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.
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 in your audience with information stored in your account.
Contacts who opt-in to receive email marketing.
A section of your audience that includes contacts with common audience field information.
An automatically generated segment based on contact information or activity.
The part of Mailchimp you'll use to create, design, and send a regular email, automation, or landing page. 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 feature included with the Standard plan or higher. Predicted demographics 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
Each contact has traits and behaviors that are tracked when they join your audience. Some behaviors, like campaign activity for example, are part of the predefined segments we've created for you. The conditions to the pre-built segment are added already, so all you have to do is select the segment to see who all meets the criteria.
For example, if you have a subscribed contact who's opened at least one of your recently sent email campaigns, they’ll meet the criteria for the Engaged Subscribers segment. Meanwhile, a subscribed contact who hasn't opened any of your last five campaigns will end up in the Disengaged Subscribers segment. 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 the Disengaged Subscribers segment. This pre-built segment is based on a contact not opening any of the last five campaigns you sent to them. If you want a different standard for inactivity, create a new segment defined by a higher or lower number of unopened campaigns.
Here are some other resources to help you learn more about segments.
Types of pre-built segments
Pre-built segments fall into three categories.
- Subscriber engagement
- Customer behavior
Subscriber engagement segments are available to all Mailchimp users. These segments are based on the date contacts joined your audience, as well as how they interact (or don't interact) with your campaigns.
|New Subscribers||Contacts who have joined the audience in the past seven days. The contact doesn’t have to be a subscribed contact to meet the criteria of this segment.|
|Engaged Subscribers||Subscribed contacts who have opened at least one of your last five email campaigns.|
|Disengaged Subscribers||Subscribed contacts who haven't opened all of your last five campaigns.|
Customer behavior segments require e-commerce data in your account from version 3.0 of our API. This data can come from integrations like Mailchimp for Magento, Mailchimp for BigCommerce, or a custom API 3.0 integration.
|High-value Customers||Contacts predicted to have the highest customer lifetime value.|
|Potential Customers||Contacts who haven't made a purchase from your store.|
|Recent Customers||Customers who have made a purchase from your store in the past 30 days.|
|First-time Customers||Customers who made their first purchase from your store 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 predicted demographics. The Predicted Demographics feature is included with the Standard plan or higher.
|Male||Subscribed contacts who we infer are male.|
|Female||Subscribed contacts who we infer are female.|
|Under the age of 35||Subscribed contacts who we infer are under the age of 35.|
|Over the age of 35||Subscribed contacts who we infer are age 35 or older.|
Location of pre-built segments
You can find pre-built segments in your audience and in some campaign builders. In the audience, they are located on the audience dashboard, and in the Segment section.
To find pre-built segments inside of a campaign, use the Segment drop-down inside the To section of the campaign checklist. For Multivariate and RSS campaigns, click the radio button next to Segment or tag.
On the audience dashboard
Your Mailchimp audience includes a dashboard with clickable insights about your contacts, so you can quickly launch campaigns for specific segments. You'll find pre-built segments based on signup source, location, email marketing engagement, customer lifetime value, likelihood to purchase again, predicted demographics, and more, depending on your Mailchimp plan and the data in your audience.
To learn more, read About the Audience Dashboard.
Segments section of your audience
If you visit the Segments section of your audience, you can choose from a list of pre-built segments, or create your own segment.
On the campaign checklist for a regular email
When creating a campaign, click the Recipients drop-down on the campaign checklist to select a pre-built segment. Use this strategic marketing tool to engage with contacts who are most loyal to your company.
In a Multivariate or RSS campaign
On the Recipients step of a Multivariate or RSS campaign, click the radio button next to Segment or tag to select a pre-built segment.
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 may 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 can use pre-built segments.
- Send repeat customers a promotional campaign with a special reward or discount.
- Target contacts between the age of 35-44 with a promotional campaign for a specific product.