Brandwave

Buttondown vs MailerLite:Which is more popular?

In September 2026, MailerLite had more branded searches than Buttondown among newsletter platforms in New Zealand. MailerLite had about 1,600 branded searches, while Buttondown had 120. MailerLite made up 6.6% of all newsletter platform searches we track, and Buttondown accounted for 0.5%. When we asked ChatGPT and Google AI Overviews about newsletter platforms, MailerLite appeared in three of the five answers and Buttondown in none.

Among newsletter platforms in New Zealand in September 2026

Who do people search for more?

MailerLite, about 13 searches for every 1 for Buttondown

MailerLite 1.6K searchesButtondown 120 searches

Who does AI mention more?

MailerLite, mentioned in 3 of 5 answers, Buttondown in 0

MailerLite in 3 of 5Buttondown in 0 of 5

Who does AI recommend more?

MailerLite, the only one of the two named

MailerLite first in 3Buttondown never named

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Top newsletter platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, MailerLite was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Buttondown did not appear in any of the five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. beehiiv1st
  2. Substack2nd
  3. Kit3rd
  4. MailerLite4th
  5. Ghost5th
  6. Mailchimp6th
  7. Buttondown–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • beehiiv5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Substack4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Kit4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Mailchimp3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • MailerLite3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Ghost3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Buttondown0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about newsletter platforms

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Is Buttondown or MailerLite more popular in search?

This chart shows how often people search Google for Buttondown and MailerLite by name. Each line represents a brand's share of searches for all seven newsletter platforms we track, month by month, from searches in New Zealand.

Buttondown and MailerLite among newsletter platforms in New Zealand, by month

Share of searches by month for MailerLite, Buttondown. The figures are in the table below the chart.

View monthly share of searches table
MonthMailchimpSubstackMailerLitebeehiivButtondownGhostKit
Oct 202562.4%27.9%6.7%1.2%0.38%0.42%0.93%
Nov 202562.6%27.9%6.7%1.2%0.38%0.38%0.76%
Dec 202553.7%35.9%7%1.5%0.54%0.49%0.81%
Jan 202645%45%7.3%1.2%0.36%0.36%0.82%
Feb 202654%36.2%7.1%1.2%0.36%0.45%0.58%
Mar 202654.3%36.4%7%1.2%0.37%0.37%0.44%
Apr 202649.1%40.2%7.7%1.7%0.45%0.45%0.4%
May 202649.7%40.7%6.6%1.7%0.57%0.45%0.33%
Jun 202649.2%40.4%7.7%1.4%0.49%0.32%0.49%
Jul 202653.3%35.8%8.4%1.3%0.53%0.35%0.35%
Aug 202644.3%44.5%8.5%1.6%0.54%0.31%0.27%
Sep 202650%41%6.6%1.4%0.5%0.29%0.21%

How has the Buttondown and MailerLite comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand newsletter platforms in September 2026?

2 changes

  1. In September 2026, MailerLite lost share of searches among newsletter platforms in New Zealand, from 8.5% to 6.6%.

  2. Estimated monthly branded searches for Buttondown in New Zealand rose 33.3% over 12 measured months, from 90 to 120 in September 2026.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Buttondown’s and MailerLite’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Buttondown

2 branded search terms

  • buttondown
  • buttondown newsletter

MailerLite

1 branded search term

  • mailerlite

How the Brand Demand Index is measured

Other head-to-heads among newsletter platforms

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