Mailchimp Segments

mailchimp Tutorial

Build The Perfect Segments Using Your Site’s Visitor Behavior

Build The Perfect Segments Using Your Site’s Visitor Behavior
Learn more about Email integration.
Get started with UTMs.
Segmenting is a way of filtering for specific visitors on your site who have or haven’t performed an action. It’s a great technique for providing more relevant content for your recipients and has been shown to improve open- as well as click rates. A segment of customers who recently purchased something may be more likely to also buy a complementing item. And a segment of visitors who have returned to your site multiple times but still haven’t bought anything might just need a good incentive.
Mailchimp offers a set of predefined events based on email activities, but the most valuable segments are based on the actions visitors take on your website.
What used to require the work of a developer, you can now do without having to code anything. Oribi’s Export Events feature allows you to easily export any event performed on your website and create more precisely targeted segments.
This tutorial helps you choose the right events to export and will show you how to build powerful custom segments with these exported events. By the end of this tutorial, you will also find a few examples to inspire your segmentation strategies.

Create a Custom Segment with Oribi’s Events:

Step 1:
Select the Magic Events you want to use for your Custom Segment.
This step is crucial for powerful segmentation. The smarter the events you choose, the more targeted your custom segments will be. Start with the goal you’re trying to achieve with your segmentation. Do you want to recover lost visitors, upsell existing customers, or give shoppers that last push to buy?
Choose the action that best defines this segment. Oribi's Magic Events technology will automatically group buttons or pages by the action they perform. This means you can group buttons by label or by the link they send a visitor to, as well as exclude certain buttons. This is the time to get creative and find the most meaningful actions.
Step 2:
Export your events to Mailchimp.
Once you have Mailchimp and Oribi connected, you’ll simply choose the Magic Events you want to export under Manage Exported Events > Export Event in your Oribi account.
Oribi - Manage Exported Events screen
The display name you choose defines how your exported event will be labeled in Mailchimp.
Mailchimp - export event name

Step 3:
Build a Custom Segment.
Once the event is performed, Mailchimp will detect it. If you don’t want to wait for the next visitor, you can just perform the event yourself to trigger the export.
To build a Custom Segment in Mailchimp:
1. Navigate to the Audience tab in your Mailchimp account.
If you have more than one audience, click the Current audience drop-down and choose the one you want to work with.
2. Click View Contacts > New Segment.
Mailchimp - New Segment
3. From the dropdown, click App Engagement and then choose your custom event and if you want to include people if the event occurred, has not occurred or occurred at a specific time.
Mailchimp - app engagement
If you select more than one condition for your Custom Segment, make sure you select whether your Contacts should match all or any of the conditions.
4. Give your new segment a descriptive name and click Save.
Step 4: Send campaigns to your new Custom Segment.
To send a campaign to the newly created segment:
1. Navigate to the Automate tab, choose Email, and select if you want to send a Regular, Automated, Plain Text, or A/B Test email.
2. Follow the instructions on the screen and click Begin.
3. In the email settings, choose Segment or Tab to select your newly created segment.
Mailchimp - segment tab
4. Continue in the Campaign Builder.
When building your email campaigns, make sure to add UTMs to your links. This will allow you to track the success of your emails beyond open and click rates and evaluate performance based on the goals on your website. Read more about UTMs here.

Best Practice: Best Practice: Custom Segments

This is a list of common custom segments to inspire your segmentation strategies.

  • Recover: Bring back visitors who started the funnel, but didn’t complete it (e.g. cart abandonment, or visitors who haven’t completed the onboarding)
  • Upsell: Send customers other items that complement their recent purchases
  • Educate: Introduce your new users to specific features or services you offer
  • Incentivize: Give prospects who are on the verge of buying a little nudge (e.g. a discount, a gift, etc.)