Product Teams Own Transactional Emails

Moving transactional email into product and engineering is really an ownership decision, not just a tooling decision. These messages are tied to app behavior, password resets, invites, receipts, and account changes, so the team shipping product changes is usually best placed to update the templates and test them. At Figma, marketing kept Parcel for collaborative campaign production, while product and engineering used Litmus as a lighter weight QA layer for a separate stream of system emails.

• The split reflects two very different workflows. Marketing emails are planned campaigns with copy review, approvals, and repeated use of shared templates. Transactional emails are closer to product surfaces, they fire off user events and usually need engineers to change layout logic when the product changes.
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• The tool split follows that workflow split. Parcel is strongest as an email coding and collaboration environment, while Litmus is strongest as an inbox preview and testing product. Figma kept Litmus mainly for major template changes and gave product and engineering their own separate place to test without mixing into marketing's workspace.
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• There is also a practical seat and governance angle. Figma noted that putting many engineers into Parcel did not make sense, and that Litmus could be shared more easily. In larger software companies, email tools often fragment this way, with different teams owning marketing, product, and transactional sends in different systems.
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This kind of org split usually leads to tighter coupling between product changes and lifecycle messaging. Over time, the companies that move fastest are the ones that treat transactional email less like a marketing channel and more like part of the product itself, with separate owners, separate QA, and templates that evolve alongside the app.