Integrating 1C-Bitrix with email distribution services

1C-Bitrix Integration with Email Marketing Services

The built-in Bitrix mailing module (bitrix:sender) handles basic tasks but falls short of specialized services in email deliverability, template editing, A/B testing, and analytics. Integrating with external ESPs (Email Service Providers) — Mailchimp, SendPulse, UniSender, eSputnik — enables using the capabilities of the service while keeping data in Bitrix.

General integration architecture

Regardless of the specific service, the integration addresses three tasks:

1. Subscriber export — site users who have subscribed are added to the mailing service list.
2. Segment synchronization — Bitrix user groups (buyers, inactive, VIP) correspond to tags or lists in the ESP.
3. Reverse synchronization — unsubscribing in the mailing service updates the subscriber status in Bitrix.

Managing subscriptions in Bitrix

Subscriptions are stored in the following tables:

• b_subscribe — mailing categories.
• b_subscribe_email — subscriber addresses.
• b_user_subscribe — mapping of users to categories.

The subscribe event is OnSubscribeSubscribe (module subscribe). Unsubscribe event: OnSubscribeUnSubscribe. Subscribe to these events to synchronize with the ESP.

Passing a subscriber to the ESP

AddEventHandler('subscribe', 'OnSubscribeSubscribe', function($subscribeId, $email, $fields) {
    $espClient = new EspApiClient();
    $user = CUser::GetByLogin($email)->Fetch();

    $subscriberData = [
        'email'      => $email,
        'first_name' => $user['NAME'] ?? '',
        'last_name'  => $user['LAST_NAME'] ?? '',
        'tags'       => getSubscriberTags($user),
        'source'     => 'bitrix_subscribe',
    ];

    $espClient->addOrUpdateContact($subscriberData);
});

function getSubscriberTags(array $user): array {
    $tags = ['site-subscriber'];
    // Add tags based on purchase history
    if (hasOrders($user['ID'])) $tags[] = 'buyer';
    if (isVipClient($user['ID'])) $tags[] = 'vip';
    return $tags;
}

Behavioral segmentation

The value of the integration lies in passing site behavioral data to the mailing service for trigger-based scenarios:

Events are tracked via OnSaleOrderSaved, OnSaleBasketSaved handlers, and agents for activity checks.

Reverse unsubscribe synchronization

The ESP sends unsubscribe notifications via webhooks. Accept the webhook at a dedicated URL (/bitrix/tools/esp_webhook.php) and update the status in Bitrix:

// esp_webhook.php
$payload = json_decode(file_get_contents('php://input'), true);
$email = $payload['email'] ?? '';
$event = $payload['event'] ?? ''; // 'unsubscribe', 'spam_complaint'

if (in_array($event, ['unsubscribe', 'spam_complaint'])) {
    // Unsubscribe in Bitrix
    $subscribeEmail = CSubscribeEmail::GetByEmail($email)->Fetch();
    if ($subscribeEmail) {
        CSubscribeEmail::Update($subscribeEmail['ID'], ['CONFIRMED' => 'N']);
    }
}

Transactional emails

Order emails (confirmation, status updates) can be sent via the ESP instead of the Bitrix built-in mail server — for better deliverability and analytics. Override the mail event handler in bitrix/php_interface/init.php:

AddEventHandler('main', 'OnBeforeEventSend', function(&$eventFields, &$template) {
    // Intercept the email and send it via the ESP
    $esp = new EspTransactionalSender();
    $esp->send($eventFields['EMAIL'], $template['SUBJECT'], $template['BODY_HTML']);
    return false; // do not send via the built-in SMTP
});