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Website Event: send an email to contacts who perform a specific action on your website

In this article, we will explain how to automatically send an email to contacts who perform a specific action on your website.

Before you start

Create the custom track event

To track when a contact performs a specific action on your website, you first need to make sure that you have installed the Brevo tracker on your website and that you have created the track event corresponding to the action.

For example, if you want to track when a contact clicks the "Pricing" button on your website, you will need to create a track event specifically for it (e.g. "pricing_button_click").

Once the track event created, Brevo will receive an alert when a contact does the action and will trigger your Website Event workflow.

💡 Good to know
We recommend you ask your developper to create the track event on your website.

Set up the Website Event workflow

Select the Website Event workflow

To select the Website Event workflow:

  1. Go to Automations.
  2. Click Create an automation.
  3. In the All tab, select the Website Event automation.mceclip0.png
  4. Click Use this automation.

From now on, you will automatically be guided through 3 steps to create your Website Event workflow.


Step 1: Contact performs an action on your website (entry point)

The entry point for the Website Event workflow is An event happens. In our example, we want to track when a contact clicks the "Pricing" button on our website.

To add your entry point:

  1. In the Custom Event (Track Event) field, enter the name of the event you want to track.
    In our example, we created a track event named "pricing_button_click" and we are using it to allow contacts who click the "Pricing" button on our website to enter the workflow.
  2. If you want to apply a specific condition to the event:
    1. Select Add conditions to the selected JS event.
    2. Create your condition by selecting data in the drop-down lists and fields.
      In our example, we didn't add a condition as we want to track all contacts who click the button.
  3. Click NEXT.

Now, as soon as a contact clicks the "Pricing" button, they will enter the workflow.

Step 2: Add a delay before the sending of your email

You will then be prompted to add a delay between the time the contact performs the action on your website and the sending of your email. 

To add a delay:

  1. In the first field, enter the delay you want your contact to wait for.
  2. In the drop-down, select the time units you want to use.
  3. Click NEXT.

Step 3: Send your email

The next step in the Website Event workflow is to send an email. You will have to choose the email template you want to send to your contacts.

To select the email template you want to send to your contacts:

  1. Select an email template between:
    • An email template you have already created,
    • The default email template (Default template - Website Event_##)
    • Or directly create a new email template from scratch.
      Note: make sure to update the default email template before using it in the workflow.
  2. If necessary, select the following options:
    • I want to send a hidden copy of this email: select this option if you want to receive a copy of the welcome email every time a contact receives it. You can send a hidden copy of the email to specific recipients separated by commas or to contacts that contain a certain contact attribute.
    • I want to choose when to send this email:
      • Send at the best time: we maximize the open rate by delivering your emails at the optimal time for each recipient over a 24-hour period.
        💡 Good to know
        This feature is available for Business and Enterprise plans.
      • Choose a specific time frame: you can choose when you want to send the email, for example any day of the week at 8 am.
    • Use my event data to customize the email: select this option if you want to customize your email with a set of values generated from a previous step or from the entry point of your workflow.
      For example, if you inserted a placeholder for the contact's name in your email template, it will be automatically replaced by the actual contact's name at the time your email is sent.
  3. Once you are done, click FINISH.

You can then update the workflow and add as many additional steps as possible (send more emails, assign a score to your contacts, add the contacts to a list, etc.).

Activate your workflow

Once you are done setting up your Website Event workflow, you can activate it to test it and allow contacts to receive your welcome email.

To activate your workflow, click Status: Inactive and select Active.

Test your workflow (recommended)

❗️ Important
You must activate the workflow in order to test it in real conditions and to allow data to be pulled from your website.

To make sure your workflow works well and that the email sent populates with the event data, you can test it yourself. For the Website Event workflow, we recommend testing the workflow with a real test scenario:

  1. Create an account on your store.
  2. Perform the action specified in the workflow.

This should trigger the workflow and provide you with a true sense of how the workflow is functioning.

🤔 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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