About Geolocation

If you’re not sure where your contacts live, we can help you find out. Geolocation automatically tracks email campaign activity to estimate a contact's 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

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.

List 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 list 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.
    Example of geolocation data.
    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
  • List Stats
    Your list statistics also shows top contacts geolocations. Click any country to create a segment of contacts based on that location. This information doesn’t update as often as subscriber profile location data, so the statistics may differ as we continue to collect data.
    A screenshot of a top locations on a List Stats page.
    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.

Contacts 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 contact's geolocation is a 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 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, 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 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 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.

All the Segmenting Options

Timewarp (paid feature)

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

How to Use Timewarp

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