Loops
Why Loops
Loops is an email platform where SaaS teams send marketing, lifecycle and transactional email from one place. You build automated workflows with triggers and branches, design emails on a shared brand theme, and connect product data via API so emails follow what users actually do. It suits companies where engineers send product events and marketers write the email copy.
What it does
Loops is an email platform built for SaaS companies. You send marketing emails, product emails and transactional emails from one place. You build workflows with triggers and branches, send one-off campaigns to segments, and design every email on a shared brand theme.
Product data reaches Loops through events, an API or an integration, so emails can follow what users actually do in your product.
Why you would need it
Most SaaS teams end up with two email systems. One sends password resets and receipts from the codebase. Another, owned by marketing, sends newsletters and onboarding. The two never share data, so a customer can get a "welcome, try this feature" email right after cancelling.
I would look at Loops when you feel that split. One contact list, one place for the events, and one set of rules for who gets what. Marketers can change copy without waiting for a deploy, and engineers do not have to maintain a pile of email templates in the codebase.
Where it fits
Loops sits after your product and your sign-up flow. Your app sends events and contacts into it. It sends email out to your users. Its documentation lists integrations with Supabase, Stripe, Segment, PostHog, Webflow, Framer, Clay, HubSpot, Salesforce, Zapier and Make, plus incoming webhooks.
It can replace both a separate transactional sender and a marketing email tool for a SaaS company.
What stands out
- Workflows, campaigns and transactional email live in one product, so one contact record drives all three.
- Paid plans are priced by subscribed contacts with unlimited sends, and team seats are free.
- It is built for agents as well as people: there is an official MCP server, a CLI and agent skills in the docs.
- The long integration list covers auth, billing and analytics tools, which is where SaaS user data lives.
My take
Loops is a focused tool, and I like that. It does not try to be a marketing suite with a CRM bolted on. It does the email side of a SaaS product well and leaves the rest to the tools around it.
The thing to watch is data. Your workflows are only as good as the events you send. If your product does not send clean events for sign-ups, activation and cancellation, the clever workflow builder has nothing to work with. Plan some engineering time for that before you migrate. Also note that the free plan carries a Loops footer on your emails.
Verdict
Pick Loops if you run a SaaS product and want onboarding, lifecycle and marketing email in one place. Skip it if your email is mostly one-to-one sales outreach, or if you sell to shoppers in an online store, where a tool like Klaviyo is a better match.
Books behind it
Notes
Your note
Before you choose
Free plan limits
The free plan covers up to 1,000 subscribed contacts and 4,000 sends in any rolling 30 days, with Loops branding. That is enough to test with real users. Plan for the paid tier once you grow past it or want your own branding.
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Paid pricing needs a check
Loops prices paid plans by subscribed contacts. Use the calculator on its pricing page with your own contact count and confirm what you will pay before you move over.
Built for SaaS, not for outreach
Loops is made for product-led email. If you need cold outreach or one-to-one sales sequences, look at Instantly, Lemlist or Smartlead instead.
Compare it with the alternatives
For SaaS lifecycle email, compare Customer.io, Brevo and Kit. If you only need to send transactional email from code, Resend is narrower and may be enough.