Beginner
How to create basic segments on Mailchimp
Quick Answer
Create segments in Mailchimp by navigating to your audience, clicking Create Segment, and setting conditions based on subscriber data like location, behavior, or tags. Segments help you target specific groups of subscribers with personalized content.
Prerequisites
- Active Mailchimp account
- At least one audience with subscriber data
- Basic understanding of email marketing
- Contacts with relevant tags or data fields
1
Navigate to your Audience
Log into your Mailchimp account and click Audience in the main navigation menu. Select the audience you want to create a segment for from the dropdown if you have multiple audiences.
Tip
Make sure you're working with the correct audience before creating segments
2
Access the Segments section
Click on Segments in the audience management tabs. You'll see a list of any existing segments and an option to create new ones.
3
Start creating a new segment
Click the Create Segment button. A popup window will appear with segment building options and condition filters.
Tip
Plan your segment criteria before starting to save time during setup
4
Choose your segment conditions
Select your first condition from the dropdown menu. Common options include:
- Contact Information - location, email, signup date
- Campaign Activity - opened, clicked, didn't open
- E-commerce - purchase behavior, spending amounts
- Tags - specific subscriber tags
Tip
Start with simple conditions and add complexity as needed
5
Set specific criteria values
After choosing a condition type, specify the exact criteria. For example, if you selected Location, choose the geographic area. If you selected Tags, pick the specific tag name. Use operators like
is, is not, contains, or starts with as needed.Tip
Preview the subscriber count as you add conditions to gauge segment size
6
Add multiple conditions (optional)
Click Add to include additional conditions. Choose between
AND or OR logic:- AND - contacts must meet ALL conditions
- OR - contacts must meet ANY condition
Tip
Use AND for narrow targeting and OR for broader reach
7
Name and save your segment
Enter a descriptive name for your segment in the Segment name field. Good names describe the audience clearly, like
New York Subscribers or Frequent Buyers. Click Save to create the segment.Tip
Use consistent naming conventions if you plan to create multiple segments
8
Review and use your segment
Your new segment will appear in the segments list showing the contact count. You can now use this segment when creating campaigns by selecting it in the To field during campaign setup, or export the segment data for other uses.
Tip
Segments update automatically as your audience data changes
Troubleshooting
Segment shows zero contacts
Check that your conditions match actual subscriber data. Verify tag names are spelled correctly and that contacts have the required information fields populated.
Cannot find expected condition options
Ensure you have the necessary data in your audience first. Some conditions like E-commerce only appear if you have connected your store and have purchase data.
Segment count seems incorrect
Remember that segments exclude unsubscribed and cleaned contacts by default. Check your audience health and verify that targeted contacts are still active subscribers.
Complex conditions not working as expected
Review your AND/OR logic carefully. Test with simpler conditions first, then gradually add complexity. Use the preview feature to validate results before saving.
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