Create and Send to a Segment

Segmentation is a powerful tool that filters contacts with similar audience field data, group preferences, e-commerce activity, and other information. Use segmentation to view contacts and send them email or ad campaigns based on their interests, purchases, and other criteria they have in common.

In this article, you'll learn how to create simple and complex segments, and how to send an email campaign to a segment from either the contact table or the Campaign Builder.

Before You Start

  • Standard segmentation combines up to five conditions and is included with all Mailchimp plans. Upgrade to Mailchimp Pro to create advanced segments, which support multiple, nested conditions.
  • To target common subscriber groups, try our selection of pre-built segments.
  • When you send an email campaign to a segment, we'll only send to subscribed contacts who meet your criteria.
  • To learn how to send an automated email to a segment, read Edit Automation Emails.

Create a Segment

From the contact table, you'll be able to create and view simple and complex segments, and save the segment for later use.

To create a segment from a contact table in your account, follow these steps.

Create A Simple Segment

In this example, we'll create a simple, one-condition segment of contacts who were added to the audience after the most recent campaign was sent.

  1. Navigate to the Audience tab.
  2. If you have more than one audience, click the Current audience drop-down and choose the one you want to work with.
  3. Click View Contacts.
  4. Click New Segment.
  5. Set the drop-down menus to Date Added | is after | last campaign was sent.
  6. Click Preview Segment.
  7. Click Edit to make any changes. When you're satisfied, click Save as segment.
  8. In the Save Segment pop-up modal, input a descriptive name for the segment and click Save.

Create a Complex Segment

Complex segments allow you to combine up to five conditions to identify specific contact sets in your audience. When you combine segmentation criteria, pay special attention to the Contacts match drop-down menu.
contacts match any

Any pulls contacts who meet any one of the conditions you choose, and can be thought of as "or."

All pulls only contacts who meet the combination of conditions you choose, and can be thought of as "and."

In this example, we'll create a complex segment of contacts who are both members of a specific group, and who joined the audience after a certain date.

  1. Navigate to the Audience tab.
  2. If you have more than one audience, click the Current audience drop-down and choose the one you want to work with.
  3. Click View Contacts.
  4. Click Create A Segment.
  5. To make sure Mailchimp pulls contacts who fit both conditions you enter, click the Contacts match drop-down menu and choose all.
    contacts mach all
  6. For the first condition, set the drop-down menus to group category | one of | group name.
    choose first condition
    If you want to send to more than one group, hold CMD or CTRL and click to choose more than one group name.
  7. Click Add.
  8. For the second condition, set the drop-down menus to Date Added | is after | a specific Date. In the date field after the condition, type in your date choice.
    Screenshot of segmentation condition.
  9. Click Preview Segment.
  10. Click Edit to make any changes. When you're satisfied, click Save as segment.
  11. In the Save Segment pop-up modal, input a descriptive name for the segment and click Save.

After you've saved your segment, send a campaign from the contact table or choose the segment in the Campaign Builder.

Send to a Segment

When you're ready to send a campaign to the segment you created, you'll be able to start from the Segments page in your audience or from the Campaign Builder.

Send From the Segments Page

To send to a segment from the contact table, follow these steps.

  1. Navigate to the Audience tab.
  2. If you have more than one audience, click the Current audience drop-down and choose the one you want to work with.
  3. Click View Contacts.
  4. Click the Manage Contacts drop-down menu and choose Segments.
  5. Click the drop-down menu next to the segment you want to work with.
  6. Click Send to choose the type of email campaign you want to send to your segment: Regular, Multivariate or A/B testing, Plain - text, or RSS.

    To learn how to send an automated email to a segment, read Edit Automation Emails.
  7. Continue through the Campaign Builder.

Send From the Campaign Builder

You can create and send to a segment with any type of email campaign. For Plain-Text, RSS, Multivariate, or A/B Testing campaigns, you'll find segmentation options on the Recipients step.

To send a regular email campaign to a segment from the Campaign Builder, follow these steps.

  1. In the To section, click Add Recipients.
    click add recipients
  2. In the List drop-down menu, choose the audience that contains the segment you want to send to.
    click the list drop-down
  3. In the Segment drop-down menu, choose a saved or pre-built segment. If you want to create a new segment, click Group or new segment.
  4. Click Save and continue building your campaign.

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