Segment an Audience by Purchase Activity
Learn how to segment your audience based on purchase activity.
Get the job done with a pro
From training to full-service marketing, our community of partners can help you make things happen.
Mailchimp is built to help you grow your business and cultivate customer relationships. How you can communicate with your customers depends on whether they've given you permission to send them email marketing.
In this article, you'll learn about best practices for e-commerce customers in Mailchimp.
Subscribed contact
Someone who has opted in to receive your email marketing.
Unsubscribed contact
Someone who was subscribed to your email marketing at one time, but has opted out.
Non-subscribed contact
Someone who has interacted with your online store, but hasn't opted in to receive your email marketing.
Transactional email
A message sent to one recipient, usually related to account activity or a commercial transaction. Examples include password reminder emails, purchase confirmations, and personalized product notifications.
We recommend you send email marketing content only to subscribed contacts who have opted in to receive it, but there are some nuances to this rule. Read our Acceptable Use Policy and review CAN-SPAM to determine whether you have permission to send to your customer contacts.
Some e-commerce platforms have specific rules about contacting customers you've gained through their service. So if you use an online e-commerce platform, make sure you abide by their terms of use, as well.
Mailchimp Terms of Use
Mailchimp Acceptable Use Policy
The Importance of Permission
Examples of Compliant and Non-Compliant Lists
Unsubscribed and non-subscribed contacts are not eligible for marketing emails, but can receive Mailchimp ads. Non-subscribed contacts can also receive transactional emails like order notifications. For Pay As You Go users, transactional emails cost 1 credit per send.
Your e-commerce customers have had specific interactions with your company that tell you something about their interests. Use the information you have about them to create segments and show them targeted content that they'll want to receive.
Purchase activity is a great place to start. Send more information about the product they purchased, or market similar products they might be interested in. For example, if a customer purchased a set of tools from you, you might send them an email with product content blocks that showcase your best tool boxes.
Segment by Purchase Activity
Create a New Audience Group
Send to Groups in Your Audience
Use Product Content Blocks
Some of your e-commerce customers may not have signed up through your email marketing signup form, so you should let them know why they're receiving content from you. Use your permission reminder in marketing emails to remind contacts of their positive experience with your company.
As you build a relationship with your customers, they may choose to receive more content from you. Make it easy for them to sign up for your email marketing by including a link to your signup form in the archived version of your emails, as well as on your website and social profiles.
Share Your Signup Form
Add a Link in an Email
Display Different Text on the Campaign Archive Page
Technical Support
Have a question?
Paid users can log in to access email and chat support.
Learn how to segment your audience based on purchase activity.
Use Mailchimp's free e-commerce tools to boost ROI and attract new customers. Learn how our powerful features can help you sell more stuff.
These cookies are strictly necessary to provide you with the services and features available through our site. Because these cookies are strictly necessary to deliver the site, you cannot refuse them without impacting how the site functions.
These cookies are used to enhance the functionality and performance of the site. They help us to customize the site and application for you in order to enhance your experience. While these cookies are not needed for a basic website experience, certain functionalities such as personalization and video would become unavailable.
These cookies are used to make advertising messages more relevant to you and your interests. They also perform functions like preventing the same ad from continuously reappearing, ensuring that ads are properly displayed, and in some cases selecting advertisements that are based on your interests.
These cookies collect information to help us understand how the site is being used or how effective our marketing campaigns are. They help us to know which pages are the most and least popular and to see how visitors move around the site. These cookies may be set by us or by third-party providers whose services we have added to our pages.