Brevo Automation Triggers Explained for Beginners
Automation triggers are the backbone of every powerful workflow inside Brevo. Triggers decide *when* a workflow starts, *why* it starts, and *who* should enter it. If you understand triggers correctly, you’ll be able to create personalized, smart, and high-performing automations that work around the clock — without any manual effort. This guide breaks down every important trigger in Brevo, explains how each one works, and shows beginners how to apply them in practical workflows.
Why Understanding Triggers Is Critical for Automation Success
Triggers act like sensors. They listen for specific events — like a signup, a click, a purchase, or a field update — and launch your automation the moment that event happens.
Beginners often underestimate triggers and jump directly into creating emails. But without selecting the correct trigger, users may never enter the workflow or may enter at the wrong time.
Mastering triggers ensures:
- Workflows start at the perfect moment
- Subscribers get relevant messages
- You never send the wrong email to the wrong person
- Your automation system stays clean and predictable
Types of Brevo Automation Triggers (Beginner-Friendly Breakdown)
1. Contact-Based Triggers
These triggers activate when a subscriber enters a list, completes a form, or updates a profile field.
2. Email Behavior Triggers
These triggers monitor actions such as email opens, clicks, or reply conditions.
3. Website Behavior Triggers
Triggered by page visits, product views, or web events. Ideal for e-commerce.
4. E-commerce Triggers
Triggered by cart events, purchases, order updates, product interactions.
5. Segment-Based Triggers
Start workflow automatically when a user joins or leaves a segment.
6. Tag-Based Triggers
Even adding or removing a tag can trigger an entire automation chain.
1. Contact-Based Triggers (Perfect for Beginners)
These are the simplest and most powerful triggers for new workflow builders.
Contact Added to a List
This is the most common beginner trigger. Excellent for welcome sequences and lead magnet delivery.
Contact Submits a Form
Great for gate-locked resources, free downloads, webinar signups, and interest-specific funnels.
Contact Field Updated
Example: When someone selects “Interested in automation” during signup → send targeted content.
2. Email Behavior Triggers
Email behavior triggers activate based on engagement.
Opened an Email
Useful for engaged-user pathways, next-step education, or multi-step onboarding.
Clicked a Specific Link
The most powerful behavior trigger. You can send different content based on clicking behaviors.
Did Not Open / Did Not Click
Critical for re-engagement and list cleaning automation.
3. Website Behavior Triggers
If you install the Brevo tracking script, you unlock advanced website-based triggers.
- Visited a specific page (e.g., pricing)
- Viewed a product
- Spent X seconds on a page
- Viewed multiple pages
Perfect for high-intent journeys.
4. E-commerce Triggers (High ROI)
If you run an online store, these triggers are essential:
- Added product to cart → start cart recovery
- Abandoned checkout → send reminders
- Completed purchase → start thank-you or upsell automation
- Purchased specific item → sent product-specific follow-ups
5. Segment-Based Triggers
Starts automation when someone enters or leaves a segment.
Popular examples:
- Engaged segment (opened or clicked in last 7 days)
- VIP buyers segment
- New customers segment
- Cold contacts segment
6. Tag-Based Triggers
Tags are mini-signals you attach to contacts. When a tag is applied, you trigger automation.
- Tag "Downloaded guide" → start nurture funnel
- Tag "Interested in automation" → start education series
- Tag "VIP" → send premium offers
How to Choose the Right Trigger (Beginner Framework)
- Identify the user action.
What should start the workflow? - Match it to the closest Brevo trigger.
Signup → List trigger
Click → Behavior trigger
Purchase → E-commerce trigger - Test the trigger once before going live.
- Use tags + segments to refine accuracy.
- Add exit conditions to avoid confusion.
Real Automation Use Cases Using Triggers
1. Welcome Sequence Trigger (List-based)
Trigger: “Contact added to list”
Sends first welcome email immediately.
2. Lead Magnet Delivery
Trigger: “Form submitted"
Automatically delivers resource and starts a nurture flow.
3. Interest-Based Funnel
Trigger: “Contact field updated"
If user selects interest → start targeted education.
4. Cart Recovery Automation
Trigger: “Abandoned cart event"
Sends reminder, incentive, and urgency sequence.
5. Content-Engaged Path
Trigger: “Clicked a link"
Moves user to highly-engaged pathway with advanced content.
Common Mistakes Beginners Make with Triggers
- Choosing a trigger that does not match user behavior
- Forgetting to add exit conditions
- Using open-based triggers incorrectly
- Not testing triggers before activation
- Triggering multiple workflows at once accidentally
Pros & Cons of Using Brevo Triggers
Pros
- Easy visual interface
- Beginner-friendly triggers
- Supports advanced behavior tracking
- Perfect for e-commerce and education
- Reliable automation engine
Cons
- Website triggers require tracking script
- Complex branches need experience
- Misconfigured triggers can overlap workflows
Final Verdict
Triggers are the foundation of every successful Brevo automation. Once you understand how each trigger works — and match it properly to your user actions — you can build workflows that feel personal, smart, and effortless. Triggers help your automation launch at the right moment and deliver exactly what the subscriber needs, turning ordinary campaigns into responsive, adaptive journeys.
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Next Steps — Build Smarter Automations
Email Educate provides beginner-friendly workflow templates that you can plug directly into Brevo. Start simple, test your triggers, and expand step by step.