Bitrix24 Email Marketing Services

Email Campaigns on 1C-Bitrix

The "Newsletters" module (subscribe) in Bitrix is functional but limited. Out of the box, it can collect subscribers, send to lists, and display basic statistics. The problem starts when you need trigger sequences: abandoned cart, reactivation, post-purchase. The built-in module falls short here — and you end up pulling in external platforms via REST API or ready-made connectors. We build these integrations constantly and know where each service has its pain points.

Transactional Emails — 70% of Your Attention Goes Here

Transactional notifications are the most underrated channel. Open rate 70-80%, because the person is expecting this email. So what do they see? The default SALE_NEW_ORDER mail event template with broken layout and "Dear Customer."

What we tackle first:

• Rewrite all mail events under "Settings → Mail Events → Mail Event Types." Key ones: SALE_NEW_ORDER, SALE_STATUS_CHANGED_*, SALE_ORDER_PAID, SALE_ORDER_DELIVERY
• Code responsive templates — inline styles, tables, because Outlook still renders like it's 2007
• Add cross-sell blocks right inside transactional emails. Customer bought a coffee machine — the order confirmation shows capsules. That's not spam, that's service
• Switch sending from mail() to SMTP via bx_sender — otherwise half the emails land in spam

Trigger Sequences — This Requires an External Platform

The built-in newsletter module doesn't support triggers. For sequences, we connect external services.

Abandoned cart — a classic. But the devil's in the details: first reminder after one hour, second after 24 hours with cart items (pulled via sale.basket.get), third after three days with additional incentive. Three emails, no more — beyond that, you start annoying people.

Reactivation — RFM segmentation via CUser::GetList filtered by LAST_LOGIN and data from b_sale_order. Customer hasn't visited in 60 days, and the last order was worth 15,000 ₽? That's not just "dormant" — that's a specific amount of lost revenue. We send a personalized offer.

Welcome sequence — 3-5 emails after subscription. First email immediately, second the next day. A rookie mistake is stuffing a discount into the very first email. No. Value first, offer later.

Integration with Email Platforms

Integration is bidirectional: events from b_sale_order, b_iblock_element, b_user go to the ESP, open and click statistics come back. For Mindbox, we typically write a custom module; for Unisender, the Marketplace solution is enough — but we extend it to pass custom order properties.

Segmentation — Without It, Your Newsletter Is Dead

RFM analysis is the workhorse. We build it along three axes from b_sale_order data:

• Recency — days since last order
• Frequency — number of orders within a period
• Monetary — total spend

This gives us segments: "VIP loyalists" (R1F1M1), "one-timers with high spend" (R3F3M1), "frequent small buyers" (R1F1M3). Each gets its own messaging. VIPs get early access to sales. "One-timers" get reactivation with a stronger offer.

On top of RFM, we layer behavioral segmentation: viewed categories from b_catalog_viewed_product, items added to favorites, search history.

Deliverability — The Technical Part Everyone Forgets

You've designed beautiful templates, written sequences — and the emails land in spam. Because:

DNS records. SPF, DKIM, DMARC — the mandatory trio. Specifically: SPF with include for your ESP, DKIM via a 2048-bit key (1024 is already weak for Gmail), DMARC starting with p=none for monitoring, then switching to p=quarantine.

IP warm-up. New dedicated IP for newsletters — don't blast 100,000 emails right away. Week one: 500/day, week two: 2,000, week three: 10,000. Otherwise — instant ban from mail providers.

List hygiene. Hard bounces — remove immediately, non-negotiable. Soft bounces — three attempts, then quarantine. Subscribers with no opens for 6 months — a separate segment for reactivation, after which — removal. Dead addresses kill domain reputation faster than any spam content.

Analytics — What We Actually Monitor

Not all metrics are equally useful. Here's what we look at first:

• CTOR (click-to-open rate) — more important than plain click rate. Shows content quality for those who opened
• Revenue per email — revenue per sent email. The only metric directly tied to money
• Spam complaint rate — we keep it below 0.1%. Higher — and mail providers start throttling deliverability
• List growth rate — if the list isn't growing, within a year the newsletter dies naturally (churn of 25-30% per year is normal)

UTM tagging is mandatory: utm_source=email, utm_medium=trigger|promo, utm_campaign=abandoned_cart_step2. Data flows into GA4 and Yandex Metrica, closing the loop on e-commerce transactions.

Typical Timelines

We start with an audit: reviewing current mail events, DNS records, deliverability via mail-tester.com, and subscriber list health. We typically find SPF missing the necessary include for the service and 20-30% invalid addresses.