If you're looking to save time, improve your marketing performance and deliver a personalized experience to your prospects, you've probably heard of marketing automation. But what's behind the term, and how can you apply it to your website or business? This article explains what marketing automation is, its key benefits, how it works, and highlights the possibilities offered by solutions like Brevo and Zapier.
Marketing automation involves automating certain recurring tasks linked to communication or conversion. Thanks to scenarios called "workflows", it is possible to automatically trigger actions: sending an e-mail after registration, relaunching an abandoned shopping cart, segmenting a contact, etc.
These automations make it possible to respond more quickly to user expectations, save time and optimize the relevance of messages sent. As the Brevo blog points out, "Automating means delivering a better experience while freeing up time for your teams."
A marketing automation scenario follows a simple logic: a trigger, a condition, one or more actions. For example, when a visitor subscribes to a newsletter, we can automatically send them a personalized welcome message.
The strength of automation lies in the possibility of linking several multi-channel steps (email, SMS, WhatsApp), while adapting to the contact's behavior. According to HubSpot, "automated campaigns generate on average 451% more qualified leads than a manual mailing."
While Brevo manages communication-related workflows, Zapier acts as a bridge between different applications. It connects tools such as Google Sheets, Slack, Notion, Shopify, WordPress or Webflow to trigger actions as soon as an event occurs.
For example, when a form is filled in on Webflow, Zapier can automatically create a contact in Brevo and start a sequence of e-mails. According to Zapier's documentation, "more than 6,000 applications can be linked together to automate repetitive tasks."
Zapier is therefore an excellent way of multiplying the capabilities of your automation system. It's an excellent complement to Brevo for automation beyond pure marketing.
"A good automated script is like a silent salesman: it works for you, 24 hours a day, without ever taking a break."
Brevo is a French platform that brings together emailing, CRM, SMS, WhatsApp and marketing automation. It is aimed at small businesses, SMEs and agencies looking for a simple, high-performance and affordable platform. The visual workflow editor lets you design each scenario without coding, from predefined templates or customized scenarios. This makes it easy to create a shopping cart reminder, B2B nurturing or a birthday e-mail.
Brevo can also integrate data from a website or CRM, trigger actions on specific dates, and use multiple channels. A dashboard lets you monitor performance in real time.
Here are some effective Brevo scenarios: welcome e-mail with a discovery offer, automatic relaunch of an abandoned shopping cart, birthday message with discount coupon, dynamic segmentation based on behavior, automatic lead generation via Webflow + Zapier and automated nurturing over several weeks.
Marketing automation is essential for any company wishing to automate its customer relations. It improves the efficiency, responsiveness and relevance of your communications, while lightening your workload. But its implementation requires a clear strategy. Poorly parameterized workflows can become intrusive. Regular testing, analysis and adjustment are essential. Tools such as Brevo and Zapier offer great freedom, but require rigorous data structuring. Good integration with your website or CRM is key to maximizing impact.
Studio Camille can help you set up your workflows, configure your Brevo account, integrate with Zapier and optimize your automated campaigns. Contact us to identify together the most effective automations for your objectives.
