Your mailing list contains a lot of important data. In addition to what you’ve collected from your customers about their location, interests, and delivery preferences, there’s also campaign engagement, purchase activity, analytics activity, and all the other information that accumulates as you send to your list. But data isn’t useful unless you know how to use it.
MailChimp’s segmentation tools make it easy to turn all that data into actionable insights. Maybe you want to send an email to all of your customers living in a particular city, follow up with people who recently made a purchase from your store, or send a coupon to all your fans celebrating a birthday in a given month. Targeting specific segments of your list is a great way to increase the relevance of your communications and improve engagement across your subscriber base.
Advanced Segmentation, available exclusively for MailChimp Pro users, gives you the power to target your customers more thoughtfully and with more precision than ever before. The new features allow you to combine any and all logic in a single segment; create complex segments based on purchase history, email and website activity, demographics, and more; and incorporate as many combinations of this data as you need to define a specific group of customers. Plus, you can combine Advanced Segmentation with Pro’s Multivariate Testing and Comparative Reports features to help tailor your message to improve engagement, boost revenue, and grow your business.
MailChimp Pro’s Advanced Segmentation offers all the power you’ve come to expect from our standard segmentation features, but introduces 3 exclusive new elements that make it even easier to target specific subscriber sets: multiple values in a single field, date-based subscriber activity conditions, and nested conditions.
Multiple values in a single field
In Advanced Segmentation, conditions that include text fields—such as email address, first name, and last name—work like tags and allow for multiple values to be entered in one field. This means that a single condition can now perform the same task that multiple conditions performed previously.
For example, let’s say that you’d like to target subscribers who have 1 of 3 very specific first names. To achieve this with MailChimp’s standard segmentation tools, you would need to create 3 separate conditions, as shown in the screenshot below.
Advanced Segmentation lets you create that same segment with a single condition. Simply type the desired value (name, email address, etc.) and press the tab key to enter any additional values.
Date-based subscriber activity conditions
In MailChimp’s standard segmentation feature, subscriber activity conditions are strictly campaign-based. The Campaign Activity condition, for example, lets you to focus on subscribers who have interacted with a specific previously-sent campaign, any recent campaigns, or any/all of the last 5 campaigns sent to the list.
Advanced Segmentation introduces the ability to add a timeframe to activity-related conditions, so you can target subscribers with increased flexibility. In the example below, the segment will consist of anyone who has opened a campaign sent between Sept. 1 and Oct. 31, 2015.
Advanced Segmentation also introduces the option to create nested segments, which let you define and target even more specific collections of subscribers. You can even create any/all segments containing conditions that are reliant on previous conditional outcomes.
Building upon the previous example, the segment in the screenshot below includes all subscribers who’ve opened any campaign sent between Sept. 1 and Oct. 31, 2015, who also have a Gmail address and who also have made a purchase from your online store.
Creating Advanced Segments
Advanced Segmentation is available in 3 separate locations in your MailChimp account: when viewing your subscribers from the Lists page, on the Recipients step of the campaign builder, and when building Comparative Reports.
Advanced segments in your List
To create an advanced segment within your list table, navigate to the Lists page in your account, choose the appropriate list, and select Advanced from the Segments menu. Here, you’ll have the ability to build a highly-targeted, complex segment that you can export, save for later use, or send to—just as you would with any segment created within the List interface.
Sending to an advanced segment
On the Recipients step of the campaign builder, MailChimp Pro customers will now find Send to a new advanced segment option alongside the other familiar segmentation types. Once you’ve identified the specific combination of subscribers and created your segment, the rest of the campaign creation process remains the same—simply move ahead through the rest of the campaign building process.
Advanced segments in Comparative Reports
MailChimp Pro’s Comparative Reports give you the power and freedom to customize how you interact with and analyze your data. You can view the aggregate performance of your campaigns, compare campaign performance over time, and even utilize Advanced Segmentation to build segments directly within your reports and help identify trends and patterns in customer engagement.
To get started, click Add segment to report underneath the Results section within a Comparative Report, and follow the prompts to create your segment just as you would in other areas of your account.
For more information, check out our Comparative Reports guide.
Resources and Support
Thanks for taking the time to learn more about MailChimp Pro’s Advanced Segmentation feature. As you explore, we hope that you’ll find new, exciting ways to interact with and utilize your MailChimp data. If you have any additional questions, visit our Knowledge Base or contact our support team.