Introducing DexcyJet: Email Marketing Infrastructure for Businesses That Ship

DexcyJet is now live. This is the post where we explain why we built it, what we shipped, what we didn’t, and where we’re going. If you’d rather skip the story and look at the product, see the features or start free.

Why We Built This

Dexcy Technologies builds infrastructure for Indian businesses. The parent platform — Dexcy — started in pharma distribution and has grown to serve schools, insurance advisors, restaurants, and small-to-midsize businesses across India. One thing these businesses need in common: email that works.

Not email newsletters in the abstract sense. Email as operational infrastructure — the thing that sends fee reminders to school parents, stock alerts to pharma distributors, policy renewal notices to insurance customers, and promotional campaigns to retail customers. Email that sends reliably, arrives in the inbox, and is measurable.

The existing options had obvious problems for our market:

• Global SaaS platforms (Mailchimp, Brevo, Klaviyo): Priced in USD. Not optimised for Indian compliance. Customer support is time-zone misaligned. Data often lives outside India.
• Self-hosted tools (MailWizz, Mautic): The right instinct — ownership and control — but significant ops burden. Not API-first. Not built for the BEAM.
• AWS SES: Powerful, but it’s a delivery layer, not a marketing platform. Building list management, unsubscribe handling, compliance, and campaign analytics on top of SES is months of engineering.

We decided to build the platform that Indian businesses with actual scale needs deserve: infrastructure-grade, INR-priced, DPDP Act-compliant, with a real API and multi-provider delivery routing.

What We Built

DexcyJet Phase 1 shipped across four sub-phases (1a through 1d). Here’s what’s in the product today.

The foundation

Authentication: Magic-link login + password with Argon2id hashing + 2FA TOTP with recovery codes. Session management via Phoenix sessions. Organisation-scoped accounts — multiple team members per account.

Multi-tenancy: Postgres Row-Level Security on every table. Explained in detail in our engineering post. Your subscriber data is isolated at the database layer — application bugs cannot leak data between organisations.

Delivery infrastructure: 10+ email delivery providers — Amazon SES, Mailgun, Postmark, SendGrid, SparkPost, Brevo, Mailjet, ElasticEmail, PMTA, and custom SMTP. Per-domain routing rules. Automatic failover if a provider rate-limits or errors.

Subscriber management

• Import contacts via CSV or API
• Custom attributes — store any key-value data per subscriber
• Dynamic segments — AND/OR logic across built-in and custom attributes
• Engagement-based segmentation — automatically updated based on open/click history
• Full suppression list management (hard bounces, soft bounces, unsubscribes, FBL complaints)
• Double opt-in flow support

Campaigns

• Campaign builder — from-email/name, subject, preheader, template, audience
• Rich template editor — block-based with HTML export
• A/B testing — subject line, from-name, or send time variants with statistical significance tracking
• Send-time optimisation — scheduling with time-zone awareness
• Campaign previews — mobile, desktop, dark mode
• Transactional email triggers — send automated emails via the events API

Tracking and analytics

• Open tracking (pixel) — sub-30ms p99 target on pixel fire
• Click tracking — redirect-based with per-link analytics
• Delivery, bounce, complaint, unsubscribe events — all in real time
• Campaign-level analytics dashboard — built on Phoenix LiveView, no page refresh
• Deliverability monitoring — domain reputation indicators, bounce rate trends

API and webhooks

• REST API with OpenAPI spec (OpenApiSpex-generated, always up to date)
• HMAC-SHA256 signed webhooks with configurable retry policy
• Events API for triggering automated campaigns from your application

Compliance

• RFC 8058 one-click unsubscribe headers — automatic on every campaign
• GDPR and DPDP Act consent event logging — timestamp, IP, form identifier
• Real-time unsubscribe processing
• Data export and deletion APIs for data subject access requests
• Standard DPA available at privacy@dexcyjet.com

What’s Missing (Being Honest)

We shipped a lot, but we didn’t ship everything. Here’s what’s on the roadmap but not live yet:

Visual journey / automation builder: Automated multi-step sequences based on time and events are available via the API and campaign scheduling. The visual drag-and-drop journey builder (like Klaviyo’s flows) is not live yet. Planned for Phase 2a.

Inbox preview testing (Litmus-style cross-client screenshots): Not yet integrated. Currently, use the Send Test feature to check manually. Cross-client preview integration is planned.

Advanced deliverability tooling: Domain warmup mode is available via API. The UI wizard for guided warmup (with day-by-day volume recommendations and Postmaster Tools integration) is planned.

SMS and WhatsApp: Not in scope for Phase 1. DexcyJet v1 is email only. Multi-channel notification (SMS via partners, WhatsApp Business) is on the roadmap.

AI subject line suggestions: DexcyJet does not have AI features in Phase 1. AI-assisted subject line and content suggestions are planned for Phase 3.

The Technical Stack

Built on:

• Elixir/Phoenix (application layer) — why we chose this
• PostgreSQL with Row-Level Security (data layer)
• Oban (background job processing — campaign sends, webhooks, bounce processing)
• Broadway (stream processing — tracking events, FBL complaints)
• Phoenix LiveView (real-time dashboards)
• Bandit (HTTP server)
• OpenApiSpex (API documentation, always in sync with the code)

Indian data residency by default. Self-hosted deployment for enterprise. See our solutions page.

Where We Sit in the Dexcy Family

DexcyJet is one product in the Dexcy platform family. Dexcy Mail handles privacy-first inboxes. Dexcy Auth handles identity. Dexcy CRM handles customer relationships. DexcyJet is the marketing-and-bulk-send layer.

These products share one login, one billing cycle, and eventually a unified data layer — so a subscriber who fills out a form, is contacted via DexcyJet, and then becomes a customer in Dexcy CRM is the same person across all views. That data continuity is part of what we mean by “infrastructure for Indian business.”

Pricing

Free forever: 500 subscribers, 2,000 emails/month. No card required.

Paid plans in INR:

• Starter: ₹999/month — 5,000 subscribers, 25,000 emails/month
• Growth: ₹2,499/month — 50,000 subscribers, 250,000 emails/month (most popular)
• Scale: ₹9,999/month — 500,000 subscribers, unlimited delivery providers
• Enterprise: Custom — contact hello@dexcyjet.com

See pricing details. No setup fees. No switching fees. Cancel anytime.

Start Building

DexcyJet is live at jet.dexcy.in. The first 2,000 emails/month are free, forever. If you’re evaluating email infrastructure for your Indian business — whether you’re a SaaS company, an edtech platform, a pharma distributor, a school, or anything in between — we’d like to be your infrastructure.

If you have feedback, email hello@dexcyjet.com. We read everything.

Try DexcyJet: Start free — no card required. Or see what you’re signing up for first.