All the Segmenting Options

With Mailchimp, you can use list and contact information to target and filter contacts into segments. Our segmentation options are extensive, so you can choose a single condition or combine up to five conditions with positive and negative relationships to target the right contacts for each campaign.

In this article, you'll find all the segmentation criteria available to you. For more information about segments, check out our segmentation overview and recipes articles, too.

Note

  • You can create segments based on scheduled and draft email campaign activity. However, these future segments only work after the scheduled or draft email campaign is sent and Mailchimp generates its report.
  • You can create and save a campaign to be sent to a future segment in advance. You'll be able to schedule or send the campaign after the segmenting campaign is sent.
  • If you're using the Mailchimp API, check out our Segmentation Resources.

Subscriber Data

For each segmentation condition we show here, you'll find a short description of what it controls, and a table that displays all of the options in the drop-down menus. In most cases, there are only three choices to make, but for some condition types, a fourth drop-down menu will appear.

In almost all cases, you won't see all of the options that appear on this page in the drop-down menu in your account. The drop-down menus that appear in your account are limited to what data is available in the list you're working with.

Automation Activity

Automation report data is available in segmenting options, so you can pull segments of subscribers based on whether they've started or completed a certain email automation.

Operators AvailableAction
• started workflow

• completed workflow

• not started workflow

• not completed workflow
Choose workflow from list.

Campaign Activity

Create segments based on how subscribers have interacted with your email campaigns. For example, use a combination of segmenting criteria to target subscribers who were sent recent campaigns but didn't open them.

Operators AvailableParameters
• opened

• clicked

• was sent

• did not open

• did not click

• was not sent
• Any Campaigns within the Last 7 days, 1 month, or 3 months

• Any/All of the Last 5 Campaigns

• Paused Campaigns list

• Sent Campaigns list

• Scheduled Campaigns list

• Draft Campaigns list

Here are some examples of how Campaign Activity segments work.

  • Campaign Activity | was sent | All of the Last 5 Campaigns
    Subscribers who received all of the last five email campaigns
  • Campaign Activity | was not sent | All of the Last 5 Campaigns
    Subscribers who received none of the last five email campaigns
  • Campaign Activity | was not sent | Any of the Last 5 Campaigns
    Subscribers who were not sent one or more of the last five email campaigns
  • Campaign Activity | was sent | Any of the Last 5 Campaigns
    Subscribers who have received one or more of the last five email campaigns
  • Campaign Activity | did not open | Any of the Last 5 Campaigns
    Subscribers who opened only a few of the last five email campaigns
  • Campaign Activity | did not open | All of the Last 5 Campaigns
    Subscribers who opened none of the last five email campaigns
  • Campaign Activity | opened | Any of the Last 5 Campaigns
    Subscribers who opened one or more of the last five email campaigns
  • Campaign Activity | opened | All of the Last 5 Campaigns
    Subscribers who opened all of the last five email campaigns

Contact Rating

Use the Contact Rating condition to create a segment of your most or least engaged subscribers.

Operators AvailableAction
• is

• is not

• is greater than

• is less than
Hover and click over star rating.

Conversations Activity

Mailchimp's Conversations feature tracks email replies from your subscribers. Use this condition to segment for subscribers who have responded to campaigns via email. Sent campaigns and draft campaigns are available. All Recent Campaigns pulls data from the 500 most recent campaigns sent to your list.

Operators AvailableParameters
• has replied

• has not replied
• All of the Last 5 Campaigns

• Any of the Last 5 Campaigns

• Any Recent Campaigns

• Paused Campaigns list

• Sent Campaigns list

• Scheduled Campaigns list

• Draft Campaigns list

Date Added

Use the Date Added condition to create a segment based on the date a subscriber signs up or is imported to your list. The Date Added operator automatically converts each contact's signup time to Coordinated Universal Time (UTC), so Date Added segments may sometimes appear to return results outside the chosen timeframe.

Operators AvailableParametersAction
• is

• is before

• is after

• is within

• is not within

• the last campaign was sent

• a specific campaign was sent

• a specific date

• the last [#] of days*
Choose campaign from list, choose date, or input value.

* For within operators, input a whole number value for the "last number of days" parameter. Note that each day is 24 hours, counted back from when you create the segment. For example, if you choose is within, and input 3 days, we'll find subscribers who joined your list in the last 72 hours.

Email Client

If you have different campaign designs for people who use different mailbox applications, you can segment based on Email Client. Only one client can be selected per condition, but up to five conditions can be selected for any segment.

Operators AvailableParameters
• is

• is not
• desktop

• mobile

• webmail

• Lotus Notes

• Outlook 2007

• Outlook 2010

• PocoMail

• Postbox

• Shredder

• Spicebird

• The Bat

• Thunderbird

• Windows Live Mail

• Android

• BlackBerry

• iPhone

• AOL

• Gmail

• Hotmail

• Yahoo

• Yahoo Classic

Email Marketing Status

A contact's email marketing status tells you what their relationship is to your email marketing campaigns. Everyone but subscribed contacts will be automatically filtered out of email marketing, but anyone can be targeted with an ad campaign.

Operators AvailableParameters
• is

• is not
• Subscribed

• Unsubscribed

• Non-Subscribed

• Cleaned

Info Changed

Each time a contact updates his or her profile with Mailchimp, we'll make a note. Use the Info Changed condition to create a segment based on when your contact's profile was last updated.

Operators AvailableParametersAction
• is

• is before

• is after

• is within

• is not within
• the last campaign was sent

• a specific campaign was sent

• a specific date
Choose campaign from list, or choose date.

Landing Page Activity

Segment subscribers based on if they completed the form in the Signup Form content block on your published landing page.

Operators AvailableAction
• signed up on

• did not sign up on
Choose a published landing page from the list.

Language

Mailchimp tries to detect your subscriber's language when they sign up or click links in your campaign.

Operators AvailableParameters
• is

• is not
English, Arabic, Afrikaans, Belarusian, Bulgarian, Catalan, Chinese, Croatian, Czech, Danish, Dutch, Estonian, Farsi, Finnish, French (France), French (Canada), German, Greek, Hebrew, Hindi, Hungarian, Icelandic, Indonesian, Irish, Italian, Japanese, Khmer, Korean, Latvian, Lithuanian, Maltese, Malay, Macedonian, Norwegian, Polish, Portuguese (Brazil), Portuguese (Portugal), Romanian, Russian, Serbian, Slovak, Spanish (Mexico), Spanish (Spain), Swahili, Swedish, Tamil, Thai, Turkish, Ukrainian, Vietnamese, Custom

Location

Location segments use geolocation data, which we automatically detect from subscribers who sign up with a Mailchimp form or engage with your campaigns. Location segments don't include data from list fields like Address or ZIP code. To learn how to base your segment on Address or ZIP code field data, read All the Segmenting Options: List Fields.

Operators AvailableParameters
is withinChoose distance and type city, state, and country in field. Click Validate Location.
is not withinChoose distance and type city, state, and country in field. Click Validate Location.
is in countryChoose country.
is not in countryChoose country.
is in US stateChoose state.
is not in US stateChoose state.
is in cityType city, state, and country in field. Click Validate Location.
is not in cityType city, state, and country in field. Click Validate Location.
is in ZIP (US-only)Type five-digit ZIP code in field.
is not in ZIP (US-only)Type five-digit ZIP code in field.
is unknown
is within distance of ZIPis within distance of ZIP

Choose distance and type ZIP code in field.

Poll/Survey Activity

Use the Poll/Survey Activity condition if you have campaigns that use our poll or survey merge tags. You can segment by which subscribers did or did not respond. Surveys allow you to segment on votes for specific responses.

Operators AvailableParametersActions
• responded

• did not respond
• name of poll

• name of campaign containing the survey
• Choose Any response

• Choose from one of the survey responses

Signup Source

Choose Signup Source to segment your subscribers by how they were added to your list. You'll only see the sources you used to create your list, so if you've never imported a list or you haven't used an integration, you won't see those options.

Operators AvailableParametersActions
• source was

• source was not
• Unknown

• Pre-existing

• Admin Add

• List Import

• Hosted Signup Form

• Facebook Signup Form

• Twitter

• Embed Form

• Pop-up Form

• Landing page signup form

• PayPal

• API - Generic

• API - Joomailer

• Mailchimp for Magento

• Mailchimp for Shopify

• Mailchimp for BigCommerce

• Squarespace

• Mailchimp Subscribe for iOS

• Mailchimp Subscribe for Android
























• Choose integration or API key label

Email Marketing Engagement

Segment based on how subscribers engage with your email campaigns to send more targeted content or re-engage inactive subscribers. Learn more about email marketing engagement.

Operators AvailableParameters
• is

• is not
• New

• Rarely

• Sometimes

• Often

List Fields

If your imported list contains extra information about each subscriber, you can use it to target your campaigns. On the drop-down menu for Column name, you'll see the column labels you imported with your list.

These fields are based on the column labels in your list and vary for each user and list. Below, you'll see some common examples.

Text Fields

Operators AvailableParametersAction
• First Name

• Last Name

• Email Address

• Favorite Color

• Preferred Store Location
• is

• is not

• contains

• does not contain

• starts with

• ends with

• is greater than

• is less than

• is blank

• is not blank
• Type into text field.

Date Fields

ParametersOperators AvailableActions
• Birthday• month is

• day is

• is (mm/dd)

• is blank

• is not blank
• Type the month/day.
• Date (other date fields)• is after

• is before

• is

• is not

• is blank

• is not blank
• Choose date using date picker, or type the month/day/year.

Address Fields

Address segments use address field data that was added or imported to your list. Address segments do not include data from ZIP code list fields, or geolocation data.

ParametersOperators AvailableActions
• Address• is

• is not

• is within distance (US-only)

• does contain

• does not contain

• is blank

• is not blank
• Type into text field.

• Type into text field.

• Type distance and zip code.

ZIP Fields

ZIP code segments use ZIP code field data that was added or imported to your list. This segment type only works with five-digit United States ZIP codes. ZIP code segments do not include data from Address list fields, or geolocation data.

ParametersOperators AvailableActions
• Zip Code• is

• is not

• is within distance (US-only)

• is blank

• is not blank
• Type into text field.

• Type into text field.

• Type distance and zip code.

Groups

ParameterOperators AvailableActions
Group: "Group Category..."• one of

• none of

• all of
Click labels in list; use CTRL or CMD to select multiple.

E-Commerce

When you integrate your e-commerce platform with Mailchimp, we'll track your subscribers' purchase activity so you can target campaigns to specific buyers. You can segment based on specific items, categories, amount spent, and more. Check out all our e-commerce options.

Integrations

Available options will vary by what integrations are connected in your Mailchimp account.

VIPs

If you've marked a subscriber as a VIP in Mailchimp, you can segment for those subscribers under the Integrations section.

Operators Available
• is a member of

• is not a member of

SurveyMonkey Activity

After you create a campaign using our SurveyMonkey integration, you can build segments based on whether your recipients have interacted with your survey.

Operators AvailableAction
• started survey

• completed survey

• not started survey

• not completed survey
Choose survey from list.

Social

If you've activated Social Profiles for your list, you can create segments based on your subscribers' social data: Age, Following/Fan, Gender, Influence Rating, and Social Network.

Type of DataOperatorsParameters
Age• is

• is not
• 18-24

• 25-34

• 35-54

• 55+
Following/Fan• is following you on

• is not following you on
• Twitter

• Facebook
Gender• is

• is not
• Male

• Female
Social Network• is a member of

• is not a member of
• Twitter

• Facebook

• LinkedIn

• About.me

• Foursquare

• Last.fm

• MySpace

• Quora

• Vimeo

• Yelp

• YouTube
Type of DataOperators AvailableAction
Influence Rating• is

• is not

• is greater than

• is less than
Hover and click over star rating.

You can combine up to five Social Profiles conditions to build a segment. If you're looking over your Social Profiles stats in the Lists section of Mailchimp, you can click the Send to Segment button next to any statistic to create a campaign to send to that segment.

Tags

Tags are customizable labels you create for your contacts. Learn more about tags.

ParameterOperators AvailableActions
Tags• contact is tagged

• contact is not tagged
Choose from tags

Customer Lifecycle Stage

If you have a connected store, you can segment based on where your contacts are in their customer journey. We'll only display this option if you have enough data from your store for us to make accurate predictions. Learn more about customer lifecycle stages.

ParameterOperators AvailableActions
Customer Lifecycle Stage• is

• is not
• New

• Alive

• Uncertain

• Lapsed

Mailchimp Pro Segments

Mailchimp Pro users have access to a few features that help you to take segmenting to the next level.

  • Advanced Segmentation
    This powerful feature allows you to create complex, nested segments that use any and all logic in a single segment, which helps you streamline how you filter and target your subscribers.
    About Advanced Segmentation
  • Additional List Fields
    Mailchimp Pro users can create 50 additional list fields, for a total of 80 per list. These fields are totally customizable, which gives you greater flexibility for building segments.
    Manage List and Signup Form Fields
  • Predicted Demographics
    Combine age and gender data with advanced segments to identify and target unique audiences in your list with personalized campaign content.
    About Predicted Demographics

Operator Glossary

When you create a segment, you choose an "operator," which is usually the second choice and something like "is" or "is not." Different conditions display different operators. Here's a list of the ones you might see.

OperatorDescription
isForm field data exactly matches the text you input.
is notForm field data does not match exactly the text you input.
containsForm field data contains the text you input.
does not containForm field data does not contain the text you input.
is greater thanForm field data is larger than the number you input.
is less thanForm field data is smaller than the number you input.
is beforeForm field date comes before the date you select.
is afterForm field date comes after the date you select.
openedReport data shows subscriber opened a campaign.
did not openReport data shows subscriber did not open a campaign.
clickedReport data shows subscriber clicked any link in a campaign.
did not clickReport data shows subscriber didn't click any links in a campaign.
was sentReport data shows subscriber was sent a campaign. This only tracks whether a message was sent from Mailchimp, it doesn't account for campaigns that aren't received for any reason.
was not sentReport data shows subscriber wasn't sent a campaign. This only tracks whether a message was sent from Mailchimp, it doesn't account for campaigns that aren't received for any reason.
source wasSubscriber signed up from the source you select.
source was notSubscriber signed up from a source other than what you select.
has repliedConversations activity shows that subscriber has replied to a campaign.
has not repliedConversations activity shows that subscriber hasn't replied to a campaign.
is withinThe geolocation of the subscriber is inside the distance radius you select.
is not withinThe geolocation of the subscriber is beyond or outside of the distance radius you select.
is in country/U.S. state/zipThe geolocation of the subscriber is inside the country, state, or zip code you select.
is not in country/U.S. state/zipThe geolocation of the subscriber is not inside the country, state, or zip code you select.
is unknownGeolocation data for these subscribers is unavailable. As subscribers engage with your campaigns, Mailchimp pinpoints their location, so this field will populate and change over time.
starts withForm field data starts with the text you input.
ends withForm field data ends with the text you input
is blankForm field is empty.
is not blankForm field contains any value.
one ofSubscriber is a member of, or interested in, any of the interest groups you select.
none ofSubscriber is a member of, or interested in, none of the interest groups you select.
all ofSubscriber is a member of, or interested in, all of the interest groups you select.
is a member ofContact profile shows they're a VIP. This operator is also used with Social Profiles, when contacts have profiles on certain social networks.
is not a member ofContact profile shows they are not VIP. This operator is also used with Social Profiles, when subscribers don't have profiles on certain social networks.
is following you onSubscriber is following you on the social network selected.(Requires Social Profiles.)
is not following you onSubscriber isn't following you on the social network selected. (Requires Social Profiles.)
has started• When used with Automation: Subscriber has triggered an automation and received at least one email. This includes subscribers who have started and completed the automation.

When used with SurveyMonkey: Subscriber has started the SurveyMonkey survey you select. This includes subscribers who have started and completed the survey.
has not startedWhen Used with Automation: Subscriber hasn't triggered an automation yet.

When used with SurveyMonkey: Subscriber has not started the SurveyMonkey survey you select.
has completed• When used with Automation: Subscriber has been sent all the emails in an automation.

• When used with SurveyMonkey: Subscriber has completed the SurveyMonkey survey you select.
has not completed• When used with Automation: Subscriber has triggered an automation and received at least one campaign. This will include any subscriber who triggered an automation, even if they were later segmented out of future automated emails.

• When used with SurveyMonkey: Subscriber has not completed the SurveyMonkey survey you select. This includes subscribers who have not started the survey at all.

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