From Side Project to $12 Billion Giant: The Mailchimp Story

When you think about email marketing today, Mailchimp is one of the first names that comes to mind. But here’s the surprising part: it didn’t begin as a startup with big investors, shiny offices, or viral hype.

It started as a side project.

Back in 2001, two web designers — Ben Chestnut and Dan Kurzius — were running a small design agency. Their clients often complained about the same thing:
➡️ “We need an easier way to send email campaigns.”

So, Ben and Dan built a simple tool to help their clients send newsletters. Nothing fancy. No “startup pitch decks.” Just a straightforward solution to a real problem.

The Turning Point: Going Freemium

For almost 8 years, Mailchimp grew slowly through word-of-mouth. But in 2009, they made a bold move — they launched a freemium plan.

This changed everything:

• Small businesses and startups, who couldn’t afford expensive software, rushed to try it.

• Word spread quickly because people could test Mailchimp for free.

• The user base grew from thousands to millions in just a few years.

By lowering the entry barrier, Mailchimp tapped into the long tail of small businesses that big competitors ignored.

Growth Without Investors

Unlike many SaaS giants, Mailchimp was bootstrapped. They never took outside funding. Every dollar they made was reinvested back into the product and brand.

Their quirky, friendly branding (remember the cheeky chimp mascot, Freddie?) made them stand out in an industry that often felt too corporate and boring.

The Big Payoff

Fast forward to 2017: Mailchimp had over 20 million users and was sending over 1 billion emails daily.

In 2021, financial giant Intuit acquired Mailchimp for $12 billion — making it one of the biggest acquisitions of a bootstrapped company in history.

💡 Lessons for Marketers & Creators

1. Solve a real pain point → Don’t just build for trends, build for real needs.

2. Make it easy to start → Their freemium model was a game-changer.

3. Brand with personality → A friendly chimp stood out in a sea of corporate tech.

4. Play the long game → Slow growth in the beginning doesn’t mean failure.

Mailchimp proves that you don’t always need investors or a flashy start. Sometimes, all you need is to listen, simplify, and stay consistent.