Newsletter tools are the wrong abstraction
Mailchimp, Loops and similar platforms are built around audiences, lists and campaigns. Product emails are triggered one-by-one by what users do inside your app.
Event-driven email infrastructure
Product email infrastructure for SaaS
Send onboarding, billing, account and lifecycle emails from product events — without hardcoding every template into your app or running a campaign calendar on the side.
Why most SaaS teams end up with a tangle of email code
The choice between a newsletter platform, a raw email API and a homegrown service rarely fits the actual shape of product email.
Raw email APIs leave the workflow to you
Postmark, Resend and SES deliver — but template management, rule routing, tenant branding and observability stay your problem.
Homegrown email services drift
A folder of MJML files, a few cron jobs and some if/else routing turns into a quiet maintenance load no one wants to own.
Marketing-suite pricing punishes product email
Charging by contact count makes no sense when the email is triggered by a Stripe webhook for a single user.
A focused layer between your product and your email provider
else.events takes events from your app, matches rules, renders MJML templates and ships through the provider you already use.
Events, not campaigns
Your app posts events like user.signed_up, payment.failed or workspace.limit_reached. The rule engine decides which template fires.
Templates managed like a CMS
Visual MJML editor, reusable blocks, version history and locale fallback. Copy changes ship without a deploy.
Your provider stays your provider
Postmark, SMTP, SES — else.events is the layer above. Delivery, deliverability and DNS stay where they already work.
No contact list to sync
Recipient data comes from the event payload. The delivery log stores only SHA-256 hashes. Your users stay in your database.
Common SaaS email events
user.signed_up → welcome.email Onboarding
Welcome new users, explain trial value and activate teammates.
payment.failed → payment-retry.email Payment recovery
Send dunning emails the moment your billing provider fires a webhook.
team.member_invited → team-invite.email Team flows
Invite teammates, confirm role changes, notify on permission updates.
subscription.renewed → renewal-receipt.email Renewal & billing
Receipts, renewal reminders and plan-change confirmations from one event stream.
workspace.limit_reached → upgrade-nudge.email Usage & limits
Notify users when they hit a soft cap or run out of seats — without writing it twice.
user.new_device → security-alert.email Account safety
Password resets, new-device alerts and verification emails triggered by auth events.
Frequently asked questions
- Is this a Mailchimp / Loops / Customer.io replacement?
- No. Those are newsletter and marketing-automation tools optimised for audiences and campaigns. else.events is for emails triggered by product events. The two often run in parallel: marketing tools for newsletters, else.events for transactional and lifecycle email.
- Do I still need Postmark or SMTP?
- Yes — and that is by design. else.events does not deliver mail itself. We hand each rendered email to your configured provider (Postmark by default, SMTP optional, more providers on the roadmap). DNS, deliverability and IP warm-up stay where they already work.
- What happens to user data?
- Recipient addresses arrive in event payloads, are used once at send-time by your provider, then reduced to a SHA-256 hash in our delivery log. There is no contact list, no audience export, no PII in the index we query for activity, metrics or webhooks.
- How is this different from rolling my own?
- Most teams can roll their own template renderer, rule matcher and webhook normaliser. Most teams also discover, two years in, that it has quietly become a small product nobody wants to maintain. else.events is that small product, kept up to date for you.
Product email infrastructure, without the bloat
Send your first product event today. Templates, rules and delivery logs included.
- Free during public beta
- Works with Postmark and SMTP
- No contact list to sync