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Email Marketing & Newsletter

MailUp

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Panel rating · 6 judges · How to read the stars

Category median

Sovereignty: not determined

0–5 in half steps. 5 means the rubric's top anchor is met on the evidence.

by MailUp S.p.A. · www.mailup.com

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MailUp: AI-assisted analysis on whats-best.ai MailUp: AI-assisted analysis on whats-best.ai (dark)

Add ?theme=dark to the image address for dark backgrounds. The badge shows the category and the month of the latest evaluation, and EU-Made where that is the product’s provenance. It never shows a score.

MailUp at a glance

Vendor
MailUp S.p.A.
Headquarters
Not stated on the vendor’s pages as of 20 Oct 2026
Data hosting
Not stated on the vendor’s pages as of 20 Oct 2026
Free plan
Not stated on the vendor’s pages as of 20 Oct 2026
Panel verdict
The AI panel rates MailUp 2.5/5, the mean of 6 judges. MailUp is an email and SMS marketing platform contracted through TeamSystem S.p.A. how scores are made
As of
Vendor pages captured 20 Oct 2026; evaluated by the panel 21 Oct 2026. all sources

MailUp alternatives, European ones first →

Read this page as one judge. Each weighs the same scores by what they care about.

The Data Protection Officer

Weighted verdict

Signs off the tool that holds named people and records what each of them opened. Wants double opt-in with a proof that survives a complaint, tracking that can be switched off, and an answer to where the behavioural data lives that does not require a Schrems II argument.

Same scores as the panel view — this lens weights them the way this judge cares.

Scored by The Data Protection Officer

Panel median The Data Protection Officer This judge’s scores over the panel median. Each label opens its reasoning below.
Scores per criterion, in stars out of 5
Criterion Panel median The Data Protection Officer
Campaigns & automation 3 of 5 3 of 5
Deliverability infrastructure 3 of 5 3 of 5
Consent, proof & tracking limits 3 of 5 3 of 5
List ownership, import & exit 3 of 5 2.5 of 5
Integrations & API 2 of 5 3 of 5
European sovereignty 3 of 5 3 of 5

Campaigns & automation

How this is scored

Building the mail and the journey around it: editor, templates, segmentation, triggered sequences, A/B testing.

0 — One-off broadcasts from a fixed template; no segmentation and no automation of any kind.

3 — A drag-and-drop editor and simple list segmentation, but automation is a single welcome mail and there is no testing.

5 — Reusable templates, attribute and behaviour segmentation, multi-step automations on common triggers, and subject-line A/B testing.

8 — A visual journey builder with branching on behaviour and data, dynamic content per segment, send-time optimisation, and testing that reports significance rather than raw counts.

10 — Journeys treat the whole lifecycle: event-driven entry from other systems, branching on any attribute or event, holdout groups for measurement, and automations a marketer can read months later without a diagram.

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The Data Protection Officer

A drag-and-drop editor with an AI assistant, advanced segmentation filters, and automatic cross-channel workflows covering Messenger and Telegram meet the journey basics, and A/B testing extends beyond subject lines to CTAs, images and headers with automatic winner dispatch on open or click rate. We found no public information on branching on behaviour or data, dynamic content per segment, send-time optimisation or significance-tested reporting; the documented test reporting shows totals and per-variant detail. 1 4

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Deliverability infrastructure

How this is scored

Whether the mail arrives — authentication, sending reputation, bounce and complaint handling — judged on what the vendor documents rather than the inbox rate it advertises.

0 — No documentation of authentication or bounce handling; deliverability appears only as a marketing number.

3 — SPF and DKIM setup documented, but no DMARC guidance, no stated bounce policy and shared sending only.

5 — SPF, DKIM and DMARC documented with a custom sending domain, automatic hard-bounce suppression, and complaint-loop handling stated.

8 — The above plus dedicated-IP options with a documented warm-up, seed or inbox-placement testing, engagement-based sunsetting, and published guidance on list hygiene.

10 — Deliverability is operated as a service: reputation monitoring surfaced to the customer, per-domain and per-ISP diagnostics, enforced authentication before first send, and postmaster or blocklist handling the vendor documents doing on the customer's behalf.

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The Data Protection Officer

Soft and hard bounce handling, failed-delivery management, feedback loops with Yahoo!, AOL and Hotmail that unsubscribe complainers automatically, and shared plus dedicated whitelisted IPs monitored by a dedicated deliverability team are all documented, alongside a stated refusal to send to rented or purchased lists. Authentication is documented only as custom-domain authentication: we found no public information naming SPF, DKIM or DMARC setup, IP warm-up, seed or inbox-placement testing, or engagement-based sunsetting. 3 5 6

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List ownership, import & exit

How this is scored

Whether the list and its history remain the sender's: import with attributes intact, full export including engagement history, deletion that executes, and no metering that prices leaving out of reach.

0 — Export is addresses only; engagement history, segments and automations cannot leave.

3 — CSV import and export of subscriber fields, but engagement history and unsubscribe state are not exportable.

5 — Full subscriber export including custom attributes, subscription status and unsubscribe state, plus API access sufficient to sync elsewhere.

8 — Everything exportable in open formats — subscribers, engagement history, campaigns and templates — with documented deletion of a subscriber across all records, and no export throttling.

10 — Exit is a documented feature: full-fidelity export of the whole account, contractual data return, deletion that is evidenced rather than asserted, and migration tooling in both directions.

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The Data Protection Officer

Subscriber data can be exported at any time from the platform, and dedicated SFTP sync services export both subscribed and unsubscribed contacts — incremental or full, across one, some or all lists, self-configured — which together with the REST and SOAP APIs keeps the list and its unsubscribe state portable. We found no public information on exporting engagement history, campaigns or templates, nor on export throttling or a documented full-account exit; deletion of a recipient is offered as a capability but nothing evidences its execution across all records. 7 9 10 11

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Integrations & API

How this is scored

The connection surface a newsletter lives on: shop and CRM systems, events in and out, webhooks, and an API somebody can build against without a partner agreement.

0 — No API and no named integrations; the list is maintained by CSV upload.

3 — A handful of native integrations and a read-mostly API, with no webhooks and no documented rate limits.

5 — Named integrations for common shop and CRM systems, a documented REST API with keys, and webhooks for the core subscriber events.

8 — Maintained bidirectional integrations with named systems including at least one major shop platform, event webhooks with retries, documented rate limits, and a sandbox.

10 — The tool is a component rather than a destination: transactional and marketing sending on one API, events flowing both directions, versioned API with a deprecation policy, and integrations the vendor maintains rather than lists.

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The Data Protection Officer

Named e-commerce connections to Magento 2, Drupal Commerce and 4-Tell, integration categories spanning CRM, CMS, ERP and business-intelligence, write-capable REST and SOAP APIs covering subscriptions, updates and campaign creation, plus a WordPress plugin and a developer platform for publishing or selling integrations, make this a workable connection surface. We found no public information on webhooks, documented rate limits, or a sandbox. 1 11

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European sovereignty

How this is scored

Where subscriber data and behavioural tracking live, who the contracting entity is, and which subprocessors touch the send. Independently sourced by the sovereignty pipeline; scored here as this buyer weighs it — which in this category is heavily.

0 — US vendor and contracting entity, US hosting, subprocessors unnamed; subscriber behaviour leaves the EU with no stated basis.

3 — EU hosting offered as an option or for storage only, while sending, tracking or support access remains non-EU, or the subprocessor list is absent.

5 — EU hosting as standard and an EU contracting entity, but parts of the chain — sending infrastructure, analytics, support tooling — are non-EU without an explained safeguard.

8 — EU or DACH hosting with a named data-centre provider, EU contracting entity, complete subprocessor list published, and any non-EU processing named with its legal basis.

10 — Sovereign end to end and evidenced: vendor, entity, hosting, sending and every subprocessor in the EU, certification published, and no transfer that needs a Schrems II argument to survive.

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The Data Protection Officer

TeamSystem S.p.A. of Pesaro is the named entity, the platform runs on Azure and AWS located in the European Union with encryption at rest by default, a Data Protection Officer is appointed and an Article 28 agreement sits in the licence — as described, the send stays inside the EU. The privacy pages cite adequacy decisions and Standard Contractual Clauses as safeguards without naming which processing they apply to, and we found no public information on a complete published subprocessor list or on the group's ownership. 2 3 8

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Pricing transparency not rated — the vendor publishes no price

How this is scored

Whether a sender can compute the real invoice for their list size and send volume — including overage, extra domains and automation limits — from public pages alone.

0 — No public prices at all; every tier is a sales conversation.

3 — A headline price per contact tier exists, but send limits, overage rates or the tier where automation begins are not stated.

5 — Contact-tier prices public with the billing period stated and send limits given, but at least one commonly needed capability sits in an unpriced tier or add-on.

8 — Every tier priced publicly with contact and volume limits, overage rates, feature boundaries and VAT treatment stated; only genuinely custom volume lacks a number.

10 — Complete price computability: a calculator producing the annual invoice for a given list size and send frequency, including overage, additional domains and dedicated IPs.

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The Data Protection Officer

The charging model is stated clearly — an annual fee determined by edition and sending speed, no limit on email volume since more or larger messages do not change the cost, unlimited recipients at no additional cost, SMS paid per message, and a free trial capped at 1,000 total sends without payment details. We found no public information on what any edition or sending speed actually costs, so a buyer can see how they will be charged but cannot compute an invoice from the public pages. 1 3

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European sovereignty — proven facts

0 of 4 dimensions proven

Built only from facts shown on the vendor's own pages. A dimension we could not prove is left open, not scored as zero.

Ownership Not determined — uncited Report an error
Data residency Not determined — uncited Report an error
Subprocessors Not determined — uncited Report an error

Questions about MailUp

Is MailUp European?

Not determined: the vendor’s pages as captured do not say where MailUp is based.

Where does MailUp store data?

Not stated on the vendor’s pages as of 20 Oct 2026.

Does MailUp have a free plan?

Not stated on the vendor’s pages as of 20 Oct 2026.

What are the best alternatives to MailUp?

As of 21 Oct 2026, the panel rates Brevo (3/5), CleverReach (3/5) and Mailchimp (3/5) highest among the other 27 Email Marketing & Newsletter products evaluated. Ratings that look equal are rounded to half stars; the order uses the unrounded rating, then the name. The highest-rated European alternative is Brevo (EU-Made). Ratings are the AI panel’s opinion, formed from public evidence: how scores are made. The full list, with European products first: MailUp alternatives.

Where this could be wrong

What we left out

A claim that does not survive our checks costs us the claim, not the page. This is what was taken off this one.

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Sources (11)

The pages every claim on this page was read from — each one checked, dated, and kept verifiable.

  1. 1 Vendor page www.mailup.com Checked 20 Oct 2026 Details →
  2. 2 Privacy policy — found from the homepage mailup.com Checked 20 Oct 2026 Details →
  3. 3 Campaigns & automation — found from sitemap mailup.it Checked 20 Oct 2026 Details →
  4. 4 Campaigns & automation — found from sitemap mailup.it Checked 20 Oct 2026 Details →
  5. 5 Deliverability infrastructure — found from sitemap mailup.it Checked 20 Oct 2026 Details →
  6. 6 Deliverability infrastructure — found from sitemap mailup.it Checked 20 Oct 2026 Details →
  7. 7 Consent, proof & tracking limits — found from sitemap mailup.it Checked 20 Oct 2026 Details →
  8. 8 Consent, proof & tracking limits — found from sitemap mailup.it Checked 20 Oct 2026 Details →
  9. 9 List ownership, import & exit — found from sitemap mailup.it Checked 20 Oct 2026 Details →
  10. 10 List ownership, import & exit — found from sitemap mailup.it Checked 20 Oct 2026 Details →
  11. 11 Integrations & API — found from sitemap mailup.it Checked 20 Oct 2026 Details →