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Email Platform Spam Policies Compared : Mailchimp vs Moosend vs Brevo vs SendGrid

Published On : 2025-06-01 12:40:01 UTC

Updated On : 2025-06-01 12:43:44 UTC

Various Email Platforms are available for API based sending of bulk marketing emails. Each platform has its own Spam and Email opt-in policies. Here we compare 4 popular Email Sending Plaforms.

Platform	Opt-in Proof Requirement	General Consent Rules / Practices	Unsubscribe Requirement	Technical/Authentication Focus	Prohibited Content/Industries	Enforcement / Policy on Violations	Compliance with Laws Mentioned
Mailchimp	You must tell us where you got your contacts [1]. (The source does not explicitly state you must provide proof on demand for each contact).	Implies valid opt-in is required based on anti-spam stance [2]. A permission reminder for your audience is important [3]. Sending to emails that were not opted in is a reason accounts get suspended [4].	An unsubscribe link must be in every email campaign you send [1]. Spam laws require an unsubscribe link in every Mailchimp campaign [3].	Not explicitly detailed in the provided sources.	You may not falsify your contact information or subject line [1]. One user on Reddit was banned for content that seemed like "prospecting" [5], although this is not explicitly listed as prohibited content in the Mailchimp policy excerpts [1], and the user found it ironic for an email marketing service [4, 5].	We take the enforcement of anti-spam laws very seriously [2]. Non-compliance may result in accounts being locked out or banned [2], sometimes without immediate clear explanation [6-8]. Support may cite violation of policies without specifying how [8]. Protective measures beyond what is required by law are taken [2].	Mailchimp’s anti-spam requirements comply with the U.S. CAN-SPAM Act [1, 9]. Emails you send through Mailchimp must comply with CAN-SPAM, even if your business is outside the United States [1]. You must determine and comply with any additional anti-spam or data protection laws based on the country where your business or contacts are located [9].
Brevo	You must be able at any time to provide a proof of opt-in for each of your contacts [10].	Emails/SMS must be legitimate and expected by their recipients [10, 11]. You must have the consent of your contacts, and it must be active (checkbox checked, not pre-checked) and explicit (contact knows message type and purpose) [10]. Bought & scraped lists are strictly prohibited [10]. Partner opt-in and co-registration must appear on the opt-in form with displayed partner names (limited to 10) [10].	All of your marketing/bulk emails must include an easily available "unsubscribe" link [10]. All of your marketing/bulk SMS must include a process complying with applicable law that allows recipients to easily stop communication [10].	Mentions sharing IPs/domains for email sending [12]. Part of associations like Certified Sender Alliance (CSA) [11, 13] (Note: CSA mention also in Moosend sources).	Strictly prohibited content includes illegal activities, illegal drugs, counterfeit products, hacking programs, instructions for bombs/weapons, materials with violence against children, messages violating anti-spam laws, hate speech and prohibited language [14]. Industries/content not accepted due to high abuse/complaint rates include THC products, fraudulent finance, "get rich fast" schemes, sexually explicit pornography/e-commerce, erectile remedies, bulk hiring, political lists without explicit consent, ICO, forex trading, debt collection, promoting violence/hate speech/threats, misinformation, "phishing simulations", unbranded shortened US SMS URLs [15]. Sensitive industries requiring support vetting include Promotional CBD, legal drugs (alcohol/tobacco), promotional vaping, promotional real estate, Blockchain products, weight loss, gambling, dating, clairvoyance, contacts from social professional networks, loan services, lead generation services [16].	Brevo has a Zero Tolerance Policy Towards Spam [11]. Non-compliance with the Anti-spam Policy may result in the immediate suspension or restriction of your entire account or of certain services [12].	Prohibited content includes messages violating anti-spam laws such as, but not limited to CAN-SPAM, GDPR, LGPD, CASL [14]. Double opt-in helps you remain GDPR-compliant (Note: Citation 51 is from Moosend, but the principle is relevant to Brevo's policies) [17].
Moosend	Does not explicitly state a requirement to provide proof of opt-in on demand. Recommends and implements double opt-in [17, 18], which provides strong proof.	The core ways to improve deliverability include implementing double opt-in [18]. Double opt-in and opt-out functions will help you remain GDPR-compliant [17]. Maintain high deliverability with engaged subscribers [17, 18]. Core ways to improve deliverability also include frequent list cleaning, creating segments and sending personalized content [18].	Give those not engaged a surefire way out with opt-out functions [17]. Don't hide the unsubscribe button [18].	Moosend’s deliverability standards ensure content reaches the inbox [13]. Guarantees a delivery rate of 98% [13]. Bot prevention filters out 98% of bot actions [13]. Monthly spam rate is 0,02% (below the safe 0.1%) [13]. Authenticates your campaigns by monitoring activity and using authentication protocols [17]. CSA certified [13]. Member of M3AAWG [13]. Recommends increasing recognition with your domain name [19] and checking domain reputation score [19].	Not detailed in the provided sources.	Implied enforcement through maintaining low spam complaint rates [13] and deliverability standards [13].	Double opt-in helps you remain GDPR-compliant [17]. Stay updated with best practices, contributing to tackling email marketing threats [13].
SendGrid (Twilio)	Does not explicitly state a requirement to provide proof of opt-in on demand [20, 21]. Focuses on the consequences of sending unwanted email, such as high complaint rates [21]. Recommends re-engagement campaigns (reconfirmation) before removing inactive users [21].	Spam is defined as unwanted email [20]. Focuses on avoiding high complaint rates by ensuring recipients want the email [21]. Recommends tracking user engagement (responsiveness) as ISPs monitor this [21]. Appropriate sunset policy for inactive users is key [21].	Lack of an Unsubscribe Link is a common reason emails end up in the Spam Folder [21]. It is important to add an opt-out link to emails [21]. Placing the Unsubscribe link at the top and making it visible can lower complaint rates [21]. Include a link to your Email Preference Center to let subscribers tell you how often they want to hear from you [21].	Improper authentication is a common reason for ending up in spam [21]. Authentication is extremely important [21]. Email server should support DKIM, Domain Keys, SPF, and Sender ID and they should be properly implemented [21]. SendGrid sets up DKIM and SPF records automatically [21]. Dedicated IPs (Pro 100k+ packages) strengthen authentication [21].	Inadequate content can trigger spam filters [21]. Spam filters try to remove commercial advertisements and promotions, so words common in such emails should be avoided or used sparingly [21]. Refers to lists of spam trigger words [21]. (Specific prohibited industries or types of content like Brevo are not listed).	ISPs take action (Spam Folder, throttling, blocking) if too many people flag mail as spam (high complaint rate) [21]. Users can report spam sent by a SendGrid customer to the SendGrid team [20].	Not explicitly mentioned in the provided sources. Focus is on technical standards and ISP behavior [21].