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Personalize every customer interaction with precise audience segmentation

Mailchimp’s audience tools help you store, segment, and understand your customers to deliver the most relevant personalized experiences.

An e-commerce email using Mailchimp segmentation to target previous customers who are likely to purchase again.
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Put your audience at the heart of your marketing

Visitors being grouped into segments, like “Subscribed” and “Business owner”, and audience tags, like “Shopify Customers”.

Leverage data to understand your customers

Identify patterns among your most valuable contacts with real-time insights into behavior, interests, engagement, and purchase activity.

Personalize marketing campaigns with segments based on customer data

Send the right message every time with targeted segmentation that leverages your contacts’ engagement and behavioral data.

Use predicted insights to drive customer loyalty

Drive repeat business by targeting contacts based on predicted demographics and e-commerce behavior.

"Segmentation in Mailchimp is pretty straightforward, and using it has allowed us to better target groups with different campaigns. Better targeting has allowed us to achieve improved results."

Lauren Korus, Content Manager, Vacation Races US

Reach the right customers at the right times

Drive engagement with customer segmentation tools

Mailchimp's email platform helps predict customer behavior, enabling businesses to identify high-value segments and drive up to 141% more revenue.*

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Before you start

Here are some terms to know before you begin creating audience segments—and what you can do with them.

  • Audience

    Your audience is where you can store, organize, and manage all your contact data.

  • Tags

    Tags are labels for your contacts that you can use to organize your audience based on what you know about them.

  • Segments

    Segments let you send to targeted lists based on contacts’ real-time engagement, shopping, and website data.

  • Groups

    Use sign-up forms to ask your contacts about what they're interested in, and to organize them into groups.

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Sell even more with personalization, optimization tools, and enhanced automations.

  • 24/7 Email & Chat Support
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  • Multivariate & A/B Testing
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Send the right content at the right time with testing and scheduling features.

  • 24/7 Email & Chat Support
  • Pre-built Email Templates
  • A/B Testing
  • Basic Automated Customer Journeys
  • Personalized Onboarding

  • Predictive Segmentation

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Easily create email campaigns and learn more about your customers.

  • Email support for first 30 days
  • Pre-built Email Templates
  • A/B Testing

  • Basic Automated Customer Journeys

  • Onboarding

  • Predictive Segmentation

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Learn more


  • Segmentation in marketing is a type of strategy that allows you to aggregate potential and existing customers into subgroups based on shared characteristics, such as age, location, or past shopping behavior.

    As a result, businesses can target these market segments differently with campaigns that are relevant to their needs. Segmenting your audience is also valuable in attracting consumers who are most likely to make a purchase or interact with your brand.

    Ultimately, segmentation allows you to develop a deeper understanding of your audience, including who they are, their needs, interests, and behavior, so you can create a more effective marketing strategy.

  • Since your marketing campaigns aren’t going to be relevant to everyone on your contact list, it’s a good idea to build audience segments based on needs, shared beliefs, online behavior, and so on.

    Marketing variables help you split an audience into segments by providing you with possible categories to group your contacts into. The 4 main types of market segmentation include demographic, geographic, psychographic, and behavioral.

    An example of a marketing segmentation variable would be age. So you may use popular slang and colloquial language in your campaigns if a particular segment is made up of Gen Z teens. You can also leverage well-known influencers and celebrities to attract more like-minded consumers to your brand.

  • Audience segmentation is a marketing strategy based on identifying subgroups within the target audience in order to deliver more tailored messaging and build stronger connections.

    The subgroups can be based on demographics such as geographic location, gender identity, age, ethnicity, income, or level of formal education. Subgroups can also be based on behavior, such as purchasing history. Psychographics come into play when you have access to insights into your audience’s personality types, values, attitudes, and beliefs. An example is creating separate segments for people based on whether they're family-oriented versus individualistic, leaders versus followers, or adventure seekers versus homebodies.

  • Audience segmentation is a powerful tool for businesses and organizations to better understand their target market and tailor their marketing efforts to meet customer needs. The main benefits of audience segmentation include:

    1. Improved targeting: Audience segmentation allows businesses to identify and target specific customer segments with tailored messages that are more likely to resonate with them.

    2. Increased ROI: By targeting a specific segment, businesses can increase their return on investment by focusing their resources on the most profitable segments.

    3. Increased customer loyalty: By understanding the needs of each segment, businesses can create more personalized experiences to increase customer satisfaction and build customer loyalty and retention.

    4. Better insights: Audience segmentation provides businesses with valuable insights into customer behavior and preferences, which can be used to improve products and services.

  • When a customer feels like a message was written just for them, they’re more likely to be receptive to what you have to say. Segmentation makes that kind of personalization possible.

    So where do you start? Most marketing efforts begin with the creation of a customer persona, or a mock-up personality meant to represent your ideal customer. That persona can include where that person works, whether they’re married, and what their hobbies are.

    Personas help you communicate with your customers on their level, especially when it comes to identifying their pain points—and how you can help alleviate them. Once you create those personas, you can separate them into groups.

  • Audience segmentation is an important part of any marketing strategy. Here are some tips for creating effective audience segments:

    1. Identify key characteristics: Start by identifying the key characteristics of your target audience, such as age, gender, location, interests, etc.

    2. Analyze customer data: Analyze data from customer surveys, website analytics, and other sources to get a better understanding of your customers’ needs and preferences.

    3. Create logical segments: Once you have identified key characteristics, create logical segments based on those characteristics. For example, you might segment your audience into “young professionals” and “seniors”.

    4. Test and refine: Test out your segments and refine them over time based on feedback from customers. Use a marketing analytics tool to measure the performance of your segments. Frequent customer segmentation analysis will help ensure that your segments are as accurate and effective as possible.

  • Audience segmentation in email marketing is when a company divides the subscribers on their email list into smaller groups based on factors such as actions taken, behavior patterns, interests, age, location, and more. With email marketing segmentation tools like Mailchimp, marketers can easily manage and segment their audience based on a variety of crucial factors. This enables you to develop more sophisticated and personalized email marketing campaigns that connect with your audience.

  • By leveraging customer segmentation tools, marketers can create better email marketing campaigns that more effectively appeal to shoppers. After all, everyone is different, so sending generic marketing emails that try to appeal to every single subscriber on your email list is rarely going to be an effective strategy.

    Segmenting your audience makes it easier to create personalized emails and improve conversions. Additionally, segmentation tools can help companies market to shoppers who are in different stages of the sales cycle. Through email marketing segmentation, you can easily send welcome emails to new subscribers, abandoned cart emails to hesitant shoppers, and follow-up emails to recent customers.

  • For those wondering what customer segments are, the ultimate use of segments is designed to help categorize and organize customers, clients, and prospects into various groups.

    When wondering how to create customer segments, you should consider a strategy that will be based on the needs of your business and various characteristics of your organization.

    In many cases, when you are selling to other businesses, some of the factors that can be used when you are trying to create new customer segments will include the size of the businesses you are targeting, the location of the company, the industry that they operate in, number of employees, and whether the company has purchased similar products in the past.

    If you are trying to sell directly to individuals, coming up with other similar characteristics to help organize your sales efforts will also be advantageous.

  • One way to effectively find your target audience to boost engagement and increase conversions is with customer segments. You can use several types of segmentation to ensure the right marketing messages make it to your customers, including demographic, behavioral, geographic, and psychographic segmentation.

  • Overall, customer segmentation is a strategy that focuses on dividing customers and prospects into different categories.

    The categorization techniques and methodology will vary based on the individual needs of your business. When you have a proper customer segmentation process in place and use a customer segmentation tool, it can help keep your CRM systems organized and allow you to curtail your marketing strategy more effectively.

  • Customer segmentation tools (also referred to as customer segmentation software) are applications used to identify and analyze customer groups based on common characteristics such as demographics, buying behavior, interests, and more. Using a customer segmentation tool can help businesses better understand their customer base and create more targeted digital marketing campaigns. Common customer segmentation tools include analytics platforms, CRM systems, and survey software.

  • Customer segmentation tools help businesses better understand their customer base and tailor their marketing and sales strategies to target specific customer types. Other customer segmentation tools include:

    1. Geolocation Tools: These tools allow businesses to segment customers based on their geographic location. This can help businesses target customers in specific areas with more relevant marketing messages.

    2. Demographic Segmentation Tools: These tools allow businesses to segment customers based on demographic criteria such as age, gender, income, and occupation. This can help businesses better understand their customer base and target customers with more relevant messaging.

    3. Behavioral Segmentation Tools: These tools allow businesses to segment customers based on their past behavior and purchase history. This can help businesses target customers with more relevant offers and discounts.

    4. Psychographic Segmentation Tools: These tools allow businesses to segment customers based on their lifestyle, values, attitudes, and interests. This can help businesses target customers with more relevant content and messaging.

    5. Social Media Segmentation Tools: These tools allow businesses to segment customers based on their social media activity. This can help businesses target customers with more relevant content and offers.

  • Machine learning can be used to segment customers based on various data points. For instance, AI can group customers with similar characteristics together based on demographics and attitudes. However, when you add in customer data you collect from your online store, it can be used to segment customers based on past purchase behavior.

    For instance, Mailchimp uses predictive analytics to analyze past purchase behavior and predict contacts with a high, moderate, or low customer lifetime value (CLV). Then, those predictions are used to segment your customers automatically.

    AI technology can automatically find patterns in customer data the human brain can't, allowing you to segment them based on the information you didn't even know existed and create more personalized marketing campaigns.

    Using machine learning for customer segmentation tools increases efficiency and is highly scalable. Manual methods of combing through customer data to find similarities might work for small businesses, but it's not efficient enough when you have tens of thousands of customers.

  • Email segmentation is the process of dividing and separating email subscribers into groups or segments based on criteria using tags and segments in your email marketing platform.

    Email subscribers can end up in multiple segments, depending on factors like age, location, and behavior. Segmentation is a type of personalization, but they're not the same concept. While using segmentation and personalization are a few of many of the top email marketing tips, there are several key differences.

    For example, personalization customizes the content of emails to make it more personal, which may include adding elements like a subscriber's first name or recent purchases they've made. Email segmentation, on the other hand, is more focused on grouping similar audience members together to send them a better-targeted email campaign.

    Email marketing segmentation aims to create content that's more relevant to your audience based on the criteria you set. For example, if you sell pet products, you might create two segments—cat and dog parents. Email segmentation relies on your ability to create different content for each category of customers to help you build an email list.

    Unfortunately, some businesses still send the same email with the same content to everyone on their list, providing a less personal experience for all their email subscribers. Most of those emails go unread with no action taken because they're too general to speak to any single group of audience members.

    The smaller your segments, the more catered they can be to an individual customer segment to help you attract more customers to your website. The effects of list segmentation mean you can build more targeted email campaigns based on several factors, which you can determine by collecting data about your audience.

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