Automated Email Chains in Bitrix24: Boost Conversions with Segment-Based Campaigns

We implemented automation for an online store with a catalog of 10,000 products. Customers received identical welcome emails without regard to interests — conversion was 2%. After implementing chains with segmentation by product categories, open rate grew to 35%, and conversion to purchase — to 8%. Here's how we do it and what you need to consider.

CRM marketing in Bitrix24 is not just a newsletter, but a full-fledged tool for building automated email sequences tied to events. Unlike mass email funnels, a chain works individually: each contact goes through it at their own pace, starting from the triggering event. This is 3-4 times more effective than one-shot mailings. We use the system's agents and events to minimize delays and guarantee delivery. For building scenarios we use REST API and custom events OnCrmContactAdd.

How Contact Segmentation Affects Conversion

Without segmentation, the client receives the same emails even if their needs differ. We configure contact field checks at each step: region, person type (individual/legal entity), deal amount. This allows sending relevant content without annoying the client. In practice, this increases CTR by 40-60%. For example, the welcome series for Moscow includes an offline store offer, for regions — a delivery promo code. The conversion of this approach is 2.5 times higher than without segmentation.

Why It's Important to Test the Chain

Even a perfectly designed chain can have failures. We always test scenarios on test contacts: check triggers, conditions, email layout. A typical mistake — an incorrect UF_... field leads to skipping a step. Without testing, you risk losing up to 30% of contacts at the start. With an average check of 5,000 RUB and 1,000 contacts per month, losing 30% of contacts is up to 1,500,000 RUB in lost revenue per month.

Common mistake: the second email is not read. The first email should intrigue and give a promise. If not, the second goes to spam or is not opened. We recommend adding a teaser for the next email in each step. This increases open rate by 20%.

How to Set Up an Email Chain: Step-by-Step Guide

1. Define the goal and trigger. For example, welcome — contact creation; reactivation — 90 days without a deal.
2. Segment contacts. Use CRM fields: region, client type, purchase amount.
3. Create emails. Prepare HTML templates with responsive design. Use personalization #FULL_NAME# and #PRODUCT_NAME#.
4. Set conditions and delays. At each step you can branch: if the email is opened — go one way, if not — another.
5. Test. Run on test contacts, check all variants.
6. Launch and analyze. Track open rate, CTR, conversions. Adjust every 2 weeks.

Duration of Stages

Types of Chains

Managing Frequency and Limits

CRM marketing allows limiting email frequency. To prevent a client from receiving 10 emails a day from different chains, we configure a global frequency limit: no more than N emails per X days. On cloud plans the parameter is available in settings, on box — we customize. If there is no limit — we segment contacts and use priorities.

Email Analytics in Bitrix24 and Optimization

For each email in the chain, metrics are available: delivered, opened, clicked, conversions. Low open rate on the second email is a signal that the first did not engage. Low CTR with good open rate — a content problem. We help interpret data and adjust the scenario. For example, increasing open rate by 20% at 5,000 contacts gives an additional 400,000 RUB of revenue per month.

What's Included in Setting Up Email Chains

• Audit of current CRM and contact segments.
• Scenario design: welcome, nurturing, reactivation, after-sale.
• Creating email templates (HTML, email client responsive design).
• Configuring conditions, delays, priorities.
• Testing all scenarios on test contacts.
• Documenting settings and transferring access.
• Training managers to work with reports.