Brevo Tutorial 2026: Email, Automation, SMS, and CRM Setup

Short answer. Configure Brevo in this order: choose a plan from your contact and send requirements, authenticate the domain, define contact attributes and consent, connect your data sources, verify events, then activate campaigns, automation, SMS, transactional messaging, and reporting. If you only need to build a sequence in the new editor, use our Brevo automation workflow guide.

Brevo combines marketing campaigns, automation, transactional email and SMS, forms, contact management, and sales features. That breadth can simplify a stack, but it also creates a common implementation mistake: teams turn on channels before defining data ownership and consent.

This Brevo tutorial is written for a US and international operating context. It does not assume that one consent rule applies everywhere. Email, SMS, and tracking obligations vary by audience and jurisdiction. Confirm your legal requirements with qualified counsel and configure the account to enforce them.

Brevo setup map

1. Choose the Brevo plan from a real usage model

As of November 3, 2026, Brevo's official US plan guide lists:

• Free: $0, 300 email sends per day, storage for up to 100,000 contacts, and multichannel marketing automation for up to 2,000 contacts;
• Starter: from $9 per month;
• Standard: from $18 per month;
• Professional: from $499 per month;
• Enterprise: custom pricing.

Those entry prices are not a quote for your implementation. Brevo combines monthly email capacity with contact allowances at each tier, and optional add-ons can change the total. SMS and WhatsApp use prepaid message credits whose price, according to Brevo's plan guide, varies with the recipient's country and, for WhatsApp, the template type.

Model these inputs before selecting a tier:

1. total stored contacts;
2. contacts eligible for each channel;
3. monthly campaigns multiplied by recipients;
4. automation entries multiplied by messages per workflow;
5. transactional email volume;
6. SMS destinations and expected message segments;
7. users, reporting, support, and add-ons.

Check the current official Brevo pricing plan guide in your billing currency before purchasing.

Set the account defaults

Configure the organization name, timezone, default sender, reply-to address, and user access. Use a sender on a business-owned domain. Assign only the permissions each teammate needs, especially for exports, billing, API keys, and account administration.

Create a short ownership table:

2. Authenticate the sending domain

Brevo says domain authentication helps improve deliverability and protects your domain against spoofing and phishing. Brevo is gradually rolling out a guided domain setup, so the exact interface and DNS records can differ by account.

In Brevo, open Settings > Senders, Domains, IPs > Domains, add the domain, and follow the authentication flow. Brevo's current documentation says the manual path can provide:

• a Brevo code TXT record for ownership verification;
• DKIM records, using TXT or CNAME depending on the setup;
• a DMARC TXT record (Brevo asks whether to replace an existing DMARC record if the domain already has one).

SPF is not part of that set. Brevo's documentation states that SPF and MX records are not required to authenticate a domain, and that they are supplied only when a dedicated IP is set up. If you still maintain an SPF record for the domain, treat it separately, and note that a domain can carry only one: the Brevo guide on merging SPF records shows Brevo's own mechanisms as include:spf.brevo.com mx, merged into a single record such as v=spf1 include:_spf.google.com include:spf.brevo.com mx ~all.

Use the values generated inside your account. Do not paste a universal SPF record from an old tutorial, and do not replace an existing DMARC policy without inventorying every legitimate sender. Automatic authentication will offer to overwrite an existing DMARC record: choose the manual path if you want to keep yours.

In our reading, if DMARC is new to the domain, a monitoring policy such as p=none is a reasonable start while reports are reviewed, with enforcement only after mail sources align. The official Brevo domain authentication guide explains both automatic and manual setup.

Authentication QA

• Domain ownership is verified: Brevo shows the domain as Authenticated.
• DNS propagation is allowed for: Brevo documents up to 48 hours before a domain shows as authenticated, and recommends re-checking across that window.
• DKIM passes on a message sent through Brevo.
• DMARC exists and its reporting address is monitored.
• The visible From domain aligns with the approved sending setup.
• Other services that use the domain still pass after the DNS change.

3. Structure contacts before importing them

Brevo stores contacts, attributes, list memberships, subscription status, and event history. Decide which fields deserve to exist before uploading a CSV.

Recommended core fields

Use one primary subscriber list per brand or program, then use dynamic segments for behavior and lifecycle state. Creating a new list for every campaign source fragments logic and makes exclusions harder to audit.

Do not import purchased or scraped contacts: Brevo's anti-spam policy says that lists scraped from the internet, acquired or purchased from a third party are strictly prohibited on its platform, whether you send transactional or marketing communications. For a migrated list, retain the source, consent or lawful-basis record, last meaningful engagement, and suppression history. A row in an old ESP is not proof that a contact should receive a new campaign.

Consent groups

Brevo consent groups can let contacts choose topics such as product updates, educational content, or promotions. A contact can belong to multiple groups. Use this feature only after defining which messages belong to each group and how a one-click unsubscribe affects them.

Review Brevo's consent group documentation before mapping existing preferences.

4. Prepare the automation data model

Brevo's new automation editor follows a trigger, rule, action model. A trigger starts the automation, a rule controls the path, and an action sends a message or changes data.

Common triggers and inputs include:

Brevo's documentation notes that non-standard ecommerce events surface under the Custom events section across the product, including the new automation editor, contact segmentation, and message personalization. Generate a test event before expecting to find it in the workflow menu.

Before building, define:

• who can enter;
• whether re-entry is allowed;
• which event invalidates the sequence;
• channel consent required at each message;
• the maximum total pressure across workflows and campaigns;
• what happens when an expected event never arrives.

The Brevo automation reference lists current triggers, actions, and rules. Our step-by-step workflow tutorial covers one complete welcome build.

5. Build the sign-up and confirmation path

In Marketing > Forms, create a sign-up form and select the list and consent group that match the promise shown to the subscriber.

A double opt-in asks the subscriber to confirm their email before completing the subscription. Brevo's double opt-in guide says it can help prevent fake or mistyped addresses and is useful as proof of consent, while noting that using it does not mean GDPR requires it. Decide from audience, risk, and applicable law.

If you use double opt-in:

1. Choose the double confirmation option in the form settings.
2. Select or create the confirmation email.
3. Set the post-submission and post-confirmation pages.
4. Test with a new address.
5. Confirm that the contact reaches the correct list only after the intended step.

Brevo documents a separate automation-based double opt-in only for sign-up forms created outside of Brevo; for a form created in Brevo, it uses the Double confirmation option. In our reading, there is no reason to run both for the same path. See the official Brevo sign-up form guide.

6. Connect ecommerce data and test events

Brevo can receive ecommerce data through compatible plugins, the Brevo tracker, APIs, and custom events. The exact standard events depend on the integration and whether the store is connected to Brevo's ecommerce dashboard.

Brevo currently documents standard or common ecommerce keys such as:

• cart_updated when a contact adds a product to cart;
• cart_deleted when a product leaves the cart;
• order_created for a purchase in compatible ecommerce-dashboard integrations;
• order_completed in some plugin and custom-event implementations.

On Shopify specifically, check the app name before you follow any older tutorial: the official integration is now Brevo PushOwl, and accounts that already exist in Brevo have to follow a documented migration rather than a fresh install. Brevo also warns there that syncing historical data makes Shopify the source of truth and can overwrite existing contact attributes.

Do not design a workflow around an event name copied from another store. Trigger one test journey, then inspect Automations > Logs > Event logs and the contact record. The Commerce tab there shows the three purchase events the Brevo tracker records by default when installed through one of the plugins: cart_updated, cart_deleted, and order_completed. Brevo's event reference explains how plugin, dashboard, and API events differ, and the event log guide covers filtering and export.

Ecommerce QA path

1. Identify a test profile.
2. View a product if the implementation tracks it.
3. Add and remove a product from cart.
4. Complete a test order.
5. Inspect the event names and payloads.
6. Confirm product, quantity, value, currency, order ID, and profile identity.
7. Verify consent separately from purchase activity.

The presence of an event does not guarantee that its payload contains every variable required by the email.

7. Configure transactional email separately

Brevo supports transactional email through its API and SMTP relay. Transactional messages can include password resets, receipts, account alerts, and other service communications triggered by a user action or system event.

Define whether Brevo, the ecommerce platform, or another provider owns each message. Avoid sending the same order confirmation from two systems.

For API or SMTP, these are our recommendations rather than Brevo requirements:

• keep credentials outside source code;
• restrict and rotate keys;
• configure bounce and delivery webhooks;
• monitor logs and failure handling;
• test template variables with missing and unexpected values.

Brevo describes the current API, SMTP, and webhook options in its transactional email guide.

Marketing consent and transactional necessity are not the same thing. Keep message purpose and suppression rules explicit.

8. Add SMS only after channel-specific consent and registration

Brevo can send promotional and transactional SMS through campaigns, automation, plugins, and APIs. SMS requirements depend on the recipient country and the use case.

Before sending:

• document the consent language and source;
• separate transactional and promotional purposes;
• confirm the required sender or messaging registration for each destination;
• include the required opt-out mechanism;
• apply quiet hours and frequency controls where required;
• purchase and test the appropriate message credits.

Brevo's SMS automation guide tells you to follow the SMS marketing regulations of the recipient country, to purchase SMS credits, and, for accounts opened after March 13, 2026, to register a Sender ID for each country where you send SMS. Follow the current account prompts and the official Brevo SMS automation guide.

Do not copy the email calendar into SMS. A text message is more interruptive. Brevo's WooCommerce plugin guide states that an SMS holds up to 160 characters, 153 per message above that, and 70 with Unicode characters or emojis, which can increase the number of SMS used.

9. Decide whether Brevo sales features replace a CRM

Brevo's plan guide says every plan includes free built-in sales tools (50 open deals and 1 sales pipeline), with Sales Essentials and Sales Advanced packages as add-ons. Availability and limits depend on the marketing plan and sales package.

Test the actual process instead of choosing from team size:

• required deal fields and objects;
• pipeline count and permissions;
• account and contact relationships;
• activity capture;
• forecasting and reporting;
• integrations with support, billing, and product systems;
• data export and ownership.

Brevo can be enough for a straightforward sales process. A complex B2B revenue operation may still need a specialized CRM with Brevo connected as the messaging layer.

10. Configure reporting and launch controls

Create a compact dashboard that answers operating questions:

Treat open rate cautiously because privacy features can distort it. Use clicks, site behavior, conversions, complaints, and purchase data alongside opens.

Before launch:

1. Test every form and confirmation path.
2. Send to seed accounts across major mailbox providers.
3. Validate unsubscribe and profile-update links.
4. Test workflow exits with a purchase or consent change.
5. Confirm transactional messages still send when appropriate.
6. Record the launch date, audience, and configuration.

11. Know when Brevo is the right fit

Brevo is worth serious consideration when:

• the team wants campaigns, automation, transactional messaging, and SMS in one platform;
• contact storage and send volume fit the selected tier;
• required events and attributes are available;
• the automation depth matches the lifecycle roadmap;
• the broader suite genuinely replaces other tools.

Compare another platform when:

• complex ecommerce behavior is difficult to capture or segment;
• the integration cannot supply product-level data reliably;
• deep branching creates recurring operational work;
• predicted analytics or another specialized capability is essential;
• the total cost after add-ons and labor is no longer competitive.

Our Brevo vs Klaviyo comparison provides a decision framework without assuming that one platform wins for every business.

Want a second opinion on how your Brevo account actually compares? Get a free 30-minute audit and let an expert walk through the live setup with you.

FAQ

Is Brevo free to use?

Brevo currently offers a Free plan with 300 email sends per day, storage for up to 100,000 contacts, and marketing automation for up to 2,000 contacts. Sending, feature, user, and reporting limits apply. Confirm the current limits before using it for production.

Does Brevo support transactional email?

Yes. Brevo supports transactional email through its API and SMTP relay, with logs and webhook options. Decide which system owns each service message and secure the credentials before launch.

Can Brevo run email and SMS in one automation?

Brevo supports email and SMS actions in automation, subject to plan, credits, destination availability, registration, and channel consent. Map cross-channel pressure so one event does not trigger incompatible messages.

Is double opt-in required?

Brevo's help page notes that using double opt-in does not mean GDPR requires it, and presents it as a way to document consent and prevent fake or mistyped addresses. We have not verified a specific US rule for this tutorial. Requirements vary by channel, audience, and jurisdiction, so obtain legal advice for your case.

Why does an ecommerce event not appear in Brevo automation?

Ecommerce triggers require the Brevo tracker to be installed on the site, and non-standard plugin events are listed under Custom events rather than under the ecommerce triggers. Generate the event with a test profile, inspect Automations > Logs > Event logs, and confirm that the plugin, tracker, or API sends the expected key and payload.

Can Brevo replace a full CRM?

It can support straightforward pipelines and sales workflows. Test permissions, objects, reporting, integrations, and forecasting against the real sales process before replacing a specialized CRM.

Build the account around your data, not the menu

A clean Brevo implementation starts with sender identity, consent, fields, and verified events. Campaigns and automation come after those foundations. If you would rather work with our Brevo team than build this alone, we can plan or audit the implementation for you.

Plan or audit your Brevo implementation with Deliver

Continue with:

• Build your first Brevo automation in the new editor
• Compare Brevo and Klaviyo

Charlotte Rodrigues, CRM Lead at Deliver. Updated November 3, 2026.