About SendOps
We built the tool we couldn't find
SendOps started because we needed it ourselves. We were running millions of emails through Amazon SES and had no good way to see what was happening — no dashboard, no alerting, no template workflow. Just five AWS services duct-taped together and a lot of guessing.
The backstory
SES is powerful infrastructure with a terrible control panel
Amazon SES delivers billions of emails reliably and cheaply. At $0.10 per 1,000 messages, nothing else comes close on cost. But once you adopt it, you're on your own for everything else — delivery monitoring, bounce management, template versioning, team access, alerting.
Most teams end up building a patchwork of CloudWatch dashboards, SNS topics, Lambda functions, and S3 buckets just to answer basic questions like "did that email get delivered?" or "why is our bounce rate climbing?"
We spent years maintaining exactly that kind of pipeline. It worked, but it was fragile, expensive to operate, and impossible for non-engineers to use. So we built SendOps — a single layer that connects to your SES account and gives every team the visibility and tooling they need, without touching your sending path.
What we believe
Principles that shape the product
These aren't aspirations — they're constraints we build against every day.
Transparency over magic
SES is already great infrastructure. We don't hide it behind an abstraction — we make it visible. Every event, every metric, every config change is traceable back to your AWS account.
Your account, your data
SendOps never touches your email content or stores recipient data. We read event metadata from your AWS account using least-privilege roles you can audit yourself.
Additive, not dependent
We connect via CloudFormation and EventBridge — not through your sending path. Remove SendOps and your email keeps flowing. No lock-in, no migration, no risk.
Fair pricing, always
Email platforms charge per message because they can. We charge a flat fee because the work we do doesn't scale with your volume. You shouldn't pay more just because your business is growing.
The company
Built with intent
SendOps is built by AltaCoda, a SaaS venture studio that builds focused, opinionated tools for cloud infrastructure teams. We've spent over a decade building and operating platforms that send at scale — and we got tired of rebuilding the same operational tooling every time.
We're not trying to replace SES or become another email platform. SES is excellent at what it does. We just think it deserves better tooling around it — and we think that tooling should cost a flat fee, not a per-message tax.
Ready to see what SES can really do?
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