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Marketing

MailerLite Website Builder

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MailerLite Website Builder lets you host websites and landing pages and embed MailerLite forms, pop ups, and tracking. A JavaScript script sets first party cookies to manage form display logic and identify returning visitors. Core data is hosted in the European Union, although some sub processors operate in the United States. Because the cookies are not strictly necessary, prior consent is required under the GDPR and the ePrivacy Directive.

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Overview

What does MailerLite Website Builder do?

What MailerLite Website Builder is

MailerLite Website Builder is the website and landing page hosting product within the MailerLite email marketing platform. It lets you build and publish sites, embed signup forms and pop ups, and connect them directly to your MailerLite subscriber lists. A JavaScript script runs on the published pages to display forms, apply targeting rules, and measure how visitors interact with the site and its campaigns.

What data and cookies it collects

The script sets first party cookies, including ml_ prefixed tracking cookies, a mailerlite cookie that controls form and pop up display logic, and a visitor identifier cookie that lasts about one year, alongside short lived session cookies. MailerLite also processes IP addresses, browser and device information, pages viewed, and any data entered into forms, such as names and email addresses, which constitute personal data under the GDPR.

GDPR and ePrivacy implications

Because the tracking and pop up cookies are read from and written to the visitor terminal for marketing purposes rather than for a strictly necessary function, Article 5(3) of the ePrivacy Directive requires prior consent. The processing of identifiable form data and behaviour also qualifies as personal data processing under the GDPR, so a lawful basis, a transparent privacy notice, and a record of processing activities are required, with MailerLite acting as a processor under a data processing agreement.

Consent requirements

The tracking script and its cookies must not load before the visitor has actively accepted the marketing category in your consent banner. Pre ticked boxes, implied consent from continued browsing, and cookie walls do not meet the GDPR standard. Form and newsletter sign ups must rely on a clear, affirmative opt in, and the consent you collect must be freely given, specific, informed, and as easy to withdraw as to give.

Data transfers and practical compliance steps

MailerLite hosts core data in the European Union, which is favourable, but some sub processors operate in the United States under Standard Contractual Clauses, so you should still document these transfers. In practice, sign the MailerLite data processing agreement, gate the tracking script behind your consent management platform, use affirmative opt in for forms, list the cookies and their durations in your cookie policy, and set retention so that visitor and subscriber data is not kept longer than necessary.

Compliance

MailerLite Website Builder and the GDPR

MailerLite Website Builder is classified as “Analytics”. On a site that targets European visitors, it must only load after the visitor consents, and it must be listed in your cookie policy.

Legal basis
Consent (Art. 6(1)(a) GDPR and Art. 5(3) ePrivacy Directive)
Risk level
medium
Applicable regulations
GDPR, ePrivacy Directive

Impact assessment (DPIA)

MailerLite Website Builder sets a visitor identifier cookie for about one year plus form and pop up cookies, and processes form data and behaviour. Core data is hosted in the EU, but some sub processors are in the United States. A DPIA should assess the scale of visitor tracking, the linkage of behavioural and identifiable form data, the US sub processor transfers, and retention periods, together with mitigations such as consent gating, affirmative opt in, data minimisation, and shortened retention.

Sample text for your banner

We use MailerLite Website Builder to display our forms and pop ups, recognise returning visitors, and measure how our site is used. MailerLite places cookies on your device to manage form display and link your activity to our subscriber records. These cookies load only after you accept the marketing category, and core data is hosted in the European Union while some processing may occur in the United States. You can withdraw your consent at any time through our cookie settings.
Cookies and trackers

What MailerLite Website Builder sets and contacts

Tracking method
JavaScript tracking with first party cookies
Server location
European Union (MailerLite is based in Lithuania; some processing via US sub processors)
Data transferred outside the EU
Core MailerLite data is hosted in the European Union, but some sub processors are located in the United States and rely on Standard Contractual Clauses. The EU residency of the core data lowers but does not fully remove transfer concerns.

Cookies set (4)

NameTypeDurationPurpose
ml_visitormarketing1 yearStores a MailerLite visitor identifier used to recognise returning visitors across sessions and to attribute activity to the right subscriber profile.
mailerlitemarketing1 yearControls form and pop up display logic, for example remembering whether a visitor has already seen or dismissed a particular form so it is not shown again.
ml_sessionmarketingSessionShort lived session cookie used by the MailerLite tracking script to manage the current browsing session and form interactions.
ml_webform_shownmarketing1 monthRecords that a specific MailerLite web form or pop up has been shown to the visitor to control display frequency.

Third-party domains contacted (4)

  • static.mailerlite.com
  • assets.mailerlite.com
  • connect.mailerlite.com
  • groot.mailerlite.com
Questions

Frequently asked questions about MailerLite Website Builder

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Which cookies does MailerLite Website Builder set?

The script sets first party cookies including ml_ prefixed tracking cookies, a mailerlite cookie that controls form and pop up display logic, and a visitor identifier cookie that lasts about one year, alongside short lived session cookies. Together they recognise returning visitors and decide which forms or pop ups to show.

Do I need consent to use MailerLite Website Builder?

Yes. The tracking and pop up cookies are not strictly necessary, so under Article 5(3) of the ePrivacy Directive and the GDPR you must obtain prior, opt in consent before the script loads. Form and newsletter sign ups must also rely on a clear, affirmative opt in.

What is the legal basis for MailerLite Website Builder?

The storage and reading of cookies relies on consent under the ePrivacy Directive, and the processing of form data and behaviour relies on consent under Article 6(1)(a) of the GDPR. Legitimate interest is generally not available because consent is already required to place the cookies.

Does MailerLite Website Builder transfer data to the United States?

Core MailerLite data is hosted in the European Union, which is favourable, but some sub processors operate in the United States under Standard Contractual Clauses. You should still document these transfers in your privacy notice, although the EU residency of the core data lowers the overall risk.

Do I need a DPIA for MailerLite Website Builder?

A full DPIA is not always mandatory, but it is recommended because the product tracks visitor behaviour and links it to identifiable form data. Document the purposes, data categories, retention, the EU hosting, and the US sub processor transfers, and reassess if you enable advanced automation or profiling.

How do I implement MailerLite Website Builder in a compliant way?

Load the tracking script only after the visitor accepts the marketing category in your consent management platform, and keep cookies blocked until then. Use affirmative opt in on forms, sign the MailerLite data processing agreement, set sensible retention, and document the cookies in your cookie policy.

Are there alternatives to MailerLite Website Builder?

Other EU friendly options include Brevo, MailPoet, and self hosted site builders combined with a privacy focused form tool. The right choice depends on whether you need MailerLite specific automation and EU hosting or prefer a different balance of features and data residency.

How do I update my cookie policy for MailerLite Website Builder?

List each MailerLite cookie, its purpose, and its duration, name MailerLite as a recipient, and note that core data is hosted in the EU while some sub processors are in the United States. Keep the entries in sync with a regular cookie scan so that new or renamed cookies are reflected accurately.

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