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.

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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.

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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