Reusable variables with Mautic

Reusable variables with Mautic

One of the tools or functions that Mautic offers its users is the reusable variants, which have been very useful when putting together our automated email marketing campaigns.

With Mautic it is possible for us to integrate our own variables into the system to ensure that communication is assertive and correct. This means that Mautic can integrate data brought in from another application such as CRM or ERP to complement the customer information already added.


Mautic allows you to make calls to these external services and then we can inject that data into the campaign creation process. These variables can be data such as country, language, interaction history, purchase history, etc.


Mautic variables


Mautic offers numerous variable options to easily extract data and information, be it from the contact field, from the tokens of an email, or even from a landing page.


The use of variables and the definition of custom fields is a powerful tool to further segment our campaigns. Watch our video to learn more about Mautic variables.

What industries use marketing automation?

Marketing automation and its various tools have been revolutionary for industries, but there are some that have experienced the biggest changes using it.


Industries that have received the greatest benefits from marketing automation


1. B2C and Retail

We know that Amazon is the king of online e-commerce. Sure, they sell (almost) everything, but it doesn't always mean the best quality. That is where the opportunity to take on Amazon in B2C lies.


Retail is, of course, the most obvious beneficiary of digital marketing innovation, with 80% of Americans now shopping online. However, the range at which B2C companies can grow their brand at each stage of the buyer's journey is what makes automation so powerful.


2. The financial industry


While it may not seem like the industry that would benefit most from marketing automation, finance companies, as Marapost explains, "were among the early adopters of customer data analytics, but many have struggled to divulge meaningful customer insights." social media interactions and website behavior.


They say "Marketing automation is especially useful for providing personalized experiences that customers demand. Through the use of personalization, companies can systematically cross-sell, upsell, and nurture based on analytics to build and maintain a customer base."


3. Medical industry


Although it may not seem like it, marketing automation has allowed the medical industry to create pages like WebMD, where a person can write their symptoms and receive a partial diagnosis, which would lead them to visit their trusted doctor.


4. Media and advertising


Perhaps the industry most transformed by digital marketing is media and publishing. Media and publishing have also cemented content as the king of digital marketing in terms of ad revenue generation. That is why “going viral” is the central goal in this highly competitive industry to gain subscribers.

What is marketing automation?

On the official Salesforce page, they offer a very detailed definition of what marketing automation is, saying "it is the technology that manages marketing processes and multifunctional campaigns, through multiple channels, automatically."


They go on to explain "With marketing automation, businesses can target customers with automated messages across email, web, social media, and text. Messages are sent automatically, according to sets of instructions called workflows. Workflows can be defined using templates, customized from scratch, or modified mid-campaign to achieve better results."


Marketing automation has great benefits for marketing and sales departments since with it you can launch several campaigns simultaneously and without worrying about doing it manually. When automation is used effectively to handle repetitive tasks, employees are free to address higher-order problems and human error is reduced.


It is necessary for companies (small, medium, and large) to move their marketing processes to automation, this will help generate leads quickly and effectively, in addition to contributing to the measurement of engagement with email campaigns. Good marketing automation systems are designed to scale your business.