Email Marketing with Mailtani

Mailtani gives you everything you need to run email marketing campaigns — broadcast sends, automated flows, contact segmentation, signup forms, and analytics. You bring your own AWS SES, Resend, or Mailtrap account, so you pay sending costs at cost (~€0.10/1,000 emails) with no per-subscriber fees.

Core Email Marketing Features

Contacts & Lists

Importing Contacts

Go to Contacts > Import to upload a CSV. Map columns to email, first name, last name, and any custom fields. After import you can:

• Assign contacts to a List (e.g. "Newsletter Subscribers", "Trial Users")
• Apply Tags for lightweight categorization (e.g. "customer", "webinar-attendee")

Custom Fields

Create contact-level data fields at Settings > Custom Fields. Types: text, number, boolean, date.

Custom field values are available as variables in every email:

Your plan: {{custom.plan}}
Trial ends: {{custom.trialEndsAt}}

Segments

Segments are dynamic, rule-based groups that recalculate when used. Go to Segments > New Segment and combine conditions:

• List membership
• Tag applied
• Custom field value (equals, contains, greater than, etc.)
• Contact status (active, unsubscribed, bounced)

Use match all (AND) or match any (OR) logic. Segments are used as broadcast audiences and flow conditions.

Signup Forms (Lifetime plan)

Create embeddable opt-in forms at Subscribe Forms. Each form:

• Adds submissions to a chosen list
• Supports custom fields (first name, company, etc.)
• Optionally sends an email verification code before confirming signup
• Shows a custom success message or redirects to a URL
• Can be embedded via <iframe> or hosted at mailtani.com/subscribe/{uuid}

Broadcast Campaigns

Broadcasts are one-time emails sent to a list or segment — use them for newsletters, product announcements, promotions, or any campaign that isn't triggered by user behaviour.

Creating a Broadcast

1. Go to Campaigns > New Campaign and choose Broadcast
2. Set the subject line and write your email body
3. Choose your audience: a list, tag, or segment
4. Review the estimated contact count
5. Schedule for a specific time or send immediately

Scheduling

Broadcasts can be sent immediately or scheduled at a future date/time. You can pause a scheduled broadcast before it sends, or duplicate it to reuse the content.

Personalization

Every broadcast supports full personalization:

Hi {{first_name}},

We just shipped {{custom.featureName}} — here's what changed.

Use spintax for natural variation across large sends:

{{RANDOM | Big news | Just shipped | New this week}}: here's what's changed.

Flow Automations (Lifetime plan)

Flows are event-triggered automations with a visual builder. Unlike sequences (which are linear), flows support:

• Conditions — branch based on contact properties or event data
• Multiple triggers — fire on any lifecycle event
• Chained actions — send email → wait → check condition → branch

Trigger Types

Flows start when your app (or Mailtani itself) fires an event. Common triggers:

• user.registered — welcome and onboarding flow
• trial.expiring — upgrade nudge sequence
• user.inactive — re-engagement flow
• order.completed — post-purchase automation

Fire events via POST /api/v1/events:

curl -X POST https://mailtani.com/api/v1/events \
  -H "Authorization: Bearer mk_your_api_key" \
  -H "X-Project-Id: your_project_id" \
  -d '{"email": "[email protected]", "event_name": "trial.expiring"}'

See the Flows Guide and Events API for full documentation.

Analytics

Track campaign performance under Analytics:

Benchmark open rates for marketing email: 20–35% for engaged subscribers.

Reading open rates honestly

Treat that benchmark as a rough shape, not a target to hit. Open tracking works by loading a small image, and Apple Mail Privacy Protection — along with similar features in other clients — loads that image automatically whether or not anyone read the message. A meaningful share of your recorded opens are machines, you cannot tell which, and the proportion drifts as your audience's mail clients change.

That makes opens genuinely useful for comparison and unreliable as an absolute number:

• Comparing two subject lines on the same audience is fair — the inflation applies to both.
• A flow whose opens fall off a cliff is worth investigating; so is opens dropping across every campaign at once, which usually means a sending-reputation problem rather than weak copy.
• Reporting "our open rate is 32%" as a result is not meaningful on its own.

Where an email exists to cause an action — a purchase, a signup, a feature being switched on — measure that action instead. Opens are best used to tell two failures apart: low opens with low action means the email is not landing or the subject is wrong, while high opens with low action means it was read and did not persuade. Those need opposite fixes, and nothing else in the table distinguishes them.

If replies are your success measure, note that Replied only populates when IMAP sync is configured — a reply-driven campaign will otherwise look like it did nothing.

Open rate showing 0%? The campaign's Track opens toggle is off, or your provider is not sending open events. See Provider Setup for the checks.

Deliverability

Deliverability is built in, not bolted on:

• DKIM & SPF — set up at Settings > Domains, Mailtani shows exactly which DNS records to add
• Bounce handling — hard bounces are automatically suppressed after the first failure
• Complaint handling — spam complaints suppress the contact immediately
• Unsubscribe links — one-click unsubscribe included automatically, CAN-SPAM and GDPR compliant
• Suppression lists — contacts who bounced, complained, or unsubscribed are never re-sent to

See the Provider Setup guide for SES/Resend/Mailtrap configuration.

What's Next

• Broadcasts Guide — detailed walkthrough for broadcast campaigns
• Flows Guide — build event-triggered automations
• Variables & Personalization — merge tags, custom fields, and spintax
• API Reference — sync contacts and fire events programmatically