# Kicklace

> Kicklace is lifecycle email for SaaS founders: one map that follows every customer from sign-up to paying, with the emails for each stage on it, written in your own voice.

Connect your website and Stripe, and Kicklace reads your site and your payment history, places every customer on one map by what they have done, and writes the welcome, onboarding, trial-ending and failed-payment emails for you to read and switch on. It is free up to 1,000 contacts.

Kicklace does the follow-up a CRM is bought for, without the CRM. Instead of contacts, pipelines and campaigns on separate screens to learn, every customer and every email is on one map, made for founders who have never set up a CRM. It is not for a sales team that works from a deal pipeline, or a marketer who wants a drag-and-drop newsletter builder.

The free Mailchimp alternative for SaaS founders: free up to 1,000 contacts, with emails that go out because of what each person did in your product. Mailchimp's own free plan has been 250 contacts with no automation flows since February 2026; https://www.kicklace.com/mailchimp-alternative-for-saas compares the two.

Your customers are drawn on one Lifecycle map, from the first visit to signing up, paying and staying, and where each person stands is worked out from what they did, never set by hand. Each place on the map carries its email, written in your own voice from what Kicklace read of your website, and nothing sends until you switch it on. Variables fill themselves when an email goes, such as what shipped this week from your deploys. Email to a list goes only to people who agreed to it, with the exact words they agreed to stored beside the subscription. It is for founders who build their own SaaS, alone or with a few people.

There are three ways in. One script tag on your website records page reads, where each visitor came from, and the signup forms it can hear. The kicklace package, in your own server, says what a person did: they signed up, they paid, they used the thing. And Claude, pointed at a workspace through the MCP server, sets the workspace up by asking: the lists, the emails, the stages, the reports.

Every page below, whole rather than one line each, is at https://www.kicklace.com/llms-full.txt.

Every workspace starts with 14 days of Starter free, with 100 credits and no card, and then stays on Free: up to 1,000 contacts, every email sent in Plain from Kicklace's own address with your name on it and a small Sent with Kicklace line under it, and the AI on credits you buy. Starter is $25 a month for one person with 1,000 credits; Growth is $60 a month for your whole team with 5,000 credits. Both can have an email designed in your brand (Letterhead), which Free does not. Credits are what sending and the AI use: an email sent is 1 credit, a personalized email 2 credits, a question in Ask about 6 credits and an email designed about 30 credits, and 1,000 more credits are $20. Billed monthly through Stripe. Anyone can create a workspace at https://www.kicklace.com/signup.

## Pages

- [Kicklace](https://www.kicklace.com/): You'd rather be building. Kicklace reads your website and writes your SaaS lifecycle emails, from welcome to failed payment, on one map of every customer.
- [Pricing](https://www.kicklace.com/pricing): Free up to 1,000 contacts. Starter is $25 a month for one person, Growth $60 for your whole team, and Starter is free for 14 days.
- [How it works](https://www.kicklace.com/how-it-works): A CRM makes you build your lifecycle, manage a list, build the sequences and keep it all updated. Kicklace discovers your lifecycle, and your people flow through it.
- [Why Kicklace](https://www.kicklace.com/why): One map for every customer and every email. Nothing sends until you switch it on, and every email is written from what really happened.
- [Welcome email generator](https://www.kicklace.com/welcome-email-generator): Paste your SaaS's URL and get the emails it should send, from welcome to failed payment, written from your own site. Free, no sign-up.
- [Churn rate calculator](https://www.kicklace.com/churn-rate-calculator): Work out your monthly churn rate, what it adds up to over a year and how long customers stay. Free, no sign-up, with the formula explained.
- [Customer retention rate calculator](https://www.kicklace.com/retention-rate-calculator): Work out your customer retention rate with the standard formula, new customers left out. Free, no sign-up, with the formula explained.
- [Create your workspace](https://www.kicklace.com/signup): Start with Kicklace: leave your email and we send you a link to sign in. No password, and nothing is charged.
- [Support](https://www.kicklace.com/support): How to reach Kicklace: email us from this page, read the documentation, or send feedback from inside the app.
- [Your data](https://www.kicklace.com/your-data): Where Kicklace keeps your data, who can see it, what the AI sees, and how to take it with you or delete it.
- [Privacy](https://www.kicklace.com/privacy): What Kicklace stores, for how long, who can see it, and how to get a copy or delete it.
- [Terms](https://www.kicklace.com/terms): The short version of what you agree to when you use Kicklace.

## Documentation

- [Documentation](https://www.kicklace.com/docs): How to set up Kicklace: your website and its forms, your Lifecycle map, your email, and everything a developer wires in.
- [Getting started](https://www.kicklace.com/docs/getting-started): Set up Kicklace in about ten minutes, starting from your website.
- [Your website and its forms](https://www.kicklace.com/docs/site-platforms): Put one line on your site so Kicklace hears your visitors and your forms.
- [The lead address](https://www.kicklace.com/docs/lead-address): Send your form emails to Kicklace and every lead lands in one place.
- [Moving from another tool](https://www.kicklace.com/docs/moving-in): Bring your people with you, and put your own form where the old one was.
- [The Lifecycle](https://www.kicklace.com/docs/lifecycle): Your customers on one map, and the emails that go out at each stage.
- [Email](https://www.kicklace.com/docs/email): Who you can email, how it gets there, and how people say no.
- [What your emails look like](https://www.kicklace.com/docs/email-design): Two styles, your brand, and what you can put in an email.
- [Replies and your inbox](https://www.kicklace.com/docs/inbox): Replies come back to Kicklace, and so can the mail you write in Gmail or Outlook.
- [Your booking page](https://www.kicklace.com/docs/booking): People pick a time on your calendar, and arrive as somebody who booked a call.
- [Ask Kicklace](https://www.kicklace.com/docs/ask): Ask about your customers in plain words.
- [Billing](https://www.kicklace.com/docs/billing): Free up to 1,000 contacts.
- [Payments from Stripe](https://www.kicklace.com/docs/stripe): Payments, refunds and trials land on the right person, with no code.
- [Meetings from Google Calendar](https://www.kicklace.com/docs/google): A meeting with a customer shows up on their record by itself.
- [Your own Resend account](https://www.kicklace.com/docs/resend): Already send with Resend? Kicklace can send through your account.
- [Add Kicklace to a Next.js app](https://www.kicklace.com/docs/add-kicklace-to-a-nextjs-saas): The one page to copy from, in the order to do it.
- [How data gets in](https://www.kicklace.com/docs/installation): The tag, the package, and what arrives with no code at all.
- [The kicklace package](https://www.kicklace.com/docs/sdk): Your server says what a person did, in one line.
- [The tag](https://www.kicklace.com/docs/javascript): What the script tag does by itself, and what you can call on it.
- [Events](https://www.kicklace.com/docs/events): Every event Kicklace knows, and what each one moves.
- [Reading your data](https://www.kicklace.com/docs/graph-api): Read your people, organizations and payments back, over REST, the package or MCP.
- [Webhooks](https://www.kicklace.com/docs/webhooks): Kicklace posts to an address of yours when something happens.
- [One person, however they arrive](https://www.kicklace.com/docs/identity): How a visitor, an email address and a customer become one record.
- [Sign-ups from Clerk and Kinde](https://www.kicklace.com/docs/auth-providers): A new account in Clerk or Kinde lands as a sign-up.
- [Deployments from Vercel](https://www.kicklace.com/docs/vercel): Every production deploy lands as a release you can write about.
- [Add Kicklace from Vercel](https://www.kicklace.com/docs/vercel-integration): Install from Vercel and your keys are written into your project.
- [GitHub](https://www.kicklace.com/docs/github): Sponsors, issues and stars, each on the person it is about.
- [People from your own database](https://www.kicklace.com/docs/neon): Your users table, read every hour, as sign-ups.
- [Product usage from PostHog](https://www.kicklace.com/docs/posthog): How much each person uses your product, read from PostHog.
- [Errors from Sentry](https://www.kicklace.com/docs/sentry): Which of your customers hit an error, and when.
- [Slack](https://www.kicklace.com/docs/slack): What Kicklace tells you, in one Slack channel.
- [The MCP server](https://www.kicklace.com/docs/mcp): Point Claude, or any agent, at a workspace.
- [Use Kicklace from Claude](https://www.kicklace.com/docs/claude): Connect Claude, then set your workspace up by asking.

## API

- [API reference](https://www.kicklace.com/docs/api): Every address a server can post to Kicklace: the events and messages APIs, the receivers, outgoing webhooks, the MCP server and the package.

## Guides

- [A lighter HubSpot alternative for a solo or small SaaS](https://www.kicklace.com/hubspot-alternative-for-saas): HubSpot is a full CRM with sales and service tools. Kicklace does the follow-up a CRM is bought for, on one map, without the CRM. Free up to 1,000 contacts.
- [A Loops alternative that writes your emails for you](https://www.kicklace.com/loops-alternative): Loops sends the emails you write. Kicklace reads your site and product, writes your lifecycle emails in your voice, and is free up to 1,000 contacts.
- [A Sequenzy alternative that puts every customer on one map](https://www.kicklace.com/sequenzy-alternative): Sequenzy and Kicklace both read your site and write your SaaS emails. Where Sequenzy is the better pick, where Kicklace differs, and what each costs.
- [A Userlist alternative that writes your emails for you](https://www.kicklace.com/userlist-alternative): Userlist is email automation for SaaS, strong on company accounts. Kicklace reads your site and writes your lifecycle emails for you, free up to 1,000 contacts.
- [An Encharge alternative that writes your emails for you](https://www.kicklace.com/encharge-alternative): Encharge is marketing automation you build flow by flow. Kicklace reads your site and writes your lifecycle emails for you. What each costs, and who each suits.
- [Best email marketing software for a small SaaS in 2026](https://www.kicklace.com/best-email-tools-for-saas): Six email marketing tools for a small SaaS compared: Loops, Customer.io, Userlist, Encharge, Kit and Kicklace. Who each suits, with prices as of October 2026.
- [Brevo alternative for SaaS lifecycle emails](https://www.kicklace.com/brevo-alternative-for-saas): Brevo covers email, SMS and a CRM. Kicklace is for SaaS founders who would rather not write emails: it writes your lifecycle emails, free up to 1,000 contacts.
- [ConvertKit (Kit) alternative for SaaS lifecycle emails](https://www.kicklace.com/kit-alternative-for-saas): Kit, formerly ConvertKit, is built for creators and newsletters. Kicklace is for SaaS founders: it reads your site and writes your lifecycle emails.
- [Customer.io alternative for small SaaS teams](https://www.kicklace.com/customer-io-alternative): Customer.io runs journeys across email, push, SMS and in-app. Kicklace writes your SaaS lifecycle emails for you from your site, free up to 1,000 contacts.
- [Free Mailchimp alternative for SaaS founders](https://www.kicklace.com/mailchimp-alternative-for-saas): Mailchimp's free plan is now 250 contacts with no automations. Kicklace is free up to 1,000 contacts, with emails that follow what your users do.
- [Loops vs Customer.io: which is right for a small SaaS?](https://www.kicklace.com/loops-vs-customer-io): Loops and Customer.io side by side for a small SaaS: what each is for, free tier and price as of October 2026, and where Kicklace fits as a third option.
- [MailerLite alternative for SaaS lifecycle emails](https://www.kicklace.com/mailerlite-alternative-for-saas): MailerLite is a low-cost newsletter tool. Kicklace is for SaaS founders: it reads your site, writes your lifecycle emails, and is free up to 1,000 contacts.
- [Changelog email: turn your Vercel deploys into a product update](https://www.kicklace.com/vercel-deploy-product-update-email): Your deploys already say what you shipped. Turn a week of Vercel deploys into one product update email, by hand or with Kicklace gathering them for you.
- [Clerk user.created webhook: send new users a welcome email](https://www.kicklace.com/clerk-welcome-email): Send a welcome email when someone signs up with Clerk. Use a webhook yourself, or connect Clerk to Kicklace with one key and let it write and send the email.
- [customer.subscription.deleted: email a customer when Stripe ends it](https://www.kicklace.com/stripe-subscription-cancelled-email): Stripe fires customer.subscription.deleted when a subscription ends. What it means, the email worth sending, and how to send it with or without Kicklace.
- [customer.subscription.trial_will_end: email before a Stripe trial ends](https://www.kicklace.com/stripe-trial-ending-email): Stripe sends an event three days before a trial ends. Send Stripe's own reminder, handle the event yourself, or let Kicklace write and send the email.
- [Free trial users not converting? Emails that turn them into customers](https://www.kicklace.com/free-trial-users-not-converting): Free and trial users who never pay stop in different places. Which email goes where, how a trial ending or a first payment starts one, and what to leave out.
- [How to automate drip emails when someone signs up: five emails](https://www.kicklace.com/drip-campaign-for-saas): A drip campaign is a few emails after sign-up. What to send and when, how to stop it when people act, and how Kicklace sets it up from your site.
- [How to follow up with leads from your website, automatically](https://www.kicklace.com/follow-up-emails-for-website-leads): How to follow up with the people who fill in a form on your website: when each email goes, what it says, and how Kicklace sends it for you.
- [How to win back customers who cancelled: email examples](https://www.kicklace.com/win-back-emails): How to win back a customer who cancelled your SaaS: the note on the day they leave, the follow-ups that come after, and what to avoid saying.
- [Lifecycle emails for SaaS: the set a small product needs](https://www.kicklace.com/lifecycle-emails-for-saas): What lifecycle emails are, and the short set a small SaaS needs from sign-up to cancellation, with when each one goes and what it says.
- [Next.js CRM for a SaaS: build one, use one, or skip it](https://www.kicklace.com/nextjs-crm): Looking for a Next.js CRM? Build one, run an open-source one, or skip it and follow up with every sign-up from your Next.js app in a few lines.
- [Next.js send email: a welcome email when someone signs up](https://www.kicklace.com/nextjs-welcome-email): Send a welcome email the moment someone signs up in your Next.js app. The plain way, and the way where Kicklace writes it and sends it for you.
- [Product update emails people read, and how often to send them](https://www.kicklace.com/product-update-emails): How to write a product update email people actually read, how often to send one, and how Kicklace fills in the news from your deploys.
- [Re-engagement email examples for SaaS users who went quiet](https://www.kicklace.com/re-engagement-emails): What to send users who still have an account but stopped using your product: how to decide who is quiet, three emails to try, and when to stop.
- [SaaS onboarding email sequence: what to send in the first 2 weeks](https://www.kicklace.com/saas-onboarding-email-sequence): An email-by-email onboarding sequence for a new SaaS user's first two weeks: what goes on which day, what each one says, and what to leave out.
- [Send email from Supabase: Auth, your app, sign-up follow-ups](https://www.kicklace.com/supabase-send-email): Supabase's built-in email is for testing. Set up your own SMTP for Auth, send your app's emails from an Edge Function, and follow up on every sign-up.
- [Send email from your product without setting up DNS](https://www.kicklace.com/send-email-without-dns-setup): You can start sending lifecycle emails today without DNS records. How to do it, what the trade-off is, and when to add your own domain.
- [Stripe checkout.session.expired: email people who left checkout](https://www.kicklace.com/stripe-abandoned-checkout-email): Stripe fires checkout.session.expired when somebody leaves a Checkout page unpaid. When it arrives, who you may email, and what to say.
- [Stripe CRM: what to use to follow up with Stripe customers](https://www.kicklace.com/stripe-crm): Stripe holds your customers and payments but is not a CRM. Sync it into one, build on its API, or connect it to Kicklace and let it follow up for you.
- [Stripe invoice.payment_failed: email the customer when a payment fails](https://www.kicklace.com/stripe-failed-payment-email): Stripe fires invoice.payment_failed when a charge fails. Turn on Stripe's email, handle the event yourself, or let Kicklace write and send a note in your voice.
- [Supabase: send a welcome email after someone signs up](https://www.kicklace.com/supabase-welcome-email): Supabase Auth sends the confirmation email, not a welcome. How to send one after sign-up, by hand or with Kicklace writing and sending it.
- [Users sign up but never use your product? Emails that bring them back](https://www.kicklace.com/activation-emails): People who sign up and never use your product stopped in one of three places. The email for each, when to send it, what to say, and what to leave out.
- [Using AI to write email sequences in your own voice](https://www.kicklace.com/ai-written-email-sequences): AI is good at a first draft and bad at knowing what is true. What to give it, what to check before sending, and how Kicklace writes from your site.
- [Vercel CRM: what to use for customers of an app on Vercel](https://www.kicklace.com/vercel-crm): Vercel has no CRM of its own. What to run on it, how to send its deploys to your own tools, and how to tell your customers what shipped.
- [Website traffic but no customers? What to do with your visitors](https://www.kicklace.com/website-traffic-but-no-customers): You can only follow up with visitors who give you an address. How a visitor becomes a person, the email that follows, and which page the rest leave from.
- [What emails should I send my users?](https://www.kicklace.com/emails-every-saas-should-send): The short list of emails to send the people who use your product, from the welcome to the failed payment note, with when each one goes and what it does.
- [What is churn? Churn meaning for a subscription business](https://www.kicklace.com/what-is-churn): What churn means, what a churned customer is, voluntary and involuntary churn, and how churn differs from attrition, in plain words.
- [What is customer retention? Meaning, and the retention rate formula](https://www.kicklace.com/what-is-customer-retention): What customer retention means for a subscription business, the retention rate formula with a worked example, and what keeps customers around.
- [What to email your waitlist, from sign-up to launch](https://www.kicklace.com/waitlist-emails): The emails to send people who join your waitlist: a welcome, short updates while you build, and a launch email. Examples, and how to set it up in Kicklace.
- [Cancellation survey email template to ask why they left](https://www.kicklace.com/cancellation-survey-email-template): A one-question cancellation email for SaaS customers who leave: when to send it, a version to copy, what to avoid, and how Kicklace sends it from Stripe.
- [SaaS onboarding email template for day 1, day 3 and day 7](https://www.kicklace.com/onboarding-email-template): Three onboarding emails for a SaaS product to copy, for day 1, day 3 and day 7, with what each is for and how Kicklace sends them at the right stage.
- [Win-back email template for SaaS you can copy](https://www.kicklace.com/win-back-email-template): A win-back email for a SaaS customer who cancelled or went quiet: when to send it, what to say, what to avoid, and how Kicklace sends it from a side road.

## Stripe events

- [Stripe webhook events: what each one means and what to email](https://www.kicklace.com/stripe): The twelve Stripe events Kicklace handles: when each is sent, whether Stripe already emails the customer, the email worth sending, and what Kicklace does.
- [checkout.session.completed: what it means and what to email](https://www.kicklace.com/stripe/checkout-session-completed): Stripe sends checkout.session.completed when a customer finishes Checkout. What it means, the payment_status to check, who gets a receipt, and what to email.
- [payment_intent.succeeded: what it means and what to email](https://www.kicklace.com/stripe/payment-intent-succeeded): Stripe sends payment_intent.succeeded when a payment completes, subscription renewals included. What it means, who gets a receipt, and which email to send.
- [invoice.paid: what it means and what to email](https://www.kicklace.com/stripe/invoice-paid): Stripe sends invoice.paid when an invoice is paid: a first payment, a renewal or a retry that works. What it means, who gets a receipt, and the email to send.
- [invoice.payment_failed: what it means and what to email](https://www.kicklace.com/stripe/invoice-payment-failed): Stripe sends invoice.payment_failed when a payment attempt on an invoice fails. What it means, whether Stripe emails the customer, and the email to send.
- [charge.refunded: what it means and what to email](https://www.kicklace.com/stripe/charge-refunded): Stripe sends charge.refunded each time a charge is refunded, partial refunds too. What it means, when Stripe emails the customer, and the note worth sending.
- [checkout.session.expired: what it means and what to email](https://www.kicklace.com/stripe/checkout-session-expired): Stripe sends checkout.session.expired when a Checkout page times out unpaid. When it fires, whom you may email, and a short note that asks instead of pushing.
- [customer.subscription.created: what it means and what to email](https://www.kicklace.com/stripe/customer-subscription-created): Stripe sends customer.subscription.created when a subscription starts, trial or paid. What it means, the status to check, and the welcome email worth sending.
- [customer.subscription.trial_will_end: what it means and what to email](https://www.kicklace.com/stripe/customer-subscription-trial-will-end): Stripe sends customer.subscription.trial_will_end before a trial ends. When it fires, whether Stripe emails the customer too, and the reminder worth sending.
- [customer.subscription.updated: what it means and what to email](https://www.kicklace.com/stripe/customer-subscription-updated): Stripe sends customer.subscription.updated whenever a subscription changes. How to read previous_attributes, and which changes deserve an email.
- [customer.subscription.deleted: what it means and what to email](https://www.kicklace.com/stripe/customer-subscription-deleted): Stripe sends customer.subscription.deleted when a subscription ends. What it means, whether Stripe emails the customer, and the email worth sending.
- [customer.created: what it means and whether to email](https://www.kicklace.com/stripe/customer-created): Stripe sends customer.created whenever a customer is created, paid or not. What it means, why not to welcome anyone on it, and which email to send instead.
- [customer.updated: what it means and whether to email](https://www.kicklace.com/stripe/customer-updated): Stripe sends customer.updated whenever any property of a customer changes. What it means, how to read previous_attributes, and the one email worth sending.

## Templates

- [SaaS email templates: from sign-up to a failed card](https://www.kicklace.com/templates): The emails a SaaS sends from sign-up to a failed card, as plain words to copy: onboarding, thank you, failed payment and more, with subject lines and timing.
- [Waitlist email template: confirm they're on the list](https://www.kicklace.com/templates/waitlist-email-template): A waitlist email to send the moment somebody joins: the words Kicklace uses, subject lines to pick from, and what the email is for. Copy it as plain text.
- [Welcome email template for SaaS: what to write, with examples](https://www.kicklace.com/templates/welcome-email-template): A welcome email for a new SaaS sign-up: the words Kicklace sends when somebody makes an account, subject lines to pick from, and why it names one first step.
- [Activation email templates for sign-ups who never started](https://www.kicklace.com/templates/activation-email-template): An activation email for somebody who signed up and has not started: the words Kicklace sends on day 2, subject lines to pick from, and when it stops.
- [Inactive user email template: ask what is in the way](https://www.kicklace.com/templates/inactive-user-email-template): An email for a user who signed up and went quiet: the plain check-in Kicklace sends a week on, subject lines to pick from, and what to do with the replies.
- [Thank you email to a new customer: a short template](https://www.kicklace.com/templates/new-customer-thank-you-email): A thank-you email for the moment somebody first pays: the words Kicklace sends, subject lines to pick from, and the note to you that arrives with it.
- [Failed payment email template for a declined credit card](https://www.kicklace.com/templates/failed-payment-email-template): A failed payment email for a SaaS subscription: the words Kicklace sends the day a card is declined, payment failed subject lines, and when it stops.
- [Failed payment reminder email: the second note](https://www.kicklace.com/templates/failed-payment-reminder-email): The second failed payment email, sent three days after the first if the card still has not gone through: the words, subject lines and when it stops.
- [Sorry to see you go email template for SaaS](https://www.kicklace.com/templates/sorry-to-see-you-go-email-template): A cancellation email that asks one question: the words Kicklace sends when somebody cancels, subject lines to pick from, and what to do with the answers.
- [Trial ending email template: say what happens next](https://www.kicklace.com/templates/trial-ending-email-template): A trial ending email to send a few days before a free trial ends: the words Kicklace sends, subject lines to pick from, and how to say what happens next.
- [Product update email template and example for SaaS](https://www.kicklace.com/templates/product-update-email-example): A product update email example for SaaS customers: a short sample to copy, subject lines to pick from, and how the lines can fill themselves from your deploys.