Why does MailUp use vetting?

What is vetting?

MailUp's deliverability team performs thorough quality control activities on uploaded recipient lists and on the sender's reputation before sending out mailings.

Recipient analysis allows us to easily obtain metrics from imported contacts. These metrics provide valuable information on the legitimacy of your acquisition practices and your risk factor. 
This information is then combined together with the history of the domains used to send communications, as well as with all details you provide during the onboarding process to determine the most appropriate strategy to start sending successful campaigns.

The vetting process is useful for both MailUp and for new customers. Specifically:

  • MailUp can make sure that new clients' communications don't receive too many spam reports and are not sent to obsolete lists, which could damage the reputation of their own mailing infrastructure.
  • Customers can share our experience and avoid errors due to:
    • lists being used for the first time, that have been built up over the years but never previously used for communications;
    • a change of provider where another platform was used in the past.

Vetting is not only used to reject spammers and potential customers with invalid lists, but also to identify any problems that must be resolved before sending out the first campaigns. This is why the dialogue we establish is so important, which must be based as much as possible on mutual trust. On one hand, MailUp assesses potential customers, but with this same process, potential customers can also check our practices and diligence, so they can be sure they're not dealing with a low-reputation ESP.

Through the stages of the vetting process, MailUp will ask you for a lot of information: examples of previous communications, details on how your lists were managed in the past, and about your processes for acquiring new contacts. It is important you provide this information and respond to our requests truthfully; otherwise, it may not be possible to continue our relationship.

The vetting process does not end with the checks made before the first mailing is sent out, but is carried out regularly after each mailing sent by automated processes, which are thoroughly checked by the deliverability team. These activities should, therefore, be seen as a way of building and maintaining a long-lasting and profitable relationship.


MailUp DOES NOT perform or ENDORSE any list cleaning activities. We simply tell you if you can be a long-term customer on the platform by making you aware of the issues found in our analysis.

How is the vetting process carried out?

  • You'll be asked to fill out an initial questionnaire, made up of questions for us to analyze your types of mailings and main features of your recipient lists.
  • After this initial analysis, you'll be asked to upload your recipient lists within your platform in order to proceed with the detailed analysis.
  • Based on the first results of the analysis, MailUp may ask you to do a test mailing to a small number of your recipients, ask you for further information, or ask you to carry out a joint activity to resolve some of the issues encountered;

At the end of the analysis, you'll be notified of the outcome of the vetting process.

What is the purpose of the test mailing?

The test mailing makes it possible to gather information and obtain objective evidence based on a meaningful sample of recipients without compromising your reputation.

What are the possible outcomes of the vetting process?

Based on the results of their analyses, the deliverability team can: 

  • allow you to send out mailings right away without any further type of technical activities or checks;
  • ask you to do a ramp-up activity by making a monitored and supervised mailing schedule, starting with just a few recipients and then increasing the number based on your performance and the relevance of the communications sent;
  • make the lists uploaded unavailable for mailing.