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Your list contains a lot of information about your subscribers, like when they signed up, where they’re located, and how they interact with your email marketing. You can use this information to filter subscribers into what we call segments, and then target these subscribers with customized campaign content to increase engagement, promote products, and grow your brand.
In this article, you’ll learn how segments work in MailChimp.
We use the term segment, in two ways: as a verb and a noun. To segment is to take the action of filtering and tagging similar subscribers. The resulting list of subscribers is also called a segment.
Before You Start
- For a shortcut to targeted sending, MailChimp offers a selection of pre-built segments on the Recipients step of the Campaign Builder. To learn more, read About Pre-Built Segments.
Segments are used to organize your list and target your subscribers with the most relevant content. When you create a segment, you’ll set conditions to filter subscribers based on any information that’s available in your list.
Your segments can include up to five conditions, which can be used to exclude or include subscribers. For example, if your goal is to attract new customers to your online store, you might create a segment of subscribers who signed up to your list in the last 30 days, but haven’t purchased anything from your store yet. Send these subscribers a coupon or special offer to encourage them to make a purchase.
The segmenting options you see will vary based on the information that’s available in your list. Integrate your account with another service or application to make use of advanced segmentation field options. You can create as many segments in your list as you want, and a single list subscriber can be included in multiple segments.
The beauty of segments is that you have the ability to target different types of subscribers in a single list, so you don’t have to manage multiple lists with overlapping subscribers. This streamlines your list and data, and can reduce monthly billing rates.
How to Use Segments
MailChimp allows you to create and save segments in your list or build them while you create a campaign. Create a segment from the Campaign Builder to quickly target specific list subscribers. Save a segment in your list to target the same type of subscribers over time or to view and export the segment.
You can import or paste your subscribers directly into your segment or build it based on conditions you choose. If you use conditions to create a segment, it can be saved as either an Auto-update segment or a static segment.
Choose Auto-update to refresh the number of subscribers each time you send a campaign to that segment. Create a static segment if you don't want us to update your segment over time. Segments created with pasted-in or imported addresses will be static and can’t be changed after they’re created. Static segments can be useful if you have a fixed group of contacts, like a group of recent event attendees, that you don’t want to change over time.
MailChimp offers an extensive range of segmenting options, so you can you make the most out of your list. Combine any available data to build your segment, like campaign activity, group preferences, or custom list field data you’ve collected.
Explore our different list field types to find the options that best suit your needs, and keep in mind that certain field types, like website and date fields, need to match a specific format when you import or update your list.
Enhance Your Segments
To further tailor your segment, try some of MailChimp’s advanced tools to increase your segmenting options.
Use Social Profiles to segment subscribers based on the social networks they use, or integrate your e-commerce platform to create segments based on subscriber purchase activity. MailChimp Pro users have access to advanced segmentation, which allows you to create complex, nested segments with many conditions.