Create effective target groups with E-commerce segmentation
Mailchimp offers the option to create segmentations within your audience. This way you can use (automated) marketing actions for specific target groups. Target groups can be segmented based on purchasing behaviour for example. This can then be used to deploy marketing automations to stimulate sales.
Is your Mailchimp account not yet linked to the Backoffice? Read this article first.
Define parameters for your audience
A segment is a subgroup within an audience in Mailchimp. By segmenting, you can filter your audience into subgroups of similar contacts. With these segments, you can set up target audiences based on fans (contacts) who have similar data. The Paylogic synchronization makes it possible to segment based on e-commerce data. This includes the following parameters:
- Orders (total #): Total number of orders that a contact has placed.
- Purchased product: The products that have been purchased for your Paylogic events.
- Purchasing activity: Who has bought something in the shop or who hasn't.
- Spent (average per order): The average amount spent per order.
- Spent (one order): A specific amount spent in one order.
- Spent (total): Total amount spent for all orders.
- Shop ordered from: Name of the Paylogic event where the order was placed.
- Store bought from: The title of the Paylogic event where the order was placed.
Segmenting data
There are two options. You can set up a segment from your contact list or directly from your campaign.
Segmenting from a contact list
In the Audience Dashboard in Mailchimp, click 'View contacts'. This will bring you to an overview of all your contacts. Here you click on 'New Segment'. In the screen that follows, you can select the criteria you want to segment based on. Click on the dropdown box and you will see the 'E-commerce' section appear with the parameters described in step 1.
Segmenting from a campaign
When setting up an email campaign in Mailchimp, the first section you will see is 'To - Who are you sending this campaign to? Click on 'Add recipients' to select the audience. If you have already selected an audience, choose 'Edit recipients'. After selecting the audience, the dropdown box 'Segment or tag' appears, where you can create a new segment after clicking 'Group or new segment'. Then click on the dropdown box again and you will see the 'E-commerce' section appear with the parameters described in step 1.
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