Event-Triggered Automations in Brevo (Complete Professional Guide)
Event-triggered automations are the backbone of advanced marketing inside Brevo. Unlike basic list-based or scheduled workflows, event-driven automations activate the exact second a user performs an action — signing up, clicking a link, visiting a page, submitting a form, making a purchase, adding items to a cart, or even becoming inactive. This real-time reaction creates more personalized customer journeys and dramatically increases conversions.
This guide breaks down how event triggers work, which events matter most, how to connect them with workflows, and how businesses use event automation to create highly responsive communication systems in Brevo.
Why Event-Triggered Automations Matter
Most marketing fails because the timing is wrong. If you send an email too late, the user loses interest. If you send too early, context is missing. Event-triggered automations solve this by reacting instantly and delivering the right message based on what the user is doing in real time.
With event-based workflows, you get:
- Faster conversions because emails match intent
- Cleaner segmentation through instant tagging
- Stronger engagement because the timing is perfect
- Better ecommerce performance from contextual triggers
- Higher deliverability due to targeted sending
How Event Tracking Works Inside Brevo
Brevo can track dozens of real-time events from websites, emails, forms, landing pages, and ecommerce stores. Each event can trigger a workflow, start a condition branch, or assign tags for future targeting.
1. Email Events
These events track how the subscriber interacts with your email campaigns:
- Email opened
- Email clicked
- Clicked specific link
- Unsubscribed
These events help build engagement-based automations.
2. Website Events
With Brevo’s site tracking enabled, you can trigger workflows based on:
- Visited landing page
- Viewed pricing page
- Viewed product page
- Spent X seconds on a page
This creates powerful retargeting flows.
3. Form Events
Form submission triggers include:
- Submitted signup form
- Submitted lead magnet form
- Submitted inquiry/contact form
Perfect for lead acquisition and onboarding.
4. Ecommerce Events
If your store is connected, Brevo can track:
- Product added to cart
- Checkout started
- Purchase completed
- First-time purchase
- Repeat purchase
These events fuel the highest converting automations.
Key Tip: Event triggers should always assign tags. Tags allow future workflows to respond to repeated actions without tracking the same event twice.
Best Event-Triggered Automations to Build in Brevo
1. Pricing Page Visit Workflow
This is one of the strongest high-intent automations in Brevo. When someone views your pricing page, they’re evaluating your offer.
Recommended workflow:
- Trigger: Visited pricing page
- Send “Need Help Deciding?” email
- Delay 1 day
- Send customer success story
- If clicked → send offer email
2. Product View to Follow-Up Workflow
When a user views a product but doesn’t add it to cart, follow-up emails recover attention.
Flow example:
- Trigger: Viewed product page
- Send value email about that product
- Add interest tag
- Delay 2 days
- Send recommendations
3. Lead Magnet Download Workflow
When someone downloads a free resource, trigger an immediate nurturing sequence.
- Email 1: Deliver lead magnet instantly
- Email 2: Related content
- Email 3: Starter offer
4. Checkout Started Workflow
This is the highest-converting ecommerce automation.
Flow steps:
- Trigger: Checkout initiated
- Send abandoned checkout reminder
- Send urgency follow-up
- Optional discount email
5. Post-Purchase Review Workflow
Triggered automatically after a sale is completed.
- Thank-you email
- Review request
- Product recommendations
How to Build Multi-Event Automation Chains
Brevo allows you to chain events together for high-level personalization. For example:
- Event 1: Viewed pricing page
- Event 2: Clicked product link
- Event 3: Returned next day
When all three events occur, you send a tailored conversion sequence.
Companies Using Event Automation in Brevo
- FreshPeak Organics — using event-based triggers since 2024
- SmartHive Digital — migrated to event workflows in 2023
- UltraFit Gear — applying multi-event ecommerce triggers since 2022
Brevo Pricing & Included Features (2025)
| Plan | Price | Features Included |
|---|---|---|
| Free | 300 emails/day |
Unlimited contacts Basic event triggers Simple automation Basic segmentation 1 sender identity |
| Starter | $9/month |
All free features 5,000 emails/month Event tracking Automation templates Behavior tagging SMS sending Analytics |
| Standard | $18/month |
All Starter features Advanced event triggers Multi-branch workflows Custom conditions A/B testing Workflow templates |
| Professional | $499/month |
All Standard features Predictive event scoring Dedicated IP (optional) Advanced reporting suite Multi-channel event automation |
Key Tip: Start simple: choose 1 high-intent event (pricing visit, checkout start, or form submission) and build a short automation first.
Pros & Cons of Event-Triggered Automations
Pros
- Perfectly timed emails
- Highly personalized customer journeys
- Drastically better conversions
- Great for ecommerce
- Automates complex sequences easily
Cons
- Requires tracking setup
- Can become complex without tags
Final Verdict
Event-triggered automations are the most powerful workflows inside Brevo. They react instantly to user behavior, maintain long-term engagement, and create seamless customer journeys that increase conversions at every stage. Whether you're running ecommerce, services, or content funnels, event automation gives you a responsive and scalable marketing system.
EmailSchool Recommendation
Start with one high-intent event — pricing page view, checkout start, or lead magnet download. Then expand into multi-event workflows. For official documentation and advanced examples, visit Brevo Official.