How to Segment Your Audience in Mailchimp
Create targeted segments in Mailchimp. Filter by behavior, demographics, tags, and purchase history for better email performance.
Step-by-step
How to Segment Your Audience in Mailchimp
Open the segment builder
Go to Audience → Segments → Create Segment. You'll see a condition builder where you can combine multiple criteria with AND/OR logic.
Add segmentation conditions
Choose from: subscriber data (email, name, location), campaign activity (opened, clicked, didn't open), purchase behavior (bought product X), tags, date added, and automation status.
Combine conditions
Build complex segments: 'Subscribed in last 30 days AND opened at least 1 campaign' or 'Located in US OR Canada AND tagged as VIP'. Preview the count before saving.
Save and use the segment
Save the segment with a descriptive name. Use it as a campaign recipient, automation trigger, or for audience analysis. Saved segments update dynamically as subscriber data changes.
Tips
Pro tips
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Create a 'VIP' segment of your most engaged subscribers (opened 5+ campaigns in last 90 days) — they deserve exclusive content
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Build a 're-engagement' segment for subscribers who haven't opened in 90 days — run a win-back campaign before removing them
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Use tags liberally — they're the most flexible way to organize subscribers for segmentation
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