Yet Another Mail Merge (YAMM)

What Yet Another Mail Merge (YAMM) does

Yet Another Mail Merge (YAMM) is a Gmail mail merge add-on for Google Sheets operated by Talarian Sàrl, a Swiss limited liability company founded in 2015. The product enables users to send personalized bulk emails directly from Gmail by merging recipient data stored in Google Sheets with Gmail email templates, using a placeholder syntax such as {{Firstname}} and {{Company}}. YAMM provides real-time tracking of opens, clicks, replies, bounces, and unsubscribes directly within Google Sheets, along with campaign scheduling, follow-up automation, one-click polls, alias and CC/BCC support, Google Form notifications, and personalized attachments via Google Drive. The platform is distributed primarily through the Google Workspace Marketplace as a featured add-on and is supported by content marketing, free AI email tools, and self-serve onboarding. YAMM also integrates with Salesforce, HubSpot, and Copper for CRM-backed lead generation use cases.

The company operates on a freemium subscription model with tiered paid plans that unlock higher daily sending limits and additional features, sold via in-app purchasing on the Google Workspace Marketplace. It has accumulated more than 150,000 organizations and over 10 million users globally, primarily serving SMBs, sales and business development teams, educators, and event organizers. The company maintains ISO 27001 certification and GDPR compliance, is privately held and bootstrapped with no disclosed external funding, and operates with a small team of 11-50 employees. Talarian Sàrl also operates sibling products including Awesome Table, Form Publisher, and GPT for Work, positioning the broader portfolio as a Google Workspace productivity suite.

Name

Yet Another Mail Merge (YAMM)

Legal name

Talarian Sàrl

Website

https://yet-another-mail-merge.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Brussels

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription Plans: YAMM operates on a subscription model with tiered pricing plans. A free tier is available for basic usage. Paid plans offer increased daily sending limits, additional features, and higher volume capabilities. The product is available through the Google Workspace Marketplace with in-app purchasing.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

YAMM is a Google Sheets add-on that integrates natively with Gmail to send personalized mass email campaigns. Users maintain recipient data in Google Sheets, compose Gmail templates with placeholders such as {{Firstname}} or {{Company}}, and YAMM merges and dispatches customized emails while tracking opens, clicks, replies, bounces, and unsubscribes in real time directly within the spreadsheet. The product also supports scheduling, follow-up sequences, one-click polls, personalized attachments via Google Drive, alias/CC/BCC sending, and CRM contact imports from Salesforce, HubSpot, and Copper.

Product overview

Yet Another Mail Merge (YAMM) is a single focused product offered by Talarian Sàrl — a Gmail mail merge add-on for Google Sheets. YAMM serves as the core product, functioning as a Google Sheets add-on that integrates with Gmail to enable personalized mass email campaigns. The workflow combines three components: recipient data in Google Sheets, email templates composed in Gmail, and YAMM's merging and tracking engine that sends personalized emails and monitors campaign performance (opens, clicks, replies, bounces). YAMM also offers companion AI-powered email tools (Subject Line Generator, Email Writer, Sentiment Analyser, Grammar Fixer, Tone Rewriter) available on its platform. Talarian Sàrl operates other separate products including Awesome Table, Form Publisher, and GPT for Work, but these are independent offerings not bundled with YAMM.

Differentiator

Problem solved

Functional benefit

Products and services

• Yet Another Mail Merge (YAMM) A Gmail mail merge add-on for Google Sheets that enables users to send personalized bulk emails directly from Gmail by merging Google Sheets recipient data with Gmail email templates using placeholder syntax, and tracks opens, clicks, replies, and bounces in real time within the spreadsheet. It is sold on a freemium/subscription basis via the Google Workspace Marketplace and serves sales teams, small businesses, event organizers, marketers, educators, and others running personalized outbound email campaigns.

Quantifiable outcome

• Saves hours of time compared to manual email sending and reduces postage and paper costs
• +1 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

AI capability3 records

Feature9 records

Partnerships

Three partnerships are on record, tiered core.

• GooglecoreTechnology or IntegrationDeep integration partnership with Google. YAMM is a Google Workspace Marketplace add-on that integrates natively with Gmail and Google Sheets. Users authorize YAMM to access their Google account data. The product uses Google's infrastructure and APIs for email sending and data storage.
• Google DrivecoreTechnology or IntegrationIntegration allows users to upload files to Google Drive and attach them to email campaigns. Attachments are stored in Google Drive and linked to personalized emails.
• Talarian SàrlcoreOthersYAMM is a product of Talarian Sàrl, a Swiss company. The company also develops Awesome Table, Form Publisher, and GPT for Work - related productivity tools that share technology and distribution synergies.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Mailtrack: Mailtrack is a simple Gmail email tracking add-on that has expanded into mail merge functionality. It is a lightweight competitor in the same Google Workspace Marketplace distribution channel as YAMM.
• Yesware: Yesware provides email tracking, templates, and mail merge for Gmail and Outlook users. It targets the same sales rep persona as YAMM with comparable tracking and personalization features.
• Lemlist: Lemlist is a multi-channel sales engagement tool with strong personalization and deliverability features for cold email. It overlaps YAMM's lead generation and personalization use cases, particularly for European SMBs.
• Mixmax: Mixmax is a Gmail-native sales engagement platform offering mail merge, sequences, and tracking directly inside Gmail. It is a direct competitor in the same Google Workspace-native workflow as YAMM.
• Streak: Streak is a CRM and pipeline tool that lives inside Gmail. While broader than mail merge, it overlaps YAMM in providing Gmail-native tools for sales reps, including tracking and templated outreach.
• Mailshake: Mailshake is a sales engagement and cold email platform that supports personalized outreach and tracking. It targets the same SMB and sales rep buyer as YAMM with similar use cases of lead generation and follow-up automation.
• GMass: GMass is a Gmail-native mail merge and cold email platform that operates as a Google Sheets add-on. It directly competes with YAMM in the same Gmail + Sheets workflow, serving sales and marketing users with bulk sending, tracking, and personalization.

Broad incumbents

• HubSpot Sales Hub: HubSpot Sales Hub is a broader sales engagement suite that includes email tracking, templates, sequences, and a CRM. It is a larger incumbent offering overlapping capabilities as part of a much wider marketing and sales platform.
• Outreach: Outreach is a leading enterprise sales engagement platform with multi-step sequences, AI personalization, and analytics. It competes for the same outbound use cases YAMM serves, but at a much larger enterprise scale.

Emerging players

• Apollo.io: Apollo.io combines a B2B contact database with sales engagement sequences and email automation. It targets similar SMB and mid-market outbound users as YAMM and is rapidly expanding into AI-driven personalization.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/YAMM_Mail_Merge

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Yet Another Mail Merge (YAMM)