Introduction to Marketing Automation

What is Marketing Automation?

Marketing Automation involves using software to automate repetitive tasks related to marketing and contact management. These tasks are triggered by predefined conditions, often corresponding to user actions on your website or in your emails.

By transforming manual processes into automated ones, businesses can efficiently handle tasks like capturing leads, sending email campaigns, and re-engaging with churning customers. This shift allows teams to dedicate more time and resources to larger projects.

How does Marketing Automation work?

An automation consists of a series of predefined steps, including entry points (the 'when'), actions (the 'then'), and conditions (the 'ifs'). You can create an automation using one of our editors and choose the sequence of steps for your contacts. Then, when a contact triggers the automation, they will proceed through each step in the specified order.

All automations examples (3).png

  1. Entry point/triggers
    Contact enters the automation based on a predefined condition.
  2. Actions or conditions/rules
    Contact moves through the steps of the automation.
  3. Exit or restart conditions
    Contact automatically exits or restarts the automation based on a predefined condition.

Automations can also be more complex, incorporating branches that allow users to follow different paths based on their actions or whether they meet specific conditions. This enables a more personalized and dynamic experience, ensuring that each user receives the most relevant and effective response at every stage.

➡️ To learn more, check our dedicated articles:

What are the benefits of Marketing Automation?

🤖 Increased efficiency

Automate repetitive tasks to free up valuable time and focus on high-impact projects. By reducing manual data entry and administrative tasks, you minimize errors and improve accuracy.

🤝 Streamlined workflow

Create a seamless workflow between marketing and sales teams. Automate the handoff of leads from marketing to sales to ensure timely and relevant follow-up, improving coordination and increasing the likelihood of successful conversions.

👤 Personalized customer experience

Offer personalized experiences to your customers based on their behavior and preferences. Send only the messages and content that interest them. In the long run, this strategy will help you build strong relationships with your customers and increase your chances of repeat business.

💰 Cost savings

Significantly reduce labor costs on repetitive tasks to free up resources for high-value activities. Focus on core business functions instead of spending time on repetitive and mundane tasks. By optimizing marketing processes, you can increase return on investment (ROI), ensuring more efficient resource use and higher profitability.

What Marketing Automation features are available in Brevo?

💬 Advanced messaging

Personalized messaging

Personalize messages for each recipient based on things like geographic location, website interactions, or purchase history. This leads to higher engagement and conversion rates.

➡️ To learn more, check our dedicated articles:

Multi-channel communication

Automation makes it easier to communicate with customers across channels. This includes anything from:

  • Email campaigns and transactional emails
  • SMS campaigns and transactional SMS
  • WhatsApp messages
  • Push notifications
  • Wallet campaigns

Deliver timely messages to customers at each stage of their journey, making interactions seamless and effective.

Abandoned cart reminders

Online shoppers often abandon their carts for various reasons. Recover those lost sales with a series of personalized abandoned cart emails that include the items left in their carts.

➡️ To learn more, check our dedicated article About abandoned cart emails.

Re-targeting Re-engage customers who have lost interest in your brand with personalized re-targeting messages designed to capture their attention and bring them back. 
Send at best time

Send emails at the optimal time for individual contacts. Brevo analyzes open rates automatically so that you’re sure to send campaigns at the best time for each recipient.

➡️ To learn more, check our dedicated article Send Time Optimization - Send your campaign at the best time.

👤 Contact management

360-degree view

Get a comprehensive 360-degree view of essential customer information, including past campaign interactions, meetings with sales reps, and more. Streamline handoffs between marketing and sales teams.

➡️ To learn more, check our dedicated article Overview of the contact details page.

Lists and attributes management

Organize your contacts automatically throughout their journey with you, such as when they transition from leads to prospects. Keep their key information up-to-date and use it to send them personalized emails.

➡️ To learn more, check our dedicated article Add contacts to your lists using an automation.

Segmentation

Use automation to divide your audience into advanced segments based on things like behavior or demographics. This enables micro-segmentation, allowing you to send highly targeted campaigns.

➡️ To learn more, check our dedicated article Launch an automation when a contact matches one of your segments.

Customer Data Platform (CDP)
This feature is available on an Enterprise plan. For more information, check our website or get in touch with our Sales team.

Collect and unify data from different sources within a single customer profile. Consolidate customer information to make data-driven decisions.

➡️ To learn more, check our dedicated article Getting started with the Brevo Customer Data Platform (CDP).

👀 Event tracking

Website visitor tracking

Install the Brevo tracker to monitor the actions taken by your Brevo contacts on your website or within your emails. Use this data to tailor messages or update their information in response to their behavior.

➡️ To learn more, check our dedicated article What is Brevo Tracker and how can I install it?.

Advanced tracking

Identify your website visitors using their email addresses and monitor their actions to gain valuable insights. Track custom events and analyze customer behavior throughout their journey with your brand. Leverage this data to create highly personalized messages that resonate with each individual.

➡️ To learn more, check our dedicated developer documentation Advanced tracking.

eCommerce events

Monitor contacts who add and remove products from their cart and make purchases on your website. Use this information to send them abandoned cart reminders or order confirmations emails

➡️ To learn more, check our dedicated article Which Brevo plugins automatically create track events?.

Custom events

Track any events happening outside of Brevo. Get to know your customers and website visitors and see how they interact with your website, app, emails, etc. Use this data to segment them and personalize their messages.

➡️ To learn more, check our dedicated article Tracker Guides.

📈 Analytics

A/B testing

Compare two versions of an automation to determine which variant is more effective. Find out which email template, step order, or message frequency brings the best results and optimize your future campaigns.

➡️ To learn more, check our dedicated article A/B test an Automation workflow to optimize its performance.

Reporting and analytics

Track the distribution of contacts across each step of an automation while monitoring key metrics such as opening, clicking, and unsubscribing rates for each email template sent. Gain valuable insights into engagement levels and adapt your automation strategy accordingly to maximize performance and effectiveness.

➡️ To learn more, check our dedicated article Where can I find my automation statistics?.

Which marketing activities can I automate with Marketing Automation?

Here are some common examples of marketing activities you can automate with Marketing Automation:

👋 Welcome new subscribers and customers

No need to keep an eye on who's subscribing to your emails or registering on your website anymore. By setting up a welcome automation, you can automatically send out a series of welcome or onboarding emails. This is a great way to help your new contacts get familiar with your brand and what you have to offer.

➡️ To learn more, check our dedicated articles:

📨 Send multi-channel drip campaigns

Engage with customers seamlessly across various platforms, such as email, SMS, and WhatsApp. Trigger automations based on customer behavior to deliver consistent and personalized messaging that resonates with each recipient. This approach not only increases conversion rates and revenue but also ensures efficient use of resources, allowing your marketing and sales teams to focus on strategic initiatives rather than manual tasks.

🎂 Wish subscribers a happy birthday or anniversary

Set up an automation based on specific dates to automatically send birthday emails to your customers, remind them of contract or subscription renewals, and wish them a happy anniversary from their registration or subscription date. This approach helps boost loyalty and sales.

➡️ To learn more, check our dedicated article Anniversary Date: send a birthday email to your contacts.

🛒 Remind customers of their abandoned carts

According to Business Insider, over $4 trillion worth of merchandise is abandoned in online shopping carts each year. Easily recover this lost revenue by sending customers emails reminding them of the products left in their carts that they didn't purchase. 

➡️ To learn more, check our dedicated series of articles Abandoned Cart.

🏷️ Share coupon codes with loyal customers

This feature is available on an Enterprise plan. For more information, check our website or get in touch with our Sales team.

Create a collection of unique coupon codes to include in your email campaigns. This approach helps prevent the repeated use and distribution of promotional codes. Moreover, unique coupon codes generally perform better and are easier to track because they are assigned individually.

➡️ To learn more, check our dedicated article Create unique coupon code collections to include in your email campaigns.

👕 Send product recommandations to customers

This feature is available on an Enterprise plan. For more information, check our website or get in touch with our Sales team.

Use our product feeds feature to share product recommendations to your customers. Include details about the products like their names, descriptions, prices, images, and availability. You can select which products to display based on specific criteria.

➡️ To learn more, check our dedicated article Send up-to-date product recommendations with product feeds.

⏭️ What's next?

🤔 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 expert partner.

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