All the Segmenting Options

With Mailchimp, you can use audience and contact information to target and filter contacts into segments. Our segmentation options are extensive, so you can choose a single condition or combine up to five conditions with positive and negative relationships to target the right contacts for each campaign.

In this article, you'll find all the segmentation criteria available to you. For more information about segments, check out our segmentation overview and recipes articles, too.

Subscriber data

For each segmentation condition we show here, you'll find a short description of what it controls, and a table that displays all of the options in the drop-down menus. In most cases, there are only three choices to make, but for some condition types, a fourth drop-down menu will appear.

In almost all cases, you won't see all of the options that appear on this page in the drop-down menu in your account. The drop-down menus that appear in your account are limited to what data is available in the audience you're working with.

Automation activity

Automation report data is available in segmenting options, so you can pull segments of subscribers based on whether they've started or completed a certain email automation.

Campaign activity

Create segments based on how subscribers have interacted with your email campaigns. For example, use a combination of segmenting criteria to target subscribers who were sent recent campaigns but didn't open them.

Here are some examples of how Campaign Activity segments work.

• Campaign Activity | was sent | All of the Last 5 Campaigns
  Subscribers who received all of the last five email campaigns
• Campaign Activity | was not sent | All of the Last 5 Campaigns
  Subscribers who received none of the last five email campaigns
• Campaign Activity | was not sent | Any of the Last 5 Campaigns
  Subscribers who were not sent one or more of the last five email campaigns
• Campaign Activity | was sent | Any of the Last 5 Campaigns
  Subscribers who have received one or more of the last five email campaigns
• Campaign Activity | did not open | Any of the Last 5 Campaigns
  Subscribers who did not open one or more of the last five email campaigns
• Campaign Activity | did not open | All of the Last 5 Campaigns
  Subscribers who opened none of the last five email campaigns
• Campaign Activity | opened | Any of the Last 5 Campaigns
  Subscribers who opened one or more of the last five email campaigns
• Campaign Activity | opened | All of the Last 5 Campaigns
  Subscribers who opened all of the last five email campaigns

Note: Be careful when sending to activity segments based on scheduled, drafted, or paused campaigns. The total recipient count of your segment will not be finalized until your campaign sends.

Postcard activity

Use the Postcard Activity condition to segment your contacts based on whether they’ve been sent a postcard campaign. Postcard Activity segments don't include anyone who received a postcard with our lookalike audience finder, since this tool doesn't add contacts to your audience.

Contact rating

Use the Contact Rating condition to create a segment of your most or least engaged subscribers.

Conversations activity

Mailchimp's Conversations feature tracks email replies from your subscribers. Use this condition to segment for subscribers who have responded to campaigns via email. Sent campaigns and draft campaigns are available. All Recent Campaigns pulls data from the 500 most recent campaigns sent to your audience.

Date added

Use the Date Added condition to create a segment based on the date a subscriber signs up or is imported to your audience. The Date Added operator automatically converts each contact's signup time to Coordinated Universal Time (UTC), so Date Added segments may sometimes appear to return results outside the chosen timeframe.

* For within operators, input a whole number value for the "last number of days" parameter. Note that each day is 24 hours, counted back from when you create the segment. For example, if you choose is within, and input 3 days, we'll find subscribers who joined your audience in the last 72 hours.

Email client

If you have different campaign designs for people who use different mailbox applications, you can segment based on Email Client. Only one client can be selected per condition, but up to five conditions can be selected for any segment.

Email marketing status

A contact's email marketing status tells you what their relationship is to your email marketing campaigns. Everyone but subscribed contacts will be automatically filtered out of email marketing, but anyone can be targeted with an ad campaign.

Info changed

Each time a contact updates his or her profile with Mailchimp, we'll make a note. Use the Info Changed condition to create a segment based on when your contact's profile was last updated.

Landing page activity

Segment subscribers based on if they completed the form in the Signup Form content block on your published landing page.

Language

Mailchimp tries to detect your subscriber's language when they sign up or click links in your campaign.

Location

Location segments use geolocation data, which we automatically detect from subscribers who sign up with a Mailchimp form or engage with your campaigns. Location segments don't include data from audience fields like Address or ZIP code. To learn how to base your segment on Address or ZIP code field data, read All the Segmenting Options: Audience Fields.

Poll/Survey Activity

Use the Poll/Survey Activity condition if you have campaigns that use our poll or survey merge tags. You can segment by which subscribers did or did not respond. Surveys allow you to segment on votes for specific responses.

Signup source

Choose Signup Source to segment your subscribers by how they were added to your audience. You'll only see the sources you used to create your audience, so if you've never imported an audience or you haven't used an integration, you won't see those options.

Email marketing engagement

Segment based on how subscribers engage with your email campaigns to send more targeted content or re-engage inactive subscribers. Learn more about email marketing engagement.

Audience fields

If your imported audience contains extra information about each subscriber, you can use it to target your campaigns. On the drop-down menu for Column name, you'll see the column labels you imported with your audience.

These fields are based on the column labels in your audience and vary for each user and audience. In this section, you'll see some common examples.

Text fields

Date fields

Address fields

Address segments use address field data that was added or imported to your audience. Address segments do not include data from ZIP code audience fields, or geolocation data.

ZIP Fields

ZIP code segments use ZIP code field data that was added or imported to your audience. This segment type only works with five-digit United States ZIP codes. ZIP code segments do not include data from Address audience fields, or geolocation data.

Groups

E-commerce

When you integrate your e-commerce platform with Mailchimp, we'll track your subscribers' purchase activity so you can target campaigns to specific buyers. You can segment based on specific items, categories, amount spent, and more. Check out all our e-commerce options.

Integrations

Available options will vary by what integrations are connected in your Mailchimp account.

VIPs

If you've marked a subscriber as a VIP in Mailchimp, you can segment for those subscribers under the Integrations section.

SurveyMonkey activity

After you create a campaign using our SurveyMonkey integration, you can build segments based on whether your recipients have interacted with your survey.

Tags

Tags are customizable labels you create for your contacts. Learn more about tags.

Likelihood to purchase again

If you have a connected store, you can segment based on your customers' likelihood to purchase again. We'll only display this option if you have enough data from your store for us to make accurate predictions. Learn more about purchase likelihood.

Customer lifetime value

If you have a connected store, you can segment based on your contacts' customer lifetime value. We'll only display this option if you have enough data from your store for us to make accurate predictions. Learn more about customer lifetime value.

Predicted demographics

Use age and gender data to identify and target your contacts with personalized campaign content. Learn more about predicted demographics.

Behavioral targeting

App engagement

If you record events from outside of Mailchimp via the API, you can create segments based on if and when an event occurred.

Website engagement

If you have Track with Mailchimp enabled for your website, you can create segments to see pages and links your contacts interact with. Page views and link clicks are only tracked for visitors who subscribed to your Mailchimp audience from your website and have not opted out of tracking.

Operator glossary

When you create a segment, you choose an "operator," which is usually the second choice and something like "is" or "is not." Different conditions display different operators. Here's a list of the ones you might see.