Product grids are among the most popular and expressive elements in marketing emails. They quickly showcase an assortment of goods and draw the recipient’s attention. When [**dynamic content**](https://pixcraft.io/blog/how-to-use-dynamic-content-in-email-campaigns) is used to build product cards, it becomes possible to control both their logic and appearance without manually creating dozens of separate elements.

In this article, we’ll discuss what dynamic product cards are, how they work, and how the **Pixcraft** editor helps with creating dynamic product grids within the **Altcraft** marketing platform.

## The Difference Between Static and Dynamic Product Cards

Static product cards are fixed elements with predefined content. Each card is built manually for a specific product and is suitable when an email needs to display a set list of items. Cases include:

- one-off newsletters with a product catalog relevant at the moment of sending;<br><br>
- promo campaigns where the assortment remains unchanged;<br><br>
- manually curated selections where a specific group of items must stay fixed.

Dynamic collections, on the other hand, make product grids more flexible. At the moment of sending the email, data is taken from the selected source and inserted into the product grid. This is especially useful for automated messages such as triggers and recurring emails: the selection is formed from the up-to-date feed based on the specific scenario or audience segment.

## How Dynamic Product Cards Work in Emails

First, a single card template that defines layout and fields is created. Next, items from the feed are inserted into that template, and the required number of cards is generated, creating the product grid structure. Each card receives its own data about a specific product.

<Img
img="/api/uploads/01_prodgrexmpl1_62c3339ff0.png"
alt="Product grid in an email"
src="An example of a dynamic grid used for product recommendations. Source: Really Good Emails"
/>

### Data Source

Dynamic product cards rely on a structured set of product information. Depending on the platform, the data may be uploaded using JSON files, spreadsheets, YML feeds, APIs, webhooks, or data from a CMS/CRM.

Regardless of the format, the file must contain all the essential product information:

- name;<br><br>
- image;<br><br>
- price;<br><br>
- link;<br><br>
- brand or category;<br><br>
- additional characteristics such as color, size, material, etc.

The card template in the email treats these values as variables and inserts the relevant data into each field.

### Layout Specifics

Product grids must display correctly both on mobile devices and in email clients such as the desktop version of Outlook. Mobile clients usually reflow the layout to fit screen width. However, in Outlook, due to its limited CSS support, additional table-based markup inside conditional comments is required.

Below is an example of what the code for a static grid of four items in two columns may look like:

```xml
<table width="100%" border="0" cellspacing="0" cellpadding="0">
<tr><td align="center" valign="top">
    <div style="display: inline-block; vertical-align: top; width: 300px;">
    product card 1
    </div>

    <div style="display: inline-block; vertical-align: top; width: 300px;">
    product card 2
    </div>

    <div style="display: inline-block; vertical-align: top; width: 300px;">
    product card 3
    </div>
    
    <div style="display: inline-block; vertical-align: top; width: 300px;">
    product card 4
    </div>
</td></tr>
</table>    
```

When working with a dynamic grid, the task is more complex since it becomes necessary to calculate row breaks. For this, the template uses an iteration counter to determine when to finish the current row and start a new one.

A generalized version may look like this:

```xml
<table width="100%" border="0" cellspacing="0" cellpadding="0">
<tr><td align="center" valign="top">

    { FOREACH item IN products }
    
    <div style="display: inline-block; vertical-align: top; width: 300px;">
    product card item
    </div>
    
    { IF !loop.last }
        { IF loop.index % 2 == 0 }
            
        { ELSE }
            
        { END }
    { END }

 { ENDFOREACH }

</td></tr>
</table>
```

This process can be described as follows:

- check whether the current card is the last in a row (`!loop.last`);<br><br>
- calculate the remainder when dividing by the number of columns (`loop.index % 2 == 0`).

The example assumes that the number of products matches the grid size. If that’s not the case, additional checks are required to avoid breaking the grid structure in email clients.

## How We Added Dynamic Product Card Support to Altcraft

In 2024, the Pixcraft email editor was integrated into the [**Altcraft**](https://altcraft.com/) marketing platform, which unifies customer data and communication channels. The platform automates segmentation, personalization, multistep workflows, and synchronization with various data sources.

For convenient work with product catalogs, a dedicated **Products** primitive was added. Essentially, it’s a ready-made tool for adding dynamic product grids into emails.

<Img
img="/api/uploads/02_prdctsicn_41cd9c1b30.png"
alt="Products icon"
/>

Product data comes from **Market**, a module designed for product management. The assortment of goods is uploaded using YML files (as plain files or archives in .zip or .tar.gz format), either manually or on a schedule. Additionally, Market supports manual creation of product items.

Static cards can also be created manually by placing images, product data, and links. However, these remain fixed and do not receive updates from the feed.

### Product Cards Settings

The Products primitive includes two tabs: **Design** and **Data**. 

The **Design** tab controls the appearance of both the cards and the grid. Here, you can specify the number of products, configure spacing, background, border-radius, and variable visibility.

To add a new element to the card template, simply drag it from the list. The following predefined elements are available:

- product title;<br><br>
- image;<br><br>
- price;<br><br>
- old price;<br><br>
- button with link.

It’s also possible to include standard Primitives in product cards.

When adding or removing elements, all cards update simultaneously. If the structure of a single card changes, the others adjust accordingly — an essential condition for a consistent dynamic grid.

The **Data** tab configures the data source, selection method, sorting, and filters. This determines which products appear in the grid.

Dynamic cards work with two product sources: **Market. Products** and **Market. SKU**. This means that depending on the task, you may use either original products or their specific variations.

Filtering options include:

- manufacturer;<br><br>
- categories;<br><br>
- price range;<br><br>
- products with images only;<br><br>
- products with delivery only;<br><br>
- products with an old price specified;<br><br>
- in-stock items only.

Filtering is also available for custom fields, which may be added to both products and SKUs.

<Img
img="/api/uploads/03_filtrsset_c1b808d61c.png"
alt="Filter settings"
/>

Additionally, selection by product ID is supported, allowing you to display specific catalog items.

<Img
img="/api/uploads/04_byprodid_004863db49.png"
alt="Filtering by product ID"
/>

### Real-Time Preview

The product grid appears exactly as it will look in the actual email, with all current filters and settings applied. Any change to filters, data source, selection method, or appearance immediately updates the grid: the structure adjusts, and new data is inserted.

This provides two benefits:

- You can immediately check the final state of the product grid.<br><br>
- The chance of missing an error is reduced — if the filter is too strict or some data is missing, the issue becomes visible right away.

<Img
img="/api/uploads/05_gridsimplexmpl_0be632633c.png"
alt="Simple product grid in Pixcraft editor"
/>

### Converting Dynamic Grid to Static Cards

To lock the results of a dynamic selection and convert it into a static set of cards, you only need to click one button. In Pixcraft, this is done via the **Convert to static cards** option, which:

- removes dynamic logic and detaches the cards from Market;<br><br>
- saves the current data of each card and turns the grid into a set of independent elements that can be edited manually.

The visual appearance of the grid remains unchanged: spacing, colors, buttons, and element positions stay intact.

<Img
img="/api/uploads/06_statconvrt_902b8f2fd8.png"
alt="A button to convert dynamic grid into static"
/>

This function makes Products a fast way to fill selections without manually inserting images, links, and prices. All that’s required is to:

- apply filters;<br><br>
- check that the selection looks correct;<br><br>
- convert to static;<br><br>
- edit individual cards if needed.

## How to Integrate the Pixcraft Email Editor Into Your Business Processes

If you want to use Pixcraft in your own system, choose the deployment format that fits your organization: embedded integration (**white label**) or **on-premise** installation.

### Embedding the Editor

Pixcraft can be integrated into various services, including CRM systems and other corporate tools. The editor becomes part of your interface and contains no Pixcraft branding.

You get:

- a block-based email editor with flexible settings;<br><br>
- a customizable interface;<br><br>
- AMP support and the option to develop custom AMP blocks;<br><br>
- a library of ready-made blocks for quick email building.

To learn more about integrating our editor into your platform, please [**contact the Pixcraft team**](mailto:team@pixcraft.io).

### On-Premise Deployment

Pixcraft is also available for a full local installation. All data stays inside your infrastructure with no transfer to third-party services. This option is suitable for banks, government organizations, large retail networks, and other companies with high security requirements.

The on-premise version includes:

- creation and editing of emails, including dynamic product cards and interactive AMP components;<br><br>
- data collection and storage, including AMP form responses;<br><br>
- AI generation of text, images, and entire emails;<br><br>
- work with ready-made blocks and templates.

[**Contact us**](mailto:team@pixcraft.io), and we will consult you about the local installation of the Pixcraft editor.

## Conclusion

Dynamic product cards in Pixcraft streamline the process of building product selections. Flexible settings ensure a predictable workflow: data, structure, and design stay under your control, while the final result remains stable and accurate.

Integrate Pixcraft into your business processes, and get a full-featured email editor suitable for tasks of any scale — from one-time promos to recurring campaigns.

In this article, we discuss what dynamic product cards are, what are their advantages over static product grids, and how the process of creating a dynamic grid is implemented in the Pixcraft editor.

small_dynam_crd_covr.png

thumbnail_dynam_crd_covr.png

dynam_crd_covr.png

Dynamic Product Cards: How They Work in the Pixcraft Editor

**Pixel-perfect** is an approach where the layout precisely matches the design mockup, and every element looks and behaves as originally intended. Over the years, this principle has become a symbol of precision and respect for detail in web design.

But is it actually possible to achieve absolute alignment between the initial design and the layout when creating email templates? And is it even worth striving for? In this article, we'll explore the line between precision and excessive pursuit of perfection, and why pixel-perfect doesn’t always guarantee quality in email campaigns.

## The Origin of the Pixel-Perfect Approach

This principle originated back when responsive design didn’t exist yet, and websites were built with fixed screen resolutions in mind. If a webpage looked exactly as it did in the mockup, it was considered perfectly accurate.

However, the situation changed over time. Mobile devices evolved, pixel density increased, and dark themes emerged. Ultimately, the adaptive approach evolved into responsive design. Instead of mathematical precision, visual consistency and readability on any screen became paramount.

## Why Pixel-Level Precision Shouldn’t Be Treated as a Standard in Email Design

At first glance, the internal structure of an email may resemble a web page: HTML code, tags, styles. But in practice, it's a different environment with its own set of rules and limitations. While browsers have been moving toward standardization for decades (HTML5, CSS3, unified rendering engines), email services have evolved independently.

Different email clients rely on their own engines, and support for modern standards isn’t always guaranteed:

- **Gmail** partially filters CSS styles. This helps protect users from potentially malicious code, but sometimes distorts the appearance of emails.<br><br>
- **Yandex Mail** completely removes media queries from emails. Therefore, responsive layouts may not adapt as intended.<br><br>
- **Outlook for Windows** uses the Microsoft Word engine, which doesn’t support many CSS properties.

Fonts in emails may also behave differently. For example, Helvetica is available by default in macOS but not in Windows. Arial is the system font for Windows, yet it’s missing on Android. When the desired font isn’t available, a fallback or default font is used instead. As a result, text size, spacing, and other parameters may slightly increase or decrease.

Sometimes the discrepancy is just a few pixels and is barely noticeable. However, in complex layouts, when these deviations accumulate, the grid becomes unbalanced. As a result, columns and visuals may misalign.

Simply put, the pixel-perfect approach doesn’t work in emails because of the very nature of the email environment. Creating a template that looks absolutely identical across all systems and email clients is technically impossible without imposing strict limits on structure and design.

<Img
img="/api/uploads/eml_clnt_compare_7345b645f9.png"
alt="Rendering in a number of email clients"
src="How the email renders in different email clients"
/>

## When the Pursuit of Perfection Hinders Perception

Imagine a standard product card with a title, description, price, and a “Buy now” button. The designer set perfect margins, a fixed block height of exactly 320 pixels, and complete symmetry.

In the mockup, everything looks flawless, but after a test send, the email starts to behave differently:

- In **Gmail**, the description text wraps to two lines, and the button shifts down.<br><br>
- In **Outlook**, border radius doesn’t work.<br><br>
- On **Android**, the system font is slightly larger, making one card appear taller than the others.

Sure, the text in the email is still legible, and the button performs the required action. But from a pixel-perfect standpoint, all of the above is a failure. Attempts may be made to restore the original appearance by using restrictions:

`height: 320px`
`overflow: hidden`

However, this solution introduces new risks, especially for mobile layouts:

- text may be cut off;<br><br>
- the button may extend beyond the container;<br><br>
- the background may no longer align with the interface elements.

Pixel precision for its own sake doesn’t improve the quality of emails. Users don't examine emails under a magnifying glass, don't measure margins, and may not even notice minor discrepancies. It's far more important for them that the email is easy to read, its message is clear at a glance, all key elements are visible, and no manual zooming is required.

## Realism Over Dogma: How to Approach Email Layout Rationally

The main task of a layout designer is to ensure that emails look neat and are easy to read in every email client. To achieve this, the development process itself should use a different approach, taking into account the differences in how various email clients render content.

The goal is not absolute similarity but consistency in different conditions, even if some details differ slightly:

- For the **desktop version**, the layout should stay as close to the original design as possible, but it's important to allow for a small amount of space and avoid creating a tight grid. Blocks should retain their shape even when the font or content changes. This is especially important in emails with dynamic content, where the length and amount of text may vary.<br><br>
- The **mobile version** should remain comfortable to read even without media queries. This ensures layout stability in email clients that don’t support them.<br><br>
- **Media queries** should be used to enhance the appearance, not to control structure. If supported by an email client, the message becomes more user-friendly, but the core logic must remain consistent even without them.

The focus should shift from precision to stability. It’s a more practical and pragmatic way to design emails: the layout doesn’t replicate the mockup pixel by pixel, but stays balanced and easy to read in a variety of scenarios.

## How Pixcraft Helps Maintain Visual Consistency

At Pixcraft, we take a realistic approach: the email environment is complex, but the results can still be kept under control. We offer tools that help maintain layout precision and stability in a wide range of conditions.

### TJML Framework

For those who prefer manual coding, the Pixcraft team has developed [**TJML**](https://pixcraft.io/blog/tjml-framework-how-to-create-emails-quickly-and-easily), a free email framework that speeds up template creation and provides several key advantages:

- layouts are responsive by default while keeping the code clean and compact;<br><br>
- messages render correctly even in email clients that don’t support media queries;<br><br>
- AMP and HTML versions of an email are generated from a single codebase;<br><br>
- typographic rules for texts in Russian are applied automatically.

The built-in **Pixel Perfect** tool makes it possible to compare a ready-made template with a reference image. It’s especially useful when you need to ensure that the email matches the original design closely, but with just enough margin to maintain layout stability. This makes it easier to maintain accuracy even in emails with complex designs.

<Img
img="/api/uploads/pxlprfct_en_9bab8caa2d.png"
alt="Pixel Perfect tool"
/>

### Visual Email Builder

Pixcraft is an [**email template builder**](https://pixcraft.io/builder) that combines visual simplicity with engineering precision. You can create and edit an email without writing a single line of code, and then immediately preview how it will look:

- on desktop and mobile devices with different screen resolutions;<br><br>
- in light and dark themes;<br><br>
- with or without interactive AMP elements.

When working with email templates, the builder takes into account the specific features of various email clients. As a result, it’s much easier to maintain layout logic.

<Img
img="/api/uploads/pxcrft_intrf_en_af7fb3ad51.png"
alt="Pixcraft email template builder interface"
/>

### Predictable Results

Pixcraft is built around the idea of visual consistency: an email should preserve its structure and layout quality even when the environment changes. Instead of trying to chase pixel-perfect accuracy, the focus remains on what truly matters: a clean, logical, and predictable design that works reliably in real-world conditions.

## Conclusion

Pixel-perfect is an elegant and noble idea, but not a universal one. The true quality of an email campaign is defined not by how precisely it matches the initial mockup, but by its consistency and stability.

In particular, a good email:

- remains readable without media queries;<br><br>
- maintains its structure even when fonts change;<br><br>
- looks equally clean and consistent in Gmail, Outlook, and on mobile devices.

That’s the essence of a professional approach. The most effective direction in email development isn’t strict pixel perfection, but a pragmatic method with a flexible, well-thought-out layout that accounts for the nuances and pitfalls of different email clients.

In this article, we'll explore the pixel-perfect approach: what it is, when it originated, and why following the pixel-for-pixel principle in email newsletters isn't the best idea.

small_pxl_prf_cov.png

thumbnail_pxl_prf_cov.png

pxl_prf_cov.png

Pixel-perfect in Email Design: Is It Achievable (and Worth the Effort)?

Over the past few decades, email has come a long way — from simple text messages to visually rich newsletters filled with graphics, animation, and interactivity. Yet as content became more diverse, so did the demands on email layout and coding.

To make email crafting comfortable and efficient under modern conditions, we developed a dedicated **TJML framework**. In this article, we’ll take a closer look at how it works and what makes it stand out when compared to other email coding methods.

## Is Manual HTML Coding Still Relevant Today

Manual HTML coding was once the only way to achieve maximum control and precision in email design. However, the technologies evolved, which has also affected email clients; each of them has its own peculiarities and rendering rules.

Today, you need to keep numerous details in mind: how external styles behave, whether media queries work, and how tables and paddings are handled across different clients. Moreover, many people check their inboxes on smartphones, which means every email must also be adapted for vertical screens and mobile operating systems.

Basically, a single email has to be created in **three different versions**:

- for modern desktop and web clients;<br><br>
- for mobile devices;<br><br>
- for Outlook on Windows, where CSS support is still heavily limited.

AMP technology deserves a special mention. It has made interactive emails possible thanks to carousels, forms, and other dynamic components. But technically, this means that you must provide both an AMP version and a regular HTML version of the same message for those email clients that don’t support interactive components.

### Where Visual Builders May Come In Handy

In modern marketing workflows, it’s impossible to rely solely on manual coding. One of the alternatives is **email builders**: modern, user-friendly tools for creating email campaigns. They require no coding skills and let you design professional templates in just a few minutes.

For example, the [**Pixcraft visual email builder**](https://pixcraft.io/) allows you to assemble emails using a drag-and-drop interface: simply drag the desired elements onto the canvas and adjust them. Component management (including AMP) is available directly in the interface. The resulting templates are compatible with most email clients and easily adapt to mobile screens. One more option is the [**Pixcraft plugin for Figma**](https://www.figma.com/community/plugin/1403763341617358835/pixcraft-email-export-html-email-code-from-your-figma-design-responsive-outlook-gmail-ios), which can turn a finished design into a responsive HTML email.

Still, behind every message is a code that makes it work, and sometimes, editing it directly is inevitable. Can this process be just as convenient and modern? The answer is yes — with the help of TJML.

## What Is TJML

TJML is an email framework developed by the Pixcraft team for building HTML and AMP emails. It combines the simplicity of a block-based approach with the flexibility of manual coding, all while preserving familiar syntax.

A basic TJML email structure may look like this:

```xml
<tjml>
  <m-body>
    <m-wrap width="600">
      
    </m-wrap>
  </m-body>
</tjml>
```

Here’s what each component does:

- `<tjml>` — the root container that wraps the entire code;<br><br>
- `<m-body>` — the main body of the email containing all its content;<br><br>
- `<m-wrap>` — a wrapper responsible for width, padding, background, alignment, and other layout parameters.

To build multi-column layouts, TJML provides two types of content composition that determine how blocks behave on mobile devices:

- **Non-restructurable blocks.** Here, elements remain in a single row. The `<m-row>` component wraps `<m-column>` elements, which scale on mobile.<br><br>
- **Restructurable blocks.** These are `<m-box>` elements wrapped inside `<m-boxes>`. In mobile view, they automatically stack vertically if they no longer fit in one row.

These structures can be filled with content blocks such as text (`<m-text>`), images (`<m-img>`), buttons (`<m-button>`), and more. Please read the detailed [**documentation**](https://docs.pixcraft.io/en/tjml/) to learn more about all available components and attributes.

Here’s a simplified example of a TJML-based email:

```xml
<m-body bgcolor="#ffffff" font-family="Arial, sans-serif">
  <m-wrap width="600" padding="20px" bgcolor="#f9f9f9">
    <m-text font-size="20px" color="#333333" align="center">
      Hello! This email was created using TJML.
    </m-text>
    <m-button href="https://docs.pixcraft.io/en/tjml/" bgcolor="#6a66d3" color="#ffffff" border-radius="6px" width="200">
      Learn more
    </m-button>
  </m-wrap>
</m-body>
```

## What Makes TJML Special

### Code Editing Directly in the Browser

To start working with TJML, all that’s required is the online [**Playground**](https://app.pixcraft.io/playground/) editor. Here, you can code and preview your email in real time, toggle between desktop and mobile views, test dark mode, and inspect the generated HTML output.

<Img
img="/api/uploads/codeplgrnd_1286fc7955.png"
alt="Email created in Playground"
/>

TJML can also be used in any IDE of your choice. For extra comfort, we’ve also developed the following: 

- a special [**VS Code plugin**](https://marketplace.visualstudio.com/items?itemName=Pixcraft.vscode-tjml) that enables autocomplete and tooltips for all components and attributes;<br><br>
- [**web-types**](https://app.pixcraft.io/tjml/web-types.json) support for JetBrains products like WebStorm and PhpStorm.

### HTML and AMP in a Single Code

In a traditional approach, AMP and HTML versions of an email are built separately as two distinct templates. TJML simplifies this process by generating both versions simultaneously within the same markup.

If you want to show a specific block in one version only, you can use conditional rendering:

`<m-wrap m-if="isAmp">  </m-wrap>`

`<m-wrap m-if="!isAmp">  </m-wrap>`

TJML automatically includes all required AMP components (such as `amp-carousel`, `amp-form`, or `amp-list`) whenever they are used in the code.

### Rendering Across Email Clients

One of TJML’s main advantages is its smart approach to cross-client compatibility, including support for Outlook and Yandex Mail:

- The desktop **Outlook** email client uses a rendering engine that ignores modern CSS properties. TJML automatically inserts VML blocks and conditional comments to ensure correct display of backgrounds, alignment, and spacing (including in older versions).<br><br>
- **Yandex Mail**, on the other hand, doesn’t support media queries. TJML structures the layout in a way that preserves responsiveness even without them.

To put it simply, TJML eliminates the tedious routine of cross-client adaptation. Compatibility and rendering issues are handled at the framework level.

### Code Size Control and Optimization

In email marketing, message size is just as important as its content. For example, Gmail clips emails larger than **102 KB**, which may break layouts or affect tracking pixels.

TJML monitors the code size and warns you if it exceeds recommended limits. You can also use built-in optimization to remove unnecessary spaces, line breaks, and unused styles. The result is a lightweight, stable message that displays correctly and won’t be clipped by email clients.

### Error Checking and Typography

TJML continuously validates the email structure and nesting of `m`-elements. The framework alerts the user in case of any inconsistencies. In addition, it includes an automatic typograph, which inserts non-breaking spaces to prevent orphaned prepositions and conjunctions, ensuring the email looks clean not only technically but also visually.

## Pixel-Perfect Layout

To avoid discrepancies between the design mockup and final layout, TJML includes a **Pixel Perfect** tool. Simply upload a version of your design in a graphic format (e.g., PNG or JPG) and align it with your TJML template using this tag:

`<tjml pixel-perfect="img/mockup.png">`

After that, you may specify the offset and blending mode to visually compare the mockup and the email layout.

## Automating Email Creation with ChatGPT

To make the process of crafting TJML emails even easier, we came up with a [**special version of ChatGPT**](https://chatgpt.com/g/g-6823ad1f3c208191b9ce2d58bf3bb724-tjml) specifically for the framework. It can generate complete email layouts from a simple prompt: all you have to do is enter the description, and within seconds, you’ll receive a TJML code that can be customized to suit the requirements at hand.

<Img
img="/api/uploads/codechgp_de5b9f44d6.png"
alt="Email generation in a special ChatGPT version"
/>

Yet the functionality doesn’t end there. This ChatGPT version can also:

- **edit existing code** based on text instructions;<br><br>
- **explain how TJML works**, including the purpose of each tag and which attributes to use in different scenarios.

## Results and Efficiency

The framework has already proven itself in real-life production workflows and is ready for daily use.

For example, when TJML was implemented at a major Russian marketing agency, this showed a significant increase in productivity. Even for complex emails, coding speed improved by more than **50%**, and for AMP emails, the speed improved by **about 1.5×** without any loss of quality.

Another key metric is **code cleanliness and compactness**. In benchmark tests, an uncompressed TJML email weighed only about **13.5 KB**, compared to over **22 KB** for an equivalent created using [**MJML**](https://pixcraft.io/blog/email-frameworks-mjml-vs-tjml). Smaller size means faster loading times and a lower risk of clipping in Gmail.

One more major advantage is TJML’s **low entry barrier**. The framework lets you focus on the structure and design rather than worrying about technical adaptation for a variety of email clients. Combined with its **strong rendering stability**, TJML stands out as a reliable and efficient solution for professional email production.

## Conclusion

With TJML, the process of building email campaigns becomes fast, stable, and convenient. Quality control is ensured at every step, from the initial creative concept to the final delivery. For marketing professionals, this means less time spent on debugging and more time for content and creativity.

This article explains how TJML framework by Pixcraft simplifies email coding, what features make it even more convenient, and how to speed up the process using a special version of ChatGPT.

small_изображение1 (1).png

thumbnail_изображение1 (1).png

cov_pic_1.png

TJML Framework: How to Create Emails Quickly and Easily in 2025

Deadlines in emails are a powerful trigger that drives readers to take action. And when the remaining time is shown visually using a countdown timer, the deadline feels more tangible, and the decision-making process accelerates dramatically.

In this article, we’ll take a look at the AMP countdown timer by Pixcraft — how it differs from other timer implementations, and how its architecture and logic work in email templates.

## Why Add a Countdown Timer to an Email
Countdown timers enhance communication scenarios by turning a vague promise into a measurable deadline. They make time feel like a limited resource, giving subscribers an immediate reason to act. Timers trigger the **Fear of Missing Out (FOMO)**, making it harder to delay a decision.

Below are some marketing scenarios where countdown timers work best.

<Table>
| Scenario | Benefits |
| --------- | ---------------------------------- |
| **Flash Sales and Limited-Time Offers** | Phrases like “The sale ends in 5 hours 27 minutes” create urgency and a sense of exclusivity. Conversion rates may increase noticeably when paired with an additional incentive such as a discount or bonus. |
| **Limited-Availability Offers** | Promos with an expiration date, free delivery “for orders placed before 10:00 PM”, or early access to a product all require clear time frames. The timer defines those boundaries visually, prompting subscribers to act. |
| **Events (Webinars, Online Courses, and More)** | A message like “Event starts in 04:30:12” encourages users to complete registration faster to secure a spot (especially when the number of seats is limited). |
| **Order or Subscription Confirmation** | Timers work well when a customer hesitates before purchasing. A phrase like “Complete your order within 2 hours and get a gift” combines urgency with value and sounds way better than a vague “Hurry up!”. |
</Table>

## Technical Limitations of Traditional Timers
### GIF Countdown Timers
For a long time, animated GIFs were the only way to show a countdown timer in emails. These timers work like this: a server generates an image showing the remaining time, and the email client loads that image when the message is opened.

While this approach is considered classic, it has some serious limitations:

**1. Resource-Intensive and Costly.** To display the correct time at the moment of opening an email, the system must generate an animation that reflects the actual remaining time. Depending on the number of opens, this may lead to generating new animations every second, which requires significant computing power and increases costs.

**2. Image Caching in Email Clients.** Email providers use caching to speed up message loading. But with GIF timers, this means that upon reopening an email, the reader sees the cached frame and not the current countdown. 

Some developers try to bypass this by adding unique query parameters or request headers, but these methods offer no guarantees. As a result, the timer often loses its main function: showing real-time countdowns.

**3. Animation Length and File Size.** The size of a GIF grows with the number of frames and animation smoothness. To stay within acceptable limits, loops are usually capped at 10–20 seconds. After that, the animation either stops or restarts.

Even short timers can weigh hundreds of kilobytes or several megabytes. When combined with banners, images, and buttons, this may significantly slow down the email’s total loading speed.

### amp-timeago
`amp-timeago` is a standard AMP component used to display relative time in text form. It shows simple time values based on a given date, such as “in 16 hours”, “in 3 months”, or “2 years ago”.

<Img
img="/api/uploads/01_timeagoexmp_693c36a831.png"
alt="amp-timeago component"
src="An example of displaying time using amp-timeago. Source: amp.dev"
/>

Key features of `amp-timeago`:

- Correctly recalculates the remaining time regardless of when the email is opened.<br><br>
- Easy to implement and doesn't require complex setup.<br><br>
- Supports multiple languages (default locale is `en`).

However, this component isn’t ideal for marketing emails where visual and emotional effects matter. It lacks animation, the sense of a “ticking clock”, and visual flexibility. In general, it looks like static text rather than a live countdown.

That said, `amp-timeago` works fine for informational or technical notifications such as “Confirm your order within 2 hours” or “Your subscription will renew in 3 days”. But when it comes to promotional campaigns focused on engagement and conversions, it cannot replace a full-featured timer.

## How the Pixcraft AMP Countdown Timer Works

Pixcraft offers an alternative to both GIF timers and `amp-timeago`. Instead of generating image streams, it uses lightweight AMP mechanics to render the countdown directly inside the email. This provides a full visual timer experience with stable performance, no heavy files, and no caching issues.

<Img
img="/api/uploads/timeanimat_c82acbde96.gif"
alt="AMP countdown timer by Pixcraft"
/>

### General Logic of the AMP Countdown Timer

Each part of the timer is built as a separate AMP carousel, with the countdown tied to a specific deadline. For instance, if the deadline is December 31, 2025, at 11:59 PM, the source link will look like this: 

```xml
src="https://app.pixcraft.io/api/timer?date=2025-12-31&time=23-59"
```

The Pixcraft server returns the current countdown data, and the email renders it through AMP components. The numbers appear dynamically, creating the effect of a ticking clock.

Core components of the AMP timer: 

- **amp-list** — requests data from the server showing how much time is left.<br><br>
- **amp-mustache** — inserts those data into the email template.<br><br>
- **amp-carousel** — visually flips the values of hours, minutes, and seconds.

### How Hours Are Displayed

The server returns two values:

- `hours.i0` — current number of hours left.<br><br>
- `hours.i1` — next value (current hour minus one).

This means that if, for example, 2 hours and 30 minutes remain, then `hours.i0` equals “2” and `hours.i1` equals “1”. These values switch automatically inside the carousel: first “2” is shown, and when the hour ends, `hours.i0` switches to “1”, and `hours.i1` switches to “0”. The switch timing is controlled by the parameter `delay="{{ hour_left }}"`, which defines time until the end of the current hour.

### How Minutes Are Displayed

Here, a 60-element array is generated (from `minutes.i0` to `minutes.i59`), and the carousel flips every **60,000 milliseconds**. To ensure accurate display, the array starts from the current minute relative to the deadline. 

For example, if 1 hour and 30 minutes remain:

- The first value in the array is `30`.<br><br>
- It then changes every minute: `29`, `28` and so on until `0`. After that, it loops back to `59`, then switches to `58` and down to `31`, after which the cycle repeats.

This logic allows a continuous and correct minute-by-minute countdown.

### How Seconds Are Displayed

For simplicity and reliability, seconds are implemented as a **cyclic simulation**. The carousel always starts at `59`, counts down to `00`, and then loops back to `59` again.  While it doesn’t sync with the system time, visually it produces a natural ticking effect, which is perfect for marketing purposes.

### What Happens After the Deadline

The overall delay until the deadline is controlled by the `time_left` element, which determines when the timer switches states after the countdown ends. Unlike GIF animations, here the timer can seamlessly **transition to a new block**, enabling post-deadline scenarios such as:

- Showing a short message like “The offer has ended”.<br><br>
- Offering an alternative, like a message “The sitewide sale is over, but check out our special deals up to 30% off” with a button leading to the relevant section.

<Img
img="/api/uploads/finmsg_bbf9fd6258.png"
alt="Message after a deadline was reached"
/>

## Advantages and Limitations of the AMP Countdown Timer

AMP timer by Pixcraft offers practical advantages that make it useful for email campaigns:

- **Accurate and reliable time display.** The AMP timer isn’t affected by image caching. It always shows up-to-date data, even if the reader closes and reopens the email later.<br><br>
- **Lightweight.** Countdown timer by Pixcraft doesn’t require rendering dozens of animation frames, which significantly reduces email loading time.<br><br>
- **Full control after the deadline.** AMP technology allows you to define what happens when the countdown ends, from showing a simple message to adding complex scenarios.

At the same time, AMP countdown timer comes with some limitations to keep in mind:

- **Simulated seconds.** The seconds carousel starts from `59` regardless of the system time: as of now, it can’t be customized to show the exact current second. Yet while technically this is a compromise, visually it looks natural and works perfectly for marketing use.<br><br>
- **AMP support required.** The countdown timer only works in email clients that support AMP (e.g., Gmail, Yahoo, AOL, Mail.ru). For others, a fallback is required — such as a static image or traditional GIF timer.

## How to Add the AMP Countdown Timer to Your Email

The Pixcraft email builder will soon include built-in AMP countdown timer functionality, but if you want to use it right away, there’s no need to wait. We've prepared the ready-to-use code for you: just insert your desired date and time, specify the post-deadline message, customize the visual style, and add the timer to your template.

▶️ [**Get the Pixcraft AMP countdown timer code here**](https://codepen.io/Todd-the-flexboxer/pen/pvgRXjP)

<Img
img="/api/uploads/timcod_2f5058512a.png"
alt="Pixcraft AMP timer code"
/>

## Conclusion
With the AMP timer by Pixcraft, you gain a clean, dynamic countdown that transitions smoothly once the deadline arrives. The timer component will soon be available directly in the Pixcraft interface, but you can already connect it via code and start making your campaigns more engaging today.

In this article, we'll take a look at how AMP countdown timer by Pixcraft works, what are its advantages over other types of timers, and how to incorporate it into your email campaigns.

small_timer_covr.png

thumbnail_timer_covr.png

timer_covr.png

AMP Countdown Timer by Pixcraft: How to Use & What Makes It Helpful

The quality of an email campaign depends on both the experience and skills of your team and the convenience and reliability of an email builder. However, despite interface similarities, the set of features and operating principles of visual email editors may significantly differ.

Previously, we conducted a [**detailed comparison**](https://pixcraft.io/blog/beefree-vs-pixcraft-which-tool-to-choose-for-your-email-campaigns) between **Pixcraft** and **Beefree** email builders. In this article, we are going to compare our tool with **Letteros**. Let’s check out the core functionality and key features: from no-code email building to integration capabilities and additional functions.

## Template Editor Flexibility
The process of crafting email templates in **Pixcraft** is built around a drag-and-drop principle: components are dragged onto the canvas, after which they can be modified. The following elements are used to create emails: 
- **Primitives** — basic elements such as text, image, button, divider, or empty block.<br><br>
- **Assets** — predesigned structures assembled from Primitives and ready for further editing. 

These allow users to build a template “piece by piece”, combining simple elements and more complex presets. Each block or individual component can be saved in a personal collection for future use in other emails.

<Img
img="/api/uploads/01_pimitandas_697e840c63.png"
alt="Assets in Pixcraft"
/>

A major advantage of **Pixcraft** is its level of flexibility, not limited to simple content editing. Users can enhance blocks with new Primitives, rearrange them, move Primitives to other blocks on the canvas, and even completely rebuild the structure (change the number of columns, their mobile adaptation, and other parameters). 

This opens up virtually unlimited opportunities for customization: any block from the collection can easily be adapted to specific tasks at hand.

<Img
img="/api/uploads/02_flexib_790f7c7834.gif"
alt="Changing the structure of blocks in Pixcraft"
/>

Additionally, **Pixcraft** features a special [**Figma plugin**](https://pixcraft.io/figma). It enables the import of Figma layouts and transforms them into fully functional and responsive HTML templates.

**Letteros** offers **Elements** as its basic components. These include both standard blocks for text, images, and buttons, as well as more advanced options, such as a countdown timer and embedded video. Instead of drag-and-drop, Elements are added by clicking, after which they immediately appear on the workspace.

<Img
img="/api/uploads/03_letworkfield_48bae5b61f.png"
alt="Canvas in Letteros"
/>

On top of that, **Letteros** provides **Layout** blocks and **Modules**.

**Layout blocks** — consist of up to 6 columns, each of which can hold one Element. Layout blocks are also added to the template by clicking, after which they can be filled with content or edited.

<Img
img="/api/uploads/04_letlayo_7813b2042b.png"
alt="Layout blocks in Letteros"
/>

Within Layout blocks, the components can be swapped horizontally, but cannot be moved to other blocks. Creating vertical columns of multiple Elements within a single Layout block is also not supported.

**Modules** — ready-made blocks with design and content that depend on the selected master template. They are divided into categories (banners, content blocks, text blocks, and so on), each containing several predesigned options. Unlike Elements or Layout blocks, Modules are added to the template by dragging them onto the canvas.

<Img
img="/api/uploads/05_letmodu_441021d237.png"
alt="Modules in Letteros"
/>

It is not possible to add new Elements inside Modules or rearrange existing ones. Their structure cannot be rebuilt: customization is limited to editing and replacing text and images in the available components.

## Ready-Made Email Templates
Often, ready-made templates become the starting point for future campaigns. Thanks to them, users don’t have to build the structure from scratch: instead, they can move directly to adding content and setting the parameters.

**Pixcraft** features an extensive **Template Gallery** with more than a hundred options grouped by categories. Users can choose a template by email type (for example, promotional newsletter, welcome message, triggered email), industry (e-commerce, education, automotive business), or event (International Women’s Day, Black Friday, Halloween). The library is regularly updated with new templates, ensuring fresh and relevant solutions.

<Img
img="/api/uploads/06_tempgalpix_cfb02b3a96.jpg"
alt="Pixcraft Template Gallery"
/>

Each **Pixcraft** template is essentially a complete email. Users only need to refine them and add the necessary content. As with individual components, templates offer maximum flexibility. It is possible to edit almost everything, from minor details to overall logic. If the initial structure does not fully suit the task, it can be supplemented or rebuilt using other Assets or Primitives.

<Img
img="/api/uploads/07_blockpix_ba17db8bf5.png"
alt="Block editing in Pixcraft"
/>

**Letteros**, by contrast, offers a different logic. There is no full-fledged template gallery here. Instead of ready-made emails, it offers a system of **master templates** divided by industries: “Auto”, “Hobbies and Entertainment”, “Gadgets”, and others. When creating an email, users are prompted to choose either a standard template with basic Modules or a specific industry with its own set of components

<Img
img="/api/uploads/08_mastemplet_5c40ce4eef.png"
alt="Master template selection in Letteros"
/>

The user can assemble their own version of an email using the predesigned Modules. However, as already noted, Modules are not very flexible. It is possible to drag them onto the canvas and edit the content within their Elements. However, it is not possible to add new Elements or completely remove existing ones. The structure customization is limited only to rearranging Modules within the email template.

## Bulk Editing of Styles and Links
In large-scale projects, the ability to bulk-edit elements can save a huge amount of time. For example, if the font throughout the text in an email needs to be changed or several links need to be updated, doing this manually is inconvenient. 

Special tools can help with that. In **Pixcraft**, two separate panels are provided for such tasks:

- **Styles.** With this panel, users can manage groups of similar text elements and buttons. For convenience, the Target icon can be used to highlight the location of the required elements in the template.

<Img
img="/api/uploads/09_stylpix_80abdfaa63.png"
alt="Styles in Pixcraft"
/>

- **Link Map.** This tool collects all the links in one place. Through the panel, users can quickly find the desired element, check the correctness of links, and replace them if necessary.

<Img
img="/api/uploads/10_lnkmppix_26a5194e65.png"
alt="Link Map in Pixcraft"
/>

**Letteros** allows users to check the text for spelling and punctuation, as well as to detect incorrect links: these can be highlighted in the template, eliminating the need for manual search. 

<Img
img="/api/uploads/11_lnkchcklet_76d56154e3.png"
alt="Link Checker in Letteros"
/>

However, bulk editing is limited only to changing the color of links. All other edits must be made manually for each individual element.

## AMP Support
For **Pixcraft** users, the [**AMP technology**](https://pixcraft.io/blog/how-to-implement-amp-emails-into-your-email-strategy) (which makes it possible to add interactive components to a template) is available immediately after registration. Such components make email campaigns even more engaging.

For example, it is possible to include an **AMP carousel** that allows readers to switch between images directly in the email.

<Img
img="/api/uploads/12_amcaroupix_5807a6d82d.png"
alt="AMP carousel in Pixcraft"
/>

It is also possible to add an **AMP form** so that the reader can, for example, ask a question and submit it without leaving the email client.

<Img
img="/api/uploads/13_amfopix_2f9315ab8d.png"
alt="AMP form in Pixcraft"
/>

Additionally, **Pixcraft** allows users to create standalone AMP components:

- **AMP-Form** — for advanced creation of surveys and feedback forms.<br><br>
- **AMP-List** — for loading and updating data in real time, enabling dynamic collections and other content within an email.<br><br>
- **AMP-Link** — for confirming registration or subscription directly in the email client.<br><br>
- **Interactive Stream** — for displaying a response feed in the email, where each reader can leave their comment.

For **Letteros**, AMP support is included in the list of planned updates, yet as of the time of publishing this article, the builder does not support this technology. Therefore, at the moment, users can work only with the standard capabilities of HTML emails.

## Social Media
Social media icons have become common practice for continuing communication with a brand and are constantly used in email campaigns. **Pixcraft** takes this important detail into account and offers a wide selection of social media icons. Yet most importantly, it brings extensive options for editing them.

In the email builder interface, users can:

- Select the necessary icons from a wide list of available platforms.<br><br>
- Change the appearance of the icons and logos, from size and spacing to colors and rounding, so that each icon looks natural in the email.

<Img
img="/api/uploads/14_socicopix_162f2eadb3.png"
alt="Social media icons in Pixcraft"
/>

In **Letteros**, social media icons are available in a special Element. It is possible to add up to 5 icons, set their width, or specify alt text. But changing the color, shape, or style of the icon using the email builder is not possible. Therefore, when users need to modify an existing icon, the only option is to use other tools and upload the images.

<Img
img="/api/uploads/15_socicolet_4aed356381.png"
alt="Social media icons in Letteros"
/>

## Email Preview
In **Pixcraft**, template preview works as a separate tool. The email template can be viewed in two main modes:

- **Desktop mode**, full screen width.<br><br>
- **Mobile device mode** with the ability to manually adjust the width down to a single pixel.

<Img
img="/api/uploads/16_resolpix_fd9e37c6b6.gif"
alt="Template preview in Pixcraft"
/>

Additionally, a set of useful extra functions is provided. These include previewing in light and dark modes, viewing AMP and HTML versions, checking dark mode for Gmail on iOS, as well as the ability to export the layout as an image using the Screenshot button.

In **Letteros**, the preview is embedded directly into the workspace. In particular, here it is possible to check the email in light and dark modes. However, width checking is limited to only three values: 768px for desktop and 375/425px for mobile devices. Specifying a custom resolution is not possible.

<Img
img="/api/uploads/98resolrepl_ca5501ecf6.gif"
alt="Template preview in Letteros"
/>

## Final Thoughts
**Pixcraft** and **Letteros** offer two different approaches to working with email templates.

In **Letteros**, the foundation of an email is a master template. Initially, it is created manually by a coder and marked up with special syntax. Users can then only manipulate predesigned blocks by changing their content without being able to edit the structure (except by editing the code).

**Pixcraft**, in turn, provides maximum freedom for building emails. Any creative idea can be implemented without code editing. Each separate block, element, or gallery template can be adapted down to the smallest details. Bulk editing and Link Map speed up routine processes and make them more convenient. And for an easier start, **Pixcraft** allows users to export ready-made email layouts from Figma.

Try **Pixcraft** in action: [**sign up today**](https://app.pixcraft.io/user/register) and get 14 days of free access. Have questions? [**Contact us**](mailto:team@pixcraft.io), and we will gladly discuss all the details with you.<br><br>

_Facebook, Instagram, and WhatsApp are owned by Meta Platforms Inc., recognized as an extremist organization and banned in the Russian Federation._

_Viber and LinkedIn are blocked in the Russian Federation._

_Access to the social network X (formerly Twitter) is restricted in the Russian Federation._

In this article, we compare the core functionality of the Pixcraft and Letteros email builders — their flexibility, features, approach to email template editing, and more.

small_pix_vs_let_cover.png

thumbnail_pix_vs_let_cover.png

pix_vs_let_cover.png

Pixcraft vs Letteros: Testing the Capabilities of Email Builders

Today, visual email editors have become commonplace in email marketing. With their help, email templates can be crafted without a single line of code: everything is done directly in the interface, and the result is immediately visible on the screen.

In this article, we will compare the **Pixcraft** visual email builder with the popular international service **Beefree** and examine how exactly these tools differ in their approach to creating and editing email templates.
## Working with the Canvas
### Elements and Structures
Both builders operate on the **drag-and-drop** principle: simply drag the required element onto the canvas and edit its content. Their toolkits include both basic elements (such as text, images, buttons, or dividers) and ready-made structures. However, **Pixcraft** and **Beefree** take different approaches to working with the latter.

Ready-made blocks in **Pixcraft** contain **columns**: horizontal and vertical layouts consisting of individual elements. This format provides particular advantages:
- it’s possible to configure both individual elements and the **entire column at once** (for example, set its background, borders, rounding, and spacing);<br><br>
- users can **move the entire column** with all its contents without having to drag each element separately.

<Img
img="/api/uploads/001_columnspix_6e2b1f5277.gif"
alt="Moving a column in Pixcraft"
/>

Blocks and individual elements can easily be saved for future use. This is a convenient solution if you regularly need to add recurring elements to your emails, for example, a ready-made footer or promo block.

In **Beefree**, the basis for the structure of emails are horizontal **Rows** that contain individual content elements and can also be saved for future use. This approach is convenient but imposes limitations on flexibility:
- users can edit either the **properties of the entire Row** or each individual element within it;<br><br>
- it’s impossible to combine several elements into a single structure inside a Row: you will have to move either the entire Row or each element separately.

<Img
img="/api/uploads/02_ryadbee_8924c2c1f2.png"
alt="Row example in Beefree"
/>

### Settings and Styling
In large emails with dozens of identical elements, making edits can take a lot of time. **Pixcraft** simplifies this task thanks to the **Styles** panel, which automatically detects and groups similar elements:
- texts and buttons with the same features (color, style, font) are combined into unified categories;<br><br>
- with a single action, users can change the design of all identical elements at once — for example, the button color or the text font;<br><br>
- a target icon next to each parameter can be used to highlight the elements that will be affected by the changes.

<Img
img="/api/uploads/003_stylespix_5139385bed.gif"
alt="Styles panel in Pixcraft"
/>

**Beefree** offers general configurations at the template level. For example:
- set the background and email width;<br><br>
- choose a default font;<br><br>
- change the color of all links.

<Img
img="/api/uploads/04_nastroikibee_466064020b.png"
alt="Template settings in Beefree"
/>

While these settings are useful, they don’t allow users to bulk update all buttons or necessary text elements at once. **Beefree** provides an additional solution called Brand Style Management, which makes it possible to apply styles to the entire template or to Rows (for example, button styles). However, it can only be used through the API, not directly in the builder, and requires additional integration.
### Links
Large email campaigns may include numerous unique links. **Pixcraft** offers a special tool, the **Link Map**, to conveniently work with them. It displays all email elements that contain hyperlinks, ensuring full control over them:
- the list of all links in the email is presented in a single panel;<br><br>
- users can make edits without wasting time on searching for each separate element on the canvas;<br><br>
- easy to track outdated or incorrect links;<br><br>
- as with the **Styles** panel, it features a target icon, which highlights the element that contains the link.

<Img
img="/api/uploads/005_linkmappix_566c4d69ef.png"
alt="Link Map in Pixcraft"
/>

**Beefree** does not offer a unified panel for managing hyperlinks. These must be **edited manually directly in the template**: users need to locate the element, open its settings, and change the link. The only exception are social media links with a dedicated panel. But other links in buttons, images, and texts have to be specified or edited one by one.

<Img
img="/api/uploads/06_ikonkibee_d85b7edb27.png"
alt="Social media icons settings in Beefree"
/>

### AMP Support
AMP technology makes email campaigns interactive, adding brightness and engagement to them. In **Pixcraft**, AMP elements are available **by default** and serve as a fully functional tool, not an experimental feature.

Working with them is as simple as with other email elements. AMP blocks are added by dragging them onto the canvas and can be easily configured directly in the interface. The number of available AMP components is expected to increase in the future.

<Img
img="/api/uploads/007_ampelpix_3703341122.png"
alt="AMP component in Pixcraft"
/>

**Beefree** can also be used to craft interactive emails. However, it’s not possible to add AMPHTML directly into a template: only special AMP widgets can be used via the **Beefree SDK**. This means that:
- a separate developer account is required;<br><br>
- the SDK must be connected, and those who work with email templates must be familiarized with technical aspects.

### Template Preview
Preview is an important step before sending an email. It helps ensure that the template will look exactly as intended. **Pixcraft** provides an extended set of tools for previewing email templates:
- **preview on desktop and mobile devices** with the option to set a custom screen width for the latter;<br><br>
- separate preview of the **AMP and HTML versions** of the email to check the display of interactive blocks;<br><br>
- email preview in **dark mode** (including **dark mode in Gmail on iOS**, one of the most layout-sensitive email clients);<br><br>
- a built-in **screenshot feature** that allows the user to quickly share results with colleagues or clients.

<Img
img="/api/uploads/008_previewpix_72d383a887.png"
alt="Preview mode in Pixcraft"
/>

**Beefree** also supports preview scenarios: 
- switching between desktop, smartphone, and tablet modes;<br><br>
- the ability to set a custom screen resolution;<br><br>
- preview in dark mode;<br><br>
- HTML and AMP versions preview (when using **Beefree SDK**).

At the same time, **Beefree** does not support dark mode simulation in Gmail on iOS, where color inversion may behave differently compared to other email clients. It’s also not possible to take a full screenshot of the email using the editor’s built-in capabilities.

<Img
img="/api/uploads/09_predprosmbee_65cc61d862.png"
alt="Preview mode in Beefree"
/>

## Ready-Made Solutions and Icons Customization
### Template Gallery
Although **Pixcraft** is a relatively new email builder on the market, its library already includes more than 100 ready-made templates and is regularly updated. The collection covers the most in-demand email marketing scenarios:
- welcome emails for new subscribers;<br><br>
- promotional newsletters with offers and discounts;<br><br>
- trigger-based messages;<br><br>
- product selection for e-commerce.

<Img
img="/api/uploads/010_gallerypix_6efb580583.png"
alt="Template gallery in Pixcraft"
/>

Each template can be easily adapted to a brand’s style. The flexible editing system allows users to turn any draft into a unique email without the need to create one from scratch.

**Beefree**, thanks to its many years on the market, has assembled a truly extensive library: users have access to more than 1,700 templates. Here, you can find solutions for a wide variety of tasks, from e-commerce and promotions to event-driven campaigns and B2B communications.

<Img
img="/api/uploads/11_galereyabee_a635dc97d6.png"
alt="Template gallery in Beefree"
/>

### Social Media Icons Customization 
At first glance, social media icons may seem like a minor element, yet such small details can influence the overall perception of a brand. Through them, a company guides subscribers to its social pages, which is why it’s important that these elements look consistent with the brand’s style.

**Pixcraft** places special emphasis on customizing social media and messaging apps icons. In particular, users can:
- change the logo and background colors of icons to match the brand palette;<br><br>
- add or remove logo borders;<br><br>
- adjust the degree of rounding and spacing;<br><br>
- apply different styling to each individual logo.

<Img
img="/api/uploads/012_socicopix_5125192f3c.png"
alt="Social media icons settings in Pixcraft"
/>

As a result, even a standard set of icons can be seamlessly integrated into a company’s visual style: icons and logos will look as if they were originally designed for that specific brand or campaign.

<Img
img="/api/uploads/013_iconspix_099134c0d2.png"
alt="Social media icons in Pixcraft template"
/>

**Beefree** also provides ready-made icons within the editor. Users can select a preset style, quickly add icons to the email, configure links, and set alt text. However, the appearance of icons remains fixed:
- logo colors cannot be changed manually and will remain adherent to the selected style;<br><br>
- manual customization of backgrounds, rounding, and logo borders is not available;<br><br>
- if a brand’s style requires special design, custom icons have to be prepared and uploaded.

<Img
img="/api/uploads/14_socsetybee_cee0b99317.gif"
alt="Social media icons collections in Beefree"
src="Facebook and Instagram are owned by Meta Platforms Inc., which has been designated as an extremist organization and is banned in the Russian Federation. Access to the social network X (formerly Twitter) is restricted in the Russian Federation, and LinkedIn is blocked in the Russian Federation."
/>

## Localization, Exporting, and Integrations
### Language Support
**Pixcraft** is available in English and Russian, making it a great fit for both Russian-speaking and global audiences. For instance, the following is provided in two languages:
- the entire interface;<br><br>
- documentation, knowledge base, blog articles, and email templates;<br><br>
- additional tools such as the [**HTML to AMP converter**](https://pixcraft.io/converter) and [**TJML Framework**](https://pixcraft.io/framework).

**Beefree**, by default, is available only in English, including the email builder interface, knowledge base, and documentation. **Beefree SDK** supports 20+ languages, but this feature is available only in Core price plan and above. Such plans are suitable mostly for the corporate segment, with their price starting at $1,000 per month. Therefore, localization in **Beefree** remains mainly an option for large companies.
### Exporting and Integration with Services
Once a template is assembled and verified, the next step is exporting or direct integration with email platforms. 

Here, **Pixcraft** offers several convenient formats:
- **HTML** — a universal format that can be used in any ESP;<br><br>
- **ZIP archive** — convenient for storing and sharing templates with team members or clients;<br><br>
- **AMP version of the email** — for campaigns with interactive blocks;<br><br>
- **EML file** — can be opened in Outlook, Thunderbird, or another email client to immediately check how the campaign will look to subscribers, or to carry out a small internal email distribution to company employees without the need for an ESP.

<Img
img="/api/uploads/015_exportoptionspix_cf1125d2eb.png"
alt="Export options in Pixcraft"
/>

In addition, **Pixcraft** supports direct export to ESP platforms. The list of integrations includes both international services (**Mailchimp**, **Klaviyo**, **SendGrid**, **SendPulse**) and Russian providers, such as [**Altcraft**](https://altcraft.com), **enKod**, **Sendsay**, **Unisender**, and others.

<Img
img="/api/uploads/016_servicespix_9a27c0814c.png"
alt="Supported platforms in Pixcraft"
/>

**Beefree** also provides a number of export and integration options. By default, users can:
- download an email in HTML format with images;<br><br>
- export it as a PDF file;<br><br>
- use ready-made connectors to major international platforms (**Mailchimp**, **HubSpot**, **ActiveCampaign** and others);<br><br>
- copy the HTML code for insertion into an ESP.

At the same time, it comes with some limitations:
- direct export of the AMP version of an email is supported only when using **Beefree SDK**;<br><br>
- specific formats (such as EML) are not available “out of the box” and require a separate connector;<br><br>
- there are no direct integrations with Russian services, only through the Custom Connector option (but this requires a developer to configure the API).

<Img
img="/api/uploads/17_exportybee_2f7242b4cb.png"
alt="Export options in Beefree"
/>

## Business Integrations
**Beefree SDK** allows users to integrate the email editor directly into a product or a company’s internal platform. With its help, companies can deploy the editor in a white-label format without the **Beefree** logo, adapt the interface to the corporate style, and also manage their own blocks and templates.

**Pixcraft** is also available for integration into business platforms and corporate products. It supports deep customization, from the visual layer to functional logic. This approach brings particular value to large businesses where it’s important to organize marketing campaign management in the format of a single product.

Additionally, **Pixcraft** offers **On-Premises deployment**. Such an approach ensures full autonomy and control over processes. In this case, not only the editor itself but the entire **Pixcraft** ecosystem is deployed within the client’s internal infrastructure:
- storage and analytics of AMP emails, including working with AMP forms;<br><br>
- collection of unique statistics and subscriber feedback, as well as storing them within the company’s own infrastructure;<br><br>
- execution of all AI processes (such as image creation, AI-based generation of email templates based on descriptions, and others) exclusively within the corporate infrastructure.

To learn more about integrating **Pixcraft** into your business, [**contact our team**](mailto:team@pixcraft.io), and we will provide you with detailed information about all available options. 
## Conclusion: Which Tool to Choose?
Both **Pixcraft** and **Beefree** solve the same task: they help create email templates without coding. However, the two tools take different approaches.
- **Beefree** remains a proven international visual HTML email editor with a large template library, integrations for global teams, and an easy-to-learn interface.<br><br>
- At the same time, **Pixcraft**, in addition to its convenient interface, immediately offers a full set of tools for creating large-scale email campaigns. These include built-in AMP support, centralized editing of styles and links, as well as integrations with both Russian and international services.

Ready to see it for yourself? [**Try Pixcraft**](https://app.pixcraft.io/user/register) today and experience how much easier your work with email templates can become.

In this article, we'll take look at two visual email builders, Pixcraft and Beefree, and compare them based on various characteristics so that you can choose the best option for your work.

small_image (2) (1).png

thumbnail_image (2) (1).png

image (2) (1).png

Beefree vs Pixcraft: Which Tool to Choose for Your Email Campaigns

Personalization in email campaigns can take many forms, from simply inserting the recipient’s name to offering a personalized discount. But it is far more impactful when the template adapts dynamically: shows items in the cart, suggests accessories for a recent purchase, or reminds the user about previously viewed products. Such emails feel like a continuation of a conversation rather than generic mass messages.

In this article, we will cover dynamic content: what it is, why it matters, and how it works.
## What Is Dynamic Content
**Dynamic content** refers to elements in an email that change automatically at the moment of sending. They can be unique for each recipient or segment, turning a template into a personalized message.

<Img
img="/api/uploads/cards_1fd36caf6a.png"
alt="Product card tempaltes in Pixcraft"
/>

Examples of dynamic elements include:<br><br>
<Table>
| Element  | Description               |
| --------- | ------------------------ |
| **Product Cards** | Generated from a YML or JSON feed or through CDP tools, and adapted to a specific user or segment. These can also be universal cards that don’t require manual re-coding: the system automatically adds products and prices from the website or CDP. |
| **Current Promotions** | Inserted into the email based on the user’s region, their interaction history, participation in A/B testing, and other data. |
| **User Bonus Balance** | Displays personal bonuses, accumulated points, or available privileges. |
| **News and Articles** | Depend on the type of email campaign. For example, you can automate a monthly digest by loading the most popular blog posts into the template. |
</Table>

## Why Use Dynamic Content
In short — to make emails more effective, faster to develop, and easier to scale. Below, we’ll go into the main advantages in more detail.
### Increased Campaign Effectiveness
When the email is tailored to the user’s interests, it feels relevant and attracts more attention. Deep personalization helps to:
- Better meet audience needs<br><br>
- Keep attention through relevant offers<br><br>
- Convert clicks into targeted actions
### Easy Scalability
Without dynamic content, you have to create a separate template for each segment — a process that may take dozens of hours. With dynamic content, you only need to create a single template, and the system will automatically insert the necessary blocks. This allows new campaigns to launch faster, even in large-scale projects, while keeping the email structure clean and manageable.
### Timely Response
Dynamic content is useful for reacting when the user is most engaged and interested. For this, you can set up automated scenarios, such as:
- **When a customer has viewed a product several times on the website** → Send an email with similar products or accessories<br><br>
- **When a customer has placed an order** → Send an email with “You might also like…” recommendations<br><br>
- **When new arrivals appear in a product category the customer has purchased from before** → Send an email “You may be interested in these new products”
### Less Routine Work
A well-thought-out template with dynamic elements reduces the number of repetitive tasks required for preparing emails. This frees up time for more complex processes, such as developing creative materials and strategy planning.
## How Dynamic Content Works in Emails
For an email to become dynamic, it must contain specific logic that allows the content to change automatically. For this, email marketing platforms use special tools: template engines, conditions, loops, and external data sources.
### Variables: Data Insertion
This is the simplest form of personalization. Variables insert the necessary values from a database into the email, such as name, city, order amount, registration date, and other information.<br><br>
**Examples of variables:**
<Table>
| Variable  | Description               |
| --------- | ------------------------ |
| `{{user.name}}` | Recipient’s name |
| `{{user.city}}` | City from the address database |
| `{{item.title}}` | Product name from the data array |
</Table>
<br><br>

Such variables can be used in the body text, links, images, or subject lines. The key point is that the data must be available in the system at the time the email is generated; otherwise, the variable will remain empty.
### Loops: Iterating Through Lists
Loops are used to display a list of items in an email, for example, a set of recommended products.<br><br>
**Loop example:**

```xml
{% for product in recommendations %}
  <div class="product-card">
    <img src="{{product.image}}" alt="{{product.title}}">
    <p>{{product.title}}</p>
    <p>{{product.price}} USD</p>
  </div>
{% endfor %}
```

In this case, if five products are featured in `recommendations`, the email will display five product cards.
### Conditions: Displaying Relevant Content
Conditions control which content is shown depending on the user’s gender, status, activity, or other parameters. For example, these can be used to show one content block only to men and another only to women.<br><br>
**Conditions example:**

```xml
{% if user.gender == "male" %}
  <img src="banner-men.jpg" alt="Men’s collection">
{% elseif user.gender == "female" %}
  <img src="banner-women.jpg" alt="Women’s collection">
{% else %}
  <img src="banner-default.jpg" alt="New arrivals">
{% endif %}
```

Conditions can also be combined with loops, for example, to display products only within a certain price range or from selected categories.
### Feeds: Connecting External Data
To add up-to-date information on categories, prices, and product availability, you can use external data sources, such as YML or JSON files.

The platform loads the feed and makes its content available for display in emails. Since the data is loaded from an external source (such as the store’s website), it remains relevant in campaigns.<br><br>
**General example of connecting a YML feed:**

```xml
[% external_extra("https://site.ru/catalog.yml", "format", "yml") %]
```

## How Dynamic Content Works In Different Platforms
As an example, let’s take a look at how dynamic content is implemented in three popular mass mailing platforms: **Altcraft**, **Sendsay**, and **DashaMail**.
### Altcraft
[**Altcraft**](https://altcraft.com/) Platform features Market — a module for working with product and customer order data. It allows you to use this data in email campaigns to generate dynamic content.

The following can be used in templates:
- **Products**. Prefix — `product`. A basic product card that contains the name (`name`), identifier (`external_id`), categories  (`categories`), custom fields (`custom_fields`), and other parameters.<br><br>
- **SKU (Stock Keeping Unit)**. Prefix — `sku`. Variations and product attributes, such as product manufacturer (`manufacturer_name`), availability (`is_available`), courier delivery option (`delivery`), and others.<br><br>
- **Order**. Prefix — `order`. Includes general information about a single order, such as identifier (`external_id`), status (`status`), and total price (`total_price`).<br><br>
- **Orders**. Prefix — `orders`. Allows for selecting multiple orders in a profile list.

Altcraft Platform supports two main methods of importing product data:
- **YML**. Format developed by Yandex and used for describing products. Suitable for bulk export from CMS, marketplaces, or warehouse systems. Includes store name, categories, product list, prices, and other parameters.<br><br>
- **JSON**. Supports uploading product entities, SKUs, categories, orders, and items with required parameters (`external_id`, `name`, `entity_type`, and others). With JSON, you can add data generated on your server directly at the time of sending.

Below is an example of inserting product cards into a template. This is a simplified version of the code, showing only the key fragments:

```xml
<table width="100%" border="0" cellspacing="0" cellpadding="0">
<tr><td align="center" valign="top">
{for $index $el = products("product.manufacturer_name == 'Apple'" 4 "price" "desc")}
<div style="display: inline-block;width:300px;">
    <div><a href="{$el.url}" ><img src="{$el.pictures}" /></a></div>
    <div><a href="{$el.url}" >{$el.name}</a></div>
      {if "el.old_price"}
        <div><s>{$el.old_price}</s></div>
    {end}
      <div>{$el.price}</div>
    <a href="{$el.url}" >Buy now</a>
</div>
  {if iseven($index)}
        
    {else}
          {if $index lt 3}
          
          {end}
    {end}
{end}
</td></tr>
</table>
```
Let’s break down some of its elements:
- `for $index $el` — a loop that outputs an array of elements. In this case, the array is a list of products.<br><br>
- `products("product.manufacturer_name == 'Apple'" 4 "price" "desc")` — a product query. It contains four parameters: filter (which products to display), number of products, field to sort by, and the sort order.<br><br>
- Another important detail is the condition under the product card. To ensure proper display in Outlook, the correct table structure must be maintained. Depending on whether the current card number is even (`if iseven($index)`), the template should either move to the next cell in the same row or end the current row and start a new one. This is handled using conditional comments that Outlook can interpret and process.

A major advantage of Altcraft Platform is the unified template syntax for different channels — email, push notifications, SMS, and messengers. The same insertion and filtering logic works across all communication formats, simplifying the setup and scaling of campaigns.
### Sendsay
[**Sendsay**](https://sendsay.com/) is equipped with the **PROScript** language, a content templating mechanism for email campaigns. It is designed to allow the following directly within an email template:
- Generate dynamic content<br><br>
- Control structure based on conditions<br><br>
- Insert data from external sources

PROScript supports:
- **Variables**. Provide access to profile field values or data from an external source. A variable can be a hash, a link to an array, or an object.<br><br>
- **Loops** (`foreach`). Allow for iterating through data arrays (for example, a list of promotions or gifts).<br><br>
- **Conditions** (`if`, `elsif`, `else`). Display content blocks depending on variable values.<br><br>
- **Operators** (`==`, `!=`, `and`, `or`). Enable building complex, compound checks and nested conditions.

For e-commerce scenarios such as “Abandoned Cart” or “Abandoned View”, Sendsay uses external YML files. In addition to product descriptions, these can contain a list of categories, promotions, and gifts. Elements in these sections are accessible via special keywords in the path:

- `[% yml.CATEGORY.<id>.* %]` — product categories, where `<id>` is the value of the id attribute of the `<category>` tag in the YML file, identifying a specific category in the catalog.<br><br>
- `[% yml.GIFT.<id>.* %]` — list of gifts, where `<id>` matches the value of the id attribute of the `<gift>` tag describing a specific gift.<br><br>
- `[% yml.PROMO.<id>.* %]` | — list of promotions, where `<id>` is the value of the id attribute of the `<promo>` tag describing the terms and details of the promotion.<br><br>

Here is a simplified example of inserting product cards from a JSON file into a template:

```xml
[% external_extra("URL/products.json","ignore_error","1","timeout","1") %]

<table width="100%" border="0" cellspacing="0" cellpadding="0">
<tr><td align="center" valign="top">
[% FOREACH item IN products %]
<div style="display: inline-block;width:300px;">
    <div><a href="[% item.url %]"><img src="[% item.pictures %]" /></a></div>
    <div><a href="[% item.url %]">[% item.name %]</a></div>
      [% IF item.old_price %]
        <div><s>[% item.old_price %]</s></div>
    [% END %]
      <div>[% item.price %]</div>
    <a href="[% item.url %]">Buy now</a>
</div>

        [% IF loop.index % 2 == 0 %]
            
        [% ELSE %]
		[% IF !loop.last %]
            
        	[% END %]
        [% END %]

[% END %]
</td></tr>
</table>
```
Key points to note:
- `external_extra` requests a JSON file with the product catalog.<br><br>
- `[% FOREACH item IN products %]` loop iterates through all loaded products.<br><br>
- Proper display in Outlook is ensured through a table-based layout. For this, the code checks whether the current iteration is even: `[% IF loop.index % 2 == 0 %]`. 

**How it works upon sending:**
- The platform loads data from JSON.<br><br>
- Filtering and selection of required elements are performed directly in the template.<br><br>
- The recipient sees content generated according to the set rules — for example, products from a chosen category or promotions for a specific segment.
### DashaMail
Unlike Altcraft and Sendsay, [**DashaMail**](https://dashamail.ru/) does not have a full-fledged template language with loops and conditions in the usual sense, but it does include a mechanism for automatically inserting product data from a YML file. The file must first be added in the “Products” section. It’s important to note that product insertion in DashaMail is **only available for trigger emails**.

Here’s how a basic example of adding product cards looks like:

```xml
<table width="100%" border="0" cellspacing="0" cellpadding="0">
<tr><td align="center" valign="top">


<div style="display: inline-block;width:300px;">
    <div><a href="%YML_URL%"><img src="%YML_IMAGE%" /></a></div>
    <div><a href="%YML_URL%">%YML_NAME%</a></div>
        <div><s>%YML_OLDPRICE%</s></div>
      <div>%YML_PRICE%</div>
    <a href="%YML_URL%">Buy now</a>
</div>

</td></tr>
</table>
```

Let’s take a closer look at some of the details:
- `` — a loop that outputs product cards.<br><br>
- `...` — for displaying cart data.<br><br>
- `...` — for displaying recently viewed products.<br><br>
- `` — sets a limit on the number of displayed products.

It’s not possible to add conditional comments for proper rendering in Outlook here. For layout purposes, other solutions need to be used — for example, displaying one card per row or applying CSS media queries for adaptation.
## Tips for Working with Dynamic Content
Before launching a campaign, it’s important to check how the email looks and behaves in real-life conditions. Here are the key points to keep in mind:
- **Test templates in different email clients**. For example, Gmail may cut off content, and Outlook may display tables incorrectly. Check data insertion: for instance, what happens if the loop outputs only one product instead of four. Also check rendering on both desktop and mobile devices.<br><br>
- **Use a fallback if data is not loaded**. For example, if the cart is empty or a field has no value. If a product is unavailable, show a placeholder (e.g., “Product will be available soon”) or hide empty blocks entirely.<br><br>
- **Avoid overloading with too many items**. If there are too many products in the email, it’s harder for the reader to focus. Limit the template to 4–6 product cards. Below them, add a “View All” button that opens the full product list on the website.<br><br>
- **Limit image sizes**. Heavy images slow down email loading. Compress them to an optimal size — ideally, up to 100 KB each.
## Conclusion
When implemented correctly, tested thoroughly, and aligned with user behavior, dynamic content becomes a powerful email marketing tool. The key to success is a combination of technology with attention to detail:
- Choose the right tool for the task and complexity level<br><br>
- Test scenarios and template responsiveness<br><br>
- Ensure data accuracy and high-quality rendering

And if you wish to avoid the complexities of coding, use our convenient [**Pixcraft visual email builder**](https://pixcraft.io). Bring your ideas to life quickly and without the need to dive into complicated technical details.

Learn more about dynamic content in email campaigns: why it matters, how to use it, and how it works in different mailing platforms.

small_image (1) (1) (1).png

thumbnail_image (1) (1) (1).png

image (1) (1) (1).png

How to Use Dynamic Content In Email Campaigns

Customers behave differently: some order frequently, others rarely, and some haven’t opened your emails in a long time.  

RFM analysis helps bring order — dividing your customer base into groups based on activity and purchase value. This way, emails become more targeted: active clients aren’t annoyed by irrelevant messages, while “dormant” ones can be re-engaged with a compelling offer.  
In this article, we’ll explain how RFM analysis works, how to set up segments, and how to use them in email campaigns to save budget and increase orders.

## What Is RFM Customer Analysis and Why Use It

RFM analysis (Recency, Frequency, Monetary) is a method that categorizes customers into groups based on three criteria: how recently they made a purchase, how frequently they buy, and how much they spend.  

RFM is used to segment customers by their activity and value to the business. It helps identify the most profitable and loyal clients, as well as those who’ve stopped buying and need extra attention. This approach makes marketing more accurate and reduces unnecessary spending.  

In email campaigns, RFM helps avoid sending the same messages to everyone. Active clients only need updates and useful content — they don’t require frequent discounts. For those who haven’t purchased in a while, you can prepare a special offer or promotion to regain their interest.  

As a result, the customer base is divided into RFM segments, each with its own communication scenario. This reduces costs on unnecessary discounts and bonuses, increases the effectiveness of email sequences, and improves targeted ad results.  
Companies see more repeat orders, better retention, and stronger loyalty — all with less waste.

## How to Conduct RFM Analysis in Email Marketing

**1. Gather the data.** Export from your CRM or database: customer ID, date of last purchase, total number of orders, and total purchase amount. If the data is spread across different tables, consolidate it into one.

**2. Calculate R, F, and M.**

- **Recency** — how much time has passed since the last purchase (in days or months).

- **Frequency** — how many orders the customer placed during a set period (e.g., over the past year).

- **Monetary** — how much money the customer spent in total over that same period. Sometimes average order value is used, but total spend gives a fuller picture of customer activity.

**3. Define the scale.** Split each metric into categories: for example, 1 = high, 3 = low. The exact thresholds depend on your business: for daily food delivery, “hasn’t ordered in a while” might mean a week; for furniture, it could mean six months. To do this, sort the data from low to high and divide it into levels — for example, groups with low, medium, and high values.

<Table>
| Metric     | What it means                  | 1 — Best Score         | 2 — Average Score       | 3 — Weak Score          |
|------------|--------------------------------|------------------------|--------------------------|--------------------------|
| Recency    | How recently the customer bought | Recently               | Moderate time ago        | A long time ago          |
| Frequency  | How often they buy             | Frequently              | Occasionally              | Rarely                   |
| Monetary   | How much they spend            | A lot                   | Moderate amount           | A little                 |
</Table>
<br>

**4. Assign scores to each customer.** Calculate three scores — R, F, and M. You’ll get a segment code, for example: 111 (recent purchase, buys frequently, spends a lot) or 333 (hasn't ordered in a long time, buys rarely, spends little). Typically, up to 27 combinations are used, but they can be grouped later for simplicity.

**5. Give segments clear names.** For example, 111 — “loyal and active,” 333 — “dormant,” 311 — “churned but used to spend a lot.” In email marketing, such labels immediately suggest what type of message each segment should receive.

**6. Set up email campaigns for each segment.**

- Active customers don’t need discounts — send them new arrivals and helpful content.  
- Occasional buyers — send a personal offer or reminder.  
- Dormant customers can be reactivated with a promotion or bonus.  
- Those likely to churn — send a survey or a reason to stay.

**7. Review segments regularly.** Customer behavior changes. Update your RFM scores at least once a quarter. As your database grows, you can make the scale more granular — for example, using a 5-point system instead of 3.

## RFM Segment Examples and How to Use Them

<Img
img="/api/uploads/rfm_segments_68d7bf9d56.png"
alt="RFM segments"
/>

**Loyal customers (e.g., segment 111).** This is the most reliable part of your audience — they purchased recently and spend more than others. In email campaigns, these subscribers should receive updates about new arrivals and special invitations to loyalty programs. Regular emails can include thank-you messages for their trust, holiday greetings, and bonuses for long-term loyalty.  

They don’t need frequent discounts — they’re already buying. It's better to focus on service quality and exclusive offers. It’s also helpful to occasionally ask for their feedback on products or service — loyal customers are more likely to respond and share recommendations.  

By the way, you can quickly design such emails using the [**Pixcraft**](https://pixcraft.io/) editor.


<Img
img="/api/uploads/rfm_thank_you_eafeb71ded.png"
alt="Thank you message"
/>


**Likely to Return (311).** These customers were once active or high-spending but haven’t ordered in a while. The potential for reactivation is high. An email sequence works well: start with a gentle reminder about the brand, followed by a personal promo code or gift.  If the customer typically makes high-value purchases or deals with premium products (e.g., real estate or vehicles), you can also involve a personal manager or make a phone call. It’s important not to delay reactivation — the longer the customer is inactive, the more expensive it becomes to win them back.


<Img
img="/api/uploads/rfm_reactiovation_eb36c945a5.png"
alt="Reactivation"
/>


**New and Active (211).** These customers have recently made their first or second purchase — the goal is to build the habit of buying.  
Introduce them to popular products, highlight your brand’s advantages, and offer a discount or gift for a repeat purchase.  

A survey can help collect data on their preferences and improve personalization.

**Rare but High-Spending (331).** These customers place orders infrequently but spend a lot. They don’t need mass emails — only personalized offers and exclusives. You can offer consultations, private sales, or special services. The key is to maintain their interest in the brand without overwhelming them.

**Frequent but Low-Spending (113).** These customers love the brand but buy low-cost items or place small orders. The goal is to increase their average order value. Emails with offers like “buy more — get a gift” or “free shipping over a certain amount” work well.  You can also promote bundles, upsells, and complementary products.


<Img
img="/api/uploads/rfm_upsell_email_545a68ae45.png"
alt="Get a gift email"
/>

**Dead Segment (333).** These customers haven’t purchased in a long time, spent little, and did so infrequently. It’s better not to spend budget on them — the response rate is minimal. They can occasionally be included in mass sales, but the priority should go to new and loyal groups.

## Automating RFM Analysis

**1. Spreadsheets (Excel, Google Sheets).** For small businesses or testing hypotheses, Excel is enough. You can compile order history into a table: calculate the date of last purchase, number of orders, and total spend per customer. Then use formulas or filters to assign scores: who gets “1”, “2”, or “3”.  

This data can be exported to your email platform to create basic segments right away. However, for large databases or frequent updates, this method becomes unreliable quickly.

**2. BI tools or database + script.**  If the data is stored in a database, an analyst can write an SQL query or script. This code automatically calculates Recency, Frequency, and Monetary values, assigns scores, and writes them to a separate table or directly into customer profile fields.  

The advantage: segment updates are automated and scheduled.  

The downside: it requires technical specialists. Still, it’s convenient for email campaigns — segments from the database can easily sync with your ESP or CDP for scheduled launches.

**3. CRM, CDP, and marketing platforms.** If you already use a CRM or CDP, check if built-in segmentation is available.  
For example, in [**CDP Altcraft**](https://altcraft.com), segments can be generated automatically. These segments connect directly to email campaigns, allowing you to set up automated flows for “loyal,” “new,” or “dormant” customers.  

The benefit: segments are recalculated with every new order or data change, so you don’t need to monitor updates manually.

## Limitations of the RFM Method

**1. Works only with customers who have already made purchases.** RFM won’t show which subscribers have never placed an order and won’t help identify “cold” leads. For email marketing, this means part of your list — potential customers — remains outside of RFM-based segmentation.  **Solution:** track those who haven’t purchased yet but actively open emails and click links — segment them separately and nurture with onboarding flows or first-purchase promos.

**2. Requires a sufficient customer base and order history.** If a company has only 200 customers or just launched a store, splitting them into dozens of groups is pointless — some segments will be empty. For small lists, it’s better to rely on basic triggers (welcome emails, cart reminders, reactivation) and focus on data collection. RFM becomes meaningful once you’ve reached at least 1,000 customers and several thousand orders.

**3. Static segmentation becomes outdated quickly.** RFM shows which segment a customer belongs to *right now*, but behavior changes fast. Someone who was active six months ago may not even open emails today. If segments aren’t updated automatically, emails start going to the wrong people. **Solution:** use automated calculations in a CDP.

**4. Only considers three factors.** In reality, subscriber behavior is influenced by many other things: seasonality, product type, sales channel. RFM doesn’t account for these. For example, a customer might order rarely not because they lost interest, but because the product is purchased once a year. For email marketing, this matters — such segments don’t need “Discount! Come back!” emails.  **Solution:** enrich RFM with additional attributes — e.g., preferences from surveys or engagement data (which emails they open most often).

**5. Doesn’t predict future behavior.** RFM is about the past. It shows who *was* active or dormant, but doesn’t estimate how much a customer will spend tomorrow or whether they’ll leave for a competitor.

### How to Expand RFM Analysis for Email Marketing

RFM covers basic segmentation needs, but in email marketing, that’s often not enough. To make segments even more precise, it's common to combine RFM with other approaches.

**LTV Prediction.** One approach is to combine RFM with Lifetime Value (LTV) prediction models. This way, segments show not only who is loyal now, but also how much value a customer is expected to bring in the future.  For example, you can calculate the expected LTV for both “loyal” and “dormant” customers separately and set up different email flows: retention messages for some, and more aggressive promotional campaigns for others — if the return justifies the cost.

**Behavioral Metrics.** RFM only accounts for purchases, but in email marketing, overall engagement is also important: who opens emails, clicks links, or visits the website. This data can be combined with RFM. For example, a customer may be making frequent purchases but hasn’t opened an email in a while — that’s a signal to send a personalized reminder or even make a call, especially if it’s a high-value B2B client.

**Composite Segments and Advanced Models.** RFM is often enhanced with ABC analysis — this identifies which products or categories generate the most revenue. It helps build effective cross-sell campaigns: offering “loyal” customers exactly the products they’re most likely to buy.

## Conclusion

RFM analysis is one of the most reliable ways to segment your customer base based on actual behavior.  
In email marketing, it forms the foundation for targeted strategies: active customers receive updates and personalized offers, while “dormant” ones are re-engaged with promos and reminders.  

To keep segments accurate, it’s best to automate the calculations and enrich them with additional data.  
This approach makes email performance more predictable and drives more repeat sales — without unnecessary expenses.

How to segment your audience with RFM analysis, reduce email marketing costs, and boost campaign performance.

Articles by tag: Email Marketing