How to Build Your First Automation Workflow in Brevo
Marketing automation is the engine that runs behind the scenes and turns your email strategy into a predictable, scalable system. With Brevo, even beginners can build powerful workflows that welcome new subscribers, nurture leads, recover abandoned carts, and guide customers toward their next step. This guide walks you through the complete process of building your first automation workflow — from planning to launching to refining — using simple steps anyone can follow.
Why Automation Matters (and Why Your First Workflow Should Be Simple)
Automation is how you deliver value at scale. Instead of manually sending emails every time someone signs up, buys, or clicks, Brevo handles everything automatically. A good workflow works 24/7, improves engagement, and ensures no subscriber slips through the cracks.
Beginners often try to build complex workflows immediately. This leads to confusion, errors, and inconsistent results. The smarter approach is to start with one workflow that delivers quick results — typically a welcome or lead nurture sequence — and layer complexity as you gain confidence.
Core Features You Need to Know Before Building Automations
Triggers
Triggers start the workflow. Common examples include “contact added to list,” “email opened,” or “purchase made.” Choosing the right trigger determines how the journey begins.
Conditions
Conditions allow branching logic. You can check behavior (clicked/not clicked), segment membership, or contact attributes to personalize workflow paths.
Actions
Actions include sending an email, adding a tag, updating a field, or moving a user to another workflow. These steps make automation useful.
Delays
Delays add time between steps, creating natural pacing. For example: wait 1 day → send next email.
Goals
Goals define the desired end result. When a subscriber meets the goal early, they skip ahead automatically.
Exit Conditions
Exit rules ensure subscribers leave the workflow when irrelevant. This keeps journeys clean and efficient.
Step-by-Step: Build Your First Automation Workflow in Brevo
- Start with a simple goal.
Your first workflow should achieve one clear outcome. Example: “Welcome new subscribers and deliver the first resource.” Goals keep your workflow focused and avoid decision overload.
- Choose your trigger.
The most beginner-friendly trigger is “Contact added to a list.” Every time someone joins your email list, the workflow starts automatically.
- Send the first welcome email.
Welcome emails have the highest engagement of any email you’ll ever send. Keep it friendly, useful, and short. Introduce your brand and give one immediate value piece (guide, checklist, or simple direction).
- Add a delay.
A delay of 1–2 days ensures you don’t overwhelm subscribers. Delays help pacing and create anticipation.
- Send a second email based on your value offer.
Share something useful: tips, tutorials, case studies, or a walkthrough. This builds trust and educates your audience.
- Add a condition to personalize the journey.
Example: “Did the subscriber click the resource link in the welcome email?”
Yes → move them to the engaged path
No → send a modified follow-up guiding them again - Optional: Add a tag.
Tag subscribers based on behavior: “Engaged,” “Clicked Guide,” “New Lead.” Tags help in future segmentation.
- Define your final goal & exit rule.
Goal example: “Subscriber clicked the main CTA in any email.”
Once a subscriber completes the action, they exit the workflow immediately. - Test your workflow before turning it on.
Testing catches errors like wrong links, missing delays, or incorrect triggers. Brevo’s preview and test mode are perfect for this step.
Practical Use Cases for Your First Automation
Basic Welcome Sequence
This is the easiest and highest-performing workflow. It introduces your brand and nudges new subscribers toward their first meaningful action.
Lead Magnet Delivery
Automatically send a resource when someone signs up. Add follow-up emails that guide them toward deeper engagement.
Engagement Booster
If a user stops opening emails for 14 days, trigger a re-engagement workflow with friendly reminders or fresh resources.
Onboarding Flow
Perfect for SaaS, coaching, or educational content. Deliver a series of lessons or guidance emails automatically.
Mini Education Sequence
Create 3–5 lessons that teach something step by step. Automate delivery after signup to boost value instantly.
Optimization Routine: Improve Your Workflow Over Time
Weekly
- Review open & click rates of each step.
- Fix low-performing emails with better subject lines.
- Improve pacing if unsubscribe rates rise.
Monthly
- Review engagement by segment.
- Add one behavior-based branch (e.g., clicked CTA).
- Clean inactive subscribers from your automation funnel.
Quarterly
- Rebuild outdated emails with improved copy.
- Re-check goals and triggers for accuracy.
- Analyze conversions over 90-day cohorts.
Common Beginner Mistakes and How to Avoid Them
- Making workflows too complex: Start small, then expand.
- Not adding delays: Too many emails too fast causes drop-offs.
- Ignoring behavior-based personalization: Conditions increase relevance significantly.
- No goal defined: A workflow without a clear outcome wastes reach.
- Not testing: Broken links or wrong triggers destroy trust.
Pros & Cons of Brevo Automation
Pros
- Beginner-friendly automation builder.
- Easy triggers and conditions.
- Supports behavior-based personalization.
- Scales from simple workflows to advanced journeys.
Cons
- Advanced branching requires experience.
- Poor planning can lead to workflow overlap.
- Large workflows require regular auditing.
Final Verdict
Building your first automation workflow in Brevo is simpler than most beginners expect. By focusing on one goal, using clean triggers, adding proper delays, and personalizing based on behavior, you set up a system that grows engagement and reduces manual effort. With a strong foundation, you can scale into more advanced journeys throughout 2026 — but only after mastering the basics.
Recommendation
Next Steps — Build Better Workflows
Email Educate can provide workflow templates tailored for different goals: welcome, education, onboarding, and re-engagement. Start with the simplest and expand gradually.