Mautic: What It Is, How It Works, and Why Choose It for Marketing Automation

The Problem: The Complexity of Digital Marketing Management

Coordinating digital marketing campaigns today seems increasingly complicated: newsletters, advertising, user segmentation, social campaigns, data analysis… How many platforms do you need to integrate? And how safe is your customers’ data? Companies and professionals often face obstacles such as:

• High costs for the most well-known solutions, with prices increasing as contacts or features grow.
• Dependence on external vendors: many services are SaaS (Software as a Service), so you don’t fully control the platform or the data.
• Limited customization, with predefined workflows, little integration with internal tools, and limited extensibility.

In this scenario, managing and automating marketing effectively, scalably, and—most of all—personally tailored seems like a distant goal.

The Solution: Mautic

Mautic was created to address these needs as an open-source marketing automation platform, able to:

• manage marketing campaigns flexibly,
• centralize the management of data and interactions,
• guarantee full control over features, privacy, and costs.

What is Mautic?

Mautic is an open-source marketing automation platform that allows companies, agencies, and professionals to:

• automate email marketing, send SMS, push notifications,
• create and manage landing pages, signup forms, and user segments,
• track user behavior on sites, emails, and social media,
• build custom workflows, called “campaigns,” visually.

Open source means Mautic’s code is public, modifiable, and installable on any server, giving you complete freedom of customization and control over your data.

How Does Mautic Work? Key Features Explained

1. Centralized Contact Management
Import, collect, and sync contacts from various channels (online forms, plugins, CSV import) creating detailed profiles for each lead.

2. Advanced Segmentation
Split your database into dynamic segments based on rules (e.g., source, clicks, lead status, industry), for personalized strategies.

3. Automated Campaigns
With a visual editor, you can build automated flows: send personalized emails and SMS, change segments or assign scores automatically, depending on user actions.

4. Email Marketing and Landing Pages
Create newsletters with drag & drop editor, responsive landing pages, and integrated forms—all tracked and integrated with your other tools.

5. Lead Scoring
Assign scores to each user’s interactions to easily identify hot prospects and sales priorities.

6. Interaction Tracking
Analyze behavior on emails, website, forms, and social media, thus identifying the most effective actions in the customer journey.

7. Privacy, Control, and Integration
Being open source, Mautic can be hosted on your own servers or your chosen cloud, guaranteeing maximum control over collected data.

Comparison With Leading Alternatives: HubSpot and Mailchimp

* Mautic is free and only requires hosting resources. Mailchimp offers a free plan with strong limits on volume and features.

Pros and Cons of Mautic Compared to SaaS Solutions

Advantages of Mautic

• Costs: no per-contact licenses, costs only depend on chosen infrastructure (hosting, technical support).
• Data control: the platform is hosted wherever you want, full GDPR and internal policy compliance.
• Customization: maximum freedom to extend, create plugins, customize processes, and integrate with existing tools.
• Scalability: no limits on the number of contacts or emails managed.
• Open offering: no vendor lock-in.

Disadvantages and Limitations

• Installation and maintenance: requires technical/infrastructure skills for setup, updates, and security.
• Integration with external tools: custom development may be needed for advanced integrations beyond those available.
• Less “polished” UI/UX: compared to SaaS platforms, the interface may be less appealing or immediate for some functions.

Why Choose Mautic? Ideal Use Cases

Mautic is an excellent choice when:

• You want maximum flexibility: complex workflows, custom automations, tailor-made integration with company CRM or ERP.
• You care about privacy and regulations: you can manage data only where and how you want, fully respecting GDPR and internal policies.
• You want certain costs: you only pay for your hosting and IT professionals’ time, not per contact or email sent.
• You have a reliable technology partner for support, maintenance, and customizations.

Experience the Freedom of Open Source Marketing Automation with Mautic and Formula Agile

Today, investing in scalable, customizable, and privacy-respecting solutions is not just an ethical or legal choice, but a strategic one. Mautic is the ideal platform for those who want autonomy, efficiency, and control in their marketing automation processes.

Do you want to leverage Mautic’s potential without worrying about technical complexities?
Formula Agile can be the technology partner you’re looking for: from consulting to customization, from setup to integration with your existing systems, together we can take your marketing strategy to the next level.

Contact us to find out how Mautic can revolutionize your marketing—totally securely and efficiently.