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FAQs - What is an automation and how does it work?

Managing contacts one by one takes time. Automations let you set up a workflow once, and it runs automatically for every contact who meets your criteria, no manual effort required each time.

Whether you want to welcome new subscribers, follow up after a purchase, or keep your sales pipeline moving, this article explains how automations work and what you can do with them.

What is an automation?

An automation (or workflow) is a series of actions that run automatically when something happens, such as a contact subscribing to your newsletter, a completed order, or an expiring subscription. From there, it can send emails, create tasks, update information, introduce time delays, or split into different paths based on different criteria.

For example, when someone subscribes to your newsletter, they automatically receive a welcome email. Two days later, they get a follow-up with helpful resources. All of this runs without you doing anything after the initial setup.

Each automation works independently for every contact. When someone meets the trigger conditions, they enter the workflow and move through the steps you've defined, while others might be at a completely different stage at the same time.
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Why use automations?

Automations help you work more efficiently, respond faster to contact actions, and deliver relevant experiences without manual intervention. Common reasons to use automations include:

⏱️ Save time on repetitive tasks

Once a workflow is set up, it runs on its own. You no longer need to manually send emails, update contact information, or create tasks for every new lead or customer interaction.

🎯 Reach contacts at the right moment

Automations react to what contacts do in real time, whether that is subscribing to a list, visiting a page, or completing a purchase. This means the right message goes out at the right time, without anyone having to trigger it manually.

🤝 Deliver a more personal experience

Because each contact moves through a workflow based on their own actions and attributes, every interaction feels relevant to them rather than generic.

🚀 Keep your marketing and sales teams aligned

Automations can handle the handoff between teams automatically, creating tasks for sales reps, updating deal stages, or moving contacts between lists as they progress through their journey.

What are some common automation use cases?

Automation helps you engage contacts, nurture leads, manage your sales pipeline, and save time on repetitive tasks. Common use cases include:

👋 Welcome and onboard new contacts

Send a welcome email or SMS immediately when someone subscribes, followed by a series of messages introducing your brand, products, or services over time.

➡️ To learn more, check our dedicated article Welcome message - Send welcome emails to onboard new contacts.

☑️ Create tasks for your sales team

Automatically create tasks when a contact performs a specific action, such as requesting a demo or reaching a certain lead score, so your team follows up promptly.

➡️ To learn more, check our dedicated article Create an automation to automatically create tasks.

📅 Send personalized messages on special dates

Use contact attributes like birthday or account renewal date to automatically send personalized messages on special occasions.

➡️ To learn more, check our dedicated article Anniversary Date - Send automated birthday or anniversary emails based on a contact attribute.

⏰ Re-engage inactive contacts

Automatically detect contacts who have not opened your emails in a while and send targeted win-back campaigns or update their preferences.

➡️ To learn more, check our dedicated article Send a series of winback emails to recover lost customers.

👀 Follow up after purchases or events

Send thank-you emails, request feedback, offer related products, or update deal stages automatically after a contact completes a specific action.

➡️ To learn more, check our dedicated article Product purchase - Send a thank-you or order confirmation email after purchase.

💼 Manage your sales pipeline

Automatically update deal stages, assign deal owners, or trigger actions when a deal reaches a certain value or stage.

➡️ To learn more, check our dedicated article Automate your sales activities (deals and tasks).

How does an automation work?

An automation has three main components that work together:

Start the automation with a trigger

The trigger is the event that starts the automation for a contact. Common triggers include:

  • A contact is added to a list (for example: subscribing to your newsletter)
  • A contact attribute changes (for example: status changes from "lead" to "customer")
  • A specific date arrives (for example: a contact's birthday or 30 days after signup)
  • A contact performs an action (for example: clicks a link, opens an email, or visits a page)
  • A deal or company event occurs (for example: a new deal is created or reaches a specific stage)

Once a contact meets the trigger criteria, they enter the automation and begin moving through the workflow.

➡️ To learn more, check our dedicated article Use a trigger to start an automation.
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Let your automation perform actions

Actions are the tasks the automation performs for each contact. You can add multiple actions that execute in sequence. Common actions include:

  • Send an email: send an email to contacts with an email address
  • Send an SMS: send a text message to contacts with a phone number
  • Update contact information: change the value of a contact attribute
  • Create a task: automatically assign a task to a team member for follow-up
  • Update a deal: change the deal stage, owner, value, or other attributes
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Control the flow with rules

Rules let you control the timing and direction of your automation. 

You can:

  • Pause a workflow for a set period
  • Wait until a contact performs a specific action
  • Split contacts into different paths based on their behavior or attributes

➡️ To learn more, check our dedicated articles:
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💡 Good to know
To view the full list of available triggers, actions, and rules, check our dedicated article Available triggers, actions, and rules in an automation.

Can a contact be in multiple automations at once?

Yes. A contact can be in multiple automations simultaneously, as long as they meet the trigger criteria for each. Each automation runs independently.

For example, a contact could be in a welcome series automation, a birthday automation, and a re-engagement automation all at the same time. Each workflow operates separately.

How do I build an automation?

Brevo has a drag-and-drop automation editor that lets you build your workflow visually, adding triggers, actions, and rules step by step.

If you are not sure where to start, we also offer pre-built automation templates for the most common use cases, such as welcoming new subscribers, following up after a purchase, or celebrating a customer's birthday.

➡️ To learn more, check our dedicated articles:

🤔 Have a question?

If you have a question, feel free to contact our support team by creating a ticket from your account. If you don't have an account yet, you can contact us here.

If you’re looking for help with a project using Brevo, we can match you with the right certified Brevo Agency partner.

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