If you’re not sure where your subscribers live, we can help you find out. Geolocation automatically tracks subscribers’ campaign activity to estimate their physical location. You can use this information to target your campaigns for specific regions and time zones.
In this article, you'll learn how to view and use geolocation information in your account.
View Location Data
MailChimp records two types of location data about your subscribers: list data and geolocation data.
List data is provided at signup by your subscribers, and it’s displayed in the Address and Zip fields of your MailChimp list. You can also add it to your list during an import. This data differs from geolocation because it’s provided by your subscribers, and it’s optional.
Geolocation is an estimate of a subscriber’s physical location that can provide an idea of where your subscribers interact with your campaigns. Unlike list data, you can’t import or update geolocation data in your account.
We’ll display geolocation data in a few places.
- Subscriber Profiles
Subscriber profiles display time zone and geolocation information. This data automatically updates over time based on where your subscriber opens emails.
View a Subscriber Profile
- Email Campaign Reports
Campaign reports use geolocation to determine top locations by open. Click any country to create a segment of contacts based on that location.
About Email Campaign Reports
- List Stats
Your list statistics also shows top subscribers geolocations. This information doesn’t update as often as subscriber profile location data, so the statistics may differ as we continue to collect data.
All About List Stats
How Geolocation Works
Geolocation is an estimate. We can’t pinpoint the exact location of where somebody works or lives, but we can usually get pretty close.
When a subscriber signs up for your list with a MailChimp hosted signup form, we collect their IP address. We send that to a geolocation service provider to estimate the subscriber's location, which is further updated based on their email campaign activity. The more open and click data we have for the subscriber, the more accurate their geolocation will be.
Subscribers from list imports or different signup forms will have your account's default location and time zone. We'll update their location when we have enough campaign activity data for them.
How often is geolocation data updated?
Estimating a subscriber’s geolocation is a process. If you don't see geolocation data yet, your subscribers may need to receive and open a few more campaigns.
For example, let’s say a subscriber lives in Connecticut and works in New York. Our geolocation service provider needs enough email opens to find out which location is more accurate, so location may take some time to appear. Their geolocation will reflect where they open campaigns most often. Likewise, if the same subscriber opens a campaign on vacation in Hawaii, we wouldn’t update their location because of one data point.
How accurate is geolocation data?
The data we get can be accurate within a few miles or kilometers, but accuracy can vary depending on how IP addresses are set up. This Linux Journal article gives a detailed explanation of the process.
Sometimes, a subscriber’s geolocation might be incorrect. This can happen if their email service provider uses a proxy or if they connect to the internet with an IP address that changes often. Geolocation services will estimate one point, or canonical location, based on those addresses. If a subscriber’s location looks wrong, we recommend relying on that subscriber’s Address or Zip list field data.
What You Can Do With Geolocation
Geolocation can help you can send content that’s best for your audience when they’re most likely to open it.
Segment by Geolocation
Use geolocation data from subscriber profiles to build tailored segments. Combine location data with other segments to identify specific audiences in your list.
Say you have an online business and your goal is to increase sales in a certain region. Create a segment that combines location and sales data to identify customers from that region.
Timewarp (paid feature)
Geolocation powers Timewarp, which schedules campaigns for each subscriber's local time.