MailUp Anti-SPAM Policy

This MailUp Anti-SPAM policy is an integral part of the Platform License Agreement that You – as a company or individual using the MailUp service (the Service) – agree to abide by when using the Service.

1. No SPAM

Spam is any commercial message sent without the recipient’s permission. Commercial email is defined as any electronic mail message whose primary purpose is the commercial advertisement or promotion of a product or service. The Service is intended to be used for the sole and exclusive purpose of sending messages to recipients who have agreed and confirmed to receive such messages from the recipients. Your account may be immediately suspended or terminated if You send SPAM. MailUp is fully committed to the suppression of SPAM. Consistently with this goal, MailUp – directly or through our partners and resellers – enforces a strict, no-tolerance policy against SPAM, beginning with a customer vetting process based on M3AAWG’s Best Practices and systematic monitoring of all account activity.

2. Monitoring and customer vetting

MailUp monitors the use of the Service to ensure that it is in compliance with this policy and may suspend or terminate the account in case of violations. This action will be taken with no legal injunction or notice, but may be followed by additional legal actions in order to exempt MailUp from any responsibility related to the misuse of the Service. For example, in the case of any violation of intellectual property laws or a third party’s intellectual property rights. In addition to monitoring the activity of current customers, We pre-qualify new users of the Service with the objective of building a community of selected users of first-class ranking. MailUp’s customer vetting process is based on M3AAWG’s Vetting Best Common Practices. We have no intention to acquire a new customer that intends to misuse the Service to send unsolicited messages, as this can hurt our network operations, our reputation and the reputation of other companies using the Service, and our relationships with ISPs and blocklist managers. To this extent MailUp may take some time to approve the activation of a new account before the customer is allowed to use the Service, and it reserves the right to refuse to provide the Service to anyone.

3. Relationship with ISPs

Over the years We have built strong relationships with many of the world’s leading ISPs (Internet Service Providers) and Blocklists. With them We keep sharing information regarding policies, practices and potential issues. Any ISP, mail or blocklist administrator intending to assist us to provide a better service or to ask for our cooperation is very welcome to do so: please email us at

4. Rule of conduct

You may never send SPAM by using the Service. Specifically, you may not:

  • Harvest emails from websites
  • Purchase or rent lists (whether they are opt-in or not)
  • Perform email appending
  • Send messages that are unrelated to what subscribers signed up to receive
  • Add an email address into a list without the subscriber’s permission
  • Send messages to someone who has requested to be removed from the list

You may:

  • Send a commercial message to a recipient who has double opted-in (or confirmed opted-in) to receive it
  • Send a commercial message to a recipient who has single opted-in to receive it, although we strongly discourage the use of single opt-in, strongly encourage the use of double opt-in (confirmed opt-in), and may disallow the use of single opt-in email addresses in the future
  • Send any other communication that has been specifically requested by those who receive it, or that is transactional in nature, such as a password reminder or an order confirmation.

MailUp requires the Customers to obtain authorization to receive communication from the recipients, in a clear and transparent manner also regarding the type of communications expected by them. Moreover the recipients of the communications must be given the possibility to revoke their authorization at any time, easily canceling any future sending. This unsubscription opportunity must be offered with each direct marketing message, free of charge, except for any costs associated with the transmission of such refusal (i.e. SMS). We prohibit the use of false identities or false return addresses or numbers, and will take actions to prevent, avoid or reprimand any such attempt.

5. Determining whether you send SPAM

To determine whether You have sent SPAM we will:

  • Review the content of the message in question.
  • Review Your subscriber list for patterns common to harvested, purchased, or rented lists.
  • Review any SPAM complaints.
  • Monitor the complaint rate (number of complaints over successfully delivered messages): a rate above 0.1% (10 complaints for every 10,000 messages sent) is typically an indicator of an unsolicited message.
  • Monitor the total number of complaints, regardless of the complaint rate: a high number of complaints can cause deliverability issues (even if the complaint rate is low due to high overall volumes), and therefore cannot be allowed.
  • Review the subscription records to determine when the subscriber was subscribed and their IP address.

Proof of sending SPAM include:

  • Registration or appearance of one or more of the IP addresses from which your emails were sent, or of the second level domain (e.g. associated with Your MailUp console, in one of the Relay Block Lists or international Blocklists. A list of such lists includes, but is not limited to: SPAMHAUS, SURBL, URIBL, SORBS, SPAMCOP.
  • Blocklisting or relay block listing by an ISP (i.e.,, etc.)
  • A high rate of compliant, as defined above.
  • A high rate of hard bounces.

To avoid the risk of getting blocklisted or in other way accused of sending SPAM, it is crucial that You take the following measures:

  • Only send emails to contacts that directly and willingly subscribed to receive such communications
  • Never purchase or rent a list of contacts from a third party, under any circumstance
  • Never append email addresses to an existing contact database: email addresses must always and only have explicitly been opted-in.
  • Never send any messages to a publicly available list of contacts
  • Never harvest contacts (e.g. e-mail addresses) on the Internet

6. No refunds

In the event that Your MailUp account is terminated due to violation of this Anti-Spam Policy, You will not be refunded any amounts that have been paid towards the use of the Service.

7. Reporting SPAM

The MailUp team constantly monitors its clients activities to ensure full compliance with our Terms and Conditions. If you receive SPAM, please:

  • Fill in the dedicated form and our systems will process your request as soon as possible.
  • If you don’t receive any feedback please directly contact our abuse desk at Please describe in detail what happened, attach the message at issue and specify if you prefer to report anonymously.

Your report will help us to verify the potential violation of MailUp’s Terms and Conditions of Use. Sending SPAM through the MailUp system violates the legal contract signed between the client and the provider MailUp S.p.A. : in a number of cases a penalty is applied. We do not list wash our clients lists. If you do not want to submit the recipient address you only have to provide us with the MAIL-FROM address and/or the X-Rpcampaign header (customer + mailing batch id, eg.: X-rpcampaign: MailUp201409101029060164)

8. Other information for message recipients

We encourage any subscriber to an email list to always review the sender and subject line of an electronic mail and delete any unsolicited messages, without downloading the rest of the electronic mail’s content (You might need to turn Your “Preview” feature off to do this) in order to reduce the risks associated with downloading unsolicited electronic mail that may contain unsafe code or try to lure You into a phishing scam. We intend to protect the legitimate interests of recipients of e-mail messages with regard to unsolicited communications for direct marketing purposes.

9. Your privacy is protected by MailUp

What does it mean for you?
  • The sender of the email you received entered an agreement with MailUp use MailUp, a digital marketing platform. As part of this agreement they agreed to the MailUp Terms and Conditions of Use and therefore must comply with the strict requirements defined in the Terms whenever using MailUp.
  • As part of the Terms, they agreed to the MailUp Anti-SPAM policy, which means that they are only allowed to send you messages you signed up to receive.
  • In addition, they agreed to provide a way for you to unsubscribe at any time, from any list, in maximum two clicks.

What’s MailUp?
  • MailUp is an email delivery service to send email marketing campaigns, transactional messages and SMS.
  • MailUp has thousands of prominent clients. It provides email campaign management services to many companies.

What’s MailUp Policy against Spam?
  • Spamming is the abuse of electronic messaging systems to send unsolicited bulk emails (Spamhaus definition). It is illegal in many countries.
  • Please note that MailUp S.p.A. doesn’t share, sell or rent any email addresses.
  • We are not responsible for the data imported into the system by users of the MailUp platform, and are not authorized to reveal or modify any data stored in our servers.
  • Users of MailUp agree to comply with a very strict Anti SPAM policy. If any MailUp user is found to be sending SPAM, their account is immediately suspended, it is terminated if additional research confirms the initial findings.

How can I unsubscribe?

Click on the unsubscribe link, which must be in the footer or header of every email. By clicking on the UNSUBSCRIBE button, you will be automatically removed from the list.

  • If the unsubscribe link is not present or is not functioning properly, please immediately report this to the MailUp Compliance Team (see above under How to report an abuse): the absence of the unsubscribe link is a violation of the MailUp Platform License Agreement.
  • Do you get a lot of spam from many different senders and not all messages include a MailUp logo? This might indicate that the sender illegally sold your data to one or more third parties. We recommend that you ask the sender to provide you with details on the origin of the data.

Technical Information for Postmasters
  • MAIL-FROM: The envelope-sender (Return-Path header) is unique to each MailUp user and can therefore be used to block a spammer. For any abuse, please report the incident to the MailUp Compliance Team. See above under How to report an abuse.


Customer A Return-Path:
Customer B Return-Path:
Customer XYZ Return-Path:
How can I block a MailUp user?
  • Each MailUp user can be identified by their unique envelope-sender (MAIL-FROM, that is to say Return-Path: header). A MailUp user cannot change this address.
  • By blocking the envelope-sender, you will block only the user that is sending SPAM, and not the other, legitimate users of the MailUp system.

Please also inform our Compliance Team writing to If a MailUp user is sending unsolicited messages we may also intervene from our side as well.

IP addresses

If you would like to whitelist our servers, here is all the information you need:

Subnet rDNS / DKIM Signature Description Test emailings (very low volumes) Transactional: confirmation requests Dedicated: single customers Dedicated: single customers with custom host Shared: Customers subject to vetting (new or old ones with new subscribers) Shared: very low complaint rates (<0.03%) and very high engagement Shared: low complaint rates (<0.1%) and good engagement Shared: average engagement Shared: below average engagement Shared: low engagement
IPs are allocated according to the volume and the sender reputation (2 IPs per 1MM emails a day). Dedicated IPs follow the [customer] / [xx].customerdomain.tld DKIM signature scheme