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Mumara

Audience

Lists, contacts, fields — the layer everything runs on.

A clean data model: lists hold contacts, each contact carries typed field values. Guided import, bulk update, and list operations keep it tidy — and in ONE each record also carries Pixel and conversion history, so it reflects behaviour, not just attributes.

Get started How the model works →
  • Lists / contacts / fields data model
  • Guided import, validated + de-duped
  • List operations — split, merge, copy, export
  • Behaviour on the record — Pixel + conversions
data model

List

Newsletter · 48,210 contacts

Contact

[email protected]

first_name Ada
plan Pro
mrr $49
renews Mar 14
+ Pixel & conversion historyper contact

The model

Three levels, each with a job.

Simple enough to reason about, structured enough to drive precise segmentation and personalization. The shape is what makes everything downstream possible.

The container

Lists

A list groups contacts who belong together — newsletter subscribers, customers, event registrants. Sends target lists or the segments built from them.

  • Many lists per account
  • A contact can be on several
  • Per-list opt-out honoured
Explore Lists

The record

You are here

Contacts

Each contact is a person, identified by email, carrying every field value, every engagement event, and — in ONE — their pixel and conversion history.

  • Field values
  • Engagement history
  • Pixel + conversion events
Reading now

The shape

Fields

Typed Custom Fields define what each contact can hold. The types are what make segmentation operators and clean personalization work.

  • Typed (date, number, …)
  • Type-aware operators
  • Merge + branch on them
Explore Fields

Keep it tidy

Reshape your audience without re-importing.

Audiences aren't static — they get reorganised, cleaned, and migrated. List operations do that in place, so you never have to destructively re-upload to fix the shape of your data.

  • Split

    Break one list into parts — by criteria, or into evenly-sized chunks for staged sends.

  • Merge

    Combine lists into one, de-duplicating overlapping contacts as they join.

  • Copy

    Duplicate a slice of contacts into another list without removing them from the first.

  • Export

    Pull a list or segment to CSV for backup, analysis, or moving it elsewhere.

  • Bulk update

    Change a field value across many contacts at once — a re-tag or plan migration in one action.

  • De-duplicate

    Validation and de-duping run on import, so the same person doesn't land twice.

Clean on the way in

Import maps your columns to fields — then validates them.

The guided wizard reads your CSV header, lets you map each column to a Custom Field, and validates and de-dupes as it loads — so the audience arrives structured and clean rather than as raw rows you fix later.

Prefer not to upload a file? Pull contacts straight from Gmail, Outlook, Yahoo, or Mailchimp over OAuth, or let web forms write to a list directly.

import · map columns
CSV columnField
  • Email %%email%%
  • Name %%first_name%%
  • Tier %%plan%%
  • Renewal %%renews_on%%
validated + de-duped48,210 ready

What ONE adds

A contact record that remembers what people did.

Most ESPs store the attributes you imported and stop there. In ONE the record keeps growing as the contact interacts — which is what makes behavioural targeting possible.

Typical ESP

Attributes only

A contact is whatever was on the import row — name, email, a few fields. It tells you who someone is, frozen at upload, but nothing about what they've done since. Targeting is limited to declared attributes.

  • Imported fields only
  • Frozen at upload
  • Who, not what

Mumara ONE

Attributes + behaviour

Alongside fields, each record accrues engagement history plus pixel and conversion events. "Viewed pricing", "purchased twice", "opened the last three sends" all live on the contact — so segments and personalization can read behaviour, not just attributes.

  • Fields + engagement
  • Pixel + conversion history
  • Who AND what they did

What teams do with the audience layer

Where good contact hygiene pays off.

  • Onboard a fresh list

    The task
    A CSV export from your CRM with mixed, messy columns.
    How it's handled
    Map columns to fields, validate and de-dupe on import — the audience lands clean and immediately segmentable.

  • Stage a large send

    The task
    You want to send to a big list in controlled batches.
    How it's handled
    Split the list into even chunks and send them on a schedule, watching deliverability between batches.

  • Migrate a plan change

    The task
    A pricing change means re-tagging thousands of contacts.
    How it's handled
    Bulk-update the "plan" field across the matching contacts in one action — no row-by-row editing.

  • Build behavioural audiences

    The task
    You want to target people by what they did, not just who they are.
    How it's handled
    Because pixel and conversion events live on the record, segments can read behaviour straight off the contact.
“The contact record carrying conversion history changed how we think about our list. It's not a static address book anymore — it's a living profile we can actually segment on. Importing stayed dead simple, but what we can do with the data afterwards is night and day.”

Verified review

Mumara ONE customer

Trustpilot

Common questions

What buyers usually ask.

What's the data model?

Lists contain contacts, and each contact carries typed Custom Field values. A contact can belong to multiple lists. It's simple to reason about and structured enough to drive precise segmentation and personalization.

How do I import contacts?

A guided CSV wizard maps your columns to fields, with validation and de-duplication on the way in. You can also pull contacts from Gmail/Outlook/Yahoo/Mailchimp over OAuth, bring them via the REST API, or have web forms write to a list directly.

What list operations are available?

Split a list into parts, merge lists together (de-duping as they combine), copy contacts between lists, and export to CSV — plus bulk-update field values across many contacts at once. You reshape your audience in place rather than re-importing.

Does a contact get duplicated if they're imported twice?

No. Import validates and de-duplicates against the email identity, so re-importing an overlapping file updates existing contacts rather than creating duplicate records.

What's different about contacts in ONE?

Beyond fields, each contact record accrues Pixel-event history and conversion attribution. That means you can segment and personalize on what a contact actually did — viewed pricing, purchased, went quiet — not just the attributes they were imported with.

Can a contact be on more than one list?

Yes. Lists are containers, not exclusive buckets — the same contact can sit on your newsletter and your customers list at once. Suppression and per-list opt-out are still honoured per send, so list membership never overrides someone's preferences.

Can subscribers maintain their own data?

Yes — through the Preference Centre, where they update their own field values and subscription preferences. Those edits write straight back to the contact record, so your data stays current without manual upkeep.

Related

Pages that pair with this one.

Mumara ONE · Contact Management

Get the audience layer right and the rest follows.

Lists, contacts, and typed fields — imported clean, maintained without re-uploads, and enriched with behaviour. Everything you send draws from here.

Get started See pricing