Sendlane

Manage your Sendlane e-commerce marketing audience end to end. Agents upsert contacts by email, subscribe them to lists, apply and remove tags for segmentation, and track behavioral events that fire Sendlane automations.

11 actions API key available

Sendlane website ↗ Platform Documentation ↗ Capability data verified 2026-07-27

A shopper completes checkout in the storefront and the order event reaches FlowRunner

List Contacts filters by email to see whether this shopper already exists in the audience

Create or Update Contact upserts the record, subscribes it to the buyers list, and fills the custom fields

Add Tags to Contact applies the segment tags: first purchase, product category, acquisition channel

Orders flagged as anomalies, an unusually high value or a suspected duplicate identity, wait for the lifecycle owner before any event fires

Track Event records placed_order with order value and product properties, which starts the post-purchase automation

The day's sync summary posts to the marketing channel with counts of new, updated, and flagged contacts

What This Integration Enables

Sendlane's automations are only as smart as the identity and event stream feeding them, and in most e-commerce stacks that stream is a leaky pipe of delayed syncs and quarterly CSV imports. FlowRunner makes the audience a live system: agents upsert contacts by email so records stay current without duplicates, subscribe them to the right lists, move tags as behavior changes, and push the custom events, placed_order, viewed_product, whatever your flows key on, that make behavior-based automation actually behave. - Sync customers and leads from your store, forms, and spreadsheets the moment they appear - Upsert by email so the audience never accumulates duplicates - Build and maintain segments with tags that track real behavior, not import batches - Fire behavioral events with structured properties to power Sendlane automations - Keep permanent deletions and anomalous event pushes behind [human-in-the-loop](/concepts/human-in-the-loop) review

Without FlowRunner

The audience lags the store New customers reach the email platform hours or days after they buy, missing the window when they are most engaged

Segments built by CSV Tagging happens in periodic import sessions, so segments describe who customers were last month

Automations fire on stale signals Behavior-based flows run on whatever events happened to get wired up at setup time

With FlowRunner

Upserts at the moment of purchase Contacts are created or refreshed by email the instant the source event happens, never duplicated

Tags move with behavior Agents apply and remove tags as customers act, so segments describe the present

Events fire deliberately Behavioral events carry structured properties and pass an anomaly gate before they trigger customer-facing sends

Use Case Scenarios

Checkout to segmented contact in one motion

A new customer event arrives from [Shopify](/integrations/shopify). The agent upserts them with Create or Update Contact, subscribing them to the buyers list with their name and custom fields populated, then applies tags for product category and first purchase with Add Tags to Contact. Track Event records placed_order with the order value in its properties, and Sendlane's post-purchase flow takes over from there. The welcome sequence starts while the purchase is still fresh, not after the nightly sync.

Lead capture that lands segmented

A lead magnet response comes in through [Typeform](/integrations/typeform). The agent upserts the respondent, and the answers themselves drive segmentation: the stated interest becomes a tag, the self-reported store size becomes a custom field. When a campaign needs a fresh audience, Create List spins one up and the agent subscribes the matching contacts. The list the campaign sends to was assembled from what people actually said, not from a spreadsheet someone maintained by hand.

Audience hygiene with a person at the gate

Monthly, the agent pages through List Contacts, cross-references engagement data, and sorts the audience into keep, re-permission, and purge candidates. Stale tags come off with Remove Tags from Contact, and the re-permission cohort gets tagged for a win-back flow. The purge list exports to [Google Sheets](/integrations/google-sheets) and posts to [Slack](/integrations/slack) for review, because Delete Contact is not a status change. Only after the lifecycle owner approves does the agent delete, and anyone the owner spares is unsubscribed by status update instead.

Human-in-Loop Highlight

Two operations on this connector reach further than they look. Delete Contact permanently removes a contact from the account and every list at once; there is no undelete, and the README-level advice is exact: if the goal is to stop mailing someone, update their status, do not destroy the record. And Track Event is not a logging call. It is a firing pin: a pushed event can start an automation that sends real email and SMS to a real customer. So FlowRunner agents treat both with ceremony. Purge lists wait for a named owner's approval before any Delete Contact runs, and bulk event replays, the kind that would detonate an automation across thousands of contacts at once, are staged, sampled, and approved before the first event fires. Everything else about audience management runs at machine speed, because everything else is reversible.

Agent processes routinely

Detects exception requiring judgment

Clear match Continues automatically

Ambiguous Routes to human via email

Human decides

Agent resumes with decision

Agent Capabilities

11 actions

Contacts

List Contacts Retrieves a paginated list of contacts, filterable by email and list membership. The existence check before any create, and the export step behind audits and reports.
Get Contact Retrieves a single contact by ID, including profile fields, subscription status, list memberships, tags, and custom field values.
Create or Update Contact Creates a new contact or upserts an existing one matched by email. Sets name, subscribes to one or more lists, and populates custom fields. Existing contacts update in place, never duplicate.
Delete Contact Permanently deletes a contact by ID, removing them from all lists. Cannot be undone, which is why this page's human gate exists. To stop mailing someone, update their status instead.

Lists

List Lists Retrieves all contact lists with each list's ID, name, and contact count. The discovery step before subscribing contacts or filtering.
Create List Creates a new contact list. Only the name is required; the returned ID is what agents use to subscribe contacts.
Get List Retrieves a single list by ID with its name, contact count, and metadata.

Events

Track Event Sends a custom event for a contact identified by email, with a properties object for structured data like order value or product name. Events power Sendlane's behavior-based automations and segmentation, which makes this the action that turns audience data into customer-facing sends.

Frequently Asked Questions

What can FlowRunner do with Sendlane?

FlowRunner agents can run List Contacts, Get Contact, and Create or Update Contact in Sendlane, plus 8 more actions.

Does connecting Sendlane to FlowRunner require OAuth?

No. Sendlane connects to FlowRunner with an API key, no OAuth flow required.

Can Sendlane trigger a FlowRunner workflow automatically?

Sendlane doesn't currently expose triggers in FlowRunner. It connects as an action step inside workflows started by another trigger.

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