Templates buried in code
Changing a subject line requires a pull request, a review and a deploy.
Product emails, reimagined
Event-driven email workflows for SaaS products
Send one event from your app. Let else.events choose the right template, render the right message and send it through your email provider.
Why hardcoded transactional emails slow you down
Every new product email means touching your codebase, redeploying and hoping nothing breaks.
No central overview
Email logic is scattered across services, background jobs and route handlers.
Deployment risk for copy changes
A typo fix in an email footer triggers a full release cycle.
Locale and plan variants multiply code
Supporting German users or a Pro plan upgrade path doubles your conditional logic.
One event. The right email. Every time.
POST a domain event, else.events matches rules, renders the template and delivers through your provider.
Rules, not code
Match by event type, plan, locale or any payload field. No if/else in your app.
Templates outside your codebase
Edit copy, swap logos, add locales — zero deploys required.
Provider-independent delivery
Use Postmark, SMTP or any compatible provider. Switch with one config change.
Full delivery log
Every event, every matched rule, every sent email — queryable from the dashboard.
// example event
One POST. Your provider delivers.
{
"type": "invoice.payment_failed",
"user": { "email": "customer@example.com", "name": "Alex" },
"data": {
"plan": "Pro",
"amount": "29.00",
"currency": "EUR",
"update_payment_url": "https://app.example.com/billing"
}
}else.events matches this event, selects the correct template, renders the localised message and sends it through your configured provider.
What SaaS teams send through else.events
invoice.payment_failed Payment failed
Trigger dunning flows without writing retry logic yourself.
trial.ending_soon Trial ending soon
Remind users before their trial expires with a personalised upgrade CTA.
team.invited Team invitation
Send branded invite emails with a single event from your invite handler.
subscription.cancelled Subscription cancelled
Acknowledge cancellations and surface win-back offers automatically.
user.signed_up User signed up
Welcome new users with onboarding steps tailored to their plan.
How an email gets out
- 01
Send an event
POST any domain event to /api/events. The JSON payload carries the recipient and whatever context your templates need.
- 02
Rules match
Rules evaluate conditions over the payload — event type, plan, locale or any custom field. One event can trigger multiple rules.
- 03
Template renders and ships
The MJML template is rendered with brand variables and locale resolved at runtime. Your configured provider delivers the email.
Why else.events
Templates outside your codebase
Product and design teams edit copy without opening a pull request.
Provider-independent
Postmark today, SMTP tomorrow. One config change, no code change.
EU-hosted
Recipient data is hashed by default. No contact lists to sync or maintain.
First-class rule engine
Route by plan, locale, tenant or any payload field — no custom middleware.
Frequently asked questions
- Does else.events replace my email provider?
- No. else.events sits between your app and your provider. Postmark, SMTP or any compatible provider still delivers the email — else.events handles routing, templating and rules.
- Do I need to sync my users to else.events?
- No. Recipient data lives in your database. else.events receives it per-event and stores only a hash in the delivery log.
- What happens if no rule matches an event?
- The event is logged but no email is sent. You can configure a catch-all rule or inspect unmatched events in the dashboard.
- Can I use else.events with any tech stack?
- Yes. The API is plain HTTP/JSON. Any language or framework that can make a POST request integrates in minutes.
- Is this a newsletter or marketing tool?
- No. else.events is built for product and transactional emails — password resets, billing notifications, onboarding flows. Not for broadcast campaigns or contact lists.
Start building your email workflow
Send your first event in under five minutes. No credit card required.
- Free during public beta
- No contact list to sync
- EU-hosted