Anti-Spam Policy

Last updated: August 17, 2026

Mailivate is the email platform operated by BAFF. At Mailivate, we believe email should be useful, relevant, and welcome. Our platform is designed to help businesses communicate effectively with their audiences—not to fill inboxes with unwanted messages.

This Anti-Spam Policy explains what we consider acceptable email practices when using Mailivate and what we expect from every customer using our services. Our goal is simple: protect recipients, maintain a healthy email ecosystem, and help our customers achieve sustainable email deliverability.

1. No Room for Spam

Spam has no place on Mailivate.

You may not use our platform to send unsolicited, unwanted, deceptive, or bulk email to recipients who have not given you appropriate permission to contact them.

We expect every customer to respect their recipients and to follow applicable email marketing and privacy laws and regulations.

2. What Is Spam?

Spam is generally considered to be an email sent to a recipient without appropriate permission or a legitimate basis to receive that communication.

If a recipient did not knowingly agree to receive the type of email you are sending, you should not send it to them.

Permission should be clear, informed, and obtained through a legitimate and transparent process. Simply having someone's email address does not automatically give you permission to send them marketing communications.

3. Use Permission-Based Email Lists

When using Mailivate, you are responsible for ensuring that the people on your mailing lists have given you appropriate permission to contact them.

Acceptable methods may include:

• A clear subscription or sign-up form on your website.
• A customer or registration process where email communications are clearly disclosed.
• Another transparent method through which the recipient knowingly agrees to receive communications.

You are responsible for maintaining appropriate records or evidence of consent where required.

When in doubt, don't send the email.

4. Email Addresses and Lists You Must Not Use

You must not use Mailivate to send campaigns to email addresses that you have:

• Purchased, rented, borrowed, or obtained from third-party lists, unless you have an appropriate lawful basis and permission to send the specific communications.
• Scraped or harvested from websites, directories, social media, or other public sources. Public availability does not mean permission to receive marketing email.
• Collected through deceptive or misleading methods.
• Obtained without the recipient's knowledge or reasonable expectation of receiving your communications.
• Retained indefinitely without considering whether the recipient still expects to hear from you.

Inactive or Old Subscribers

Email lists should not be treated as permanent databases.

If you have not contacted a subscriber for an extended period, they may no longer remember who you are or why they subscribed. Before sending campaigns to significantly inactive contacts, you should consider an appropriate re-engagement process and remove contacts who no longer wish to receive communications.

Maintaining an engaged and up-to-date list helps protect both your recipients and your sending reputation.

5. Every Email Must Provide an Easy Way to Unsubscribe

Every applicable marketing or bulk email sent through Mailivate must include a clear, visible, and easy-to-use unsubscribe mechanism.

Recipients should not have to search for a way to stop receiving your emails, contact you repeatedly, or navigate an unnecessarily complicated process.

Unsubscribe requests must be respected promptly.

Mailivate may prevent a campaign from being sent if the required unsubscribe functionality is missing or does not meet our platform requirements.

6. Maintain a Healthy Mailing List

Good email deliverability starts with good list hygiene.

You are responsible for regularly monitoring your mailing lists and removing or suppressing:

• Invalid email addresses.
• Repeatedly undeliverable addresses.
• Recipients who have unsubscribed.
• Recipients who have requested not to be contacted.
• Addresses generating persistent hard bounces.
• Contacts whose continued inclusion creates a significant risk to deliverability or sender reputation.

You should also monitor engagement, bounce rates, spam complaints, and other indicators of list quality.

7. Spam Complaints, Bounces, and Account Suspension

Mailivate and BAFF take abuse and deliverability seriously.

We may review, restrict, suspend, or terminate an account where we identify:

• Excessive spam complaints.
• Sending to recipients without appropriate permission.
• High hard-bounce rates.
• Persistently high soft-bounce rates.
• Poor list hygiene.
• Repeated unsubscribe violations.
• Misleading or deceptive email practices.
• Attempts to circumvent Mailivate's anti-spam or deliverability controls.
• Other activity that presents a risk to recipients, Mailivate, BAFF, our infrastructure, or our sending reputation.

Where appropriate, Mailivate may require customers to complete additional verification, provide evidence of consent, clean their mailing lists, or take other corrective measures before sending privileges are restored.

Failure to complete required corrective measures, or continued violations of this policy, may result in suspension or termination of access to Mailivate without further recourse.

8. Content Standards

Customers are responsible for the content they send through Mailivate.

Email communications must be lawful, truthful, and appropriate for the audience that has agreed to receive them.

You may not use Mailivate to distribute content that is:

• Unsolicited or deceptive.
• Fraudulent or misleading.
• Malicious or intended to cause harm.
• Designed to impersonate another person or organization.
• Intended to facilitate illegal activity.
• Otherwise prohibited by applicable law or Mailivate's Terms of Service or Acceptable Use requirements.

You are also responsible for ensuring that your email content, collection practices, and communications comply with applicable privacy, marketing, and electronic communications requirements.

9. Industries and Use Cases Requiring Additional Review

Certain industries, products, services, or types of email content may present additional compliance, legal, reputational, or deliverability risks.

Mailivate may therefore require additional information, verification, or approval before allowing certain customers or campaigns to use our platform.

If you operate in a regulated or higher-risk industry, or if you are unsure whether your intended use is permitted, please contact the Mailivate support team before launching your campaign.

We would rather help you get it right before you send than deal with problems after the fact.

10. Be Transparent With Your Subscribers

Trust is essential to responsible email communication.

When collecting an email address, clearly explain:

• Who will be sending the emails.
• What types of communications the recipient can expect.
• How frequently they may receive communications, where appropriate.
• How their information will be used.
• How they can unsubscribe.

Do not disguise the identity of the sender, mislead recipients about the purpose of an email, or use one form of consent to justify unrelated communications.

11. Respect Your Recipients

Responsible email marketing is more than simply avoiding spam complaints.

We encourage every Mailivate customer to:

• Send relevant and expected content.
• Use accurate sender and subject information.
• Keep mailing lists clean and current.
• Honor unsubscribe requests promptly.
• Avoid excessive sending.
• Monitor engagement and deliverability.
• Regularly review consent and subscription practices.
• Remove recipients who no longer want to hear from you.

The best email list isn't necessarily the biggest one. It's the one made up of people who actually want to hear from you.

12. Our Commitment

At Mailivate (operated by BAFF), we're committed to maintaining a trusted, responsible, and sustainable email platform.

Our anti-spam measures are designed to protect recipients, our customers, our infrastructure, and the overall reputation of the email ecosystem.

We may take action when necessary to protect these interests, even where an activity is not specifically described in every example within this policy.

If you have questions about this policy or are unsure whether your email practices meet Mailivate's requirements, please contact our support team before sending:

Email: info@mailivate.com

Let's keep email useful, respectful, expected, and spam-free—for everyone.