MailUp

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.

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

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

• Email marketing software
• SMS marketing platform
• Marketing automation
• Transactional email API
• Multichannel marketing cloud

Headquarters

HQ city

Milan

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations

Revenue model

1. 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).
2. 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.
3. 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.
4. Professional Services and Consulting: Additional services including creative and graphic design, performance and deliverability consulting, deliverability audits, and training programs.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels9 records

Core 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

Named customers9 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability4 records

Feature9 records

Partnerships

Two partnerships are on record, tiered major and core.

• Contactlab S.p.A.majorStrategic or Co-development Partner · 1 April 2022MailUp 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.coreStrategic or Co-development PartnerMailUp 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

Direct 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

• YouTubeyoutube.com/user/getmailup
• Facebookfacebook.com/mailupinc
• LinkedInlinkedin.com/company/mailup?trk=company_name
• Xx.com/MailUp_US

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MailUp