MailPoet

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.

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

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

• WordPress email marketing
• Newsletter plugin
• WooCommerce email automation
• Email deliverability service
• Signup forms

Headquarters

HQ city

Marseille

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core 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

Named customers9 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration37 records

Feature7 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• WooCommercecoreTechnology or IntegrationDeep 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.
• PostmasterycoreTechnology or IntegrationThird-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.comcoreStrategic or Co-development PartnerWordPress.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.
• PressableminorChannel Partner/ Reseller/ DistributorManaged WordPress hosting platform created by Automattic, recommended as a WordPress host for MailPoet users.
• SiteGroundminorChannel Partner/ Reseller/ DistributorLegendary customer service has made SiteGround a household name in the WordPress community. Recommended as a WordPress host for MailPoet users.
• KinstaminorChannel Partner/ Reseller/ DistributorPremium managed WordPress hosting recommended to MailPoet users seeking a high-end user experience with top service.
• DreamhostminorChannel Partner/ Reseller/ DistributorUS-based hosting company that participates in WordPress community governance and actively contributes to the WordPress ecosystem. Recommended as a WordPress host for MailPoet users.
• ShareASalecoreChannel Partner/ Reseller/ DistributorAffiliate 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

Direct 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

• Xx.com/mail_poet
• GitHubgithub.com/mailpoet/mailpoet

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about MailPoet