Mailchimp Pro's Comparative Reports feature includes a robust segmentation tool. Report segments provide valuable statistics for sets of subscribers in your list. All Comparative Reports include a Baseline, so you can see how the segments you create compare to the total aggregated statistics for all the campaigns you've included in your report.
Comparative Reports and its segmenting tool are included with Mailchimp Pro, which is available to add on to any pricing plan.
How Comparative Reports Segments Work
The segments you'll create for Comparative Reports are similar to list segments, but you'll find more options and depth to the segments you can create with this tool. Robust audience segments can help you compare sets of subscribers and how they interact with your campaigns over time.
About Conditions and Groups of Conditions
Like in list segmentation, you'll use conditions to sort your subscribers. Report segments let you combine individual conditions into groups of conditions to create nested, complex segments. This allows you to use both Any and All logic in one segment. As you build your segments, you can refresh the subscriber count to see how many people on your list fit your segment criteria.
If you don't have a need for complex segmentation, simple segments can also be set up with a single condition, or single group of conditions.
About Any and All Logic
For each group of conditions, you'll have the option to add multiple individual conditions, and choose whether to use Any or All logic for each set. The Any and All logic for the top-level group applies to all subsequent groups in that segment. This is an important distinction to consider, because with traditional list segments, each condition is weighted equally.
Here's some more information to help you determine when to use Any or All for your top-level group.
When to Use Any
Use Any for the top-level group in your segment when you want to combine subscribers who fulfill any of your groups of conditions. You can think of Any logic as meaning "or."
For example, if you're a university and you want to create a segment of new freshmen and students who'd been at the school for at least two years to invite to a mixer, you would use Any as the top-level group logic, and filter by Freshmen as the first condition. The second group of conditions would use All logic and filter by Juniors and Seniors who were added to the list more than two years ago. In this way, you combine Any and All logic to build a complex segment of certain new people on campus.
When to Use All
Use All to find subscribers who meet a combination of all your condition groups. You can think of All logic as meaning "and."
For example, if you're a university who wants to create a segment of students who have purchased student athletic tickets and have a high contact rating, you would use All logic for the top-level group, then filter by students for the first condition. The second group of conditions would use Any logic and include a condition for purchase activity and a condition for contact rating.
Segmentation options in reports are slightly different from regular list segmentation options, so the uses and combinations vary also.
Typically, we think of segments as a way to target subscribers to receive new content. In Comparative Reports, segments help you compare how certain subscriber sets interact with the content you've already sent them. Your Comparative Report displays segment performance along with Baseline data, so you can find opportunities for improvement with target audiences.
There are several segmentation options available. These appear based on the data available in the list you're working with.
- E-Commerce Purchase Activity
If your your online store is integrated with your account, you can segment based on subscriber purchase activity.
- Subscriber Information
Segment by subscriber-specific data, including email address, email client, VIP information, language, date added, information changes, contact rating, and signup source.
- List Fields
Segment based on the list fields in your list, such as a subscriber's first or last name, their birthday, or group preferences.
Segment based on existing groups in your list.
Segment based on tag data in your list.
- Predicted Demographics
Segment based on gender and age range of subscribers in your list.