About Geolocation

If you’re not sure where your contacts are located, geolocation can help you find out. Geolocation approximates a contact’s general location when they interact with your email campaigns. 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.

What You Can Do With Geolocation

Geolocation can help you target contacts in a specific region and send emails at a time that works best for them.

Segment by Geolocation

Use geolocation data to build tailored segments for your campaigns. For example, if you have an online business and your goal is to increase sales in a certain region, you could create a segment that combines location and e-commerce conditions to identify customers from that region.

All the Segmenting Options

Timewarp (paid feature)

Geolocation powers Timewarp, which schedules email campaigns for each contact's local time.

How to Use Timewarp

How Geolocation Works

Geolocation is an estimate based on IP address data only. We can’t pinpoint a contact’s exact location, but we can identify a general area, such as Atlanta, USA, Paris, France, or Sao Paolo, Brazil.

We first collect a contact’s IP address when they sign up for your marketing with a Mailchimp-hosted signup form. We work with a geolocation service provider to estimate the contact’s location, which is further updated based on their email campaign activity. The more open and click data we have for the contact, the more confident we are in their geolocation.

Contacts from imports or different signup forms will start with your account's default location and time zone. We'll update their location when we have enough email campaign activity data for them.

How often is geolocation data updated?

Estimating a contact's geolocation is a gradual process. If you don't see geolocation data yet, your contacts may need to interact with a few more campaigns. Geolocation will reflect where they engage with campaigns most often.

How accurate is geolocation data?

The more a contact interacts with email campaigns, the more confidence we have in our geolocation data. This Linux Journal article gives a detailed explanation of the process.

Sometimes, geolocation might be incorrect. This can happen if contact's 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 contact's location looks wrong, we recommend relying on that contact’s Address or Zip field data.

View Location Data

Mailchimp can store a few different types of contact data related to location: address data, Zip code data, and geolocation data.

Address or Zip Code Data

Address or zip code data is provided by your contacts at signup and displayed in the corresponding fields of your Mailchimp audience. You can also add them to your audience during an import. This data differs from geolocation because it’s provided by your contacts and is optional.

Audience Fields Types
All the Segmenting Options

Geolocation Data

Geolocation is an estimate of a contact's physical location that can provide an idea of where your contacts interact with your email campaigns. Unlike audience data, you can’t import or update geolocation data in your account.

We’ll display geolocation data in a few places.

  • Contact Profiles
    Contact profiles display time zone and geolocation information. This data automatically updates over time based on where your contact opens emails.
    View a Contact Profile
  • Email Campaign Reports
    Campaign reports use geolocation to determine top locations by open.
    A screenshot of a campaign report showing top locations by opens, with a map and a list of top countries.
    About Email Campaign Reports
  • Audience Dashboard
    Your audience dashboard shows a list of top locations. Click one, and we'll help you build a campaign for a segment of contacts from that location.
    About the Audience Dashboard
  • Stats
    Your audience's stats overview also shows top geolocations. Click any country to create a segment of contacts based on that location. This information doesn’t update as often as contact profile location data.
    A screenshot of a top locations on a Stats page.
    All About Audience Stats

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