How to Use Tags and Segments Inside Automation Workflows
Tags and segments are two of the most powerful tools inside Brevo. They allow you to group contacts by behavior, interests, actions, and profile details — and then use those groups inside automation workflows. When used correctly, tags and segments transform your automations from simple email sequences into smart, personalized journeys that adjust to each subscriber automatically. This guide walks you through every element of using tags and segments inside workflows, using a friendly and practical step-by-step approach suited for 2026.
Why Tags and Segments Matter in Email Automation
Most automation beginners think workflows only send emails on timers. But real automation adapts to how people behave — what they click, what they buy, how they browse, and how engaged they are. Tags and segments unlock this personalization. They help you:
- Track subscriber behavior automatically
- Send different messages to different audiences
- Build automated journeys that respond to actions in real time
- Improve relevance, engagement, and deliverability
- Avoid sending irrelevant content to the wrong people
This is the foundation of modern marketing automation — and Brevo makes it surprisingly simple.
Tags vs Segments — Simple Explanation for Beginners
Tags = Quick labels
Tags are instant markers you attach to contacts during workflows. Example: “Clicked Guide,” “VIP,” “Not Interested.”
Segments = Dynamic groups
Segments automatically include or remove contacts based on conditions — like engagement, clicks, or purchase behavior.
Tags feed segments
Tag behavior → segment updates → triggers automation.
Segments improve targeting
You can send email sequences only to people who match exact criteria.
Both improve automation accuracy
They ensure people only receive emails that match their journey.
Brevo’s advantage
Tags + segments work perfectly inside Brevo’s visual builder.
How to Use Tags Inside Automation Workflows
Tags are the “signals” your workflows use to track behavior. They help you respond instantly when someone takes an action worth noting.
Common tagging examples:
- Tag → “Clicked Welcome Email”
- Tag → “Viewed Pricing Page”
- Tag → “Downloaded Ebook”
- Tag → “Interested in Automation”
- Tag → “Cold Contact”
- Tag → “New Customer”
Where tags fit inside workflows:
- After a click event
- After a condition
- After purchase tracking
- After completing a specific action
Tags are especially useful because they are instant — the moment an event happens, the tag is applied.
How to Use Segments Inside Workflows
Segments update automatically based on conditions you define. They are perfect for long-term organization and advanced targeting.
Popular segment ideas:
- Engaged Subscribers (opened/clicked in last 14 days)
- Cold Subscribers (no opens in 45 days)
- High-Intent Users (visited pricing page)
- New Customers (purchased once)
- VIP Customers (multiple purchases)
Segments trigger workflows automatically
You can create an automation that starts when someone:
- Joins a segment
- Leaves a segment
Example workflow:
- User clicks product link → Tag applied
- Tag adds them into “High Intent” segment
- Segment triggers a 3-email targeted sequence
Combining Tags and Segments for Smarter Automation
The real power arrives when you combine tags and segments together. This creates a fully adaptive automation system.
Example 1 — Behavior-Based Nurture
- Subscriber clicks guide → Tag applied
- Tag adds them to “Engaged” segment
- Segment triggers nurture automation
Example 2 — Cold Audience Cleanup
- No open for 45 days → Tag “Cold Contact”
- Segment “Cold Subscribers” updated
- Automation sends reactivation sequence
Example 3 — Purchase Journey
- Purchase event → Tag “Customer”
- Customer joins “New Customer Segment”
- Segment triggers onboarding workflow
Step-by-Step: How to Build a Tags + Segments Automation in Brevo
- Choose your goal.
Example: Deliver targeted content after someone clicks your product link.
- Create your tag.
Example: “Interested in Product.”
- Add a workflow trigger.
Example: “Contact clicked link.”
- Apply the tag inside the workflow.
- Create a segment based on that tag.
- Build a workflow triggered by joining the segment.
- Add your emails or actions.
- Set exit conditions.
- Test the workflow with a dummy contact.
- Activate confidently.
Use Cases Where Tags + Segments Work Best
1. Lead Qualification
Identify hot leads based on behavior and push them into specific campaigns.
2. Onboarding Paths
Guide users based on their actions during welcome or setup.
3. Interest-Based Funnels
Deliver targeted lessons based on what content they interact with.
4. Re-Engagement
Reactivate cold subscribers with personalized messaging.
5. Ecommerce Personalization
Recommend products based on browsing or purchase history.
Optimization Routine (2026 Strategy)
Weekly:
- Review which tags are applied most often
- Check segment growth
- Evaluate workflow entry accuracy
Monthly:
- Remove unused tags
- Improve segment rules
- Check engagement metrics by segment
Quarterly:
- Rebuild segment logic for accuracy
- Adjust tags based on new features or content
- Ensure workflows are not overlapping
Common Mistakes to Avoid
- Creating too many unnecessary tags
- Using segments that are too broad or too narrow
- Failing to test segment entry
- Forgetting to add exit rules
- Overusing tags without clean naming structure
Pros & Cons of Tags and Segments
Pros
- Deep personalization
- Perfect automation targeting
- Easy to manage in Brevo
- Improves engagement significantly
- Enables advanced automation without complexity
Cons
- Too many tags can get messy
- Segments may need periodic refinement
- Complex setups require clear strategy
Final Verdict
Tags and segments are essential tools for any marketer using Brevo automation. They turn simple workflows into adaptive systems that react to real behavior in real time. With a clean structure, well-defined naming system, and consistent review cycle, you can build automations that feel personal and smart — without becoming complicated.
Recommendation
Next Steps — Build Your Smartest Workflows Yet
Email Educate provides structured templates for building tag-based and segment-based automation workflows inside Brevo.