MailChimp 101: In Depth Segmentation

MailChimp 101: In Depth Segmentation

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MailChimp offers many segmentation options in order for you can target the right contacts for your message. With MailChimp, there are endless possibilities when it comes to creating segments.

About Segmentation 

As discussed in our last article, segments are used to create target audiences based on shared data. When a segment is created, you can set conditions to filter contacts based on the information that’s available in your list. 

MailChimp offers an extensive range of segmenting options, so that you can you make the most out of your list. With the right kind of list data, you can create hyper-targeted segments of your contacts for email or ad campaigns.

Here are some examples of segments you can create:

• Subscribers who opened any of your last five campaigns

• Subscribers who didn't click in your last campaign

• Subscribed, unsubscribed, or non-subscribed contacts who recently purchased a product

• Subscribed, unsubscribed, or non-subscribed contacts who live in a certain geographical location

• Unsubscribed or non-subscribed contacts who spent more than a certain amount within your e-commerce store

How Can Segmentation Increase Traffic?

Segments can be very important when it comes to increasing traffic as it is crucial to know where your traffic is coming from. It also allows you to determine your most successful marketing channels while also discovering potential growth opportunities. 

Segmentation also enables targeted sending of content tailored for the cohorts in your lists, which often leads to better open rates. The recent changes to MailChimp’s segmentation interface makes it easier than ever to create all these segments, allowing you to easily monitor your list more effectively and get to know your subscribers a little better, with only the smallest amount of time invested.

According to MailChimp, the following are a few segment types that can lead to effective segmentation and targeting campaigns.

Demographics segments

Use MailChimp’s Predicted Demographics tool to predict a subscriber’s age, language, and gender. You can target users with personalised content (such as a subscriber’s profile) 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. 

Here are some examples of Pre-built e-commerce segments:

Potential Customers

Subscribers who haven’t made a purchase from your store.

Recent Customers

Customers who have purchased in the past 30 days.

First-time Customers

Subscribers who have recently made their first purchase.

Repeat Customers

Customers who have placed at least two orders from your store.

Lapsed Customers

Customers who haven’t purchased in the past eight months.

Email engagement segments

are based on interactions with campaigns, such as who did or did not open or click into a campaign. This includes subscriber data about campaign and automation activity and member ratings, as well as some 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 other 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

would also be a good segment type, as it uses each subscriber’s geolocation data to target a specific geographic region with a campaign.

There will definitely be such cases when you would want to send a campaign to everyone on a list. For example, you would certainly want all of your customers to know if your online shop’s URL has been changed, if you’re announcing a special giveaway on your site, or even if you’re having a flash sale. But for most campaigns, it is wise to send smaller, segmented campaigns with personalised content to those subscribers.

Next Up In Our Series

We’re rolling out more tips and tricks on MailChimp, and will be moving on to automation and how it works in the next article.

For more information on Mailchimp and how it works, feel free to contact Elkfox today! 

Images from MailChimp

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