MailUp
MailUp is a multi-channel digital marketing cloud platform, founded in 2003 in Italy, offering email, SMS, and messaging-app campaign software to 10,000+ customers across 50+ countries via subscription pricing based on sending speed, operating as a brand under TeamSystem S.p.A.
- Company typePrivate
- Founded2003
- HeadquartersMilan, Italy
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What MailUp does
MailUp is a multi-channel digital marketing cloud platform founded in 2003 in Milan, Italy, that provides email, SMS, RCS, and messaging-app (Facebook Messenger, Telegram) campaign creation and delivery software to more than 10,000 customers across 50+ countries. The platform is built around a cloud architecture integrating a drag-and-drop email editor (BEE), a ChatGPT-based AI Assistant for content generation, a visual cross-channel automation workflow builder, advanced segmentation (up to 39 profile fields), A/B testing, pre-send email analysis across 76 clients, and SMTP+ for transactional email. Deliverability is supported by proprietary abuse-detection machine learning technologies with over 1 million euros invested since 2014, shared and dedicated IP infrastructure, and memberships in APWG, M3AAWG, ESPC, CSA, and Signal Spam. Data is hosted in European data centers with full GDPR compliance.
MailUp monetizes primarily through tiered subscriptions priced on email sending speed (not contact volume), with the Plus edition priced at approximately 113 EUR/month for up to 250,000 emails with unlimited contacts, plus usage-based SMS, professional services, and add-on modules (AI Assistant, Brand Shield, advanced segmentation, priority support). Go-to-market combines self-serve PLG (15-day free trial, no credit card) for SMB acquisition with direct enterprise sales, distributed globally and through parent company TeamSystem S.p.A. (publicly traded on the Milan Stock Exchange as TSS), under which MailUp operates as a registered brand following the April 2022 integration with Contactlab. Named enterprise customers include Xiaomi, Banco BPM, Italo, Iperal, Maxi Sport, A2A Smart City, and Giochi Preziosi, spanning banking, retail, transportation, utilities, and consumer electronics.
MailUp firmographics
Firmographics- Name
- MailUp
- Legal name
- TeamSystem S.p.A.
- Website
- https://mailup.com
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- MailUp is a multi-channel digital marketing cloud platform, founded in 2003 in Italy, offering email, SMS, and messaging-app campaign software to 10,000+ customers across 50+ countries via subscription pricing based on sending speed, operating as a brand under TeamSystem S.p.A.
- Ownership category
- akta.pro rank
MailUp industry classification
Industry- Product category
- Email and SMS Marketing Software
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Email Marketing Services (Campaigns, Deliverability, Lifecycle) (BPAFAKAB)
- akta.pro secondary industry
- Direct Marketing, CRM & Lifecycle (Email, SMS, Loyalty) (BPAFAAAJ)
Keywords
Where MailUp is headquartered
LocationHeadquarters
- HQ city
- Milan
- HQ country
- Italy
- HQ region
- Europe
Offices1 record
Markets served
MailUp business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- Email Marketing Platform Subscription: Subscription-based pricing model where customers pay based on sending speed tier (editions) rather than number of contacts or emails sent. All editions include unlimited contacts and unlimited email sends. Four editions available with different sending speeds (2,000+ emails/hour).
- SMS Marketing: Fee-based SMS campaigns sent through the same platform as email marketing. Sending speed up to 200 SMS per second. Supports transactional SMS, concatenated SMS, and inbound SMS.
- Messaging Apps (Facebook Messenger, Telegram): Cross-channel marketing through messaging apps included in the platform, with automatic workflow triggers across email, SMS, and messaging channels.
- Professional Services and Consulting: Additional services including creative and graphic design, performance and deliverability consulting, deliverability audits, and training programs.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Plus Edition - 60,000 emails/month at 113€/month |
| Subscription | Monthly | Plus Edition - 100,000 emails/month at 113€/month |
| Subscription | Monthly | Plus Edition - 150,000 emails/month at 113€/month |
| Subscription | Monthly | Plus Edition - 250,000 emails/month at 113€/month |
| Usage-based | Pay-as-you-go | SMS and WhatsApp Marketing - add-on pricing |
| Subscription | Monthly | Professional Support Add-ons |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels9 records
MailUp product offering
Product offeringCore offering
MailUp provides a multi-channel digital marketing cloud platform enabling businesses to create, send, and automate email and SMS campaigns. The platform includes a drag-and-drop email editor (BEE), AI-assisted content creation, advanced segmentation, marketing automation workflows, transactional email delivery (SMTP+), and messaging app integration (Facebook Messenger, Telegram). Pricing is based on sending speed rather than contact or email volume, with all editions including unlimited contacts and unlimited sends.
Product overview
MailUp is a multi-channel digital marketing cloud platform providing email marketing, SMS marketing, and marketing automation as a unified platform-plus-modules architecture. The core MailUp Platform serves as the central hub, with Email Marketing and SMS Marketing as primary channels. Additional modules include Marketing Automation (cross-channel workflow builder), SMTP+ (transactional email via API), Advanced Segmentation (profile/geographic/activity/device filters), A/B Test, Email Analysis, Email Deliverability tools, Delivery Bounce Management, AI Assistant (ChatGPT-based content creation), Landing Page editor, Messaging Apps (Facebook/Messenger/Telegram), and RCS. The platform offers four editions (Start, Basic, Plus, Advanced) with pricing based on sending speed rather than volume. MailUp is a registered trademark of TeamSystem S.p.A.
Differentiator
Problem solved
Functional benefit
Products and services
- MailUp Platform A multi-channel digital marketing cloud platform enabling companies to create and send email and SMS campaigns, automate marketing workflows, and manage customer relationships across 50 countries.
- Email Marketing
Quantifiable outcome
- 42:1 Email Marketing ROI
- +6 more outcomes
Companies that use MailUp
Customer profileNamed customers9 records
Segments5 records
Ideal customer profiles5 records
MailUp technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
AI capability4 records
Feature9 records
MailUp partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered major and core.
- Contactlab S.p.A.majorMailUp and Contactlab announced their integration following Growens Group's acquisition of Contactlab S.p.A. in April 2022. The combination formed a leading Italian digital marketing cloud solutions provider, enhancing market competitiveness with advanced data management, automation, and professional services. The integration aimed to create a unified platform offering expanded capabilities across email, SMS, and data-driven marketing.
- TeamSystem S.p.A.coreMailUp operates as a brand under TeamSystem S.p.A., a major Italian enterprise software company. The parent company provides distribution infrastructure, resources for R&D investment (1M+ Euro in abuse detection ML), and access to enterprise customer base across TeamSystem's broader software ecosystem.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
MailUp competitors and assessment
Company assessmentDirect peers
- Brevo: Brevo (formerly Sendinblue) is a European-headquartered email and SMS marketing platform with CRM, automation, and transactional email capabilities, directly comparable to MailUp on multi-channel messaging, deliverability focus, and GDPR-compliant positioning.
- Constant Contact: Constant Contact is an established email and digital marketing platform targeting SMBs with similar campaign creation, automation, and multi-channel capabilities, comparable to MailUp's SMB self-serve motion.
- SendGrid (Twilio): SendGrid is a transactional and marketing email API platform now owned by Twilio, comparable to MailUp's SMTP+ offering and developer-focused transactional email infrastructure with global scale.
- Mailjet: Mailjet is a transactional and marketing email platform serving SMBs and developers in Europe, directly comparable to MailUp in the European SMTP relay and email API category.
- ActiveCampaign: ActiveCampaign is a customer experience automation platform combining email marketing, CRM, and machine-learning-driven automations; comparable to MailUp in cross-channel workflow builder and SMB/mid-market targeting.
- Klaviyo: Klaviyo is an email and SMS marketing platform specializing in e-commerce, with deep Shopify, Magento, and Salesforce integrations, advanced segmentation, and automation workflows—overlapping directly with MailUp's e-commerce vertical focus (Xiaomi, Maxi Sport).
- GetResponse: GetResponse is an email marketing and marketing automation platform with webinar, landing page, and e-commerce features, serving the same SMB and mid-market segments as MailUp across Europe and globally.
- Mailchimp: Mailchimp is the most cited direct competitor of MailUp, offering a multi-channel marketing platform for email, SMS, automations, and CRM with SMB and mid-market focus. MailUp explicitly compares itself against Mailchimp on pricing (unlimited sends/contacts) and feature depth.
Emerging players
- Moosend: Moosend is an email marketing and automation platform targeting SMBs with a focus on ease-of-use and pricing, comparable to MailUp's Plus edition positioning and SMB-friendly feature set.
Broad incumbents
- HubSpot Marketing Hub: HubSpot's Marketing Hub offers email marketing, automation, and CRM as part of a broader inbound platform. While not focused exclusively on email, it competes directly for mid-market marketing budgets with integrated solutions that MailUp's point platform cannot fully match.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights8 records
Customer concentration
MailUp social profiles
Digital presenceMailUp compliance and trust
Trust signalCompliance8 records
MailUp financial estimates
Financial estimateRevenue estimate
Valuation estimate
MailUp leadership team
Management profileNumber of profiles
Profiles6 records
MailUp funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MailUp M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MailUp
What does MailUp do?
MailUp provides a multi-channel digital marketing cloud platform enabling businesses to create, send, and automate email and SMS campaigns. The platform includes a drag-and-drop email editor (BEE), AI-assisted content creation, advanced segmentation, marketing automation workflows, transactional email delivery (SMTP+), and messaging app integration (Facebook Messenger, Telegram). Pricing is based on sending speed rather than contact or email volume, with all editions including unlimited contacts and unlimited sends.
Is MailUp a public or private company?
MailUp is a private company. It is classified as corporate owned and is currently operating.
When was MailUp founded?
MailUp was founded in 2003. It employs 101 to 250 people.
Where is MailUp based?
MailUp is headquartered in Milan, Italy, in the Europe region.
How does MailUp make money?
Four revenue lines are on record. Email Marketing Platform Subscription is the primary driver. The others are SMS Marketing, messaging Apps (Facebook Messenger, Telegram) and professional Services and Consulting.
Who are MailUp's main competitors?
Direct peers on record are Brevo, Constant Contact, SendGrid (Twilio), Mailjet, ActiveCampaign, Klaviyo, GetResponse and Mailchimp. Moosend is listed as an emerging player. HubSpot Marketing Hub is listed as a broad incumbent.
Does MailUp have an API?
Yes. MailUp provides an API and webhook infrastructure for developers to integrate the platform with external systems. APIs allow expansion of platform functionality and synchronization with external databases, CRM, CMS, e-commerce platforms, and other external applications. SMTP+ enables sending transactional emails from e-commerce, CRM, or web applications using MailUp's infrastructure with automatic bounce handling, unsubscription management, and WebHook notifications to inform external applications or databases. Rate metrics indicate approximately 36 million API calls per year. The API documentation is available at Atlassian wiki spaces (mailupapi and mailupUserGuide). Developer documentation is at helpmailup.atlassian.net/wiki/spaces/mailupapi.
What industry is MailUp in?
MailUp's product category is Email and SMS Marketing Software. Its primary akta.pro industry code is BPAFAKAB, Email Marketing Services (Campaigns, Deliverability, Lifecycle), with a secondary code of BPAFAAAJ, Direct Marketing, CRM & Lifecycle (Email, SMS, Loyalty). Its NAICS code is 5182 and its SIC code is 7372.