| Product | Loops |
| Website | loops.so |
| Category | Email Platform / Marketing Automation |
| Pricing | Free (1,000 contacts), Starter $49/mo, Growth $149/mo |
What Is Loops?
Loops is an email platform designed specifically for SaaS companies. It combines transactional email (welcome emails, password resets, usage alerts) and marketing email (newsletters, product updates, onboarding sequences) in one platform, triggered by events from your application.
The key insight: SaaS email is event-driven. A user signs up, completes onboarding, hits a usage limit, churns, upgrades. Each event should trigger the right email at the right time. Loops is built around this model instead of bolting it onto a traditional newsletter platform.
Key Features
Event-Driven Automation
Send events from your app (user.signed_up, trial.ending, feature.used) and Loops triggers the appropriate email flow. The automation builder connects events to email sequences with conditions, delays, and branches. Instead of scheduling campaigns, you define behaviors.
Unified Transactional + Marketing
One platform for all your email: transactional (receipts, confirmations, alerts) and marketing (newsletters, sequences, campaigns). No more splitting between SendGrid for transactional and Mailchimp for marketing. One API, one template system, one contact list.
Developer-First API
Clean REST API and SDK for sending events, managing contacts, and triggering emails from your codebase. The API design is modern: JSON, webhook support, and TypeScript SDK. Designed for developers who want to integrate email into their application, not for marketers who want a drag-and-drop builder.
Built-in Analytics
Open rates, click rates, and delivery metrics per email and per flow. See which onboarding emails drive activation, which re-engagement campaigns bring users back, and which emails get ignored.
Who Is This For?
- SaaS companies that need event-driven email
- Developers who want a clean email API
- Teams using separate transactional and marketing email platforms
- Startups that want to replace Mailchimp + SendGrid with one tool
Pros
- Event-driven automation (built for SaaS)
- Transactional + marketing in one platform
- Clean developer API and TypeScript SDK
- Free tier (1,000 contacts)
- Modern, fast interface
- Good deliverability
Cons
- Less mature than Mailchimp or SendGrid
- Limited template library
- No advanced segmentation (vs. Customer.io)
- Pricing scales with contacts, not sends
- No SMS or push notification channel
Verdict
Loops is the right email platform for SaaS companies that think about email as a product feature, not a marketing channel. The event-driven model, unified transactional+marketing approach, and developer-first API make it a strong choice for teams that want to send the right email when the right thing happens in their application.
For pure marketing email (newsletters, campaigns, subscriber lists), Mailchimp or ConvertKit are more mature. Loops is opinionated: it’s built for SaaS email, and it does that specific job well.