Email automation software with optimized personalization to drive engagement.
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Mautic
Score 9.1 out of 10
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Mautic Community Edition is an open source cross-channel campaign management software solution designed to enable users to build email, nurture campaigns, personalize messages, execute A/B tests, and measure results. The open source edition is community supported. Support is available for Acquia Campaign Studio, which is based on Mautic technology acquired by Acquia in May 2019. Acquia Campaign Studio is available on the
Small businesses with even smaller marketing budgets and no email marketing experience would be better off selecting a lower-end email marketing provider. However, Adestra will provide a growing company with every email marketing tool along the way.
Mautic is not Salesforce or Dynamics of course; it is hard to install, still buggy and you have to know what you're doing if you want to use it. But that is your admission fee to an always free system that does essentially all the same things as the pricey alternatives, does it effectively and gives you total control. Mautic was acquired by Acquia, the company behind Drupal, and has been making substantial upgrades since that seem to be accelerating. The system has an active user community, active development and will only get better, making it an excellent choice to grow with and build your own systems around and never be dependent on third parties
Adestra's "dynamic" list allows users to consolidate multiple lists in combination with data filters and exclusion lists. This implements segmentation and is a powerful marketing tool.
Adestra's MessageFocus API integration provides developer-tools for list, campaign or transactional automated requirements.
Campaigns can be sorted into project folders. This allows marketers to group campaigns together for management or reporting requirements. Moving or copying campaigns from one project to another is a simple process.
Data downloads via Reporting is available at every level, from overview to individual KPI.
Creating "core" tables helps marketers develop lists with similar attributes. Whether a list has many fields or simply the one required email address field, a "core" table helps to quickly map data labels from spreadsheet to online database. Creating data labels on the fly is a simple process, as well. The "core" table also groups similar contacts into one core database.
Any list can be quickly "emptied" for to manage refreshed data. The contacts within the "emptied" list would still be members of the "core" table and so the process does not negatively impact reporting.
Unsubscribes can be managed in one list (as a default) or individual lists. Creating individual unsubscribe lists -- dependent on business requirements -- would allow for a preference center, whereby recipients could be given a choice as to which campaigns they receive.
The Form tool creates signup forms, simple surveys and landing pages. These can be hosted via Adestra or otherwise on the web. The tool provides for branding and proprietary cascading stylesheets, with a number of actions available through a drag-and-drop interface.
As of this writing, there are at least 3 different editors available (a drag-and-drop, a WYSIWYG and HTML). However, only a small template library is available if requested through support. Those expecting to find ready-built templates for re-branding would find them through the third-party EDM Designer drag-and-drop editor.
I have been self-trained on different ESPs for over 10 years, so my experience isn't comparable to most users. However, I've trained people on various email marketing platforms, and with some training, clients have a positive user-experience with Adestra.
I have had campaign related issues solved very quickly. When there are technical issues, that involve more than one departmental, it may involve a longer turn-around and management.
For medium and large sized businesses, Adestra competes well with dotMailer. While many of the functions are available through either provider, creating campaigns, managing lists and reviewing metrics are somewhat different. As of this writing, dotMailer's drag-and-drop editor dominates that platform and performs well for low-end users with little-to-no HTML experience. Even high-end users will appreciate how quickly campaigns can be built via the drag-and-drop editor. While Adestra utilizes the EDM Designer drag-and-drop, the third-party functionality is not completely cohesive and lack of a template library gives dotMailer a bit of an advantage.
Infusionsoft, at the time I tested it, had a crazy editor--very unintuitive and not very clean. Mautic (open source) makes it much easier to build up campaigns. Besides that, it didn't provide what we needed to justify the lack of possibility to self-host it and the requirement to pay for it.
