Segment an Audience by Purchase Activity

After you connect your store to Mailchimp and turn on e-commerce tracking, you may want to target contacts who made certain purchases. Segmentation lets you view and send to contacts based on what they order, when they order, how much they spend, and other criteria.

In this article, you'll learn about Mailchimp's e-commerce segment options.

Pre-built e-commerce segments

If you're new to e-commerce segments, or looking for a shortcut to targeted sending, Mailchimp offers a selection of pre-built e-commerce segments. For users who have e-commerce data in their account, including data from supported e-commerce stores and custom API 3.0 integrations, pre-built segments make it easier to locate specific contacts in your audience.

Here are some examples of pre-built e-commerce segments.

• High-value customers
  Contacts predicted to have the highest customer lifetime value.
• Potential Customers
  Contacts who haven't made a purchase from your store.
• Recent Customers
  Contacts who have purchased from your store in the past 30 days.
• First-time Customers
  Contacts who have recently made their first purchase from your store.
• Repeat Customers
  Contacts who have placed at least two orders from your store.
• Lapsed Customers
  Contacts who haven't purchased in the past eight months.

To view these segments, choose an audience in the To section of the email builder and click the Recipients drop-down.

To learn more, check out About Pre-Built Segments.

Custom segment options

Mailchimp's segmentation tool helps you build your own e-commerce segments with a variety of conditions.

Vendor purchased

Depending on your e-commerce platform, you’ll have the option to assign a vendor or category to your products. Use this option to organize your products by brand, bundle similar items together, or create any kind of category that’s useful to you.

Segment by Vendor purchased to reach contacts who have bought items from a specific category in your store. This option is available with Shopify, BigCommerce, Magento, and many other custom e-commerce integrations.

Total number of orders

Use this condition to send an email to contacts with a certain number of orders. E-commerce platforms and custom integrations that use API 3.0 don't include this segmenting condition.

Products purchased

Send an email to contacts who’ve purchased a specific product, or products, from your store.

Purchase activity

Use this condition to target contacts who’ve made a purchase, or haven't completed their first purchase from your store.

Purchase date

Use this criteria to send to a segment of contacts who purchased on, before, or after a specific date.

Average amount spent per order

Use purchase history to target contacts based on the average amount they've spent per order.

Amount spent on a single order

Use the purchase history to target a segment of contacts who purchased a specific amount on a single order.

Amount spent in total

Use purchase history to target contacts who’ve spent a specific amount on a single order.

Store ordered from

Use this condition to send to a segment of your contacts based on which of your stores they've purchased from.

Combine segmentation criteria

Purchase activity can be used in conjunction with other segmenting conditions in your account to target specific groups of contacts. For example, you could combine purchase history with contact rating and send to highly engaged contacts who recently spent a large amount of money.