How I saved by switching my newsletter to Sendy

I recently switched my mailing list to Sendy, and here I explain how I did it and my impressions so far and give you my review of the service. (Spoiler alert: I love it) This article also has some tips if you want to make the switch. Please note that most links are affiliate, but that doesn’t influence my opinions.

Like many authors, I have a mailing list. and I love it, it’s such a wonderful way to connect with readers, but the cost isn’t always that great. I prune my list constantly, and I still have 3000 subscribers.

I used to be with MailerLite, and their price increases after 2500 subscribers, then again after 5000 subs, then again after 10000 subs. And to be frank, their pricing is one of the best around, but still.

I was considering cutting my list to keep it within the lower number. That’s not good. I realized that, in a way, I didn’t want my newsletter to grow too much, and it’s a horrible thought.

After some research, I found Sendy. Right now it costs $59, then you need to install it on your server, and you only pay for hosting and for emails sent, but it’s super cheap. Using Amazon SES (the service Sendy integrates with), the cost is $0 for up to 62,000 emails per month, then 0.10 for every 1000 emails after that. For me that means it’s pretty much free. You also need to use your own domain name, but that’s a must with most reputable email marketing services.


Sendy newsletter

Still, I found Sendy a bit complicated. I’m good with WordPress but I wasn’t that confident in installing Sendy on my server. Something else that I didn’t like was that their sign-up forms, while decent looking, were not pretty, and I like keeping things pretty. Plus, their email builder is pretty basic, and, again, I wanted pretty emails. Finally, it didn’t integrate with ebook delivery and promo sites such as Bookfunnel.


Sendy Email Builder

As you can see, Sendy’s email builder is quite basic


That said, I didn’t want to pay $30/month or $250/year with MailerLite.

So I had a dilemma.

After some thought, I took the plunge and got Sendy.


So what did I do next? I solved the issues I had with it. So let’s go!





Why suffer? I got a developer from Fiverr to do the installation for me. It’s safe. You can change the password once they’ve finished their work.


Amazon Ses


He installed it on Amazon’s EC2 (web hosting platform). It works well. You’ll need an account with Amazon’s SES (Amazon Simple Email Service), but the developer will set it all up for you. You don’t need to do anything. Once it’s all installed, you’ll have a login page for Sendy, just like any newsletter provider, y, and won’t need to touch the server.

If you want a more trustworthy developer, the people at Sendy can also help you with the installation and it costs $79. It’s another option if you find installing it difficult.



Pretty forms

I wasn’t happy with Sendy’s form. The sign-up page is OK, but the embedded forms are just plain html, and I wanted something that looked better.

Sendy Sign Up Page

Sendy’s sign-up page.

After some research, I found the plugin e-form, which costs $39 and integrates with Sendy.

I think it looks really cool, plus, it’s a nice plugin that I can use for quizzes and even to take payments! Of course, had I been a bit better with coding I could have customized Sendy’s own form. But I’m not good with coding and I wanted something simple, and e-form does it!

Check the plugin in action in my sign-up page:

But there are many other form plugins that integrate with Sendy, such as Bloom, Convert Pro, MailOptin, Gravity forms, and so many more… You’ll sure find a way to have awesome subscriber forms or even pop up windows for Sendy, even for non-Wordpress sites. So that’s not a problem. Check some of their integrations at



Pretty emails


There’s no reason to worry here. There are quite a few email builders out there, all of them with free options.



I chose Stripo, and now I have the most badass-looking emails! I chose them because I can have a free account and keep an archive of my sent newsletters, so that all I need to do is duplicate them when writing a new one and adjust the details. I can save a template, too. It’s free for up to four exports a month, which is enough for me.


Newsletter Footer with Stripo email builder

Ha! Tell me you can get a footer like that with your run-of-the-mill email builder.


More than 4 exports a month costs $12.50/month with Stripo. Then you might be thinking that it’s not a good deal, right? 🤔 But frankly, their email builder is so much more advanced and so much better than what you usually get with your email marketing providers! It’s still cheaper than paying a newsletter service just so you have access to a pretty builder, and Stripo gets much better results.

Still, a possible $12.50  if you create more than 4 emails per month is something to be taken into consideration.

Another option for pretty emails is to use a free account from a regular newsletter provider, such as Mailchimp or even Mailerlite, then export the code.

Again, it’s a bit of extra work, and you need to consider if it’s worth it.

Finally, another solution is to use Sendy’s native email builder. It looks like a regular html form, like what you would see on a blog, for example. Some people like it. It’s up to you!





Well, well, Bookfunnel now integrates with Sendy. Hurray! As to other promo sites, I just export the cvs file. It’s really not the end of the world. Still, it’s something you need to consider. Five minutes extra here plus five minutes extra there add up. For me it’s not an issue, and I’m really happy.

Sendy also integrates with a lot of stuff! When I say a lot, I mean it! So there are tons of tools depending on what you want to do with it. Frankly, I don’t even know what most of them are. 😂 (And if you aren’t an author or reader you might be wondering what Bookfunnel is). But there’s probably an integration for you there.




Email automation with Sendy

Sendy won’t do fancy automations automatically.

Sendy has a pretty solid auto-responder and you can send a welcome sequence. That said, if you want to segment your list based on “people who clicked this link”, it’s some extra work. You’d need to export the users who clicked on a link for example, then import them for a different list. Groups are called lists on Sendy. So if you automate a lot, Sendy might not be for you. That said, MailerLite missed some automations for me, so I wouldn’t trust them for that either. I don’t segment my list, so it doesn’t matter for me, but it’s something to be taken into consideration.




With any email service, make sure you download a backup for your contacts from time to time. Sendy is no exception. If something happens to your server, you could lose your information, so backup. If you’re are reading this and use a different service, it applies to you, too. Download your subscribers list every month. Sometimes it happens that things go wrong.




What has my experience been so far


I found that I have a much higher open and click rate. The reports are clear and informative. 

Sendy Report

Example of a report for a newsletter I sent. (This was after some major pruning)

I love how my campaigns look. True that I could use Stripo with any newsletter service, but perhaps I wouldn’t. And then, that was one “disadvantage” of Sendy that ended up being an advantage. Personalizing the campaigns is super easy and I enjoy addressing emails to each subscriber.

Above all, I’m not afraid that my newsletter will grow too much!

One tiny, tiny hiccup. Recently I had to update Sendy. I didn’t want to go to the installation myself, so I paid the Fiverr guy again. Done in 5 minutes!

Oh, if you’re curious, the developer that did the installation for me is , but I’m confident that any developer who has experience and positive reviews can do it. You could find someone from other freelance websites, too.



How much did I spend to have Sendy? 

Prices in US dollars


  • $59 for Sendy
  • So far $0 for Amazon’s SES, the email service that integrates with Sendy.
  • So far $0 for EC2, where I host it.
  • $20 for using a Fiverr developer twice (I’m counting their extra fees in this calculation and it might not be exact, since I paid in Canadian dollars)
  • $39 for the e-form plugin.


That’s $119 in total, but those expenses won’t be repeated. I might pay a little for hosting eventually, and I’ll definitely ask the developer to update the plugin again, since it’s much easier than doing it myself.  Still, I don’t think it’s going to be anything over $5 / month for a list that can keep growing.


With Mailerlite,  and a list of more than 2500 subscribers, it would be $252 for just one year if I kept within 5,000 subscribers. And again, their prices are really good.

I think moving to Sendy is worth it especially for people who had problems with their email marketing service providers or who are tired of spending too much for large lists. Authors are different from big businesses that can make hundreds or thousands of dollars with a few sales. We work on high volume and low margin, and that’s the reason I think it’s important to seek cost-effective email marketing solutions.


Finally, a word here. For new authors just getting started, I think investing in self-hosted email software is overkill. I would actually advise them to start with Mailer Lite, which is simple, affordable, and has good integrations. It’s free for up to 1000 subscribers, and not so expensive for up to 2500 subs. After your list grows, then it might be the moment to take the plunge.

And you may be asking, why MailerLite? Well, basically because it integrates with all the main services authors use and it’s affordable. Mailchimp, for example, is $74.99 / month for more than 2,500 and less than 5,000 contacts. 😬 Aweber is $49/month for the same amount of subscribers.

That said, there’s a super cheap new alternative called Send Fox. It’s a lifetime price: $49 for each 5,000 subscribers. You heard it right. It’s not per month or per year. It’s forever! And they integrate with Bookfunnel and Storyorigin. Even I was considering switching. That said, I realized that they are from the same developers of King Sumo, a giveaway service. I’ll be honest here and spare no words: King Sumo is spammy. They send emails to people who create and even enter giveaways, without asking for authorization first. The other day I got another email from them. With no “unsubscribe” option. 😲  I think last time I created a giveaway with them was 2 years ago, and I tried to unsubscribe before. Oh, well, I’ll just keep marking them as spam. Is it a good idea to host your newsletter with a company that is known for sending spam? I don’t know.  It’s something to take into consideration.

I also heard a few authors saying they had issues with deliverability with Send Fox. I can’t prove it and I don’t know anything. I haven’t tested the service myself, and it’s possible it’s wonderful.

That said, I never heard any author complain about issues with Sendy, so I chose to stick with it, and I’m happy. That’s why I wanted to share my process in making the switch.

What about you? Are you happy with your newsletter service? Considering switching?



05/22/2020 - Category: Marketing / Writer's life - Tags: newsletter

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