Flowmailer
Flowmailer is a transactional email API platform, now part of Spotler, delivering 99.8% inbox placement and sub-second delivery. It serves e-commerce, logistics, financial services, government, and education clients with multi-brand templates and dynamic attachments.
- Company typePrivate
- Founded2015
- HeadquartersRotterdam, Netherlands
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Flowmailer does
Flowmailer is a transactional email API platform, founded in 2015 and headquartered in Rotterdam, Netherlands, now operating as the SendPro sub-brand within the Spotler marketing software group. The platform enables businesses to send high-volume, time-sensitive transactional emails (order confirmations, shipping notifications, invoices, password resets, MFA codes, payslips) with a stated 99.8% average inbox placement rate and sub-second delivery. Its core technology stack comprises a REST API, a multi-brand template engine with multilingual support, dynamic attachment generation for PDFs/CSVs/calendar items, real-time analytics (delivery, opens, link clicks), automatic bounce handling with retry logic, and a domain set-up wizard for onboarding. Integration partnerships with Exact ERP and Shopware, combined with ISO 27001, GDPR (AVG), and WCAG certifications, support sales into enterprise and public-sector buyers.
Flowmailer's customer base spans transportation and logistics (DPD), education (Noordhoff, ParnasSys), government (Dutch Ministry of Foreign Affairs, North Sea Port), hospitality (Thermen Resorts), and telecom (Voys), distributed across Netherlands offices in Den Haag, Utrecht, and Zwolle. The product is monetized through a subscription-based revenue model with a freemium entry tier (100 test transactional emails, 30 days of premium features) and quote-based enterprise contracts that include a Premium SLA option. Distribution combines an API-first self-serve motion for developers and SMBs with a sales-assisted enterprise field-sales motion (sales line +31 (0)88 – 103 09 00). Under the Spotler parent, Flowmailer sits within a broader portfolio spanning CRM, email marketing automation (Mail+), a Customer Data Platform (Activate), event management, chatbots, reputation monitoring, and AI modules, enabling cross-product bundling.
A single disclosed funding round of approximately $300,409 from CNBB Venture Partners on 2017-04-18 remains the only external capital event on record, and no standalone revenue or headcount growth figures are publicly disclosed. Founders Richard van Looijen (co-founder and managing director) and Casper Mout (co-founder and lead software developer) continue with the business under Spotler ownership.
Flowmailer firmographics
Firmographics- Name
- Flowmailer
- Legal name
- Spotler
- Website
- https://flowmailer.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Flowmailer is a transactional email API platform, now part of Spotler, delivering 99.8% inbox placement and sub-second delivery. It serves e-commerce, logistics, financial services, government, and education clients with multi-brand templates and dynamic attachments.
- Ownership category
- akta.pro rank
Flowmailer industry classification
Industry- Product category
- Transactional Email Infrastructure
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370), Services-Prepackaged Software (7372)
- akta.pro primary industry
- Email Marketing Services (Campaigns, Deliverability, Lifecycle) (BPAFAKAB)
Keywords
Where Flowmailer is headquartered
LocationHeadquarters
- HQ city
- Rotterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices3 records
Markets served
Flowmailer business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Infrastructure, Personnel, Operations, Marketing or Sales
Revenue model
- Transactional Email API Subscription: Subscription-based pricing for API access to transactional email delivery platform with tiered features and volume-based pricing
- Premium SLA: Premium Service Level Agreement offerings providing enhanced support and delivery guarantees for enterprise customers
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free Trial - 100 test emails with full premium features |
| Subscription | Annual | Enterprise/Premium - Volume-based subscription |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
Flowmailer product offering
Product offeringCore offering
Flowmailer provides a transactional email delivery platform (now branded as Spotler SendPro) offering businesses an email API and SMTP relay to send automated system-generated emails such as order confirmations, invoices, password resets, and shipping notifications. The service emphasizes high deliverability (99.8% inbox placement), sub-second delivery, real-time monitoring, webhook event notifications, and European compliance (ISO 27001, GDPR, WCAG). It targets developers, IT teams, and marketing/operations functions at organizations that require reliable, large-volume transactional email infrastructure.
Product overview
Spotler offers a comprehensive marketing and communication platform organized into three main clouds: Marketing Cloud for B2B (including CRM, email marketing automation, event management, website personalization, conversational marketing, and social media publishing), Marketing Cloud for Commerce (including Customer Data Platform, transactional emails via SendPro, site search and merchandising, and WhatsApp/SMS/social messaging), and Service Cloud for public sector (including webcare, social publishing, media monitoring, and email communication). Spotler SendPro is the transactional email delivery product featuring 99.8% inbox placement, a powerful API, multi-brand template management, dynamic attachment generation, multilingual support, real-time analytics, and automatic bounce handling. AI capabilities are integrated across the platform including generative AI, predictive AI, conversational AI, and AI analytics. Integration is enabled through Spotler Connect (connector platform) and custom APIs.
Differentiator
Problem solved
Functional benefit
Brands
- SendPro: Transactional email delivery platform with API, template engine, and analytics capabilities
- Mail+
- CRM
- Chat+
- Connect
- Predict
- Activate
- Engage
- Momice
- Let's Get Digital
- Message
- Brand ID
- MailPro
- ActivatePro
- Activate Search
Products and services
- Flowmailer (Spotler SendPro) - Transactional Email Delivery Platform Cloud-based transactional email delivery service offering an email API and SMTP relay for sending automated system-generated emails such as order confirmations, invoices, password resets, and shipping notifications. Targets developers, IT teams, and operations functions at enterprises, mid-market businesses, and public-sector organizations needing reliable, high-deliverability transactional email with European compliance.
Quantifiable outcome
- 99.8% inbox placement rate - ensures transactional emails reliably reach the inbox
- +1 more outcomes
Companies that use Flowmailer
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles3 records
Flowmailer technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Feature8 records
Flowmailer partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- ExactcoreIntegration partnership with Exact ERP system for seamless invoice delivery from Exact to transactional email platform. Customer case study available showing implementation for invoice communications.
- ShopwarecoreDedicated partnership 'Spotler x Shopware' for e-commerce integration, enabling order confirmations and shipping notifications from Shopware stores via SendPro platform.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Flowmailer competitors and assessment
Company assessmentDirect peers
- Twilio SendGrid: Twilio SendGrid is the leading transactional and marketing email API platform with global infrastructure, sub-second delivery, deliverability tooling, and an enterprise sales motion. Most direct functional competitor to Flowmailer/SendPro in the same product category.
- Mailgun: Mailgun (owned by Sinch) provides a developer-focused transactional email API with strong deliverability, validation APIs, and templating. Targets the same API-first, transactional email buyer as Flowmailer.
- Postmark: Postmark specializes in fast, reliable transactional email delivery with a strict content separation policy and a developer-first API. Closely comparable to Flowmailer on reliability, speed, and developer experience positioning.
- Brevo (Sendinblue): Brevo offers transactional email alongside marketing automation, CRM, and a CDP — directly mirroring Spotler's bundling of SendPro with Mail+, CRM, and Activate. Most direct portfolio competitor to Spotler Group's full-stack play.
- SparkPost: SparkPost provides a high-volume transactional and commercial email API with analytics and deliverability tooling. Direct peer in transactional email reliability and throughput positioning.
- Mailjet: Mailjet (Sinch) offers transactional and marketing email APIs with templating, real-time analytics, and EU data residency — a strong European-centric peer comparable to Flowmailer's regional strength.
- SMTP2GO: SMTP2GO provides reliable transactional email delivery with global infrastructure and reporting, targeting SMB and mid-market customers with a self-serve model similar to Flowmailer's PLG motion.
Broad incumbents
- Amazon Simple Email Service (SES): Amazon SES is the hyperscaler commodity transactional email service offering highly competitive per-email pricing and global scale via AWS. Competes on price and infrastructure scale rather than differentiated deliverability features.
- Mailchimp Transactional (Mandrill): Mailchimp's Mandrill add-on provides transactional email API functionality bundled into Mailchimp's broader marketing platform — a structural parallel to SendPro being part of Spotler's broader marketing stack.
Emerging players
- SocketLabs: SocketLabs offers transactional email delivery with a focus on mid-market and developer customers. Smaller-scale competitor with overlapping customer segment and API-first delivery model.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks2 records
Key highlights7 records
Customer concentration
Flowmailer social profiles
Digital presenceFlowmailer compliance and trust
Trust signalCompliance3 records
Flowmailer financial estimates
Financial estimateRevenue estimate
Valuation estimate
Flowmailer leadership team
Management profileNumber of profiles
Profiles2 records
Flowmailer funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Flowmailer M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Flowmailer
What does Flowmailer do?
Flowmailer provides a transactional email delivery platform (now branded as Spotler SendPro) offering businesses an email API and SMTP relay to send automated system-generated emails such as order confirmations, invoices, password resets, and shipping notifications. The service emphasizes high deliverability (99.8% inbox placement), sub-second delivery, real-time monitoring, webhook event notifications, and European compliance (ISO 27001, GDPR, WCAG). It targets developers, IT teams, and marketing/operations functions at organizations that require reliable, large-volume transactional email infrastructure.
Is Flowmailer a public or private company?
Flowmailer is a private company. It is classified as corporate owned and is currently operating.
When was Flowmailer founded?
Flowmailer was founded in 2015. It employs 1 to 10 people.
Where is Flowmailer based?
Flowmailer is headquartered in Rotterdam, Netherlands, in the Europe region.
How does Flowmailer make money?
Two revenue lines are on record. Transactional Email API Subscription is the primary driver. The others are premium SLA.
Who are Flowmailer's main competitors?
Direct peers on record are Twilio SendGrid, Mailgun, Postmark, Brevo (Sendinblue), SparkPost, Mailjet and SMTP2GO. Broad incumbents are Amazon Simple Email Service (SES) and Mailchimp Transactional (Mandrill). SocketLabs is listed as an emerging player.
Does Flowmailer have an API?
Yes. Spotler SendPro offers a reliable API for sending transactional emails. The API supports easy integration with source systems and enables features such as dynamic attachment generation, real-time analytics, and bounce handling. Developers can connect their ERP, CRM, or webshop systems to SendPro to trigger and send transactional emails.
What industry is Flowmailer in?
Flowmailer's product category is Transactional Email Infrastructure. Its primary akta.pro industry code is BPAFAKAB, Email Marketing Services (Campaigns, Deliverability, Lifecycle). Its SIC code is 7370.