Creating Segments in MailChimp
Want the flexibility to send MailChimp Campaigns to a specific segment of your MailChimp List? Maybe just folks that took a specific course or bought a specific book? In MailChimp, you can use SEGMENTS to send Campaigns to a set of subscribers that match specific criteria, like everyone whose email address ends with 'gmail.com'.
One type of useful criteria would be which Classes a subscriber has taken from you. To track that type of information, you can define a Text Field (named Classes, for this example), and every time a class is taken, the subscriber records can be updated with that new course. Here's an example:
BEFORE: Subscriber Record in MailChimp
AFTER: Once They've Taken The "1Password Webinar"
Another way to track criteria is to define Groups within the List. Each Group (for example: News Interests) has a number of Options (for example: Productivity, Self-Care, Finance). It's important to note that these Groups are always visible by your user and are not recommended for tracking data that you're not comfortable with your user seeing. Practically, this means that every time a subscriber chooses to update their "Preferences" the Group Options are visible and they can change them, so you don't want it to contain information you want to be solely under your control.
So what do you do with all this criteria? You can create Segments, internal sub-lists of users selected by defined search criteria. Those Segments are used to send Campaigns to just those specific users. Users get added to a Segment when their data falls within the search criteria of a currently active Segment.
So, using the example criteria above, you might have an Campaign that's specifically targeted to everyone who took the 1Password Webinar. You'd create a Segment where the field "Classes" contains the phrase "1Password Webinar". You can now send a campaign to that segment specifically, and it will ignore all the other subscribers on the list.
You can also have multiple criteria. Using the example criteria above, you might have a Campaign that's specifically targeted to everyone who took the Security Webinar AND who's News Interest is "Finance". You'd create a Segment where the field "Classes" contains the phrase "Security Webinar" AND News Interest is "Finance". You can now send a campaign to that segment specifically, and it will ignore all the other subscribers on the list.
Want to know more about what you can do with Segments?
Check out these MailChimp Articles:
- "Getting Started with Segments": http://kb.mailchimp.com/segments/getting-started-with-segments
- "Common Segmentation Combinations": http://kb.mailchimp.com/segments/common-segmentation-combinations
Want to automate more of your workflow?
I use a combination of Google Sheets and Zapier (https://zapier.com) to automate updates to my MailChimp list.