About the Audience Dashboard

Your audience dashboard highlights valuable details about your contacts. But it’s for more than just gaining insight: All the information on the audience dashboard is clickable, so you can instantly create emails for specific sets of contacts.

In this article, you’ll learn about the data in each section of the audience dashboard and how to take action on it.

Things to know

Here are some things you should know about your audience dashboard.

• The Email marketing engagement and Top locations sections apply to subscribed contacts only.
• The Recent growth section shows you how many contacts were added to your audience in the last 30 days. All other data on the audience dashboard is measured over the life of your account.

Recent growth

The Recent growth section gives you an overview of your audience growth over the last 30 days. It also shows you which of your contact collection methods have helped you grow your audience the most.

You’ll see how many total new contacts you’ve added, with a breakdown of that number into subscribed and non-subscribed contacts. Click New Contacts, Subscribed, or Non-Subscribed to view or manage those contacts.

We’ll also show you where your contacts came from. For example, let’s say you use a few tools to collect contacts: a Facebook signup form, a Mailchimp-hosted signup form, and our mobile app. This section will show you the percentage of new contacts that came from each of those sources.

To send an email to a group of contacts, click or hover over a signup source and click Target with Campaign.

Tags

The Tags section shows you a list of your 5 most commonly used tags with the number of contacts for each. This highlights how you’ve organized your audience, so you can quickly find trends.

Click a tag to send subscribed contacts an email. To see all of the tags in your audience, click View all tags.

To learn more about how to organize your audience with tags, check out Getting Started with Tags.

Customer lifetime value and purchase likelihood

If you are a paid user with enough data from your connected store, you’ll see the Customer lifetime value and Likelihood to purchase again sections. We use data science to predict the behavior of your store customers. We rank these values as low, moderate, or high.

Click any category to send an email to your subscribed contacts.

Predicted demographics

The Predicted demographics section shows you the estimated gender and age range of your contacts. This feature is included with the Standard plan or higher, and is based on shared Mailchimp account information from around the world.

Click any demographic category to send a targeted email to these contacts.

Email marketing engagement

The Email marketing engagement section shows how often contacts opened and clicked your emails: often, sometimes, or rarely. These numbers are updated each time you send marketing emails.

Click on any engagement level to send a group of contacts an email.

Our email marketing engagement segmentation criteria also includes a level for brand new subscribed contacts, which isn’t displayed on the audience dashboard. You can learn more about the different levels of email marketing engagement here.

Top locations

In the Top locations section, you’ll see the cities with the most activity from your subscribed contacts. We use geolocation data and IP addresses when contacts subscribe to your emails or engage with your email campaigns. Imported subscribed contacts won’t be included until they’ve engaged with your emails.

Click on a location to send those contacts an email.

Switch audiences

We recommend that you have only one audience in Mailchimp, and use tags and segments to organize and target your contacts. But if you have multiple audiences, you can view the audience dashboard, one audience at a time.

To switch between different audience dashboards, click the Current audience drop-down and choose the one you want to work with. You’ll also see this drop-down on the Campaigns and Reports pages.

The audience you select becomes the new default for your account.