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, MailChimp for BigCommerce, and MailChimp for WooCommerce. 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 or Vendor Purchased
Depending on the e-commerce platform you use, you'll see the option to segment by
Category Purchased or
Vendor Purchased. Use these criteria to send a campaign to a segment of people who have purchased a product from a specific category or vendor in your store.
Total Number of Orders
Use these criteria to send a campaign to a segment of people who have made a certain 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. E-commerce platforms and custom integrations that use API 3.0 don’t include this segmenting option.
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. E-commerce platforms and custom integrations that use API 3.0 don’t include this segmenting option.
Use these criteria to send a campaign to a segment of people who have purchased a particular product, or products, from your store.
Any Product Purchase
This option targets subscribers who have purchased or not purchased anything from your store.
Use these criteria to send to a segment of subscribers who purchased on, before, or after a specific date.
Average Amount Spent per Order
Use the purchase history to target a segment of subscribers based on the average amount spent per order.
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.
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.
Store Ordered From
Use these criteria to send to a segment of your subscribers based on which of your stores they've purchased from.
Combine Segmentation Criteria
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 contact ratings and send to your most loyal customers who recently spent a large amount of money.
If you collect address information, you can even add ZIP code proximity to your segmentation criteria.