How to Use Groups and Segments

Use groups and segments to organize your subscribers and target your content. When you create a list, you can add groups and ask subscribers which ones they want to join, or build segments based on information that MailChimp stores. View this information in the list or in subscriber profiles, and use it to filter and engage your subscribers.

In this article, you'll learn whether groups or segments are right for your needs.



A collection of subscribers based on their interests and preferences.

Group Title and Group Names

The structure of your group. Group title is the name of your group category (for example, Favorite Ice Cream), and group names refer to the choices your subscribers will choose from (vanilla, chocolate, strawberry).


A collection of subscribers based on common qualities, like engagement activity and group choices. Segment also refers to the action of filtering subscribers based on criteria you choose.


Groups are categories that help you sort your list based on subscriber interests and preferences. You can create hidden groups based on information from your CRM or other database, or show visible groups to subscribers so they can choose which groups best fit their needs.

After you create groups and add subscribers to them, group choices are saved as field data in your list. Your list can include up to 60 group names. Use group titles to categorize different group names.
Screenshot of group details.

To make sure groups are the right option for what you want to accomplish, ask yourself these questions.

  • Do I want to organize my list based on information my subscriber needs to provide, such as their likes and dislikes or preferred campaign frequency?
  • Do I want to import subscribers into categories based on information I already have, such as which list they belonged to in my previous email service provider or other information from my CRM database?
  • Do I want to move subscribers from one category to another, like skill-level or lead-type?

Create Groups

To get started, you’ll create a group title, which can be thought of as an overall category for your groups. Then, add group names for the different options contained in each group title. After the group titles and names are set up, you can add individuals or sets of subscribers to groups, or ask subscribers to join groups on your signup form.

Add Groups to a List

Add Subscribers to Groups

Send to Groups in Your List

Create Signup Forms and Response Emails


Segments identify subscriber sets based on shared list field data like campaign activity and location or preferences like group choice. To make your campaigns feel like a personalized conversation, use segments to tailor content to specific types of users.

There are several list field types you can use to collect data from your subscribers when they sign up to your list or to import existing subscriber information. Use our different list field types to best label and organize your list data, so you can create the most effective segments for your business needs.

Manage List and Signup Form Fields

Create Segments

You’ll create segments in the Campaigns or Lists sections of your account. To target subscribers over an extended period of time, you can save your filter conditions as static or Auto-update segments.

Static segments, including those you import or paste in, save a specific set of subscribers and can't be edited once they're saved in your list. Auto-update segments target the same type of subscriber over time. These segments check your list data before each send, and add and remove subscribers as they meet or stop meeting your segment conditions.

Getting Started with Segments

Create and Send to a Segment

Save and Manage Segments

Segmentation Examples

MailChimp offers a variety of list and subscriber information to target and filter subscribers into segments. Choose a single condition to create a simple segment or combine up to five conditions to create a complex segment.

Segmentation can also be used with MailChimp features like Goal and e-commerce integrations, so you can grow your business and increase engagement.

Here are some examples of segments you can create.

  • Subscribers who opened any of my last five campaigns.
  • Subscribers who didn't click in my last campaign.
  • Subscribers who recently purchased a product.
  • Subscribers who live in a certain location.
  • Loyal customers who spent more than $500 in my integrated e-commerce store.

MailChimp Pro can help you create even more complex segments with its Advanced Segmentation tool, which is great for high-volume senders and users with large lists.

All the Segmenting Options

Segment a List by Purchase Activity

Integrate Goal With MailChimp

About Advanced Segmentation

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