After you've sent a few campaigns in Mailchimp, it won't be long before you've got lots of cool data to work with. Segments are a great way to use that data to send targeted campaigns to contacts who have something in common.
If you're new to segments, or want a shortcut to targeted sending, Mailchimp offers a selection of pre-built segments based on campaign activity, purchase history, and other valuable information.
In this article, you'll learn about pre-built segments and how to use them.
Before we go into more detail, let's go over some terms we use when we talk about pre-built segments.
Someone whose information is stored in your account.
A contact who has signed up to receive emails from you. Also known as a subscribed contact.
A section of your audience that includes contacts with common field information.
An automatically generated segment based on contact information or activity.
The part of Mailchimp you'll use to create, design, and send an email campaign. The campaign builder has different sections where you'll choose recipients, set up campaign information, choose a template, add content, and send or schedule delivery.
The part of Mailchimp you'll use to create a social media ad campaign. The ad builder has different sections where you'll choose an audience, add content, and schedule your ad.
A Mailchimp Premium feature that uses data science to predict the gender and age of your contacts. To learn more, check out About Predicted Demographics.
How pre-built segments work
When a contact's traits or behaviors match certain conditions, like how much time has passed since they last opened one of your campaigns, we automatically add them to a pre-built segment of similar contacts.
For example, if you have a subscribed contact who's opened at least one of your recent email campaigns, we'll place them in Active Subscribers. Meanwhile, a subscribed contact who hasn't opened any of your last five campaigns will end up in Inactive Subscribers. Pretty neat, right?
If none of our pre-built segments work for you, use them as inspiration to build your own custom segments. To illustrate, let's consider that Inactive Subscribers segment. If five missed campaigns in a row doesn't match your standard of inactivity, you might want to create a new segment defined by a higher or lower number of unopened campaigns.
Types of pre-built segments
Some pre-built segments are located on the audience dashboard, while others are located in the Segment drop-down for different campaign builders.
On the audience dashboard
Your Mailchimp audience includes a dashboard with clickable insights about your audience, so you can quickly launch campaigns for specific segments. Depending on the type of plan you have and the data in your audience, you'll find pre-built segments based on signup source, location, email marketing engagement, customer lifetime value, likelihood to purchase again, predicted demographics, and other valuable information.
To learn more, read About the Audience Dashboard.
In the campaign builder
Pre-built segments in the campaign builder fall into three different categories.
- Subscriber Engagement
- Customer Behavior
Subscriber Engagement segments are available to all Mailchimp users. These segments are based on the date subscribers sign up for your emails, as well as how they interact (or don't interact) with your campaigns.
|New Subscribers||Subscribers who have signed up for your emails in the past seven days.|
|Active Subscribers||Subscribers who have opened at least one of your last five campaigns.|
|Inactive Subscribers||Subscribers who haven't open any of your last five campaigns.|
Customer Behavior segments require that you have API 3.0 e-commerce data in your account. This data can come from integrations like Mailchimp for Magento, Mailchimp for BigCommerce, and custom API 3.0 integrations.
|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 made their first purchase in the past 30 days.|
|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.|
Demographics segments are based on data from our predicted demographics feature. This feature is available with Mailchimp Standard or higher and Mailchimp Pro, as well as legacy paid users with a connected online store.
|Male||Subscribers who we infer are male.|
|Female||Subscribers who we infer are female.|
|Under the age of 35||Subscribers who we infer are under the age of 35.|
|Over the age of 35||Subscribers who we infer are age 35 or older.|
What you can do with pre-built segments
We designed our pre-built segments to help you quickly find the right recipients for your campaigns. For example, you might want to use the pre-built segment New Subscribers to send a friendly welcome series to people who recently signed up for your email marketing.
Here are some other ways you might use pre-built segments.
- Welcome new subscribers with an onboarding automation.
- Send repeat customers a promotional campaign with a special reward or discount.
- Target contacts age 35-44 with a promotional campaign for a specific product.
- Create an Instagram or Facebook ad for contacts in a top location shown on your audience dashboard.