MailBlue
- Company typePrivate
- Founded2017
- HeadquartersBreda, Netherlands
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What MailBlue does
MailBlue B.V. is a Dutch email marketing and marketing automation software provider headquartered in Breda, Netherlands, operating as the official Certified ActiveCampaign Partner for the Netherlands and Belgium. Founded in 2017, the company resells and localizes the ActiveCampaign platform with fully Dutch-language support, training, customer success resources (Blue Academy, Blue Community, 400+ knowledge base articles), and a 14-day no-credit-card free trial. The platform serves 11,000+ active customers across e-commerce, education, government, B2B SaaS, hospitality, non-profit, and retail verticals, with named accounts including Gemeente Utrecht, Yoast, Ballorig, Plug&Pay, and VA School.
MailBlue's product surface spans a core email marketing and CRM engine (built on ActiveCampaign infrastructure) augmented by a suite of integrated modules: Marketing Automatiseringen (visual automation builder with 850+ start-ready templates), SMS Marketing at €0.065 per message, WhatsApp automation, transactional email delivery via a Postmark partnership, landing pages (MailBlue Pages), form builders, site tracking, lead scoring, profile enrichment, segmentation, and relationship management. The most recent product layer is Active Intelligence, an AI-powered marketing assistant offering generative email and image creation, predictive send-time optimization, lead scoring ("winkans"), and AI-generated automation workflows, with a stated roadmap including AI Activities, Wix landing page building, and AI-driven account migration tooling.
The business model is primarily subscription recurring on tiered plans (Starter, Plus, Professional, Enterprise) scaled by contact volume and feature access, supplemented by usage-based SMS revenue and a separate Postmark transactional email subscription. Distribution combines a self-serve product-led motion (free trial, website signup) with inside sales for demo and advisory support, an overstapservice migration offering targeting switchers from Mailchimp/HubSpot/Copernica/Spotler, and a Partner & Affiliate Program. The company is ISO 27001 certified and GDPR/AVG compliant, holds FD Gazellen 2025 and Emerce recognition, and maintains 4.4 stars across 200+ Google reviews.
MailBlue firmographics
Firmographics- Name
- MailBlue
- Legal name
- MailBlue B.V.
- Website
- https://mailblue.nl
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
MailBlue industry classification
Industry- Product category
- Email Marketing Software
- NAICS
- Advertising Material Distribution Services (54187)
- SIC
- Services-Prepackaged Software (7372), Services-Advertising (7310), Services-Advertising Agencies (7311)
- akta.pro primary industry
- Email Marketing Services (Campaigns, Deliverability, Lifecycle) (BPAFAKAB)
Keywords
Where MailBlue is headquartered
LocationHeadquarters
- HQ city
- Breda
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
MailBlue business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Email Marketing Software Subscriptions: MailBlue sells subscriptions to the ActiveCampaign-powered platform with tiered plans (Starter, Plus, Professional, Enterprise) based on contact volume and feature access. Revenue is primarily recurring with monthly or annual billing options.
- Form Types Premium Access: Advanced form types (floating bar, floating box, pop-up) require Plus subscription or higher, creating differentiation between pricing tiers.
- MailBlue Pages (Landing Pages): Landing page builder is available from Plus subscription tier, adding revenue differentiation across plans.
- SMS Credits: SMS marketing sold as add-on credits at €0.065 per SMS, providing usage-based revenue on top of base subscription.
- Postmark Transactional Email: Separate Postmark subscription required for transactional emails, creating additional revenue stream through third-party partnership.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free trial period for new users |
| Usage-based | Pay-as-you-go | SMS marketing credits as add-on |
| Subscription | Monthly | Subscription tiers (Starter, Plus, Professional, Enterprise) |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels9 records
MailBlue product offering
Product offeringCore offering
MailBlue is a Dutch-language email marketing and marketing automation software platform that combines email campaigns, SMS, WhatsApp, CRM, and AI-powered automation. Built on ActiveCampaign infrastructure, the company serves as the certified Dutch/Belgian partner, providing localized support, training, and migration services to 11,000+ active users.
Product overview
MailBlue is a Dutch-language email marketing software platform that combines email marketing, marketing automation, SMS, WhatsApp, and CRM capabilities into a unified platform. Built on ActiveCampaign's infrastructure, it serves 11,000+ Dutch-speaking users with native integrations for e-commerce platforms (Shopify, WooCommerce, Shopware), form builders (Gravity Forms, Jotform), payment processors (Mollie, Plug&Pay), and communication tools (Slack, Calendly). The core platform includes MailBlue Pages for landing pages, Active Intelligence for AI-powered automation, and over 850+ integrations via Zapier. The product architecture consists of a core email marketing engine supplemented by specialized modules for SMS marketing, WhatsApp automation, transactional emails (via Postmark), site tracking, profile enrichment, lead scoring, and relationship management.
Differentiator
Problem solved
Functional benefit
Products and services
- MailBlue Email Marketing Platform
Quantifiable outcome
- 300 hours and €16,500 annual savings on enrollment processes (VA School)
- +6 more outcomes
Companies that use MailBlue
Customer profileNamed customers14 records
Segments10 records
Ideal customer profiles4 records
MailBlue technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration17 records
AI capability7 records
Feature6 records
MailBlue partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core.
- ActiveCampaigncoreMailBlue is the official Certified Partner of ActiveCampaign in the Netherlands and Belgium. ActiveCampaign provides the underlying marketing automation and CRM platform that MailBlue localizes and supports with Dutch language, training, and customer success resources.
- PostmarkcorePostmark partnership enables MailBlue customers to send transactional emails (order confirmations, password resets, shipping notifications) with high deliverability rates. Customers create separate Postmark accounts and link them to MailBlue for transactional email sending.
- ZapiercoreZapier integration allows MailBlue to connect with 850+ external applications and automate workflows between tools without custom development.
- ShopifycoreNative Shopify integration for e-commerce businesses to sync customer data, track purchases, and trigger automations based on shopping behavior.
- WooCommercecoreNative WooCommerce integration for WordPress e-commerce stores to connect shopping data with MailBlue for automated follow-ups and marketing.
- WordPresscoreWordPress plugin available for easy MailBlue integration including form embedding, site tracking, and automation triggers.
Scale indicators9 records
Recent moves6 records
Expansion highlights6 records
MailBlue competitors and assessment
Company assessmentBroad incumbents
- HubSpot Marketing Hub: HubSpot's marketing automation and email product is named by MailBlue as a migration source. Competes in the mid-market B2B segment with broader CRM + marketing suite.
- Mailchimp (Intuit): Global consumer/SMB email marketing giant owned by Intuit with a large Dutch SMB install base. Competes directly with MailBlue on PLG trials, automation, and integrations, and is explicitly named as a competitor MailBlue migrates customers from.
- ActiveCampaign: The underlying platform on which MailBlue is built. As the global product owner, ActiveCampaign is both MailBlue's largest supplier and a direct competitor if it pushes go-to-market in NLD/BEL.
Direct peers
- Copernica: Amsterdam-based email marketing software provider with deep presence in the Dutch market, offering campaigns, automation, and integrations. Direct competitor with overlap in Netherlands email-service-provider market.
- Spotler: Dutch martech vendor offering email marketing, marketing automation, and personalization for mid-market and B2B customers in the Netherlands. Competes head-to-head with MailBlue in Dutch SMB and B2B segments.
- Klaviyo: U.S.-based email + SMS marketing platform purpose-built for e-commerce merchants. Competes with MailBlue's commerce-focused features, integrations (Shopify/WooCommerce), and SMS/automation stack.
- Laposta: Dutch email marketing platform headquartered in the Netherlands offering newsletters, automation, and forms aimed at Dutch-speaking SMBs. Directly competes with MailBlue on localization, target customer, and PLG onboarding.
- E-mailplatform: Dutch-focused email marketing software competing on ease-of-use and Dutch-language support for SMBs. Small, localized peer to MailBlue in the Netherlands market.
- MailerLite: Affordable email marketing and automation platform with strong SMB appeal and growing Dutch-language support. Direct competitor on PLG trials, automation templates, and pricing transparency.
- Brevo (formerly Sendinblue): European-headquartered multichannel marketing platform (email, SMS, WhatsApp, CRM) competing directly with MailBlue's omnichannel stack and progressively expanding in Benelux SMB.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
MailBlue social profiles
Digital presenceMailBlue financial estimates
Financial estimateRevenue estimate
Valuation estimate
MailBlue leadership team
Management profileNumber of profiles
MailBlue funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MailBlue M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MailBlue
What does MailBlue do?
MailBlue is a Dutch-language email marketing and marketing automation software platform that combines email campaigns, SMS, WhatsApp, CRM, and AI-powered automation. Built on ActiveCampaign infrastructure, the company serves as the certified Dutch/Belgian partner, providing localized support, training, and migration services to 11,000+ active users.
Is MailBlue a public or private company?
MailBlue is a private company. It is classified as unknown and is currently operating.
When was MailBlue founded?
MailBlue was founded in 2017. It employs 11 to 50 people.
Where is MailBlue based?
MailBlue is headquartered in Breda, Netherlands, in the Europe region.
How does MailBlue make money?
Five revenue lines are on record. Email Marketing Software Subscriptions are the primary driver. The others are form Types Premium Access, mailBlue Pages (Landing Pages), SMS Credits and postmark Transactional Email.
Who are MailBlue's main competitors?
Broad incumbents on record are HubSpot Marketing Hub, Mailchimp (Intuit) and ActiveCampaign. Direct peers are Copernica, Spotler, Klaviyo, Laposta, E-mailplatform, MailerLite and Brevo (formerly Sendinblue).
Does MailBlue have an API?
No public API is recorded for MailBlue.
What industry is MailBlue in?
MailBlue's product category is Email Marketing Software. Its primary akta.pro industry code is BPAFAKAB, Email Marketing Services (Campaigns, Deliverability, Lifecycle). Its NAICS code is 54187 and its SIC code is 7372.