MailPoet
MailPoet is an email marketing plugin for WordPress and WooCommerce, offering a proprietary sending service, drag-and-drop newsletter builder, and commerce automation to 500,000+ websites globally.
- Company typePrivate
- Founded2011
- HeadquartersMarseille, France
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What MailPoet does
MailPoet is an email marketing plugin built exclusively for WordPress, founded in 2011 and acquired by Automattic (parent of WooCommerce) in December 2020. The product operates natively within the WordPress admin dashboard, enabling site owners to create, send, and analyze email newsletters without third-party services. The technical core combines a drag-and-drop email editor with a proprietary MailPoet Sending Service that handles 30+ million emails per month at a 98.5% deliverability rate, monitored in partnership with deliverability specialist Postmastery. The platform is tightly integrated with WooCommerce for commerce automation including abandoned cart recovery, first purchase emails, and product/category-triggered sequences, and extends across more than 30 third-party plugins including Elementor, Beaver Builder, Divi, Gravity Forms, and Contact Form 7.
The product portfolio spans newsletter creation (templates, drag-and-drop builder), subscriber management (signup forms, list segmentation, WordPress Users List, WooCommerce Customers List, inactive subscriber management), automated email sequences (welcome series, latest post notifications, purchase triggers), and infrastructure (MailPoet Sending Service, SMTP for WordPress). MailPoet serves two primary customer segments: WordPress website owners and bloggers seeking newsletter capability without leaving their dashboard, and WooCommerce store operators needing commerce-tied email automation. Named customers include both long-tail SMBs (independent bloggers and small merchants) and large enterprises (Decathlon, Tripadvisor, Alaska, DHL), reflecting the broad WordPress install base of 500,000+ websites and 100,000+ actively sending sites.
MailPoet operates a freemium go-to-market model: a free starter plan for small subscriber lists distributed through the WordPress.org plugin repository as a product-led growth channel, with paid subscription plans starting at €7/month scaling by subscriber count and unlocking features like advanced automation, segmentation, and priority support. The company is headquartered in Marseille, France, while operating under U.S.-domiciled parent Automattic (San Francisco) with EU data handled through Aut O'Mattic A8C Ireland Ltd. (Dublin). A 20% recurring commission affiliate program via ShareASale and a public Canny feedback portal supplement the primarily organic, product-led acquisition motion.
MailPoet firmographics
Firmographics- Name
- MailPoet
- Legal name
- MailPoet
- Website
- https://mailpoet.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- MailPoet is an email marketing plugin for WordPress and WooCommerce, offering a proprietary sending service, drag-and-drop newsletter builder, and commerce automation to 500,000+ websites globally.
- Ownership category
- akta.pro rank
MailPoet industry classification
Industry- Product category
- Email Marketing Software
- NAICS
- Direct Mail Advertising (54186)
- SIC
- Services-Prepackaged Software (7372), Periodicals: Publishing Or Publishing & Printing (2721)
- akta.pro primary industry
- Newsletter Publishing Platforms (MPACAIAA)
- akta.pro secondary industries
- Email Marketing Services (Campaign Strategy, Design, Deliverability) (MPAAAIAA), Email Marketing Services (Campaigns, Deliverability, Lifecycle) (BPAFAKAB)
Keywords
Where MailPoet is headquartered
LocationHeadquarters
- HQ city
- Marseille
- HQ country
- France
- HQ region
- Europe
Offices2 records
Markets served
MailPoet business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Infrastructure, Personnel, Operations, Marketing or Sales
Revenue model
- Freemium Plugin with Paid Tier Upgrades: MailPoet offers a free starter plan for small subscriber lists. Paid plans with advanced features are available on a subscription basis, with pricing starting at €7/month. Users upgrade as their subscriber count grows beyond free tier limits.
- Premium Subscription Plans: Subscription-based pricing tiers that scale with subscriber list size. Plans include advanced features such as automation, segmentation, priority support, and enhanced analytics.
- Affiliate Commission Revenue: MailPoet pays affiliates a 20% recurring commission on all payments made by referred customers within the first 12 months of their subscription.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Free | Starter (Free) - Free for small subscriber lists |
| Subscription | Monthly | Paid Plans - Starting at €7/month |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels9 records
MailPoet product offering
Product offeringCore offering
MailPoet is a native WordPress plugin that lets website owners create, send, and automate email newsletters and transactional campaigns directly from the WordPress dashboard. It bundles a drag-and-drop email editor, subscriber list management, behavioral segmentation, and WooCommerce-specific automations (abandoned cart, first purchase, product/category follow-ups), all backed by its own proprietary MailPoet Sending Service for email delivery rather than third-party SMTP.
Product overview
MailPoet is an email marketing plugin for WordPress that provides a unified platform for creating, sending, and managing email newsletters directly within the WordPress dashboard. The core product (MailPoet Core Plugin) serves as the main email marketing solution, augmented by a proprietary MailPoet Sending Service for deliverability infrastructure. The product portfolio includes subscriber management tools (WordPress Signup Forms, List Segmentation, WordPress Users List, WooCommerce Customers List, Inactive Subscribers Management), automated email features (Welcome Emails, Latest Post Notifications, Abandoned Cart Emails, First Purchase Email, Purchased this Product Emails, Purchased in this Category Emails), design tools (WordPress Email Templates, WooCommerce Email Customizer), and infrastructure services (SMTP for WordPress). The platform integrates natively with WooCommerce and supports numerous third-party form plugins, page builders, and automation tools via an API.
Differentiator
Problem solved
Functional benefit
Products and services
- MailPoet (WordPress Email Marketing Plugin)
- MailPoet Sending Service
Quantifiable outcome
- 98.5% email deliverability rate, matching or exceeding industry standards set by Mailchimp, SendGrid, AWeber, and Amazon SES
- +3 more outcomes
Companies that use MailPoet
Customer profileNamed customers9 records
Segments4 records
Ideal customer profiles3 records
MailPoet technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration37 records
Feature7 records
MailPoet partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- WooCommercecoreDeep native integration between MailPoet and WooCommerce. MailPoet automatically creates a WooCommerce Customers list, syncs purchase data, and enables automated emails including abandoned cart recovery, first purchase emails, post-purchase follow-ups by product or category, and WooCommerce email template customization. This is a flagship integration for the product.
- PostmasterycoreThird-party email deliverability partner that supports MailPoet's internal deliverability team in monitoring and maintaining best practices for the 30+ million emails sent monthly through the MailPoet Sending Service.
- WordPress.comcoreWordPress.com is the platform operated by MailPoet's parent company Automattic. MailPoet is built exclusively for WordPress and is positioned as the recommended email solution within the Automattic/WordPress ecosystem.
- PressableminorManaged WordPress hosting platform created by Automattic, recommended as a WordPress host for MailPoet users.
- SiteGroundminorLegendary customer service has made SiteGround a household name in the WordPress community. Recommended as a WordPress host for MailPoet users.
- KinstaminorPremium managed WordPress hosting recommended to MailPoet users seeking a high-end user experience with top service.
- DreamhostminorUS-based hosting company that participates in WordPress community governance and actively contributes to the WordPress ecosystem. Recommended as a WordPress host for MailPoet users.
- ShareASalecoreAffiliate network platform through which MailPoet manages its affiliate program, providing partners with referral links and tracking for 20% recurring commissions on referred customer payments.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
MailPoet competitors and assessment
Company assessmentDirect peers
- MailerLite: A self-serve email marketing platform popular with SMBs, bloggers, and small e-commerce stores. Competes directly with MailPoet on price-sensitive newsletter use cases, with a freemium model and similar drag-and-drop editor.
- Klaviyo: The leading e-commerce email and SMS marketing platform with deep WooCommerce and Shopify integrations. Klaviyo is the most direct competitive threat to MailPoet's WooCommerce automation use case, offering comparable abandoned cart, segmentation, and behavioral triggers at a much larger scale.
- ConvertKit (now Kit): An email marketing platform purpose-built for creators, bloggers, and newsletter publishers. Overlaps directly with MailPoet's blogger and content creator segment, with comparable features for newsletters, automations, and landing pages.
- Email Subscribers by Icegram: A WordPress-native email newsletter and signup form plugin that competes head-to-head with MailPoet on the free WordPress.org marketplace, serving the same bloggers and small business segment with similar newsletter and list management features.
- Newsletter (by Stefano Lissa): A long-standing free WordPress newsletter plugin that is the most direct substitute for MailPoet within the WordPress.org plugin directory. It targets the same bloggers and SMB site owners with newsletter creation, subscription forms, and SMTP-based sending.
Broad incumbents
- GetResponse: A long-established email marketing and marketing automation platform with landing page, webinar, and e-commerce tools. Serves many of the same SMB and blogger customers as MailPoet, including WordPress users.
- Mailchimp: The dominant horizontal email marketing platform, serving SMBs and enterprises across all CMS platforms. A broad incumbent that competes with MailPoet for general email marketing budgets and acquired Jilt, a former WooCommerce-focused ESP, to deepen its commerce positioning.
- Brevo (formerly Sendinblue): A multi-channel marketing platform offering email, SMS, CRM, and marketing automation. Competes with MailPoet for SMB email marketing customers and targets similar WordPress-using businesses with comparable deliverability and automation features.
- ActiveCampaign: A customer experience automation platform combining email marketing, CRM, and sales automation. Competes with MailPoet for SMBs needing more sophisticated automations, and increasingly targets WooCommerce and WordPress-based businesses.
Emerging players
- MailOptin: A WordPress lead generation and email optin plugin focused on signup forms, popups, and subscriber capture. Adjacent to MailPoet — overlapping on the list-building/forms use case — but with a narrower feature set that complements rather than replaces full newsletter platforms.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
MailPoet social profiles
Digital presenceMailPoet compliance and trust
Trust signalCompliance5 records
MailPoet financial estimates
Financial estimateRevenue estimate
Valuation estimate
MailPoet leadership team
Management profileNumber of profiles
MailPoet funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MailPoet 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 MailPoet
What does MailPoet do?
MailPoet is a native WordPress plugin that lets website owners create, send, and automate email newsletters and transactional campaigns directly from the WordPress dashboard. It bundles a drag-and-drop email editor, subscriber list management, behavioral segmentation, and WooCommerce-specific automations (abandoned cart, first purchase, product/category follow-ups), all backed by its own proprietary MailPoet Sending Service for email delivery rather than third-party SMTP.
Is MailPoet a public or private company?
MailPoet is a private company. It is classified as corporate owned and is currently operating.
When was MailPoet founded?
MailPoet was founded in 2011. It employs 1 to 10 people.
Where is MailPoet based?
MailPoet is headquartered in Marseille, France, in the Europe region.
How does MailPoet make money?
Three revenue lines are on record. Freemium Plugin with Paid Tier Upgrades are the primary driver. The others are premium Subscription Plans and affiliate Commission Revenue.
Who are MailPoet's main competitors?
Direct peers on record are MailerLite, Klaviyo, ConvertKit (now Kit), Email Subscribers by Icegram and Newsletter (by Stefano Lissa). Broad incumbents are GetResponse, Mailchimp, Brevo (formerly Sendinblue) and ActiveCampaign. MailOptin is listed as an emerging player.
Does MailPoet have an API?
Yes. MailPoet provides an API that allows developers to build integrations with the plugin. The API documentation is available via their GitHub repository at https://github.com/mailpoet/mailpoet/tree/master/doc. The API enables integration partners to connect form plugins, page builders, and other WordPress tools with MailPoet's email marketing functionality. Developer documentation is at github.com/mailpoet/mailpoet/tree/master/doc.
What industry is MailPoet in?
MailPoet's product category is Email Marketing Software. Its primary akta.pro industry code is MPACAIAA, Newsletter Publishing Platforms, with a secondary code of MPAAAIAA, Email Marketing Services (Campaign Strategy, Design, Deliverability). Its NAICS code is 54186 and its SIC code is 7372.