Use this workbook to discover how to create segments for MailChimp. Get better results from your email marketing.

1. Segmentation
A workbook to assist in identifying your email
marketing segments.
Gary Eckstein
www.organicweb.com.au

2. Why Segment?
Send targeted messages to contacts with similarities.
There is significant data proving that sending information most relevant to each contact
increases open and click rates. If we’re engaging our audience and they’re interacting with
our email messages then we have the attention of our contact.
Segmentation is the term used to ‘group’ contacts by similar interests or demographics.
This workbook leads you through the process of planning the segments you need for your
email marketing purposes.
MailChimp Training by www. OrganicWeb.com.au

3. Three Steps to Successful Segmentation
A quick an easy process to get you better email marketing results.
MailChimp Training by www. OrganicWeb.com.au
1
Identify your
marketing needs
2
Identify required
contact data
3
Create segments in
MailChimp

4. 1. Identify your marketing needs
What information will you use to make your email marketing more specific. For example if you sell mens
clothing in Australia and women's clothing in the U.S.A. you’ll want to be able to segment your data by
country so you may target relevant products for each contact.
To do: List below a few ways you’d like to target your email marketing. Ideas include; gender, age, location,
average spend, last purchase date etc.
MailChimp Training by www. OrganicWeb.com.au

5. 2. Identify data required
In this step you’ll identify the data you need for each contact to be able to create the segments you listed in
the previous step.
To do: List the data (fields) you’ll need for each for each contact so you can identify when a contact meets
the segment criteria you listed previously. For example if you sell coffee mugs with first names printed on
the mug then you’ll need the first name of contacts to be able to send first name targeted email campaigns.
MailChimp Training by www. OrganicWeb.com.au

6. 3. Create segments in MailChimp
In step 2 you identified the data fields you need to be able to segment your data. We now setup MailChimp
so that you may target your email campaigns to be most relevant to each contact.
To do:
1. Create a new list in MailChimp (or combine your existing lists into a single list).
2. In Excel create the columns (fields) you need (as identified in step 2) and then populate with your
contact data. e.g.
3. Import from Excel to your MailChimp list.
4. Create segments in MailChimp per those you identified in step 1.
5. Create and send email campaigns tailored to each segment.
MailChimp Training by www. OrganicWeb.com.au
Email Address First Name City
gary@example.com Gary Brisbane

7. MailChimp is renowned for
getting incredible results
from email marketing.
Get exceptional results with
training by OrganicWeb.
Contact Gary to get
your team up and going
with MailChimp.
Email: gary@organicweb.com.au
Web: www.OrganicWeb.com.au