Introduction to Marketing Automation - Part 3: Advanced features

We've created a series of articles to help you discover Marketing Automation. In this article, we will introduce you to the most advanced features of Marketing Automation available in Brevo. 

If you are already an expert in Marketing Automation and would like to start creating a further individualized experience for every contact, we recommend you take a look at our more advanced features and workflows.

Advanced workflows

Brevo Automation is designed to meet everybody’s needs. You can start off with workflow templates and customize them according to your needs, or you can create your own custom templates and define your own entry points, actions and conditions.

Here are a few examples of advanced workflows that you can build in Brevo:

  • Abandoned Cart: send a reminder to potential customers after X days of them adding an item to their basket without ordering it.
  • Purchase follow-up: send a series of emails following a purchase
  • Lead scoring: assign a score to each of your contacts that reflects their conversion potential and level of interest in your business.
  • Prospect reminder: send a series of emails based on the behavior of your website users and their reaction to your emails.

Visitor tracking

💡 Good to know
If you are not using a plugin, we strongly advise you to ask your web developer to install the Brevo tracker on your website and create your track events.

Plugins [strongly recommended]

Some of our Brevo plugins automatically install the Brevo tracker on your website and create track events.

If you are using Prestashop, WordPress, or any other CMS, check out our Plugins page   to learn if a Brevo plugin is available for your website and discover which features are available with it.

Brevo tracker

The Brevo tracker allows you to track certain behaviors of your website visitors via a cookie. The page they visit is then recorded by Brevo Automation if the visitor is identified as a Brevo contact. This can be useful if you want to target contacts who have visited a specific page on your website. For example, if a contact has visited a product in the "Shoes" category of your website, you can add them to a "Interested in Shoes” list and send them targeted newsletters or promotions a few days after their page visit.

To learn how to install the Brevo tracker on your website, read Integrating the Brevo Tracker into your website.

Identify contacts

As mentioned above, the Brevo tracker only records the activity of visitors who are identified as your Brevo contacts. To extend tracking to visitors who are not Brevo contacts but entered their email address on your website, you can add an identification request to your website.

To learn how to add an identification request to your website, read our technical documentation.

Track events

If you want to go further, you can also set up a complete tagging system including track events that can trigger a workflow based on a particular action.

Here are a few examples of actions that you can turn into track events:

  • To track when a contact clicks the "More info" button on your website, you can create a "more_info_button_clicked" track event
  • To track when a contact purchases a product on your website, you can create a "cart_purchased" track event

To learn how to create your own track events, read our technical documentation.

Targeted communication using behavioral data

In addition to email activity data and contact attributes, you can use behavioral data from your website to build advanced workflows, further personalize your email templates, and segment your contacts based on their activity on your website. For example, you can send a follow-up email to contacts who left products in their shopping cart based on abandoned cart events.

This data can be automatically uploaded to Brevo using the visitor tracking methods described above.

A/B testing

You can easily optimize the performance of different customer journeys and content by A/B testing your workflows. Effective use of an A/B split step in your Automation workflows will help you find out what works for your potential customers (and what doesn't), resulting in an increase in your open rates, click-through rates, purchases, signups, etc.

To learn more about how to A/B test a workflow, read A/B test an Automation workflow to optimize its performance.

🤔 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.

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