Loops: lifecycle and marketing emails for SaaS
Loops is designed for onboarding sequences, newsletters, drip campaigns and lifecycle automation — SaaS-flavoured marketing email.
Tool comparison
Loops vs else.events — lifecycle marketing vs event-driven product email
Loops is a lifecycle and marketing email platform designed for SaaS. else.events is focused specifically on event-driven transactional product email workflows — rules, templates and event routing.
Different priorities for different email types
else.events: event-driven transactional product emails
else.events handles emails triggered by domain events — billing alerts, invitations, security notices, product notifications — via rules and templates.
Contact-driven vs event-driven
Loops works from contact records and loop sequences. else.events works from real-time domain events with no persistent contact store.
Developer integration model
else.events is API-first for domain events. No CRM-style contact model or loop configuration required for transactional sends.
Choose based on your primary use case — or use both
Loops for lifecycle and marketing emails. else.events for transactional product emails triggered by real-time domain events.
Event-driven, not sequence-driven
else.events responds to domain events as they happen — payment failure, team invite, plan change — not to pre-configured contact sequences.
Rule-based template selection
Route to different templates based on plan, locale, tenant or any payload field. No loop configuration required.
Clean separation of email types
Marketing lifecycle in Loops. Transactional product emails in else.events. Cleaner compliance and simpler ops.
No contact database overhead
else.events derives recipient data from the event payload. No contact sync pipeline needed.
Loops vs else.events — where each fits
| Criterion | Loops | else.events |
|---|---|---|
| Primary focus | SaaS lifecycle and marketing email | Event-driven transactional product email |
| Contact/loop model | Yes (loops and sequences) | No (event-driven, no loops) |
| Real-time event routing | Limited | ✓ (first-class) |
| Rule-based template selection | Via loop conditions | First-class rules engine |
| Newsletter / broadcast support | ✓ | ✗ |
| Best fit | Lifecycle and marketing for SaaS | Transactional product emails from domain events |
Loops and else.events address different email categories. Using both in parallel is a valid and clean architecture.
Frequently asked questions
- Is else.events a Loops replacement?
- No. Loops is a lifecycle and marketing email platform. else.events is focused on event-driven transactional product emails. They serve different primary use cases.
- Can I use Loops for marketing and else.events for product emails?
- Yes. That is a clean architecture — lifecycle and marketing in Loops, transactional product emails in else.events.
- Does else.events support onboarding sequences?
- else.events handles individual event-driven transactional emails like user.signed_up or first_project.created. It does not handle scheduled drip sequences or contact-based loop automation.
- Which tool is better for developers?
- Both have developer-friendly APIs. else.events is more focused on the domain event model — POST an event, rules decide the rest. Loops requires configuring contacts and loop sequences.
Transactional product emails built for real-time domain events
Event routing, rule-based template selection and delivery logs — no contact database, no sequence configuration.
- No contact database required
- Free during public beta
- Works alongside Loops