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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 campaigns. You can use this information to filter subscribers into what we call segments, and then target these subscribers with customized marketing content. The beauty of segments is that you’re able to target different types of subscribers in a single list, so you don’t have to worry about overlapping subscribers across multiple lists.
This is great because it streamlines your list management and can help reduce your monthly billing rates.
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 dividing similar subscribers. The resulting list of subscribers is also called a segment.
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 filter subscribers into target audiences based on shared data. When you create a segment, you’ll set conditions to filter subscribers based on the information that’s available in your list.
Here’s an example: If you want to attract new subscribers to your online store, create a two-condition segment of subscribers who signed up in the last 30 days, but haven’t made a purchase yet. After you build the segment, you can send a welcome email or offer to encourage these subscribers to make their first purchase.
You can create as many segments as you want, and add subscribers to more than one segment at a time. Segments can include up to five conditions for hyper-targeted audiences.
How to Use Segments
Segments can be created in either the Campaigns or the Lists sections of your MailChimp account. Save a segment in the Lists section if you know you want to target the same subscribers time after time. Or, create a segment in the Campaign Builder to target your campaign to a specific set of subscribers when you send.
You can import or paste your subscribers directly into your segment or use conditions to build your segment from data in your list.
Types of Segments
If you use conditions to create a segment, it can be saved as static or auto-updating.
Create a static segment if you don't want us to update your segment over time. 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.
Auto-update segments target the same type of subscriber over time. They way this works is, the auto-updating segments check your list data before each campaign send, and add or remove the right types of subscribers as they meet or stop meeting your segment conditions.
MailChimp offers an extensive range of segmenting options, so you can you make the most out of your list. Just remember that your segmenting options will vary based on the list field data you’ve collected.
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.
With the right kind of list data, you can create hyper-targeted segments of your subscribers. Segments are an excellent tool to send subscribers relevant, personal content which can increase brand loyalty and profits.
Enhance Your Segments
To increase your segmenting options, try some of MailChimp’s advanced tools. Use Goal or Social Profiles to segment subscribers based on the sites they visit and the social networks they use, or integrate your e-commerce platform to create segments based on subscriber purchase activity.
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.