How Mara works
You hire Mara to run your lifecycle email program. Every welcome series, every win-back, every nudge that should have gone out months ago. She writes, sends, reads what came back, and writes the next one differently.
That's the whole product. The rest of this page explains the parts you don't have to think about.
The Loop
Three stages, on a permanent cycle.
Write. Mara drafts the email for the trigger that just fired. A new signup, a failed payment, a feature that just shipped. She reads your repo, your homepage, your previous emails, and the contact's history with you. The draft sounds like your product because she's read your product.
Send. Approved drafts go through your sending domain. Deliverability, suppression, fatigue, consent, quiet hours. All handled. The recipient gets one email at a time, in your voice, from your domain.
Analyze. Every send teaches her what to write next. Opens, clicks, replies, silence. All of it goes into a Thompson-sampling bandit per journey-step. The variant that lands gets more traffic. The one that didn't gets rewritten.
That's what "self-improving" actually means. No batch optimization, no quarterly review, no human running A/B tests. The Loop runs forever because the data forever updates the next send.
Three connections, one hour to a draft
GitHub OAuth, your sending domain, and an event source. That's the setup.
GitHub gives Mara the repo: README, commit log, issues, marketing pages in-tree. This is how she knows what shipped this week and what's coming.
Your domain gets DKIM and SPF records so Mara sends from hello@<your-domain>. Replies land in your inbox, not ours.
Events come from Stripe or Polar for billing signals. Optionally PostHog, Segment, or your own webhook for product events. Sign-up at 11pm gets a welcome at 11:01.
Most teams are looking at their first draft inside an hour. The Brand Analyst pass that reads your homepage costs about three cents.
Who's actually working
Mara isn't one model with a long prompt. She's eight specialists with a Conductor routing between them.
The Brand Analyst reads your homepage, blog, and prior emails. Extracts voice, palette, value proposition, ICP. Refreshes when you ship a release or update the marketing site.
The Journey Architect designs each program. Picks timing, cadence, segment, goal. Decides whether a welcome series is three sends or seven.
For the Copywriter, recipient context is the difference between a generic send and a personal one. On high-stakes journeys (win-back, churn-save), she pulls every event the contact has triggered before drafting. On lighter ones, she keeps it brief.
When a reply lands in your inbox, the Reply Analyst has already classified it. Urgent ones get flagged. "Yes" replies on offer journeys auto-stamp the redemption code.
The Cartographer computes segments. Engaged, dormant, at-risk, expanded. Recomputes when your event data shifts.
Opportunity Scout watches for moments worth writing about. A feature that just shipped. A customer who hit a milestone. A subscription that bounced.
Reporter writes the weekly digest. What went out, what landed, what the bandit picked, where the program is going next.
The Conductor is the routing brain. Picks which specialist runs for which event. Most routes are fixed. The unusual ones get a judgment call.
Every specialist call writes to an audit log with cost in cents and a reasoning trace. You can read why Mara wrote what she wrote.
The approval gate
You set the policy. Mara enforces it.
- Auto-send. Mara drafts, queues, sends. You read the digest after.
- Approval-required. Mara drafts and waits. Nothing leaves until you approve.
- Draft-only. Mara writes. You ship it or kill it. She never sends on her own.
New tenants default to approval-required. You raise the trust ceiling when you're ready.
You can't unsend an email, but you can stop everything else. A kill switch pauses the journey. A suppression stops the contact. Both live in the dashboard, one click each.
What Mara doesn't do
This list is the pitch, not a footnote.
No paid ads. No SEO content. No social posts. No broadcast newsletters. No transactional sends like receipts or password resets or magic links. No CRM. No sales outreach.
One narrow role, owned end-to-end. If you want a tool that does five things badly, this isn't it.
The pipe under everything
Mara writes to Molted, a separate sending platform. Molted owns deliverability, suppression, consent, IP reputation, and outcome tracking. Mara owns the brain.
The split matters. You keep your sender reputation if you cancel; Mara hands her copy to whatever pipe you use next. And email infrastructure needs a five-year operations track record. That part of the stack isn't where you experiment.
Two places to go next
If you haven't seen Mara write yet, paste a URL into the wedge and watch her draft a welcome program in thirty seconds. Or jump to the programs she runs end-to-end. Pricing's on a separate page.