Common Mistakes Beginners Make in Brevo and How to Fix Them

Introduction

Brevo (formerly Sendinblue) is a powerful marketing automation platform, but beginners often stumble over a few recurring pitfalls. In this guide we’ll identify the most common mistakes, explain why they happen, and give you step‑by‑step fixes so you can start sending effective campaigns faster.

1. Ignoring List Segmentation

Sending the same email to every contact sounds easy, but it kills engagement. New users frequently overlook the segmentation tools Brevo offers.

Why it matters

• Higher open rates – targeted subject lines resonate.
• Reduced unsubscribe complaints.
• Better deliverability because you’re not blasting irrelevant content.

How to fix it

1. Go to Contacts → Segments and create at least two groups (e.g., “New Subscribers” and “Loyal Customers”).
2. Use built‑in filters such as Signup date, Click activity, or custom attributes you’ve added.
3. Save the segment and select it when building a campaign.

2. Skipping Double Opt‑In

Many beginners turn off the double opt‑in confirmation to grow lists quickly. While it inflates numbers, it brings spam traps and low‑quality leads.

Why it matters

• Improves list hygiene and protects your sender reputation.
• Ensures compliance with GDPR and other regulations.

How to fix it

Enable double opt‑in in Settings → Contacts → Double opt‑in. Customize the confirmation email with clear branding and a compelling call‑to‑action.

3. Forgetting to Set Up SPF/DKIM Records

Without proper authentication, your emails land in the spam folder. Beginners often rely on Brevo’s default settings and ignore DNS configuration.

Why it matters

• Boosts deliverability.
• Prevents email spoofing.

How to fix it

1. Log into your domain registrar.
2. Add the SPF record v=spf1 include:spf.sendinblue.com -all.
3. Add the DKIM TXT record provided in Brevo under Settings → Domain authentication.
4. Validate the records in Brevo; the status turns green once DNS propagates.

4. Overusing Dynamic Content Without Testing

Dynamic blocks are great, but beginners sometimes insert multiple variables without previewing the result.

Why it matters

• Broken placeholders display raw code (e.g., [[FIRSTNAME]]) which looks unprofessional.
• Personalization loss reduces click‑through rates.

How to fix it

Use Brevo’s Preview & Test feature. Send a test email to yourself, select different contact profiles, and verify that each dynamic block renders correctly.

5. Not Using the Email Scheduler

Launching a campaign at the wrong time wastes potential engagement. New users often click “Send now” without considering time zones.

Why it matters

• Open rates can increase by up to 30% when timed for the recipient’s local hour.
• Scheduling helps you align with product launches or events.

How to fix it

When you finish a campaign, click Schedule and select the desired send date and time. Enable Time‑zone based sending if you have an international list.

6. Ignoring the A/B Testing Feature

Beginners frequently launch a single version and wonder why performance is low.

Why it matters

• Identifies the subject line, layout, or CTA that resonates most.
• Data‑driven decisions replace guesswork.

How to fix it

Set up an A/B test under Campaign → A/B testing. Choose one variable (subject line or content), define the split percentage, and let Brevo automatically send the winning version to the remaining contacts.

7. Neglecting Automation Workflows

Automation is where Brevo shines, yet beginners treat it as an “advanced” feature and miss out on simple triggers.

Why it matters

• Welcome emails, abandoned cart reminders, and re‑engagement series run on autopilot.
• Saves time and keeps your brand top‑of‑mind.

How to fix it

1. Navigate to Automation → Create a workflow.
2. Select a template such as “Welcome series”.
3. Customize the emails, set delays (e.g., 1 hour after signup), and activate.

Conclusion

Making these seven common mistakes is easy, but fixing them is straightforward. By segmenting your list, enabling double opt‑in, authenticating your domain, testing dynamic content, scheduling wisely, leveraging A/B testing, and automating key touchpoints, you’ll see higher deliverability, better engagement, and a healthier sender reputation on Brevo.

FAQ

• Do I need a paid plan to use double opt‑in? No, the feature is available on all plans.
• How long does DNS propagation take for SPF/DKIM? Typically 5‑30 minutes, but it can be up to 24 hours.
• Can I A/B test more than one element at once? Brevo limits each test to one variable; run separate tests for other elements.
• Is there a limit to the number of segments? Free accounts can create up to 5 segments; paid plans allow unlimited.
• What’s the best time to send newsletters? Around 10 am in the recipient’s local time zone, but always test your own audience.

Take Action Now

Ready to clean up your Brevo account? Log in, apply the fixes above, and schedule your first segmented campaign today. Need personalized help? Contact our Brevo experts and start converting more leads tomorrow.