Marketing Campaign Segmentation

Send the right marketing campaigns to the right audiences

Our audience segmentation tools make it easy to send people messages that matter to them, without overwhelming them with ones that don’t.

Email with campaign click rates showing targeted segment has a higher open rate.

On average, segmented email marketing campaigns result in 23% higher open rates and 49% higher click‑through rates than unsegmented campaigns.

Market smarter with audience segmentation tools

Whether you want to target messages based on how people engage with you or bring your own custom insights into Mailchimp as segmentation options, you’ll have all the options you need to filter your audience data.

Talk to people with shared traits

Sort contacts based on data you’ve collected, like location or signup source.

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Target based on behavior

Let the way people engage with your brand guide the content you create for them.

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Use your own unique insights

Filter by details unique to your needs using tags and custom form fields.

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See what we can predict for you

Use predictive insights to better target customer purchase behavior.

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Segment your marketing campaigns in a click

Quickly reach different customer segments with Mailchimp's selection of ready-made marketing segmentation based on campaign activity, purchase history, and more—so you can start targeting right away.

Segmentation tools that scale with your business

Creating a segment based on who opened last campaign.

Start simple and learn as you go

Just by identifying a single characteristic that you want to filter your audience by, you can start to be more intentional about what you say. And by sending more targeted messages to smaller segments, you’ll learn more from how these contacts interact with marketing and email campaigns.

Creating a segment based on who opened the last campaign or who is based in Atlanta.

Layer on filters to tighten up your targeting

As your audience grows, you can layer up to 5 segmentation criteria to find exactly who you want to talk to. You can also save these audience filters and they’ll update automatically with the latest data, so you'll always know you’re talking to the right people.

Creating a segment based on who opened the last campaign before feb 3, who is a new customer or who is based in Atlanta.

Ready to get more advanced? We’ve got you covered.

Become even more targeted with your email marketing. With advanced segmentation, you can add a set of nested conditions that allow for different combinations of data you’ve collected—like purchase activity, gender, age range, and more.

Add a personal touch

Once you’ve segmented the right demographic, make your messages feel like a 1-to-1 conversation with dynamic content, merge tags, personalized send times, and more.

"I really believe segmentation helps us to prevent unsubscribes, because people aren't getting swarmed with email. We do see a correlation between our segmentation and increased sales."

Mary Chapman, marketing manager of Formaggio Kitchen

See how she does it


  • How many segments can I create in Mailchimp?

    You can use Mailchimp’s segmentation tools to create as many segments as you need to achieve your business goals. Standard email marketing segmentation features are included in every Mailchimp plan. However, if you upgrade to the Mailchimp Premium plan, you can create more conditions and access advanced customer segmentation tools.

  • How to create segments in Mailchimp

    To create a simple segment in Mailchimp, click on Audience, select Segments, choose your audience, and click Create Segment. From there, adjust the drop-down menu to Date Added - is after - the last campaign was sent. Make sure to preview your segment before giving it a name and saving it.

  • How to segment a list in Mailchimp

    Once you begin the process of creating a segment in Mailchimp, you’ll be able to choose which audience you’d like to segment. While we recommend maintaining only a single audience, you can choose your preferred audience to segment if you have multiple.

  • How to send emails to a segment in Mailchimp

    Email marketing segmentation can be a great way to send tailored messages to a targeted group of customers. If you want to send emails to a particular segment, first navigate to the Segments page. There, you’ll be able to choose from your existing segments. Click the drop-down menu next to your desired segment to choose which type of email campaign you’d like to send. After you’ve completed these steps, you’ll continue to the campaign builder, where you can customize your email campaign in even more detail.

  • What is behavioral segmentation in marketing?

    In marketing, behavioral segmentation describes the process of dividing customers into groups based on their behavior patterns and actions taken. Using segmentation marketing software, marketers can quickly and easily segment their audience to gain valuable insights and improve future marketing campaigns.

  • What is segmentation in email marketing?

    Segmentation in email marketing is when a company divides the subscribers on their email list into smaller groups based on factors such as actions taken, behavior patterns, interests, age, location, and more. With email marketing segmentation tools like Mailchimp, marketers can easily manage and segment their audience based on a variety of crucial factors. This enables you to develop more sophisticated and personalized email marketing campaigns that connect with your audience.

  • Why does segmentation matter in email marketing?

    By leveraging customer segmentation tools, marketers can create better email marketing campaigns that more effectively appeal to shoppers. After all, everyone is different, so sending generic marketing emails that try to appeal to every single subscriber on your email list is rarely going to be an effective strategy. Segmenting your audience makes it easier to create personalized emails and improve conversions.

    Additionally, segmentation tools can help companies market to shoppers who are in different stages of the sales cycle. Through email marketing segmentation, you can easily send welcome emails to new subscribers, abandoned cart emails to hesitant shoppers, and follow-up emails to recent customers.

Start segmenting like a pro.

Mailchimp's segmentation tools can level up your email marketing and enable your business to reach your customer segments effectively.

Learn more about growing and managing your audience in Mailchimp