Segment a List by Purchase Activity

After you connect your store to Mailchimp and turn on e-commerce tracking, you may want to target contacts who made certain purchases. Segmentation lets you view and send to customers based on what they order, when they order, how much they spend, and other criteria.

In this article, you'll learn about Mailchimp's e-commerce segment options.

Pre-built E-Commerce Segments

If you're new to e-commerce segments, or looking for a shortcut to targeted sending, Mailchimp offers a selection of pre-built e-commerce segments for users who have API 3.0 e-commerce data in their account. This includes data from supported e-commerce stores and custom API 3.0 integrations.

Here are some examples of pre-built e-commerce segments.

  • Potential Customers
    Contacts who haven't made a purchase from your store.
  • Recent Customers
    Contacts who have purchased in the past 30 days.
  • First-time Customers
    Contacts who have recently made their first purchase.
  • Repeat Customers
    Contacts who have placed at least two orders from your store.

  • Lapsed Customers
    Customers who haven't purchased in the past eight months.

To view these segments, choose a list in the To section of the Campaign Builder and click the Segment drop-down menu.

Where to Find Pre-Built Segments

Custom Segment Options

Mailchimp's segmentation tool helps you build your own e-commerce segments with a variety of criteria.

Vendor Purchased

Depending on the e-commerce platform you use, you’ll have the option to assign a vendor, or category, to your products. Use this option to organize your products by brand, group similar items together, or create any kind of category that’s useful to you. Segment by Vendor Purchased to reach customers who have bought things from a specific category in your store. This option is available with Shopify, BigCommerce, Magento, and custom e-commerce integrations.

Total Number of Orders

Use these criteria to send a campaign to a segment of people who have made a certain number of orders.

Average Number of Products per Order

Use these criteria to send a campaign to a segment of people who purchase a certain number of products per order, on average. E-commerce platforms and custom integrations that use API 3.0 don't include this segmenting option.

Total Number of Products Ordered

Use these criteria to send a campaign to a segment of people who have made a certain number of orders. E-commerce platforms and custom integrations that use API 3.0 don't include this segmenting option.

Past Purchases

Use these criteria to send a campaign to a segment of people who have purchased a particular product, or products, from your store.

Any Product Purchase

This option targets contacts who have purchased or not purchased anything from your store.

Purchase Date

Use these criteria to send to a segment of contacts who purchased on, before, or after a specific date.

Average Amount Spent per Order

Use the purchase history to target a segment of contacts based on the average amount spent per order.

Amount Spent on a Single Order

Use the purchase history to target a segment of contacts who purchased a specific amount in a single order.

Total Amount Spent

The purchase history can also be used to send to a segment of contacts who purchased a specific total amount in your store.

Store Ordered From

Use these criteria to send to a segment of your contacts based on which of your stores they've purchased from.

Combine Segmentation Criteria

Purchase activity can be used in conjunction with other segmenting criteria in your account to target specific groups of contacts. For example, you could combine purchase history with contact rating and send to highly engaged contacts who recently spent a large amount of money.


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