🎯 Effective audience segmentation allows you to send targeted messages to specific groups of subscribers, improving engagement and conversion rates. With Mailchimp MCP, you can analyze, create, and manage segments through natural language conversations.

What You'll Learn

• Types of segmentation and when to use them
• How to analyze your audience composition
• How to create and manage segments
• Best practices for segmentation strategies

Time: 15 minutes
Difficulty: Intermediate
Tier: AI Marketer + Account Manager (Paid)

Why Segmentation Matters

• Higher engagement: Targeted messages resonate better
• Better conversion rates: Relevant content drives action
• Improved deliverability: Engaged audiences improve sender reputation
• Personalization: Tailored messages feel more relevant

Types of Segmentation

Demographic Segmentation

Segment by:

• Location (country, state, city)
• Age or age ranges
• Gender
• Language preferences

Behavioral Segmentation

Segment by:

• Email engagement (opens, clicks)
• Purchase history
• Website activity
• Campaign interactions

Interest-Based Segmentation

Segment by:

• Interest categories
• Content preferences
• Product categories
• Topic preferences

Tag-Based Segmentation

Segment by:

• Custom tags
• Subscription status
• Customer type
• Engagement level

Analyzing Your Audience

Understanding Your Audience Composition

Start with analysis:

Show me all interest categories for my first audience and which interests have the most members.

Analyze my audience composition:
- What are the main segments?
- Which segments are most engaged?
- What patterns do you see?

Identifying Segments

Show me all members in my first audience who haven't engaged in the last 90 days. What's their subscription status?

List all members in my first audience who have the tag "VIP" and show me their engagement history.

Creating Segments

Simple Segment Creation

For AI Marketer + Account Manager users:

Create a segment for all subscribers who opened emails in the last 30 days.

Create a segment for customers who purchased in the last 90 days and tag them as "recent-buyers".

Advanced Segmentation

Create a segment combining:
- Subscribers who opened emails in the last 30 days
- AND have the tag "Newsletter Subscriber"
- AND are located in the United States

Managing Segments

Updating Segments

Update the "VIP Customers" segment to include anyone who purchased in the last 60 days.

Tagging Members

Add the tag "Newsletter Subscriber" to all members in my first audience who have subscribed in the last week.

Removing Members from Segments

Remove all members from the "Inactive" segment who have engaged in the last 30 days.

Using Segments in Campaigns

Targeting Segments

When creating campaigns:

Create a campaign targeting the "VIP Customers" segment with a special offer.

Send a re-engagement campaign to subscribers who haven't opened emails in 90 days.

Best Practices

Start Simple

Begin with basic segments:

• Engaged vs. unengaged
• Recent customers vs. older customers
• By location or interest

Use Tags Strategically

Tags make segmentation easier:

• Tag customers by purchase behavior
• Tag by engagement level
• Tag by content preferences

Regular Updates

Keep segments current:

• Update segments monthly
• Remove inactive members
• Add new members to relevant segments

Test and Refine

• Test different segmentations
• Monitor performance
• Refine based on results

Segmentation Strategies

For E-commerce

• Recent purchasers
• Abandoned cart users
• Product category preferences
• Purchase frequency

For Content Marketers

• Content topic interests
• Engagement level
• Subscription date
• Content format preferences

For Account Managers

• Client account segments
• Feature usage segments
• Engagement segments
• Account health segments

Analyzing Segment Performance

Compare engagement rates across my main segments:
- VIP Customers
- Newsletter Subscribers
- Recent Purchasers

Which segments have the highest open rates? Show me the top 5.

Common Segmentation Use Cases

Re-engagement Campaigns

Segment: Subscribers who haven't engaged in 90+ days

Create a re-engagement campaign for subscribers who haven't opened emails in 90 days.

VIP Campaigns

Segment: High-value customers

Send a VIP-only campaign to customers tagged as "VIP" with exclusive content.

Geographic Targeting

Segment: By location

Create a campaign for subscribers in California about local events.

Troubleshooting

Segment Not Working

• Verify segment criteria are correct
• Check that members match criteria
• Ensure tags/interests are properly assigned

Low Segment Size

• Broaden criteria if segment too small
• Combine multiple criteria
• Check data quality

Need Help?

• Campaign Performance Analysis
• Automation Workflows
• Advanced Analytics Techniques

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