Mailchimp’s list segmentation is a powerful tool that allows campaigns to be sent to targeted segments of subscribers. These segments can be based on interest groups, demographic data, e-commerce activity, and other subscriber data. While segmenting isn’t necessary for every campaign, it can significantly increase 2 important campaign success metrics: click-through rates and e-commerce orders generated. Our past research indicates that click rates in campaigns tend to be under 3%, so even 1/10 of a percent improvement can mean substantially more store visits and additional orders.
Our research team considered regular campaigns sent during the second half of 2016, then determined which type of segment each campaign used, including none. We used the median rate for each metric to avoid bias from outliers that were extremely low or high.
Before we get started, here are our definitions of the different segmentation types mentioned:
Demographics segments use Mailchimp’s Predicted Demographics tool to predict a subscriber’s age, language, and gender. You can target users with personalized content using these types of pre-built segments in order to increase engagement.
E-commerce segments are based on data from the list’s connected e-commerce store and can increase sales with existing or lapsed customers (and possibly engage potential customers). This segment type has several options, including specific items or item categories purchased, dollar amounts, purchase dates, and well as customer status. Pre-built options for customer status like lapsed, first-time, or potential customers are also included.
Email engagement segments are based on interactions with campaigns, like who did or didn’t open or click a campaign. This includes subscriber data about campaign and automation activity and member ratings, as well as pre-built segments for subscriber activity. These segments are often used to follow up on previous campaigns or to re-engage subscribers with lower activity ratings.
Interest group segments are created from the interests and preferences subscribers choose when signing up to a list or when they update their profile. Groups are great tools for making sure subscribers are getting content that they will engage with—or letting them choose how frequently they would like to receive emails from you.
List activity segments are based on list changes, such as when a subscriber signed up to the list or updated their profile, as well as their signup source location—like Mailchimp’s hosted form, Facebook, or connected e-commerce sites. These segments could be used to target newer subscribers with recent campaigns, or to send an online coupon offer to thank subscribers for visiting and subscribing through your Facebook page.
Location segments use each subscriber’s geolocation data to target a specific geographic region with a campaign. For example, you might want to target non-local customers with a special shipping deal and send it at a time appropriate for their time zone using Timewarp.