Loops

Loops is an email platform built from the ground up for modern SaaS companies. It unifies marketing campaigns, automated product onboarding flows, and transactional emails (such as billing receipts and password resets) into a single, clean workspace. Featuring a Notion-style block editor for distraction-free email creation, Loops integrates directly with Stripe, Segment, Supabase, Vercel, and Clerk to trigger emails based on user behavior and billing events. The platform relies on contact-based usage pricing (charging based on subscribed contacts rather than per email sent), which includes unlimited transactional email sends on all paid tiers. It is SOC 2 Type II compliant and GDPR compliant.

For years, the standard stack for email in a SaaS company was split in two. You would pay Postmark or Resend to deliver your transactional emails (like password resets and receipts), and you would pay Mailchimp or ConvertKit to send marketing newsletters and lifecycle drips. Then, you had to write complex API integrations or glue them together with Zapier to sync user lists and avoid sending marketing emails to unsubscribed users. Loops, launched by Chris Frantz and Adam Kaczmarek in 2022, was built specifically to solve this problem. It is designed to be the "one platform" for every email a SaaS company sends.

The first thing that hits you when using Loops is the design. Email editors are historically awful—they are either bloated drag-and-drop grids that output broken CSS, or code editors that require writing raw HTML tables. Loops uses a Notion-style block editor. You write in a simple, distraction-free environment using markdown shortcuts, insert buttons, tables, columns, or images, and Loops compiles it into clean, MJML-based responsive layouts that look great on any device.

A key strength of Loops is its native support for SaaS event data. Loops sits directly on top of your user events. Instead of just mailing list segments, you track properties like onboardingCompletedAt or fire custom events like project_created via their REST API or official SDKs. You can then trigger automated "Workflows" (onboarding guides, activation nudges, and dunning sequences) the moment those properties change.

Stripe integration is another standout. Loops syncs with Stripe webhooks natively, meaning you can trigger transactional emails or churn-prevention drips based on checkout success, failed invoices, or subscription cancellations without writing a single line of backend logic.

Furthermore, the pricing strategy is simple and fair for early-stage companies. Rather than charging for every individual email sent, Loops bills based on subscribed contact counts. Transactional emails are entirely free and unlimited on any paid plan, which starts at a reasonable $49 per month for up to 5,000 contacts.

However, Loops does have some distinct trade-offs. The most notable limitation is the automation builder. Unlike Customer.io or ActiveCampaign, which feature visual branching maps ("if the user opened Email A, go to branch X; if not, go to branch Y"), Loops uses a flat workflow sequence. You can set delay timers and add filters before emails send, but building highly complex, multi-path branching campaigns is clunky and requires dividing them into separate event-triggered workflows.

Additionally, Loops is incredibly selective about its client base. In order to protect their shared sending IP reputation and deliverability rates, they enforce strict guidelines. They actively decline applications from ecommerce brands, lead-generation tools, bloggers, and cold-sales outreach teams. If your startup operates in a grey area or a regulated industry, you risk being banned or declined during onboarding.

Finally, HIPAA compliance is a hard stop. Loops explicitly states they do not sign Business Associate Agreements (BAAs). If you are building a digital health startup or handling protected patient data, loops is off-limits.

So, who is it for? If you are building a SaaS product, want to simplify your email stack, and appreciate beautiful developer-first design, Loops is a highly convenient option. It is cheaper than running two separate email platforms, and the Notion-style editor is a joy to work with. But if you need visual branching logic, have a list full of inactive users that will bloat your billing, or run an ecommerce/healthcare product, you should stick with legacy alternatives.

— Workstak Editorial Team