When a contact takes an action on your website—such as downloading content, watching a video, or adding an item to their wishlist—you can automate the next steps based on their behavior. This allows you to save time on manual, repetitive tasks like sending emails and helps build stronger relationships with your contacts.

Why send an emaill after a contact performs an action on your website?

Sending follow-up emails after a contact performs an action on your website demonstrates your commitment to building a stronger relationship and keeping them engaged. It also encourages them to take the next step in their journey.

It's also a great opportunity to share personalized product recommendations, showcase popular items, or let your customers know about new products on your website using our Product feeds feature. 

Expand the following accordions to explore examples of use cases for website event automations:

Create the custom event you want to track on your website [Advanced]

Some actions, such as adding a product to the cart, submitting a form, or completing an order, are available natively in the new automation editor. For more specific use cases, you can create custom events to track unique actions or interactions on your website. These events allow you to automate tasks based on a contact's behavior. For example, you can create a custom tracking event (e.g., "Added to wishlist") to monitor when a contact saves an item to their wishlist. Setting up custom events requires additional development and you may need assistance from a developer.

To create a custom event:

1. Start by installing the Brevo tracker on your website.
2. Create the custom event using either JavaScript (JS) or REST. To learn more, check our developer documentation for JavaScript and REST.

Select the pre-built automation

Brevo offers a pre-built automation that you can use to send a follow-up email to contacts who perform an action on your website:

1. Go to Automations.
2. Click Create an automation.
3. Select the Website event automation.
4. Click Create automation.

You will now be automatically guided through a series of three steps to create your automation.

Step 1/3: Let contacts enter the automation when they perform an action on your website

The trigger for the website event automation is "Custom event". After you've created a custom event, Brevo automatically records when a contact performs the desired action, which allows you to use related data to automate follow-up emails. 

1. Select the custom event that should trigger the automation. For this example, we selected the custom event "Added to wishlist" to trigger the automation when a contact saves an item to their wishlist on our website.
   
2. (Optional) Refine the trigger by applying Event filters. This way, you can refine the trigger based on the event’s data and properties. 
   1. Next to Event filters, check Add filter.
      
   2. Click Add filters and choose the conditions you want to apply to refine the trigger. For this example, we selected the condition Wishlist total value > is greater than > 10 so that the automation will only trigger if the total value of items saved to the wishlist exceeds $10.
   3. Click Add filters.
      
3. (Optional) Restrict your automation to contacts who meet specific criteria by applying Contact filters. This gives you more control over which contacts can enter the automation. 
   1. Next to Contact filters, check Add filter.
      
   2. Click Add filters and choose the conditions you want to apply to control which contacts can enter the automation. For this example, we selected the condition Ecommerce > No order placed > In the last 1 week to avoid sending a reminder email to contacts have recently completed a purchase.
   3. Click Add filters.
      
4. Click Next.

Step 2/3: Add a delay before sending the email

After a contact enters the automation, they will go through a waiting period before receiving the follow-up email.

1. Select the delay period you want contacts to wait between entering the automation and when the follow-up email is sent.
   
2. Click Next.

Step 3/3: Send the follow-up email

Design and configure the follow-up email that you'll send to contacts who perform the desired action on your website. To learn more about sending emails from an automation, check our dedicated article Send an email from an automation.

1. Preview and edit the default email template or choose a new one.
   
2. Design your email template by updating its content and adding any extra content or blocks as needed. To learn how to use the Drag & Drop editor, check our dedicated series of articles.
   
   💡 Good to know

   You can share personalized product recommendations, showcase popular items, or let your customers know about new products available on your website directly in your email using our Product feeds feature. 
3. (Optional) Click Preview & test to verify personalized details, like the recipient's first name, and review the design and layout of your email template.
4. Once you're done, click Use this design in automation in the top bar of the email editor to save your email template and return to the automation editor.
5. Configure the settings of your email template:
   • Event data
   • Subject line and preview text
   • Sender email address and name
   • Additional settings, including email sending time, email copy, reply-to address, tags, attachment, update profile form, unsubscribe form, and more.
6. Click Save.

(Optional) Create a more advanced automation

If needed, you can create a more advanced automation by adding additional steps to the pre-built automation, such as:

• Sending follow-up emails after a few days if the contact hasn’t purchased the items in their wishlist (e.g., offering an exclusive discount).
  
• Creating a deal and assigning it to a team member for personal follow-up.
  
• Adding the contact to a separate automation to introduce them to your business if they haven't received a welcome email yet.
  

You can tailor the automation to your specific needs with these customizations.

Activate the automation

Once everything is set up, you can activate the automation:

1. In the top bar of the automation editor, click Activate automation.

2. (Optional) Adjust the audience entry and exit conditions to control if contacts can re-enter the automation after exiting or determine specific events that cause them to immediately exit or restart the automation. To learn more, check our dedicated article Define and manage the audience entry and exit conditions for an automation.
   

3. Click Activate automation.

⏭️ What's next?

• Send an automated email after a contact interacts with an email campaign
• Send an automated abandoned cart email to recover lost sales

🤔 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.