About the Audience Overview Page

As part of our audience manager beta, each audience in your account includes an overview page with valuable insights about your contacts. But it isn’t just about gaining insight. All the information on the audience overview is clickable, so you can instantly launch a campaign for specific sets of contacts.

In this article, you’ll learn about the data available in each section of the audience overview page and how to take action on it.

Things to Know

Here are some things you should know before you read about the audience overview page in depth.

  • There are currently 3 main sections on the audience overview page: recent growth, top locations, and email marketing engagement. Eligible paid accounts with a connected store can also see customers' likelihood to purchase again on the overview page.
  • Email marketing engagement and top locations are subscriber-specific, while recent growth accounts for the entire audience you have selected.
  • The recent growth section looks at the last 30 days of account activity. All other data on the audience overview is cumulative over the life of your account.

Recent Growth

The recent growth section gives you an at-a-glance overview of your audience growth over the last 30 days. It also shows you which of your contact collection methods have helped you grow your list the most. You’ll see how many total new contacts you’ve added to your audience, as well as a breakdown of that number into subscribed and non-subscribed contacts. Click New Contacts, Subscribed, or Non-Subscribed to view each segment of your contacts.

We’ll also show you where your contacts came from. For example, let’s say you use a few tools to collect contacts: a Facebook signup form, a Mailchimp-hosted signup form, and you add contacts through our mobile app. This section will show you which percentage of your new contacts came from each of those sources. Click a signup source to target eligible contacts with an email, ad, or postcard campaign.

Top Locations

In the top locations section, we’ll rank the cities where we detect the most activity from your subscribed contacts. To do this, we use geolocation data to estimate a contact’s physical location based on IP address. We collect this information when people sign up for your list from your Mailchimp-hosted signup form or landing page, or open your email campaigns. Subscribers added to your list through a list import won’t be factored in until they’ve engaged with your email campaigns.

Click on a top location to target those contacts with an email, ad, or postcard campaign.

Email Marketing Engagement

The email marketing engagement section shows three segments of your audience based on how they interact with your email campaigns: subscribers who engage often, sometimes, or rarely. To stay up to date, we recalculate engagement levels as you send email campaigns.

Click on any engagement level to target those contacts with an email, ad, or postcard campaign.

Our email marketing engagement segmentation criteria also includes a level for brand new subscribers that isn’t surfaced on the audience overview page. You can learn more about the different levels of email marketing engagement here.

Create a Targeted Campaign

Don’t forget that you can click on almost any piece of information on the audience overview to instantly take action on it and create a campaign. Just choose the type of campaign you want to create in the pop-up modal and we’ll open the builder for the campaign you chose with the segment of your audience already selected. You can target eligible contacts with an email, ad, or postcard campaign. To view the contacts in the segment you chose, click View Contacts.

All the data you see on the audience overview page is also available in our regular segmentation tool, so you can also create your own, more complex segments that include the information surfaced here. For example, you could create a segment to target subscribers who are in one of your top locations and who engage with your email campaigns often.

Learn how to create a segment or check out all the segmenting options available to you.


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