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All the Segmenting Options

by Intuit3 Updated 3 months ago

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 5 conditions with positive and negative relationships to target the right contacts.

In this article, you'll learn about all the segmentation criteria available to you. For more information about segments, check out Getting Started with Segments and Common Segmentation Combinations.

  • You can create segments based on scheduled and draft email or SMS activity. However, these future segments only work after the email or SMS is sent and Mailchimp generates its report.
  • If you're using the Mailchimp API, check out our segmentation resources.

How your contacts are tagged

Tags

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

ParameterOperatorsAction
Tags• contact is tagged

• contact is not tagged
Choose from tags

Contact details

If your imported audience contains extra information about each contact, you can use it to target your emails. In the segment builder, you'll see the custom column labels you imported with your audience.

These fields vary for each user and audience. In this section, you'll see some common examples.

Address fields

Address segments use address field data that was added or imported to your audience. Address segments don't include data from Zip code audience fields or geolocation data.

ParametersOperatorsAction
• Address• contains

• does not contain

• is within distance (US-only)

• is blank

• is not blank
• Type into text field.

• Type distance and Zip code.

Text fields

Text field segments use text field data created from a contact's typed responses. This field type is good for general questions, but character limits for audience fields prevent long responses. By default, new audiences include text fields to collect first and last names.

ParametersOperatorsAction
• First Name

• Last Name

• Email Address

• is

• is not

• contains

• does not contain

• starts with

• ends with

• is greater than

• is less than

• is blank

• is not blank
• Type into text field.

Date fields

Date field segments use data from date fields. Birthday fields include month and day. Other date fields include month, day, and year.

ParametersOperatorsAction
• Birthday• month is

• day is

• is (mm/dd)

• is blank

• is not blank
• Type the month/day.
• Date (other date fields)• is after date

• is before date

• is on date

• is not on date

• is between

• is within

• is not within

• is after campaign

• is before campaign

• is campaign

• Choose a date using the date picker, or type the month/day/year.

• Choose a specific campaign's send date.

Contact rating

Use the contact rating condition to create a segment of your most or least engaged subscribers.

OperatorsAction
• is

• is not

• is greater than

• is less than
• Choose a rating from the drop-down.

Email client

If you have specific email designs for people who use different mailbox applications, you can segment based on email client. Only 1 client can be selected per condition, but up to 5 conditions can be selected for any segment.

OperatorsParameters
• is

• is not
• Any Desktop

• Any Mobile

• Any Webmail

• Apple Mail

• Lotus Notes

• Outlook 2007

• Outlook 2010

• Outlook 2013

• PocoMail

• Postbox

• Shredder

• Spicebird

• The Bat!

• Thunderbird

• Windows Live Mail

• Android

• BlackBerry

• iPhone

• Windows Phone

• AOL

• Gmail

• Hotmail

• Yahoo

• Yahoo Classic

Info changed

Use the info changed condition to create a segment based on the most recent update made to a contact’s profile.. Each time a contact updates their profile with Mailchimp, we'll make a note.

OperatorsParametersAction
• is after

• is before

• is

• is within

• is not within
• a specific date

• the last (x) days
Choose the range of days or choose a date.

• Choose a specific campaign's send date.

Language

Mailchimp uses language segments to create a segment based on the user’s preferred language. Mailchimp will detect your contact's language when they sign up or click links in your email.

OperatorsParameters
• is

• is not
English, Arabic, Afrikaans, Belarusian, Bulgarian, Catalan, Chinese (Simplified), Chinese (Traditional), Croatian, Czech, Danish, Dutch, Estonian, Farsi, Finnish, French (France), French (Canada), German, Greek, Hebrew, Hindi, Hungarian, Icelandic, Indonesian, Irish, Italian, Japanese, Khmer, Korean, Latvian, Lithuanian, Maltese, Malay, Macedonian, Norwegian, Polish, Portuguese (Brazil), Portuguese (Portugal), Romanian, Russian, Serbian, Slovak, Slovenian, Spanish (Mexico), Spanish (Spain), Swahili, Swedish, Tamil, Thai, Turkish, Ukrainian, Vietnamese, Custom

Phone number

Use phone number data to identify and target your contacts with personalized email content. The phone number segment option pulls data from the general phone number field in your audience, and it’s different from the SMS phone number segment option.

ParametersOperatorsAction
Phone Number• is

• is not

• contains

• does not contain

• starts with

• ends with

• is greater than

• is less than

• is blank

• is not blank
Type US phone number in the field.

Predicted demographics

Use age, gender, and location data to identify and target your contacts with personalized email content. To learn more, check out About Predicted Demographics.

ParameterOperators AvailableActions
Predicted age range• is

• is not
• 18-24

• 25-34

• 35-44

• 45-54

• 55-64

• 65+
Predicted gender• is

• is not
• Female

• Male

• Another Identity

• Unknown
Predicted location• is within

• is not within

• is in country

• is not in country

• is in US state

• is not in US state

• is in city

• is not in city

• is zip (US only)

• is not zip (US only)

• is within distance of zip (US only)

• is unknown
• Select distance and type in validated location.

• Choose country.

• Choose US state.

• Type in validated city in the field.

• Type five-digit Zip code in the field.

• Select distance and type in five-digit Zip code in the field.

SMS phone number

If you have subscribed SMS contacts with an SMS phone number in your audience, you can segment based on that data. The SMS phone number segment option pulls data from the SMS phone number field that is specific to your SMS Marketing program. This is different from the phone number segment option.

ParameterOperators AvailableActions
SMS Phone Number• is

• is not
Type US phone number in the field.

VIP status

If you've marked a contact as a VIP in Mailchimp, you can segment for those contacts.

Operators
• is VIP

• is not VIP

Zip code

Zip code segments use Zip code field data that was added or imported to your audience. This segment type only works with 5-digit United States Zip codes. Zip code segments don't include data from Address audience fields, or geolocation data.

ParametersOperatorsAction
• Zip Code• is

• is not

• is within distance (US-only)

• is blank

• is not blank
• Type into text field.

• Type distance and Zip code.

How your contacts were acquired

Email Date Added

Use the email date added condition to create a segment based on the date a contact signs up or is imported to your audience. The email date added operator automatically converts each contact's signup time to Coordinated Universal Time (UTC) This is important to remember if your email date added segments appear to return results outside the chosen timeframe.

OperatorsParametersAction
• is after

• is before

• is

• is within

• is not within

• the last campaign was sent

• a specific campaign was sent

• a specific date
Choose email from list, choose date, or input value.

Signup source

Choose signup source to segment your contacts 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.

OperatorsParametersAction
• source was

• source was not
• API - Generic

• Admin Add

• Audience Import

• Embed Form

• Hosted Signup Form

• Inbox

• Landing page

• LinkedIn Lead Gen Forms

• Mailchimp for Magento

• Mailchimp for Shopify

• Mailchimp for WooCommerce

• Mailchimp for BigCommerce

• Popup Form

• Pre-existing

• Quickbooks Online

• Squarespace

• Survey

• X (formerly Twitter)

• Website

• Wix

• Unknown
• Choose integration or API key label

Email, SMS & automations activity

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 action options. In most cases, there are only 2 choices to make, but for some condition types, a third option will appear.

In almost all cases, you won't see all of the options that appear on this page in your account. The data that appears in your account is limited to the data available for the audience you're working with.

Automation activity

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

OperatorsAction
• started workflow

• completed workflow

• not started workflow

• not completed workflow
Choose workflow from list.

Email engagement

Use email engagement to segment based on how contacts engage with your emails. You can then send more targeted content or re-engage inactive contacts. To learn more, check out About Email Marketing Engagement.

OperatorsParameters
• is

• is not
• New

• Rarely

• Sometimes

• Often

Email interaction

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

OperatorsParameters
• opened

• clicked

• was sent

• did not open

• did not click

• was not sent
• Any of the Last 5 Campaigns

• Any Campaigns sent within the last 7 days

• Any Campaigns sent within the last 1 month

• Any Campaigns sent within the last 3 months

• All of the Last 5 Campaigns



• Sent emails list

• Paused emails list

• Draft emails list

Here are some examples of how email interaction segments work.

  • Email interaction | was sent | All of the Last 5 Campaigns
    Subscribed email contacts who received all of your last 5 emails
  • Email interaction | was not sent | All of the Last 5 Campaigns
    Subscribed email contacts who received none of your last 5 emails
  • Email interaction | was not sent | Any of the Last 5 Campaigns
    Subscribed email contacts who were not sent 1 or more of your last 5 emails
  • Email interaction | was sent | Any of the Last 5 Campaigns
    Subscribed email contacts who have received 1 or more of your last 5 emails
  • Email interaction | did not open | Any of the Last 5 Campaigns
    Subscribed email contacts who did not open 1 or more of your last 5 emails
  • Email interaction | did not open | All of the Last 5 Campaigns
    Subscribed email contacts who opened none of your last 5 emails
  • Email interaction | opened | Any of the Last 5 Campaigns
    Subscribed email contacts who opened 1 or more of your last 5 emails
  • Email interaction | opened | All of the Last 5 Campaigns
    Subscribed email contacts who opened all of your last 5 emails

Be careful when sending to activity segments based on scheduled, drafted, or paused emails. The total recipient count of your segment won't be finalized until your email is sent.

Email subscription status

Use email subscription status to segment based on your email contacts' relationship to your audience. Everyone but subscribed contacts will be automatically filtered out of email marketing, but anyone can be targeted with an ad.

OperatorsParameters
• is one of

• is not one of
• Subscribed

• Unsubscribed

• Non-Subscribed

• Cleaned

SMS engagement

Use SMS engagement to segment based on how contacts engage with your SMS marketing. You can then send more targeted text messages or re-engage inactive SMS contacts. Before you can use this segment option, you need to set up an SMS Marketing program and send a text message.

OperatorsParameters
• is

• is not
• New

• Rarely

• Sometimes

• Often

SMS interaction

Create segments based on how subscribed SMS contacts have interacted with your SMS marketing. For example, use a combination of segmenting criteria to target SMS contacts who were sent recent text messages but didn't open them. Before you can use this segment option, you need to set up an SMS Marketing program and send a text message.

OperatorsParameters
• was sent

• was not sent

• was delivered

• was not delivered

• clicked (track via link shortener)

• did not click (track via link shortener)

• used keyword

• did not use keyword
• Any of the last 5 Messages

• Any Messages sent within the last 7 days

• Any Messages sent within the last 1 month

• Any Messages sent within the last 3 months

• Any of the last 5 messages

SMS subscription status

Use SMS subscription status to segment based on the current marketing status of the SMS contacts in your audience. Before you can use this segment option, you need to set up an SMS Marketing program and import SMS contacts to your audience.

OperatorsParameters
• is

• is not
• Subscribed

• Unsubscribed

• Non-Subscribed

E-commerce activity

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

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. To learn more, check out About Customer Lifetime Value and Purchase Likelihood.

ParameterOperatorsOption
Likelihood to Purchase Again• is

• is not
• New

• High

• Moderate

• Low

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.

ParameterOperatorsOption
Customer lifetime value• is

• is not
• High

• Moderate

• Low

Other activity

Available options will vary depending on what integrations are connected to your Mailchimp account.

Custom engagement

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

ParametersOptionsOperators
• Occurred

• Has not occurred

• Event Name is

• Event Name is not

• No Events

• At anytime

• between [specific date range]

• Is after date [specific date]

• Is before date [specific date]

• Is on date [specific date]

• Is not on date [specific date]

• within [1 day, 7 days, or 1 month]

Conversations activity

If you use Mailchimp Inbox, use conversations activity to segment your contacts based on whether they’ve replied or not. At this time, you can only target email contacts with this segment.

OperatorsAction
• has replied

• has not replied

• Any of the Last 5 Campaigns

• Any Campaigns sent within the last 7 days

• Any Campaigns sent within the last 1 month

• Any Campaigns sent within the last 3 months

• All of the last 5 Campaigns

• Sent emails list

• Paused emails list

• Draft emails list

Postcard activity

Use the postcard activity condition to segment your contacts based on whether they’ve been sent a postcard campaign.

Operators
• was sent specific postcard

• was not sent specific postcard

• was sent any postcard

• was not sent any postcard

Website engagement

If you have Track with Mailchimp enabled for your Mailchimp website, you can create segments to view 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 haven't opted out of tracking.

ParametersOptionsOperators
• Link Click

• Page View

• Any Page

• Specific URL (Standard and Premium plans)
• Occurred

• Has not occurred

• Occurred before [specific date]

• Occurred after [specific date]

• Occurred within [1 day, 7 days, or 1 month]

• Has not occurred within [1 day, 7 days, or 1 month]

Landing page activity

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

OperatorsAction
• signed up on

• did not sign up on
Choose a published landing page from the list.

Poll or survey activity

Use the poll or survey activity condition if you have emails 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.

OperatorsParametersAction
• responded

• did not respond
• name of poll

• name of email containing the survey
• Choose Any Response

• Choose from one of the survey responses

SurveyMonkey activity

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

OperatorsAction
• started survey

• completed survey

• not started survey

• not completed survey
Choose survey from list.

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 operators you might use in a segment.

OperatorDescription
isForm field data exactly matches the text you input.
is notForm field data doesn't match exactly the text you input.
containsForm field data contains the text you input.
does not containForm field data doesn't contain the text you input.
is greater thanForm field data is larger than the number you input.
is less thanForm field data is smaller than the number you input.
is beforeForm field date comes before the date you select.
is afterForm field date comes after the date you select.
openedReport data shows contact opened an email.
did not openReport data shows contact didn’t open an email.
clickedReport data shows contact clicked any link in an email.
did not clickReport data shows contact didn't click any links in an email.
was sentReport data shows contact was sent an email. This only tracks whether a message was sent from Mailchimp and doesn't account for emails that aren't received for any reason.
was not sentReport data shows contact wasn't sent an email. This only tracks whether a message was sent from Mailchimp and doesn't account for emails that aren't received for any reason.
source wasContact signed up from the source you select.
source was notContact signed up from a source other than what you select.
has repliedConversations activity shows that the contact replied to an email.
has not repliedConversations activity shows that the contact hasn't replied to an email.
is withinThe geolocation of the contact is inside the distance radius you select.
is not withinThe geolocation of the contact is beyond or outside the distance radius you select.
is in country/U.S. state/ZipThe geolocation of the contact is inside the country, state, or Zip code you select.
is not in country/U.S. state/ZipThe geolocation of the contact isn't inside the country, state, or Zip code you select.
is unknownGeolocation data for these contacts is unavailable. As contacts engage with your emails, Mailchimp pinpoints their location, so this field will populate and change over time.
starts withForm field data starts with the text you input.
ends withForm field data ends with the text you input
is blankForm field is empty.
is not blankForm field contains any value.
one ofSubscribed contact is a member of, or interested in any of the interest groups you select.
none ofSubscribed contact is a member of, or interested in none of the interest groups you select.
all ofSubscribed contact is a member of, or interested in all of the interest groups you select.
is a member ofContact profile shows they're a VIP.
is not a member ofContact profile shows they aren't VIP.
has startedWhen used with Automation: Contact has triggered an automation and received at least one email. This includes contacts who have started and completed the automation.

When used with SurveyMonkey: Contact has started the SurveyMonkey survey you select. This includes contacts who have started and completed the survey.
has not startedWhen Used with Automation: Contact hasn't triggered an automation yet.

When used with SurveyMonkey: Contact hasn't started the SurveyMonkey survey you select.
has completedWhen used with Automation: Contact has been sent all the emails in an automation.

When used with SurveyMonkey: Contact has completed the SurveyMonkey survey you select.
has not completedWhen used with Automation: Contact has triggered an automation and received at least one email. This will include any contact who triggered an automation, even if they were later segmented out of future automated emails.

When used with SurveyMonkey: Contact hasn't completed the SurveyMonkey survey you select. This includes contacts who haven't started the survey at all.
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