Brevo Marketing Automation Basics: Workflows Beginners Should Start With

Introduction

Marketing automation can feel like a maze, but Brevo (formerly Sendinblue) makes it surprisingly straightforward. If you’re new to the platform, the right starter workflows will help you capture leads, nurture contacts, and turn prospects into customers—all without drowning in technical jargon.

Why Brevo Automation?

• All‑in‑one: Email, SMS, chat, and CRM live in one dashboard.
• Visual builder: Drag‑and‑drop workflow editor that anyone can understand.
• Scalable triggers: From simple sign‑ups to complex e‑commerce events.

These benefits translate into higher open rates, shorter sales cycles, and more time for creative strategy.

Essential Beginner Workflows

1. Welcome Series

A warm welcome sets the tone for future engagement. This workflow runs automatically when a contact joins your list.

1. Trigger: Contact subscribes via a form or API.
2. Step 1: Send an instant "Welcome to [Your Brand]" email with a brief brand story.
3. Step 2 (Day 2): Follow up with a value‑rich email—blog roundup, guide download, or video tutorial.
4. Step 3 (Day 5): Offer a first‑time discount or free trial to encourage a purchase.

Tip: Use personalization tags (e.g., {{ contact.FIRSTNAME }}) to make each email feel one‑to‑one.

2. Abandoned Cart Reminder

E‑commerce sites lose up to 70% of carts. A quick reminder can recover a large chunk of that revenue.

1. Trigger: Cart abandonment after 1 hour of inactivity.
2. Email 1 (1 hr): Friendly reminder with product image and “Complete your order” button.
3. Email 2 (24 hr): Add social proof—customer reviews or “People also bought.”
4. Email 3 (48 hr): Offer a limited‑time discount code to nudge the decision.

Optional: Send an SMS after the second email for higher conversion on mobile shoppers.

3. Re‑Engagement (Inactive Contact) Loop

Every list needs a healthy churn rate. Identify contacts who haven’t opened an email in 90 days and try to win them back.

1. Trigger: No activity for 90 days.
2. Email 1: “We miss you” with a compelling subject line and a one‑click survey.
3. Email 2 (7 days later): Share a popular piece of content or a special offer.
4. Decision Split:
   • If they click – move them to the active list.
   • If no response – tag them as “inactive” and remove from future campaigns.

4. Post‑Purchase Nurture

Turning a one‑time buyer into a repeat customer is cheaper than acquiring a new lead.

1. Trigger: Order confirmed.
2. Email 1 (Immediately): Order receipt with shipping details.
3. Email 2 (3 days later): Product usage tips or how‑to video.
4. Email 3 (10 days later): Request a review and suggest complementary products.
5. Email 4 (30 days later): Loyalty discount for the next purchase.

Setting Up a Workflow in Brevo – Step by Step

1. Navigate to Automation > Workflows in the left menu.
2. Click + Create a workflow and choose Start from scratch or use a template.
3. Select your trigger (e.g., “Contact subscribes”).
4. Drag the desired actions (send email, SMS, wait, condition) onto the canvas.
5. Configure each action: select a pre‑saved email, set wait time, define conditions (e.g., “Did not click?”).
6. Save and activate the workflow. Brevo will start processing contacts in real time.

Best Practices for Beginner Automation

• Keep it short: 3–5 steps prevent fatigue and make debugging easier.
• Test before launch: Use the “Test workflow” button with a dummy contact.
• Segment wisely: Combine tags and custom fields to target the right audience.
• Monitor KPIs: Open rate, click‑through rate, conversion rate, and unsubscribe rate for each step.
• Iterate: After 2 weeks, analyze performance and tweak subject lines, timing, or offers.

FAQ

Do I need coding skills to build a Brevo workflow?

No. Brevo’s visual editor is drag‑and‑drop, and all email content is built with the native editor or imported HTML.

Can I combine email and SMS in the same workflow?

Yes. Simply add an “Send SMS” action after a wait step to reach contacts on mobile.

How often should I review my automation performance?

At least once a month. Look for steps with high drop‑off rates and consider adjusting timing or messaging.

Is there a limit to the number of workflows I can create?

Brevo’s plans set a cap (e.g., 20 workflows on the Premium plan). Start with the essentials and scale as you grow.

What happens if a contact meets multiple triggers?

Brevo adds the contact to each relevant workflow, but you can use “Exclusion conditions” to avoid duplicate emails.

Conclusion & Call to Action

Starting with a welcome series, abandoned‑cart reminder, re‑engagement loop, and post‑purchase nurture gives you a solid automation foundation. Implement, measure, and refine—your results will improve with each iteration.

Ready to automate? Log in to Brevo, create your first workflow today, and watch your engagement soar.