Loops

Overview

Loops positions itself as the email platform built for modern SaaS companies, and the product reflects that focus. Unlike legacy marketing platforms that were designed for e-commerce and bolted on developer features later, Loops was built from the ground up for product-led teams that need both transactional and marketing email under one roof.

The interface is clean, fast, and opinionated. You get a visual email builder, automation workflows, contact management with segmentation, and transactional email capabilities — all accessible through a well-organized dashboard. The platform also offers a REST API for programmatic access, though it is not as comprehensive as some developer-first alternatives.

Developer Experience

Loops provides a REST API and several SDKs for sending transactional emails and managing contacts programmatically. The API is straightforward and well-documented, though developers coming from more flexible APIs like Resend or SendGrid may find it somewhat limited in terms of advanced configuration options.

The visual builder is where most teams will spend their time. It supports drag-and-drop editing with a reasonable set of components, and templates render well across major email clients. AI-assisted content generation is available but basic — it can help with subject lines and short copy blocks, but it is not generating full campaigns from prompts.

One area where Loops could improve is template customization. The builder works well for standard layouts, but teams that need pixel-perfect control or highly custom designs may find themselves constrained. There is no code editor escape hatch or React Email support, so what the builder offers is what you get.

Best For

Loops is a strong choice for SaaS startups and growth-stage companies that want a single tool for both transactional and marketing email. If your team is product-led and needs to send onboarding sequences, feature announcements, and transactional receipts without managing multiple platforms, Loops simplifies that stack significantly.

It is particularly well-suited for teams where non-engineers also need to create and manage email campaigns, thanks to the intuitive visual builder and workflow editor.

Verdict

Loops delivers on its promise of being a modern email platform for SaaS. The combination of transactional and marketing email in one tool is valuable, the pricing is reasonable, and the UI is genuinely pleasant to use. It does not try to do everything, and that restraint works in its favor.

The trade-offs are in flexibility: the API is less powerful than developer-first alternatives, template customization has a ceiling, and the integration ecosystem is still growing. But for SaaS teams that want simplicity and focus, Loops is a compelling option.