Founders Talk: Building Smarter Email SaaS Tools

Sometimes the best conversations happen without a script. That was exactly the case when Kevin (founder of SEINō) and Filip (founder of Alpaco) jumped on a spontaneous call. Both of them are building SaaS tools for email marketers, but from completely different ends of the spectrum.

Kevin focuses on analytics and reporting with SEINō, while Filip focuses on design and creation with Alpaco. Together, their discussion offers a full picture of what modern CRM teams face today: bottlenecks in email production, challenges in reporting, and the constant need for speed without losing quality.

This recap explores their conversation, pulling out practical takeaways for email marketers and CRM teams who want to make their work faster, smarter, and more effective.

Two Worlds of Email SaaS

Right at the start, Kevin sets the tone:

“This is a very spontaneous action, actually. No scripts, nothing prepared whatsoever. And we are both in the email space. We both are developing a SaaS software for email marketers.”

Filip introduces Alpaco, his platform for email creation:

“My name is Filip. I’m the founder of the platform Alpaco. We’re in the email space, but from the opposite end of where SEINō is. That’s why the conversation is pretty interesting because we cover both our niches into a full package.”

That contrast is what makes this conversation valuable. Alpaco solves challenges around email creation, design flexibility, and developer bottlenecks. SEINō solves the pain of reporting, analytics, and turning performance data into decisions.

Both tools answer the same problem from different angles: how can email teams move faster and own their work without leaning on IT every time?

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The Bottleneck of Email Creation

Filip explains how Alpaco was born out of frustration with the traditional way of building emails:

“I was actually an email developer in an agency. I was coding a lot of emails for big brands across the globe. And there was always this bottleneck. If the customer had design changes, it needed to go through me, and they were in Singapore while I was in Europe. That meant a full day delay before we even heard from them.”

He saw a gap. Web CMS tools had already solved this problem: marketers can change copy, images, or layouts themselves without waiting for developers. Why wasn’t this possible in email?

That’s where Alpaco comes in. It lets teams create highly customized blocks and design rules:

• Dynamic rules baked in — like changing layouts automatically depending on how many products you display.
• Image handling made simple — upload once, let the system crop or adjust variations automatically.
• Design flexibility — toggle directions, swap text or visuals, adapt for dark mode or interactivity, all without coding.

The result is freedom. Email marketers no longer wait for developers to make design tweaks. They can build and ship themselves.

For CRM teams, this is about removing friction from creation. If the design process is slow, campaigns get delayed, opportunities are missed, and testing becomes impossible.

The Bottleneck of Email Analytics

Kevin jumps in from the other side of the process. If creation is the first bottleneck, analytics is the second.

Marketers are expected to own results, but they rarely control how the data gets to them. IT or BI teams often need to stitch together information from ESPs, CRMs, and e-commerce platforms. That slows everything down.

“You’re responsible for the numbers, but in most cases you’re not responsible for getting the data into your fingertips. So we make that possible with our plug and play integrations. And we give you an interface that’s faster and friendlier than most tools companies have in place.”

Kevin demonstrates how SEINō makes this practical:

• Flexible dimensions — drag and drop columns to analyze campaigns by market, segment, or channel.
• Granular to high-level in seconds — remove dimensions to see just two rows of data (e.g. US vs Europe), or add them back for detailed breakdowns.
• Stitching with Google Analytics — automatically match UTM parameters from emails to session and revenue data in GA.
• Custom dashboards and funnels — all drag and drop, designed for marketers not developers.

The goal is ownership of analytics. Teams can answer questions themselves instead of waiting on IT or struggling with raw spreadsheets.

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Practical Takeaways for Email Marketers

This conversation wasn’t just about tools. It revealed deeper lessons for CRM teams about how to work smarter.

1. Remove Developer Bottlenecks

Whether in creation or analytics, speed matters. Tools like Alpaco and SEINō show that marketers shouldn’t rely on IT every time they need to ship a campaign or pull a report. Look for ways to put power in the hands of the people doing the work.

2. Focus on Design Rules, Not Assets

Filip’s approach with Alpaco is a reminder that teams don’t need 20 different image variations if they can apply design logic once. Building smart rules upfront saves endless hours later.

3. Own Your Data, Don’t Wait for It

Kevin’s point is clear: CRM teams need direct access to performance numbers. Waiting for BI teams slows decision-making and kills agility. With integrations and drag-and-drop dashboards, you can move faster and keep ownership.

4. Automate Alerts, Don’t Babysit Campaigns

SEINō includes an alerting feature. Instead of manually checking dashboards, set triggers:

• Get notified if open or click rates drop below a threshold.
• Celebrate wins when revenue passes a target.
  This mindset helps teams stay proactive rather than reactive.

5. Collaboration Happens in the Middle

Filip and Kevin show two sides of the same coin. Design and analytics are often treated separately, but real success comes when they connect. A beautifully designed email that can’t be measured is wasted effort. And accurate analytics without creative execution won’t move customers. CRM teams need both.

Why These Conversations Matter

One of the most refreshing parts of this call was the lack of agenda. No script, no sales pitch, just two founders exploring problems they’ve lived through.

“We didn’t prepare it, we didn’t script it. It’s just us talking.”

That authenticity reflects the reality for many email marketers. The work is messy. There are gaps in processes. Teams juggle tools that don’t talk to each other. And yet, by sharing experiences, we all learn faster.

Community matters in email. Innovation doesn’t just come from big announcements, it comes from conversations like this. When practitioners share their struggles and solutions, the whole industry moves forward.

What This Means for CRM Teams

If you’re leading email or CRM operations today, this conversation highlights the areas to focus on:

• Speed of execution — can your team design, test, and launch quickly?
• Clarity of reporting — do you know which campaigns truly drive revenue, and can you prove it in minutes?
• Empowerment — do your marketers rely on IT, or can they answer questions and make changes themselves?

The tools you choose make a big difference. But so does the mindset: simplify where you can, automate what you repeat, and always keep the marketer in control.

Closing Thoughts

By the end of their chat, Kevin and Filip sign off casually:

“I really think it’s awesome what you’re doing with your platform. Thanks for sharing it.”
“You too. I hope to see you soon.”

It’s more than politeness. It’s a reminder that in the email world, no one has all the answers. Collaboration and community are what push the industry forward.

For SEINō, that’s also our mission. We want to give CRM teams the clarity, speed, and ownership they need to succeed. Just like Filip removes bottlenecks in creation, we remove bottlenecks in analytics. Together, that’s how the future of email gets built.

Try SEINō Yourself

If you’ve ever felt stuck waiting on IT, or if your reporting feels like an endless spreadsheet nightmare, SEINō can help. With plug-and-play integrations, drag-and-drop dashboards, and automated alerts, you can finally own your email analytics.

👉 Book a demo and see how SEINō makes email reporting as easy as it should be.

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