The way you organize your contacts can make the difference between targeted, personalized marketing and a one-size-fits-all approach.
So how and when should you create new audiences in Mailchimp? It's one of the most common questions we hear from customers, along with the misconception that separate audiences should be created for contacts based on shared characteristics like where they're located or what types of products they're interested in.
In reality, your Mailchimp audience should be all-encompassing: it’s where you keep everything you know about everyone you know, so you can get a holistic understanding of the people who keep your business growing. Maintaining a single audience still allows you to send targeted messages to contacts with shared characteristics—in fact, it makes it easier. Read on to learn all the benefits of a one-audience approach (and a few exceptions to the rule).