Loops

What Loops is

Loops is an email platform for software companies that sends three kinds of mail from one place: marketing campaigns, product and lifecycle emails triggered by what users do, and transactional messages such as password resets and payment receipts. Its homepage calls it one platform for every email, and the whole product is shaped around a SaaS team that wants email tied to its product data. The company behind it, according to the footer, is Astrodon Corporation.

The customer strip on the homepage shows who uses it and for how long: Framer since December 2022, Linear since January 2023, Perplexity since March 2023, Clerk since November 2023, Reuters since February 2024, Granola since September 2024, Sketch since October 2025 and Conductor since May 2026. A co-founder of Framer is quoted calling Loops focused and fast, and the founder of Cosmos calls it simple and intuitive without the bloat. Loops itself says its retention is high and that it spends most of its time building for existing customers.

The app, section by section

The app demo on the homepage shows the working areas: Home, Templates, Campaigns, Workflows, Transactional, Audience and Forms.

Campaigns are one-time sends to a segment of contacts, such as a product launch or a monthly newsletter. The demo walks through the steps: compose, choose an audience, schedule, set goals, send and read metrics. In the example, a launch email goes to an Active customers segment filtered on plan equals Pro and more than zero projects, and is scheduled for 9:00 AM on a Tuesday. Loops adds the unsubscribe link automatically. There are six campaign templates to start from, including a product announcement and a monthly newsletter.

Workflows send email based on behavior. A workflow starts from a trigger such as a contact being added or an event arriving, then uses timers, audience filters and branches. The homepage example is an onboarding flow that welcomes every new contact, then branches three ways: users who have not activated get a nudge to finish setup, activated users get ideas for what to build next, and everyone later receives a product digest. A win-back example starts on a subscription-canceled event, waits 14 days, filters by plan and sends a reminder that the user's projects are still there. Four workflow templates are included, among them a welcome series and a trial conversion flow, and Loops frames these as onboarding, activation, upgrade and win-back emails you set up once and improve over time.

Transactional emails go to a single contact through the API. Each one is composed and published in the app, then triggered with a POST to Loops' transactional endpoint carrying the template ID, the recipient's address and any data variables, such as a plan name, an amount or an invoice link. Variables can be marked required or optional. Five transactional templates are offered, including a password reset and a magic link. Unsubscribe links are not required on these messages.

Forms collect sign-ups, and the audience demo shows contacts arriving from the API, a form or an import.

Editor and themes

Emails can be written in a styled editor, as plain text, or in code. The standout feature is themes: you set colors, typography, spacing, padding, radius and borders once, and every email inherits them, so, in the site's words, a change to one token updates the whole library. Reusable components sit alongside the emails. A check called Guardian runs over workflows before they start.

Agents

Loops has built its product for AI agents as well as people. A demo on the homepage shows an agent setting up a company's whole lifecycle through the Loops API: an onboarding workflow, a payment receipt with its payload, a launch campaign scheduled to a segment and a draft win-back workflow. Another shows an agent building a three-email onboarding flow with timers and filters, asking the user for approval, and starting it after a yes. Every screen offers a Use with agents option, and the homepage suggests connecting ChatGPT, Claude or Codex.

Audience, data and integrations

Contacts carry properties such as plan and project count, and segments are dynamic, updating as those properties change. The recommended path is to backfill contacts with a CSV upload and then keep them current with an integration. The homepage lists webhooks, Supabase, Clerk, Zapier, Framer, Make, Segment, Webflow, Stripe, PostHog and Auth0, with guides for Stripe billing events and Supabase and Clerk user syncs.

For engineers there is a REST API with contacts and events endpoints, an npm package, and SDKs or libraries for Node, Next.js, Ruby, PHP, Nuxt and Laravel. The site's pitch to engineering is that connecting Loops should be an easy yes.

Reporting and goals

Each campaign and workflow reports sends, opens and clicks, and goals tie email to product outcomes. The homepage example tracks conversions from free to Pro, onboarding completion and referral link clicks, and the site says you can see which emails lead to upgrades, lower churn and add revenue. Experiments are listed among the learning resources.

Deliverability and compliance

Loops says it suppresses hard bounces and complaints, retries temporary failures and rate-limits large sends, while you control domain setup, list quality and how fast you raise volume. The dashboard example shows spam rate, bounce rate, delivery errors and SPF and DKIM status, and the documentation offers a reputation guide, an authentication guide and a DNS checker. The footer links a Trust page marked SOC2, a DPA and a DPF page, and a status indicator.

Pricing and support

Loops is free to start with no credit card required; the pricing page linked in the menu holds the plan details, and larger teams can book a demo. Support resources include docs, guides, templates, examples, a changelog and an engineering blog, and the company can be reached by email.

Who it suits

Loops suits a SaaS or product company, from an early startup to a larger brand, that wants marketing, lifecycle and transactional email in one tool, driven by product events and kept on brand through themes. Teams that work with AI agents or want engineers to wire up data quickly get the most out of it.

It is built around product data, so a shop or a publisher that only sends newsletters to a list would use a small part of it.