Mailchimp Audience Management

The ongoing debate I’ve struggled with: groups, tags or segments… Mailchimp woes.

Mo Audience Mo Problems…

…with GDPR now in place across Europe (and further restrictions being looked at worldwide), it’s become even more important to move to a single audience, because getting it wrong could prove to be even more painful!

If you’re looking at your Mailchimp audiences and thinking… “I’ve got more than 1 audience… am I doing something wrong?… unfortunately, you possibly are, so please read on.

(Of course, since June 2019, if you’re using a free Mailchimp account, you’re limited to having one audience anyways – which if you read the rest of this article is a good thing! – but it does means you’re not as interested in the issues of multiple audiences and are probably much more interested in how you effectively segment your one audience into different interests. If you are – you probably need to read this article on segmentation in Mailchimp.)

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GROUPS:

Getting started with groups > | Add subscribers to groups >
Use groups to sort your subscribed contacts based on their interests and preferences. Groups function like categories, and are an excellent way to manage diverse contacts in the same Mailchimp audience. Groups can be the basis for building audience segments for sending to targeted audiences.

*To add a subscriber to multiple groups in a .csv spreadsheet for import, separate the group names with a comma.

TAGS:

Getting started with tags >
Tags are labels you create to help organize your contacts. Tagging lets you bring your own contact structure into Mailchimp and label contacts based on data you know about them. Tags are highly customizable, so you can create and assign them as you see fit.

Tags are built for your own, internal audience organization. If you want your contacts to self-select an interest or category for themselves, use groups first and then apply tags as needed.

SEGMENTS:

Getting started with segments >

Segments are used to create target audiences based on shared data. When you create a segment, you’ll set conditions to filter contacts based on the information that’s available in your audience. Each segment can include up to five conditions.

AUDIENCE NAMING:

I noticed when a user subscribes, by default, your list name will appear in the email subject with the confirmation link.
example: “List Name: Please Confirm Subscription”