SendOps

SendOps is an email operations and marketing platform that runs on top of Amazon SES inside the customer's own AWS account. It adds what SES itself does not have: contacts and segments, broadcasts, multi-step drip workflows, templates, message search, analytics and deliverability alerts, for transactional mail and marketing campaigns alike. The footer names SendOps as a product of AltaCoda LLC. The homepage headline reads "The complete email platform for Amazon SES." The page pitches the product at developers, support teams, marketers and operations staff who all need to work with the same sending account without everyone getting AWS console access.

The distinguishing idea is where the software lives. According to the company's SES marketing guide, a single CloudFormation stack provisions the platform inside your AWS account in about two minutes; the stack runs in your account while SendOps ships and maintains the software. Every email, broadcasts and workflows included, sends through SES in your own account.

How it connects to your AWS account

SendOps describes the connection as keyless. You never paste AWS keys into it. The CloudFormation stack creates a scoped IAM role, which SendOps assumes with short-lived STS credentials. The guide says every action is auditable in CloudTrail and that you can revoke access at any time by deleting the stack.

Nothing is proxied, the homepage says: your application keeps sending through SES exactly as it does now, while SendOps captures the delivery lifecycle events. Campaigns and automated messages written in SendOps dispatch through your own SES configuration, on your domains and dedicated IPs. Because of that boundary, the company says your core application mail never depends on SendOps servers; if SendOps is offline, transactional mail continues. For teams already on SES, the homepage says SendOps imports existing domains, templates and sending history without changing anything, and your application keeps sending as before.

Before any real campaign, the SES account has to leave the AWS sandbox. The guide explains that new SES accounts start limited to verified recipients with low quotas, and that you request production access by describing your use case and showing that you handle bounces, complaints and unsubscribes. The suggested start is to verify your sending domain, request production access, launch the stack, import contacts, pick a template and send a first broadcast.

Audience and segments

The audience view brings contacts, product activity, consent and engagement into one place. Contacts carry custom attributes, and segments are written in SendQL, the company's own query language, which the guide says reads like sentences rather than exports. The homepage describes filtering by attributes, engagement or app activity in a single readable line, and marketers get a segment builder with live previews. Storing contacts is unmetered, so a large list costs nothing until you actually mail it.

Broadcasts and workflows

Broadcasts are one-off campaigns to any segment, sent immediately or scheduled, with previews, test sends, consent checks and per-broadcast deliverability and engagement reporting. The homepage lists product updates, announcements and newsletters as typical uses, and mentions built-in opt-out and compliance handling for marketing teams.

Workflows run welcome, onboarding, win-back and follow-up journeys from the same account that already sends your transactional email. SendOps calls its workflow engine SendFlow: multi-step, behavior-triggered journeys defined in a plain-text DSL. The same definition is rendered on a visual drag-and-drop canvas for non-technical colleagues, so a developer and a marketer look at one workflow in two forms.

Templates as code

Templates are written in React Email. The source lives in your repository, and SendOps compiles it to SES-native Handlebars when it deploys. Edits made in the SendOps editor come back as pull requests, so email changes go through code review, and the homepage says those pull requests arrive with visual previews and automated validation before anything reaches production. An asset CDN hosts images, and branded click and open tracking domains mean links carry your own domain instead of a shared tracker.

The company leans into AI coding agents. Because SendQL segments, SendFlow workflows and TSX templates are plain text, the homepage says agents such as Claude Code or Cursor can author and update campaigns through Git pull requests, and a native SendOps MCP server lets authorized agents inspect live results and prepare broadcasts or workflow activation. The guide adds that sending and activation still require your explicit confirmation.

Analytics, deliverability and DMARC

Analytics cover the path of any single email, from a password reset to a launch campaign, with searchable delivery history plus bounce, complaint, open and click figures across campaigns and workflows. Support staff can look up a message by recipient address or ID to answer a ticket.

The deliverability side watches for bounce spikes, complaint risk and quota pressure, with alerts sent to Slack and email. The homepage lists quota, throttle and domain health checks, and an infrastructure dashboard manages domains, DKIM, channels, tracking domains and suppression while the infrastructure stays in your AWS account. DMARC monitoring shows every service sending as your domain, not only SES, explains SPF and DKIM alignment failures, and indicates when a stricter DMARC policy is safe to adopt. Teams get granular role-based permissions.

API

A REST API syncs contacts, ingests product events, triggers broadcasts and queries delivery history. The developer section also lists real-time webhook events, and the guide mentions an activity API and public APIs for everything the dashboard does.

Pricing

SendOps charges a flat platform fee and leaves delivery on your AWS bill. The homepage headline is "No per-email markup. No contact tax." The free plan, the guide says, "has no volume or contact limits", and no credit card is needed to start. The paid Team plan is $29 per month. Amazon SES bills sending separately at $0.10 per 1,000 emails.

The homepage pricing table works through examples. At 1K emails a month with the AWS free tier, the total is $0; without the free tier, it is $0.10. At 100K emails a month it shows "$29 + $10 SES = $39", and at 500K emails a month "$29 + $50 SES = $79". A guide on the same site describes the SendOps layer as a flat $0 to $149 a month, with every email still billed at the SES rate. SendOps says there is zero lock-in: you can disconnect at any time.

The homepage case study is Cloud 66, which connected SendOps to its existing SES account and sends 4M emails a month across 3 sending domains; the company says it replaced 5 custom tools.

Who it suits

SendOps suits a SaaS or product team that already sends through Amazon SES, or plans to, and wants campaigns, lifecycle workflows and message search on top without moving its mail to another provider. It fits developers who want templates, segments and workflows in Git with code review, teams experimenting with coding agents, and companies that would rather not hand long-lived sending credentials to a vendor. The free plan with unmetered volume makes it cheap to try, provided you are comfortable with AWS.

It suits a marketer with no AWS account and no developer support much less. Setup depends on SES domain verification, the production access request and a CloudFormation stack, and the platform's strengths (plain-text workflows, React Email, pull requests) assume someone on the team works in code. A small business that wants a hosted newsletter tool it can open in a browser and start using the same afternoon will find an all-in-one service simpler.