of contacts | ✓ | ✗ |
A ~ in the Idun Blue column means the feature is in the platform but switched off by default — you turn it on under Settings → Features. Rows where Mailchimp's own pricing page neither confirms nor denies a feature have been left out entirely.
The short version
Mailchimp does email. Idun Blue does email that knows what the customer has done: what she bought, which course she is taking, when she booked her call and which form she filled in. For a creator selling courses and sessions, that is often where the time goes: getting the email tool and everything else to talk to each other.
Mailchimp’s current pricing
Mailchimp’s pricing page was checked on 2 October 2026 and showed prices in Swedish kronor:
- Free: SEK 0 for up to 250 contacts, 500 sends a month and at most 250 a day, one user and no automation flows. Sending pauses if the limits are exceeded.
- Essentials: from SEK 131/mo for 0–500 contacts, sends up to ten times your contact count, three users and automations of up to four steps.
- Standard: from SEK 201.55/mo for 0–500 contacts, sends up to twelve times your contact count, five users and up to 200 flows.
- Premium: from SEK 3,527.05/mo.
Prices rise with your list. The page was also running promotions, so work out your own price in Mailchimp’s calculator for the number of contacts you have.
Where Mailchimp does more
Mailchimp is built for email marketing and has been for a long time. If you only need a newsletter tool, have fewer than 250 contacts and want to start without paying, the free plan is hard to beat. Mailchimp also takes new customers straight away, while Idun Blue is in private beta.
Where Idun Blue does more
Email that knows what the customer did. Broadcasts, sequences, forms, tags, segments and automations share one person record with checkout, courses, community, events and bookings. A purchase, a finished lesson, a quiz result, a form or a booking can trigger the right email with no integration in between. A segment like “bought the course but has not started module two” is correct the moment you look at it.
Consent that follows the person. Every contact has a consent status, and someone who fills in a form becomes a subscriber only if she ticked the box herself. Recipients choose which emails they want.
A fixed price. Idun Blue costs SEK 1,000 a month excluding VAT for the whole platform, and the price does not rise with your contact count. Fair use applies, and new workspaces start with a cautious daily sending limit that is raised once sending has been clean for a while.
The rest of the business is included. Courses, website, checkout, community, bookings and Idun AI are in the same tool. Idun AI can draft a newsletter or a welcome sequence from what is already in your workspace, and you approve before anything is sent.
Choose Mailchimp if
- you only need newsletters and already have a website, checkout and course platform that work,
- your list is small and you want to start free,
- you want to start today.
Choose Idun Blue if
- you sell courses, sessions or memberships and want email to react to what customers do,
- you are tired of syncing tags between your email tool and your course platform,
- you want a price that does not grow with your list,
- you want an interface in Swedish or English and servers in the EU.
Idun Blue opens to more creators as the beta grows. Join the waitlist and we will be in touch.
Keep reading
- FeatureEmail & automationsBroadcasts, multi-step sequences and automations triggered by purchases, tags and course progress — in the same system as everything else.
- FeatureAutomationsLet purchases, forms, bookings, tags and course progress start email, access and follow-up in clear workflows.
- FeatureFormsBuild signup, contact and application forms that create a contact, store the response and start the right follow-up.
- GuideEmail marketing for course creators: earn the inboxBuild a permission-based email programme that helps before it sells, supports course launches and respects consent, deliverability and reader attention.
- GuideFrom form to email workflow without broken syncsConnect forms, consent, contact data, tags and follow-up into a workflow that can be understood and tested.
Thinking about moving from Mailchimp?
Moving courses, members and content is real work, and we do it together with you. Get in touch and we'll walk through what your move would actually involve before you decide anything.
Want to see Idun Blue from the inside?
We'll show you the platform and be clear about what Mailchimp does better. Join the waitlist for the first external workspaces.
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