Smaily

What Smaily does

Smaily, operated by Estonian private limited company Sendsmaily OÜ, is an email marketing and automation SaaS platform headquartered in Tallinn. The platform combines a core email campaign product with an integrated stack of features including a drag-and-drop template editor, a landing page builder (powered by Unlayer Editor with OpenAI-backed AI assistance), workflow automation, transactional email sending, and a campaign-revenue module that ties email sends to sales outcomes. It is deployed on EU-hosted infrastructure spanning AWS (Luxembourg), Hetzner (Germany), OVH (France), Zone Media (Estonia), and EDIS (Austria), with OAuth2 authentication and optional 2FA.

The business operates a horizontal, product-led growth model with a generous freemium tier (unlimited email sends to up to 2,000 contacts, all features included) and contact-based paid subscriptions where every feature is available at every tier. Revenue is supplemented by credit points for additional sending volume and professional services billed at EUR 75-150/hour for design, HTML, copywriting, database organization, and consultancy. Distribution combines self-serve onboarding, a 35+ certified partner network of agencies and e-commerce developers, and sales-assisted consultation for enterprise customers.

The company reports more than 20,000 customers across 50+ countries, processes over 200 million emails per month, and maintains ISO/IEC 27001 certification alongside full GDPR and CCPA compliance. CEO and Founder Erkki Markus leads the business; the company is privately held with no disclosed external institutional investors, and its only disclosed inorganic move to date is the 2019 acquisition of MAILBOW.

Name

Smaily

Legal name

Sendsmaily OÜ

Website

https://smaily.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Smaily is an Estonian SaaS email marketing and automation platform serving 20,000+ SMB and mid-market customers across 50+ countries, offering a drag-and-drop editor, landing pages, automation, transactional email, and GDPR/ISO 27001-compliant contact-based subscription pricing with a freemium tier.

Ownership category

akta.pro rank

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Infrastructure, Marketing or Sales, Operations

Revenue model

1. Subscription - Contact-Based: Monthly fee calculated based on number of working email addresses (Recipients) in customer's entire database. All features included at every tier. Unlimited emails regardless of contact count within plan limits.
2. Freemium: Free plan allows sending unlimited emails to up to 2000 unique email addresses per month. All features available on free tier.
3. Credit Points: Credit points can be purchased as required for additional sending. Valid for one year from purchase date.
4. Professional Services: Additional services including design, HTML, copywriting, database organization, maintenance, and consultancy. Customer-specific development at EUR 150/hour, maintenance/consultancy at EUR 75/hour.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Smaily is an email marketing and automation SaaS platform that enables businesses to create, send, and automate email campaigns. The platform supports newsletter creation, subscriber list management, marketing automation workflows, and analytics. It serves over 20,000 customers across 50+ countries and processes more than 200 million emails per month.

Product overview

Smaily is an email marketing and automation platform that combines a core email marketing product with multiple integrated features including a drag-and-drop template editor, landing page builder (powered by Unlayer with AI capabilities), workflow automation, transactional email sending, and campaign revenue analytics. The platform also offers an ecosystem of apps for e-commerce integrations. Additional professional services include strategy consultation, design, HTML development, and copywriting. The offering is a unified platform with all features integrated into a single service, with pricing based on contact list size rather than feature modules.

Differentiator

Problem solved

Functional benefit

Products and services

• Smaily Email Marketing Platform

Quantifiable outcome

• 200M+ emails processed per month
• +1 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability2 records

Feature7 records

Partnerships

45 partnerships are on record, tiered minor and core.

• MoliveryminorStrategic or Co-development PartnerDigital marketing agency for medium-sized enterprises. Helps clients build long-term marketing machines with strategy, content creation, social media, email marketing, and ads services. Located in Tallinn, Estonia.
• MultonminorStrategic or Co-development PartnerE-commerce development partner with proven Magento expertise.
• ZoneminorStrategic or Co-development PartnerEstonia's leading web hosting and domain services provider.
• ActyminorImplementation/ SI/ Consulting PartnerCommerce development, maintenance, and consultancy partner.
• MagentopoodminorImplementation/ SI/ Consulting PartnerSolution partner for Magento e-commerce repair, development and maintenance.
• Dreamgrow DigitalminorStrategic or Co-development PartnerDigital agency focusing on increasing revenues of online stores through digital marketing.
• sendXmailminorChannel Partner/ Reseller/ DistributorFull-service email marketing and automation agency.
• VeebimajutusminorChannel Partner/ Reseller/ DistributorOne of the largest web hosting providers in Estonia.
• KirijoerminorStrategic or Co-development PartnerCopywriting partner helping grab customers' attention in words and design.
• AnkurturundusminorStrategic or Co-development PartnerCopywriting services with over 10 years of experience.
• KonversioonminorStrategic or Co-development PartnerAnalytics setup partner providing precise analytics based on business needs.
• Social FlyminorStrategic or Co-development PartnerDigital marketing agency committed to taking brands to new heights.
• GEEKSminorChannel Partner/ Reseller/ DistributorReliable partner in digital and internet advertising.
• Powerful MarketersminorChannel Partner/ Reseller/ DistributorInternational marketing community aimed at helping business owners.
• Signe WilmsminorStrategic or Co-development PartnerOnline training sessions and career enhancement assistance.
• AssistendikoolminorChannel Partner/ Reseller/ DistributorCareer and skill enhancement education services.
• Loovagentuur QRminorStrategic or Co-development PartnerDigital marketing, advertising design and setup, social media services.
• Mirell.digitalminorStrategic or Co-development PartnerMarketing activities assistance for businesses.
• AivelaminorStrategic or Co-development PartnerAgile partner for growth-oriented organizations.
• Onte DigitalminorStrategic or Co-development PartnerMarketing and growth specialists looking to help businesses grow.
• DiginetworkminorStrategic or Co-development PartnerEstonian digital agency ready to become marketing partner.
• JahWiseminorStrategic or Co-development PartnerFour main areas of digital marketing services trust.
• TopeltklikkminorStrategic or Co-development PartnerYoung and talented team delivering creative marketing solutions.
• PRNEWS.IOminorChannel Partner/ Reseller/ DistributorMarketplace connecting brands with over 100,000 media outlets.
• WOW EventsminorStrategic or Co-development PartnerEvent creation and idea solutions specialist team.
• ZOPPLYminorStrategic or Co-development PartnerFull digital service agency for small or medium enterprises.
• Roosa ElevantminorChannel Partner/ Reseller/ DistributorPartner for businesses without their own database.
• Milos reklaamminorStrategic or Co-development PartnerDigital marketing solutions provider creating customized strategies.
• 89 veebiteenusedminorStrategic or Co-development PartnerEye-catching and professional websites tailored to client wishes.
• VeebihaiminorStrategic or Co-development PartnerHelps get digital business up and running.
• Fairness OÜminorStrategic or Co-development PartnerHelps take back control over passion and dreams.
• Kairi AssistingminorStrategic or Co-development PartnerVirtual support and sales-oriented websites to grow business.
• E-sekretärminorStrategic or Co-development PartnerEveryday efficiency partner for businesses.
• VassistentminorStrategic or Co-development PartnerAdministrative support to help focus on growing business.
• Adeola Sole of Strategy CRMminorStrategic or Co-development PartnerEmail marketing expert available for consultation bookings.
• Amazon Web Services EMEA SARLcoreTechnology or IntegrationCloud infrastructure provider for storing delivery logs and backing up user uploaded content. Datacenter location: Luxembourg (EU).
• Google, InccoreTechnology or IntegrationGoogle Workspace for internal and external email communication. Google Drive for internal administrative documents.
• Freshworks, InccoreTechnology or IntegrationFreshdesk Helpdesk for [email protected] and live-chat customer support channel.
• EveryPaycoreTechnology or IntegrationPayment platform that processes credit card payments on behalf of Smaily. Location: European Economic Area (EEA).
• Unlayer Inc.coreTechnology or IntegrationUnlayer Editor for building landing pages with AI features. AI built on top of OpenAI.
• Hetzner Online GmbHcoreTechnology or IntegrationPrivate and cloud server infrastructure for hosting portions of SaaS environment. Datacenter: Falkenstein, Germany (EU).
• EDIS GmbHcoreTechnology or IntegrationPrivate server infrastructure for hosting portions of SaaS environment. Datacenter: Vienna, Austria (EU).
• OVH Hosting LtdcoreTechnology or IntegrationPrivate server infrastructure for hosting portions of SaaS environment. Datacenter: Roubaix, France (EU).
• Zone Media OÜcoreTechnology or IntegrationVPS and virtual hosting infrastructure for portions of SaaS environment. Location: Estonia (EU).
• Temporal Technologies Inc.coreTechnology or IntegrationTemporal Cloud for storing state of platform's internal workflows. May include personal data. Datacenter: Germany (EU); US.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Mailchimp: The dominant SMB-focused email marketing and automation SaaS platform, owned by Intuit. Direct competitor to Smaily on email campaigns, automation, landing pages, and freemium onboarding, but operating at vastly larger scale globally.
• GetResponse: Email marketing, automation, webinar, and landing-page platform serving SMBs and mid-market globally. Direct competitor on email campaigns, automation workflows, and funnel-building features.
• SendGrid (Twilio): Cloud-based email delivery platform for transactional and marketing email at scale, now part of Twilio. Direct overlap with Smaily's transactional email offering launched in 2024, particularly for developer-driven mid-market customers.
• AWeber: Long-standing email marketing SaaS focused on SMBs, solopreneurs, and creators with campaigns, automation, and landing pages. Direct competitor on SMB email marketing and freemium onboarding.
• MailerLite: Simplicity-focused email marketing SaaS targeting SMBs and creators with a generous free tier, drag-and-drop editor, automation, and landing pages. Closest peer in positioning, simplicity narrative, and SMB / European customer focus.
• Klaviyo: Email and SMS marketing platform focused on e-commerce brands with deep Shopify, BigCommerce, and WooCommerce integrations. Direct competitor on e-commerce use case, automation, and campaign revenue tracking features.
• Moosend: Email marketing and automation SaaS for SMBs with landing pages, subscription forms, and reporting. Direct competitor on email campaigns, automation, and free-tier positioning.
• Brevo (formerly Sendinblue): European-headquartered email marketing and marketing-automation SaaS serving SMBs and mid-market with campaigns, automation, transactional email, and a CRM. Direct competitor with comparable product breadth and EU compliance positioning.
• ActiveCampaign: Email marketing and automation SaaS with deep CRM and sales-automation capabilities targeting SMB and mid-market. Direct overlap on automation, transactional emails, and e-commerce integrations.

Emerging players

• ConvertKit (Kit): Email-first marketing platform targeting creators and small businesses with automations, commerce, and now a 'Creator Network'. Partial overlap with Smaily on newsletter and automation, with differentiated focus on the creator economy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/wearesmaily
• Facebookfacebook.com/wearesmaily

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Smaily