Segment a List by Purchase Activity

This feature requires Manager user level or higher.

After you connect your store to MailChimp and turn on e-commerce tracking, you may want to target subscribers who made certain purchases. Segmentation lets you view and send to customers based on what they order, when they order, how much they spend, and other criteria.

In this article, you'll learn about MailChimp’s e-commerce segment options.

Pre-built E-Commerce Segments

If you’re new to e-commerce segments, or looking for a shortcut to targeted sending, MailChimp offers a selection of pre-built e-commerce segments for users who have API 3.0 e-commerce data in their account. This includes data from custom API 3.0 integrations, as well as MailChimp for Shopify, MailChimp for Magento, and MailChimp for BigCommerce. These segments are located on the Recipients step of the Campaign Builder, under Customer Behavior.

Here are some examples of pre-built e-commerce segments.

 

  • Potential Customers
    Subscribers who haven’t made a purchase from your store.
  • Recent Customers
    Customers who have purchased in the past 30 days.
  • First-time Customers
    Subscribers who have recently made their first purchase.
  • Repeat Customers
    Customers who have placed at least two orders from your store.
  • Lapsed Customers
    ​Customers who haven’t purchased in the past eight months.

 

Custom Segment Options

MailChimp’s segmentation tool allows you to build your own e-commerce segments with a variety of criteria.

Category Purchased

Use these criteria to send a campaign to a segment of people who have purchased a product from a specific category in your store.
Segment by category purchased

Total Number of Orders

Use these criteria to send a campaign to a segment of people who have made a certain number of orders.
Segment by total number of orders

Average Number of Products per Order

Use these criteria to send a campaign to a segment of people who purchase a certain number of products per order, on average.
Segment by average number of products per order

Total Number of Products Ordered

Use these criteria to send a campaign to a segment of people who have made a certain number of orders.
Segment by total number of poducts ordered

Past Purchases

Use these criteria to send a campaign to a segment of people who have purchased a particular product, or products, from your store.
Segment by past purchases

Any Product Purchase

This option targets subscribers who have purchased or not purchased anything from your store.
Segment by purchase activity

Purchase Date

Use these criteria to send to a segment of subscribers who purchased on, before, or after a specific date.
Segment by purchase date

Average Amount Spent per Order

Use the purchase history to target a segment of subscribers based on the average amount spent per order.
Segment by average amount spent

Amount Spent on a Single Order

Use the purchase history to target a segment of subscribers who purchased a specific amount in a single order.
Segment by amount spent on single order

Total Amount Spent

The purchase history can also be used to send to a segment of subscribers who purchased a specific total amount in your store.
Segment based on total amount spent

Store Ordered From

Use these criteria to send to a segment of your subscribers based on which of your stores they've purchased from.
Segment on store ordered from

Combine Segmentation Criteria

The purchase activity can be used in conjunction with other segmenting criteria in your account to target specific groups of subscribers. You could combine purchase history with member ratings and send to your most loyal customers who recently spent a large amount of money.

Create combined segments based on purchase data

If you collect address information, you can even add ZIP code proximity to your segmentation criteria.

Create combined segments based on zipcode

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