The Mailchimp Segment Builder is an essential tool for targeting the right audience with personalized emails. By creating segments based on subscriber behavior, demographics, or preferences, you can boost engagement and drive results. In this article, we’ll show you how to use this tool to send messages that truly resonate with your audience.
What is a Mailchimp Segment?
In Mailchimp, a segment is defined as a flexible category of contacts, identified using one or more conditions. Sometimes, I like to think of it as a filter. You build a segment by determining what category of contacts you’re looking for (ex. Most engaged subscribers), then defining that category with pre-built conditions (ex. Opened all of the last 5 emails).
Segments have a few unique qualities that distinguish them from groups and tags:
- Segments are flexible: The number of contacts in a segment may change over time as new people match the conditions you’ve set.
- Segments are specific: Using the segment builder, you can categorize contacts based on super granular details. For example, you can create a segment of contacts with the first name “Greg.”
- Segments are logical: Building a segment can sometimes feel like solving a puzzle. Check out this article from Mailchimp for more info on segment builder logic.
Why Do I Need Segments for Email Marketing?
When many people start doing email marketing, they begin by sending all emails to their entire contact list. This can be a great way to stay top-of-mind, but as you continue to send more emails, you may find your engagement dropping over time. Segments can help you maximize conversions by targeting the right people with the right messages. For example, you can exclude people who already used a coupon from your “Last Chance – Get 20% Off” email!
Understanding Mailchimp’s Regular Segment Builder Interface
If you’re new to Mailchimp segments, I strongly recommend using the regular segment builder to get started. The regular segment builder has a simple interface and fewer menus to click through compared to the advanced segment builder.
Here’s how to use the segment builder:
- Navigate to your All Contacts page and hit “Create New Segment”
- Regular segment builder will open automatically for free plan users. IIf on a paid plan: Choose “Regular Segment.”
- Click on “Select or search a filter” to identify your first condition
- Hit “Add filter” to add more than one condition
- Toggle between and/or to determine how conditions should be combined
- Click “Preview Segment” to view the contacts in your segment
- Hit “Save as segment” to give the Segment a title and easily return to it again
Mailchimp’s Filter Options
Mailchimp offers a wide variety of filters to define your segment. In the regular segment builder, these include:
- Tags
- Groups
- Contact Details (AKA Audience Fields)
- Date Added + Signup Source
- Email, SMS, & Automation Engagement
When you’re getting started with Mailchimp’s filter options, it can be helpful to identify 1-3 segments you may want to target. Then, work backwards to identify which filters will give you the right contacts.
When to Use And vs. Or Segments
Some new Mailchimp users have a hard time choosing between “And” and “Or” logic in their segments. “And” logic will pull a smaller category of contacts, only including those that match all of the conditions you define. An “Or” segment will pull a larger number of contacts, including those who match one or more of the conditions.
When in doubt, trial and error is a great way to choose between the two. Try setting up “Or” logic – Is the segment returning a larger portion of your audience than you’d like? If so, an “And” condition is probably what you need. Over time, you’ll build familiarity with when to use what logic.
In the regular segment builder, all conditions must be either “And” or “Or” – You cannot mix the two. This is different from the advanced segment builder, where you can combine both kinds of logic.
5 Segments You Can Copy
Every business is different, but many email marketing efforts have similar goals in mind. To help your marketing excel, try saving these 5 segments for future use:
- Nonsubscribed & Unsubscribed Contacts
Use this segment to archive non subscribed & unsubscribed contacts every month. This helps keep your Mailchimp bill low! - Disengaged Contacts
Target this segment with a re-engagement campaign roughly once a quarter to remove disinterested contacts from your list. - Highly Engaged Contacts
Send special offers and additional messages to this list. At least 1 of every 3 emails sent should go to a targeted segment, like your highly engaged contacts. - New & Moderately Engaged Contacts
These contacts are a great candidate for less pressing emails, like a midweek reminder during a week-long sale. - Lapsed Customers
When customers buy a product and never return, it’s a sign your business can serve them better. Try targeting this segment with special discounts or a feedback survey to see how you can do better. - Location-Based Segments
If you have an in-person presence, be sure to send a few targeted emails to contacts in your local area.
Mailchimp’s Advanced Segment Builder
Once you’re familiar with the regular segment builder, you may want to try building some advanced segments. Advanced segments offer the same options as the regular builder, but with flexibility. For example, a regular segment can filter out people that clicked on a recent email, while advanced segments can target people who clicked on one particular link within that email campaign.
As you build advanced segments, pay close attention to your and/or conditions and the use of negative filters. Because advanced segments allow you to combine and/or conditions, the logic can get harder to follow the more conditions you add. However, the combined logic can help you identify an extremely specific category of contacts.
Contact Pure Firefly for Segmentation Help
Creating well-defined segments can transform your email marketing efforts, but it takes practice to get it just right. If you’re feeling stuck or need guidance, the expert team at Pure Firefly is here to help. From one-on-one training calls, to template designs and complete account audits, we’ll make sure your Mailchimp account is set up for success.
Contact us today to get started!
