Email Campaign and CRM Marketing Services for Bitrix24

Why Do Bitrix24 Email Campaigns Not Work Out of the Box

We often encounter this situation: the built-in subscribe module in 1C-Bitrix is not designed for mass email campaigns. It can collect subscribers, send to a list, and show basic statistics. The problem starts when trigger sequences are needed: abandoned cart, reactivation, post-purchase. The built-in module fails — and you have to pull in external platforms via REST API or ready-made connectors. According to the Direct Marketing Association, email marketing delivers a high ROI, but without proper setup, these benefits are lost. Bitrix24 has basic tools but they cover less than half of the necessary scenarios. Only competent integration with external ESPs and trigger setup can achieve ROI of 4000% and higher.

Transactional Emails — 70% of Attention Here

Transactional notifications are the most underestimated channel. Open rate 70-80% because people expect these emails. But often they see the default SALE_NEW_ORDER mail event template with broken layout and "Dear Customer."

Priority actions:

• Rewrite all mail events in "Settings → Mail events → Mail event types". Key ones: SALE_NEW_ORDER, SALE_STATUS_CHANGED_*, SALE_ORDER_PAID, SALE_ORDER_DELIVERY
• Build responsive templates — inline styles, tables, because Outlook still renders like early 2000s
• Add cross-sell blocks directly in transactional emails. Customer bought a coffee machine — show capsules in order confirmation. This is not spam, it's service.
• Switch sending from mail() to SMTP via bx_sender — otherwise half the emails go to spam

How to Set Up Transactional Emails in Bitrix24?

1. Audit current mail events — find all unused and duplicate templates.
2. Design layouts — prepare responsive templates for each email type.
3. Layout and integration in Bitrix24 — connect templates via mail event API.
4. Configure SMTP sending — set SPF/DKIM/DMARC, warm up IP.
5. Test deliverability — check via mail-tester.com, adjust reputation.

Trigger Sequences — Here an External Platform Is Needed

The built-in mail module does not support triggers. For sequences, we connect external services.

Abandoned cart — classic. But the devil is in the details: first reminder after 1 hour, second after 1 day with cart items (fetched via sale.basket.get), third after 3 days with additional motivation. Three emails, no more — beyond that irritation begins.

Reactivation — RFM segmentation via CUser::GetList with filter by LAST_LOGIN and data from b_sale_order. Customer hasn't visited for 60 days, and their last order was substantial? This is not just "dormant" — it's specific lost revenue. Send a personalized offer.

Welcome sequence — 3-5 emails after subscription. First email immediately, second after 1 day. Beginner mistake: push a discount in the first email. No. First value, then offer.

Integration with Email Platforms

Integration is bidirectional: events from b_sale_order, b_iblock_element, b_user are sent to ESP, open and click statistics are returned. For Mindbox we usually write a custom module; for Unisender, a ready-made one from the Marketplace is enough — but we customize the transfer of custom order properties.

Database Segmentation for Bitrix24 Email Campaigns: Key Methods

RFM Analysis — the Workhorse

We build using three axes from b_sale_order data:

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

We obtain segments: VIP loyal (R1F1M1), one-time high spend (R3F3M1), frequent low spend (R1F1M3). Each segment gets its own communication. VIPs get early access to sales. "One-time" get reactivation with a stronger offer.

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

Behavioral Segmentation — the Second Layer

We consider catalog data: which products the user viewed, added to cart, which pages they visited. This allows sending personalized recommendations in each email. For this, we use the Bitrix24 API for information blocks and events.

Deliverability — the Technical Part Everyone Forgets

You set up beautiful templates, wrote sequences — but emails go to spam. Because:

DNS records. SPF, DKIM, DMARC — the mandatory trio. Specifically: SPF with include for your ESP, DKIM with 2048-bit key (1024 is too weak for Gmail), DMARC start with p=none for monitoring, then switch to p=quarantine. Example SPF record:

v=spf1 include:_spf.google.com include:spf.sendpulse.com ~all

Don't forget to add the IP addresses of your Bitrix24 server if you send transactional emails directly. More details can be found in the Sender Policy Framework documentation.

IP warm-up. New dedicated IP for campaigns — do not send 100,000 emails at once. First week: 500/day, second: 2,000, third: 10,000. Otherwise, immediate ban from email providers. Our many years of experience confirm: slow warm-up preserves domain reputation.

List hygiene. Hard bounce — remove immediately, no discussion. Soft bounce — three attempts, then quarantine. Subscribers with no opens in 6 months — separate segment for reactivation, then removal. Dead addresses kill domain reputation faster than any spam content.

Analytics — What We Actually Look At

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

• CTOR (click-to-open rate) — more important than just click rate. It shows content quality for those who opened.
• Revenue per email — revenue per sent email. The only metric directly tied to money.
• Spam complaint rate — keep below 0.1%. Above that, providers start cutting deliverability.
• List growth rate — if the list doesn't grow, the campaign will die naturally within a year (churn 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 on e-commerce transactions.

What Results Do Configured Bitrix24 Email Campaigns Bring?

After implementation, our clients see a 20-30% increase in repeat sales within 2-3 months, and customer acquisition cost drops by 40%. Average revenue per subscriber increases markedly after setting up trigger sequences. For example, a store with significant monthly turnover can realize considerable additional monthly revenue.

Typical Timelines

We start with an audit: check current mail events, DNS records, deliverability via mail-tester.com, subscriber list quality. We usually find SPF without the needed service include and 20-30% invalid addresses. Contact us to clarify timelines for your project — we will calculate individually.

What You Get in the End

• Audit of current Bitrix24 email campaign settings and report with recommendations
• Reworked transactional templates with responsive layout and cross-sell blocks
• Configured integration with external ESP (Unisender, eSputnik, Mindbox, or other)
• Trigger sequences: abandoned cart, reactivation, welcome series
• SPF/DKIM/DMARC configuration and IP warm-up (if needed)
• Documentation of settings and training for the team on campaign management
• Support during launch and first 2 weeks of deliverability monitoring

Order an audit of your current Bitrix24 email campaign settings — receive a personalized proposal and project cost estimate. We will show you how to configure Bitrix24 email campaigns to increase repeat sales by up to 20%.