Segmenting Website Visitors in Mautic

In Mautic, visitors can be segmented into distinct groups based on various criteria. This article shows you hands-on how to do it.

Contacts in Mautic

Mautic tracks all visits to your website. Each separate visitor (called a contact) is saved in the database with multiple fields including IP address, First Name, Last Name, Email, Address, country, city, date last active, and preferred locale.

On an initial visit, most fields are empty. Mautic populates them based on user actions - for example, when a user provides an email address or Mautic identifies their location from their IP.

The more data we have, the better we can segment users. In Mautic, this is achieved by creating Segments.

Segment by Location

Let's segment users by their location - this is easy because Mautic often populates location data on the first visit based on the visitor's IP address.

To create a new Segment:

1. Click the Segments link in the left sidebar
2. Click "New" in the top right corner
3. Fill in the segment name and alias
4. Click "Apply" then the "Filters" tab
5. Set the filter to Country equals to France (or your target country)

Mautic will now add all contacts from that country to this segment, including new visitors.

Segment Based on Activity

You can segment users based on their activity on your website, such as pages visited, forms filled, or emails read.

For example, to segment users interested in Product X:

Set the filter to Visited URL - contains - products/product-x

Segment Based on Social Media Data

If you run promotions on social media with specific targeting criteria, you can segment visitors based on the same criteria.

For campaigns targeting people over 40 on both Facebook and Google, create a segment using UTM tags:

• UTM Campaign contains "fb_active_woman" OR
• UTM Campaign contains "ga_run_forever"

Detailed Segments and Sub-segments

You can create narrow segments using multiple filters chained with AND conditions.

You can also create sub-segments by combining broader segments. For example, create a segment for "people over 40 from France" by referencing your existing segments.

How to Use Segments

With segments defined, you can:

• Display personalised content on your website
• Send targeted newsletters
• Create personalized marketing campaigns
• Track engagement by audience type

Don't Over-Do It

Remember: the narrower the segment, the fewer contacts will be added. Strike a balance between segmentation benefits and the overhead of managing multiple segments.