How forms.app simplified email creation and doubled the number of email campaigns with Stripo

Email is critical to how SaaS companies communicate with their customers, from onboarding and product updates to essential transactional messages. For forms.app, a no-code form builder with more than 4 million users, email is a core component of both product communication and marketing. As email volume grew, the team needed a way to create professional, consistent emails more quickly, without involving multiple teams in every campaign.

In this case study, we share how forms.app simplified its email production workflow with Stripo. You’ll see how the marketing team moved email design in-house, reduced production time, increased the number of campaigns they could run, and created a more flexible process that supports testing, optimization, and growth.

Expert

Salim Din

Growth Manager at forms.app

Meet the company

The forms.app platform is an all-rounder form builder that helps businesses create professional, powerful forms with minimal effort. Forms are a crucial part of nearly every business process, from lead generation to payments and internal workflows. Even small improvements in the form experience can lead to higher conversion rates, increased sales, or smoother, automated processes.

The platform offers a wide range of features, including conditional logic, auto-scoring, more than 30 form fields, e-signatures, product listings, and payment collection. This flexibility allows businesses to create virtually any type of web form without writing code. As of 2026, forms.app serves over 4 million users and continues to grow. The company sends millions of emails each year, from transactional messages to marketing newsletters, making email a critical part of its communication strategy.

Challenge: Making email production easier

Email has always played a central role in how forms.app communicates with its customers. The company sends a high volume of emails for different purposes. These include marketing emails, such as onboarding sequences and regular updates, as well as transactional messages, such as form submission notifications, unusual login alerts, and two-factor authentication emails. The platform has millions of users, so email is not just a support channel but a core part of product communication and engagement.

Before using Stripo, the main challenges were the time required and the number of people involved in the sending process:

• once an email was planned, the marketing team wrote the copy and created the visuals; 
• the development team handled email design and HTML coding;
• the marketing team took over again and ran deliverability tests before sending.

The same process was applied to every email, whether promotional or transactional.

While this setup worked, finalizing an email that met all requirements often required many people and led to back-and-forth communication. forms.app already had self-hosted, custom-built tools for sending emails. What it lacked was an email design solution that could reduce dependencies, streamline collaboration, and help the team design, test, and send emails much faster.

Solution: Choosing a flexible email builder

When searching for an email design tool, forms.app tested several options. Some email builders were too basic and lacked the level of flexibility the team needed. Others were part of larger email marketing platforms that included features forms.app did not plan to use, making them harder to integrate into the existing workflow.

Stripo stood out as a flexible solution that matched the team’s needs. It focused specifically on email design and production and offered integrations with the marketing automation tool forms.app already used. This allowed the team to add a dedicated email builder to their setup without changing their sending infrastructure, while speeding up email creation and reducing complexity.

Workflow: How forms.app builds emails with Stripo

Today, forms.app primarily uses Stripo to design product updates and promotional emails. The marketing team owns the entire email creation process. Once the team agrees on the message, they move into ideation, draft the email, and finalize it directly in Stripo. When the design is ready, the team exports the email to their automation platform and prepares it for sending. This setup allows forms.app to maintain a fast, structured email production process without adding extra steps or tools.

Here is an example of an account activation email:

(Source: Email by forms.app)

Several Stripo features support the team’s day-to-day work: 

1. Reusable modules and flexible export options are the most valuable features, as they integrate well with the existing sending infrastructure.
2. The updated editor interface has streamlined the design process, making it easier and more efficient.
3. The team also uses the countdown timer feature when needed. 
4. With customers in more than 170 countries and support for 10 languages, forms.app relies on Stripo’s email localization feature. While there is room for improvement in translations, the feature is essential and works reliably.
5. Version history and code editing are also part of the regular workflow, giving the team greater control and confidence at every stage of email production.

There were a couple of other moments when we realized, “Wow, that can really be done so simply”:

• creating and updating modules so we can reuse them or auto-sync some of them in future emails;
• sharing the email with just a link. Simple, yet it helps us move faster to the final testing stage;
• updating the exported email in our automation platform instead of exporting a separate email each time. It simply updates the HTML code without changing other settings. It may seem like a small detail, but it saves us time.

Salim Din,

Growth Manager at forms.app.

Results: Faster production and more effective emails

After switching to Stripo, forms.app significantly simplified its email production process. What once required multiple steps is now faster and easier to manage within the marketing team. The overall workflow takes less time, allowing the team to focus more on testing and improving email performance than on coordinating execution.

Here is an example of an onboarding email designed in the Stripo editor:

(Source: Email by forms.app)

Key results and impact:

1. Simpler and faster email production. The marketing team can now design, export, test, and send emails through one streamlined process. In some cases, one person can prepare and send an email in a couple of hours.
2. Reduced dependency on developers. Email is designed in-house, reducing delays and accelerating campaign launches.
3. Higher email output. With easier design and export, forms.app now creates at least twice as many emails as before.
4. More testing and optimization. The team regularly creates different versions of the same email and tests them against each other. This approach helps identify what works best.
5. Improved performance. Frequent testing and iteration lead to higher open rates and better conversions over time.

By speeding up email production and making it more flexible, Stripo enables forms.app to scale its email efforts and continuously improve results without adding complexity to the process.

Wrapping up

Stripo helped forms.app streamline its email production and make it more manageable. By bringing email design in-house, the marketing team reduced complexity, saved time, and gained full control over email creation and testing. As a result, forms.app now produces more campaigns, experiments with variations, and continuously improves performance — all without adding extra tools or people to the workflow.