If you run webinars, workshops, training sessions, or live events, automating your follow-up process is one of the easiest ways to improve engagement and conversions. Mautic already gives you powerful open-source marketing automation tools—but when you connect it to WordPress using The Events Calendar, everything becomes much more streamlined.
In this article, we’ll walk through how the iGo Mautic + The Events Calendar Integration Plugin works, why it’s valuable, and how you can use it to automate your event marketing from registration to follow-up.
Why Automate Your Event Marketing?
Events generate some of your warmest and highest-intent contacts. Whether people RSVP for a free session or purchase a ticket, they are actively interested in your content.
But here’s the problem:
- Many event tools don’t sync well with CRMs or marketing automation platforms.
- Manual exports/imports lead to mistakes.
- Follow-up emails often go out late—or not at all.
- Event reminders have to be manually scheduled.
- Changing event names breaks segmentation and automation rules.
The result:
lost engagement, lower attendance, and fewer conversions.
By connecting WordPress + The Events Calendar + Mautic, you solve all of these issues automatically.
How the Plugin Works
The integration is designed to be simple, reliable, and automatic—without requiring API polling, cron jobs, or manual workflows.
1. Captures All Event Attendees Automatically
The plugin listens for attendee creation in The Events Calendar, supporting:
- RSVP tickets
- Ticket Commerce paid tickets (no WooCommerce needed)
As soon as someone registers or purchases a ticket, the attendee is immediately:
- Matched to an existing Mautic contact (by email), or
- Created as a new contact if none exists
2. Automatically Applies Event Tags
Tagging is the heart of how this integration works.
Each event has a unique Event ID in WordPress.
This ID never changes, even if you later edit the event name or details.
The plugin uses this stable Event ID to apply one or more tags to the contact, such as:
event_123_registeredevent_123_attendingevent_123_paid(if applicable)
This ensures rock-solid segmentation no matter what changes in WordPress.
3. Works Instantly — No Page Reload Required
The moment the attendee is created in WordPress:
✔ A Mautic API request fires
✔ The contact is created or updated
✔ Tags are added
✔ Mautic campaigns can trigger immediately
This makes it ideal for:
- Post-event nurturing sequences
- Webinar reminders
- Educational series
- Workshop follow-ups
- Course enrollment
- Paid training access
Using Event Tags in Mautic
Once the tags are applied, the real fun begins.
Inside Mautic, you can build:
✔ Event Reminder Campaigns
- 7-day reminder
- 1-day reminder
- 1-hour reminder
- Last-chance emails
- SMS alerts (optional)
✔ Post-Event Follow-Up
- “Thank you for attending”
- Replay links (for webinars)
- Upsell or cross-sell offers
- Satisfaction surveys
- Additional resources
✔ No-Show Drip Sequences
If the event platform later records attendance, you can tag attendees differently and put non-attendees into a different nurturing path.
✔ Segmentation and Reporting
Tags make it easy to answer questions like:
- How many people registered for each event?
- Which events generate the most new leads?
- Which campaigns convert best?
Because the system is automatic, your reporting is more accurate and up to date.
Why Use the Event ID Instead of Event Name?
Many event systems rely on event names for segmentation.
That’s a problem.
Event names change.
Dates change.
Titles evolve.
But Event IDs never change.
Using the Event ID ensures:
- Your campaigns don’t break
- Tags remain consistent
- Automations stay reliable
- Reporting stays clean
This is the same strategy used by enterprise-grade marketing automation platforms.
Benefits of Using Mautic for Event Campaigns
Integrating Mautic with your event registration system gives you major advantages:
💡 1. Completely Automated Workflow
Once set up, everything runs without manual intervention.
🎯 2. Precision Targeting
Segment users by:
- Event
- Session type
- Ticket type
- Paid vs free attendance
- New lead vs existing contact
⏱️ 3. Perfectly Timed Emails
Reminders trigger exactly when needed—even if you update event details.
📈 4. Higher Attendance Rates
Automated reminders alone can improve attendance by 20–40%.
🔄 5. Better Lead Nurturing
Contacts are instantly funneled into the right post-event sequences.
💰 6. Increased Conversions
Post-event nurturing often drives:
- Course enrollments
- Product purchases
- Demo requests
- Consultation bookings
📊 7. More Accurate Reporting
Automatic tagging means Mautic always has up-to-date attendee data.
Who Is This Plugin For?
This integration is ideal for:
- Coaches & consultants
- Trainers & educators
- Course creators
- Nonprofits hosting events
- SaaS product teams running onboarding webinars
- Businesses doing product demos
- Organizations running live seminars
Any business running events + automation benefits enormously.
Final Thoughts
If you depend on events to attract leads, educate clients, or convert prospects, automating your follow-up process is a no-brainer. This plugin bridges the gap between WordPress and Mautic, making your event marketing:
✔ Faster
✔ More reliable
✔ More scalable
✔ More profitable
With attendee data flowing automatically into Mautic, you can focus on running great events—while your marketing engine takes care of the rest.