Segment your target audiences in Mailchimp
Mailchimp offers the option to create segmentations within this audience. This way, you can set up (automated) marketing actions for specific target groups. Target groups can be segmented based on, for example, purchasing behaviour. This can then be used to set up marketing automations to stimulate sales.
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 synchronisation makes it possible to segment based on e-commerce data. This includes the following parameters:
- Orders (total #): Total number of orders placed by a contact.
- Purchased product: The products that have been purchased for your Paylogic events.
- Purchase activity: Who has purchased something in a shop and who has not.
- Amount spent (average per order): The average amount spent per order.
- Amount spent (single order): A specific amount spent in a single order.
- Amount spent (total): Total amount spent across all orders.
- Shop ordered from: Name of the Paylogic event where the order was placed.
- Purchased merchant: The title of the Paylogic merchant 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 on ‘View contacts’. You will then see an overview with all of your contacts. Here, click on ‘New Segment’. In the following screen, you can select the criteria you want to segment on. Click on the dropdown box and you will see the 'E-commerce' section with the parameters described in step 1.
Segmenting from a campaign
When setting up an email campaign in Mailchimp, you first land in the section '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 with the parameters described in step 1.
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