Trigger-based Mailing Setup in Bitrix24
A client submits an inquiry—silence. Three days later a manager remembers and calls—the client already bought from a competitor. Another client pays an invoice—no one sends them instructions for getting started. Trigger-based mailings solve this: an email automatically goes out the moment an event happens in CRM.
Trigger-based vs. Mass Mailing
Mass mailing — one email to entire base (or segment) at one moment. Example: New Year sale.
Trigger-based mailing — email to specific contact when an event occurs. Example: client moves to "Invoice Paid" stage → receives email with access credentials.
Trigger-based mailings are configured through CRM Marketing or through robots in CRM pipeline. Both ways work, but differently.
Setup via CRM Robots
The simplest way. At the desired pipeline stage, add a "Send Email" robot. Specify email template, recipient—contact from deal.
Examples of triggers at stages:
- New deal → welcome email with manager contacts
- Proposal Sent → email with proposal PDF
- Invoice Paid → email with instructions and access
- Lost → email requesting refusal reason (after 2 days, not to irritate)
Robot supports field substitution: {{Name}}, {{Deal Amount}}, {{Payment Link}}, custom fields.
Setup via CRM Marketing
CRM → Marketing → Mailings allows creating trigger chains:
- Select segment (e.g., "Leads from website form").
- Set trigger: lead creation, stage change, field update.
- Create email in visual editor.
- Configure delay: send immediately, after an hour, after a day.
CRM Marketing is more convenient for multi-email chains: first—immediately, second—after a day, third—after a week. Robots are better for single emails at specific stage.
Segmentation
Trigger mailing without segmentation—spam. B24 allows building segments by CRM fields:
- By lead source (website, ads, call)
- By deal stage
- By deal amount
- By responsible manager
- By custom fields (industry, city, product type)
The more precise segment—the more relevant email—the higher open rate and conversion.
What We Configure
- Identifying trigger points: what CRM events should send emails
- Creating email templates with CRM field substitution
- Setting up robots at pipeline stages for email sending
- Configuring email chains through CRM Marketing (for multi-step scenarios)
- Segmenting contact base for different triggers
- Setting up sender: domain connection, SPF/DKIM for deliverability
- Testing: running deal through pipeline → checking email receipt → checking field substitution