Mixmax launches IFTTT-like rules to help you manage your inbox

Mixmax, a service that aims to make email and other outbound communications more usable and effective, today announced the official launch of its new IFTTT-like rules for automating many of the most repetitive aspects of your daily email workflow.

On the one hand, this new feature is a bit like your standard email filter on steroids (and with connections to third-party tools like Slack, Salesforce, DocuSign, Greenhouse and Pipedrive). Thanks to this, you can now receive an SMS when a customer who spends more than $5,000 a month emails you, for example.

But rules can also be triggered by any of the third-party services the company currently supports. Maybe you want to send out a meeting reminder based on your calendar entries, for example. You can then set up a rule that always emails a reminder a day before the meeting, together with all the standard info you’d want to send in that email.

“One way we think about Mixmax is that we want to do for externally facing teams and people who talk a lot of customers what Github did for engineering and what Slack did for internal team communication,” Mixmax co-founder and CEO Olof Mathé told me. “That’s what we do for external communication.”

While the service started out as a basic Chrome extension for Gmail, it’s now a full-blown email automation system that offers everything from easy calendar sharing to tracking when recipients open an email and, now, building rules around that. Mathé likened it to an executive assistant, but he stressed that he doesn’t think Mixmax is taking anybody’s jobs away. “We’re not here to replace other people,” he said. “We amplify what you are able to do as an individual and give you superpowers so you can become your own personal chief of staff so you get more time.”

The new rules feature takes this to the next level and Mathé and his team plan to build this out more over time. He teased a new feature called ‘beast mode’ that’s coming in the near future and that will see Mixmax propose actions you can take across different applications, for example.

Many of the new rules and connectors will be available to all paying users, though some features, like access to your Salesforce account, will only be available to those on higher-tier plans.

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