Why Brevo became our email backbone for SMEs
Every Senegalese founder we work with arrives with the same gut feeling: "I need to email my customers more often." Then they open Mailchimp, see the Free tier capped at 500 contacts, and give up. Brevo changed the game in 2024-2025 by repositioning its offer around African SMEs.
The free tier allows 300 emails a day with an unlimited contact base. That's enough for an SME with 80 active customers to send a monthly newsletter, a welcome flow and three sales follow-ups without paying a cent. When monthly volume crosses 9,000 emails (the smoothed free quota), you upgrade to Lite at 19 EUR per month — roughly 12,500 FCFA — still unbeatable against Mailchimp Essentials (13 USD for 500 contacts) or Klaviyo (e-commerce only).
Here are the six flows we systematically install.
1. The 3-email welcome flow
Trigger: signup to a lead magnet (ebook, free audit, quote). Three emails over seven days.
- D+0: PDF delivery, team intro, WhatsApp link +221 77 596 93 33
- D+2: 90-second case study (real client, one number)
- D+6: invitation to a 15-minute discovery call
Across 12 SMEs where we deployed it, average open rate is 38% on D+0, 29% on D+2, 24% on D+6. Booking rate ranges from 4 to 7% of total signups.
2. The abandoned cart flow (e-commerce)
For Shopify or WooCommerce stores connected to Brevo via Zapier or Make. Three reminders at H+1, H+24, D+3. A Dakar beauty SME recovered 312,000 FCFA in carts during April 2026 thanks to this flow alone.
3. The dormant quote follow-up
A Quote sent via /free-quote that stays silent for more than 4 days triggers a contextual email reminding the price tag and offering three options (sign, negotiate, postpone). We measure 18-22% negotiation reopen rate.
4. The monthly proof newsletter
No promotion, no "discover our services". One long case study, one number, one lesson. Brevo lets you segment by industry (clinic, hotel, restaurant) in 4 clicks.
5. The 90-day reactivation flow
Any contact who hasn't opened an email in 90 days receives an ultra-short message: "Still interested in X?" + a single link. Non-responders are removed — list hygiene matters when deliverability drops.
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6. The affiliate partner flow
Every affiliate registered on /apporteurs gets a weekly recap: clicks generated, validated leads, pending commissions. It doubles dormant affiliate reactivation.
Summary table
| Flow | Trigger | Monthly volume | Observed conversion | Measured revenue |
|---|---|---|---|---|
| Welcome 3 emails | LM signup | 400 sends | 4-7% bookings | Indirect |
| Abandoned cart | Cart abandon | 600 sends | 8-12% recovery | 250-500K FCFA |
| Quote follow-up | Quote D+4 | 80 sends | 18-22% reopen | 1-3M FCFA |
| Proof newsletter | Monthly | 2,000 sends | 4% click | Qualified pipeline |
| 90-day reactivation | Inactive | 300 sends | 12% wake-up | List hygiene |
| Affiliate recap | Weekly | 200 sends | 35% login | Active network |
FAQ
Is Brevo really free for 300 emails a day?
Yes, no credit card required. The limit is smoothed: you can blast a 2,000-email newsletter on Saturday if you sent nothing during the week.
Mailchimp or Brevo for a Senegalese SME?
Brevo. Mailchimp bills per contact (13 USD for 500), Brevo bills per send (19 EUR for 5,000 contacts and 20,000 sends). For a 2,000-customer base, the gap is 60,000 FCFA monthly.
How do I stay compliant with Senegalese CDP?
Explicit collection consent, double opt-in toggle one click away in Brevo, "Per Law 2008-12" mention in each footer with unsubscribe link.
Do I need a developer to install these flows?
No. Everything happens via drag-and-drop in Brevo Automation. We install a full 6-flow setup in 2 days for 350,000 FCFA at Kolonell.
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Want to audit your current email setup? Reach us on WhatsApp at +221 77 596 93 33 or request a free quote. We deliver an operational 6-flow email plan within 7 days.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
