Once your Mailchimp connection within the Backoffice is set up, it’s time to get the most out of your fan data (audience). Mailchimp provides the option to create segmentations for your audience. In this manner, you will be able to pinpoint your (automated) marketing strategies to specific target groups. Target groups can be made based on purchase activity for example, which can be used to set up marketing automations to push your sales.
1. Segmentation options
A segment is a subgroup of an entire audience in Mailchimp. By segmenting, you can filter your audience into subgroups (segments) of similar contacts. Segments are used to create target audiences based on shared data. Because of the synchronization with Paylogic, the E-commerce segmenting becomes available to you. This includes the following parameters:
Orders (Total #): Total amount of orders that a contact has made.
Product Purchased: The Products that were bought from your Paylogic events.
Purchase Activity: Who have purchased or not purchased anything from your store.
Spent (Average Per Order): The average amount spent per order.
Spent (One Order): Spent a specific amount in a single order.
Spent (Total): Total amount spent over all orders.
Store Ordered From: Name of the Paylogic event where the order was made.
Vendor Purchased: Name of the Paylogic point of sale title where the order was made.
2. Segmenting your data
There are two options. You can either set up a Segment from your Audience’s Contacts list or directly from a Campaign.
2.1 Segment from contacts list
In the Audience Dashboard in Mailchimp you click on ‘View Contacts’ and you will land in the overview of all your contacts. Here you can click on ‘New Segment’.
In the next screen you can select the criteria you want to segment the contacts on. Click the dropdown box and you will see the E-commerce section with the criteria mentioned in step 1.
2.2 Segment from a campaign
While setting up an e-mail campaign, you will start at the ‘To - who are you sending this campaign to?’ section. Click on 'Add recipients' to select your audience. If you already have an audience selected, please choose ‘Edit Recipients'. After selecting the audience, the ‘Segment or Tag’ dropdown button appears, where you can create a new segment after clicking on ‘Group or new segment’. Click the dropdown box and you will see the E-commerce section with the criteria mentioned in chapter 1.
3. Segmenting examples
There are many ways to set up Segments to achieve different types of goals. Please find two examples below that might help in targeting and setting up marketing automation.
You want to send a campaign to contacts who: have bought tickets in the last week, from the event with name ‘Mailchimp Sync Event’, purchased the product ‘Regular Ticket’, but did not purchase the product ‘10 Tokens’. With this segment you could set up a marketing automation to upsell the token sale for your event.
3.2 Send a campaign to a specific group of buyers
I want to send a campaign to all my contacts, but exclude the people that received tickets via the guestlist.
Seeking for more advice on Mailchimp? Please contact your Client Success Manager.