This is the first in a 4 blog sequence all about Segmentation and making it work in Mailchimp – you can jump to the next blog by clicking here.

Segment Like a Pro: Why Relevance Beats Blasts Every Time

Imagine getting an email about dog grooming tips when you only own cats. Or a special offer for teachers when you’re a plumber.

Irrelevant? Absolutely.

And yet, this is what happens every day when businesses send one big “email blast” to their entire list.

Here at Chimp Answers, we call that approach what it is: lazy, wasteful, and a little bit rude.

So let’s talk about segmentation. What it is, why it matters, and how you can actually do it well – even if your data feels more mess than magic.

A Tale of Two Emails

Let’s say you’re a training provider who works with different sectors: education, healthcare, and hospitality.

You’ve just launched a new course on leadership. Now, you could send one email to your entire list, hoping something sticks.

Or, you could create three different emails:

• One showing how your course helps headteachers lead better teams and reduce burnout

• Another tailored to care home managers dealing with high staff turnover and regulatory pressures

• And a third focused on hospitality team leaders juggling shift chaos, seasonal staff, and customer complaints

Same course. Same benefits. Totally different message.

Guess which approach gets more clicks?

Spoiler alert: it’s the segmented one.

Because relevance doesn’t just get attention—it builds trust. You’re showing that you understand their world. You’re not pushing a one-size-fits-all fix. You’re offering solutions that make sense for them.

Why Segmentation Works

Over recent years, we’ve introduced a service that’s really helped us understand what makes a Mailchimp account good (or bad): the Mailchimp Health Check Report.

It gives us a deep look at what’s working, what’s not, and what’s being completely missed.

Without fail, the biggest red flag we see?

One email. Sent to everyone. Every time.

When you send different emails to different groups—tailored to their situation—your chances of success with email marketing skyrocket:

• More opens

• More clicks

• More conversions

So why aren’t more people doing it?

Why Most People Fail at Segmentation

We all agree that being more relevant is a good thing. And yet most businesses still blast the same message to everyone. Why?

Here’s what we’ve found:

• No clear idea of how to segment the database

• Confusion around storing and managing segmentation data

• Uncertainty about how to collect the right data

• Overwhelm about where to even start

But these are all solvable problems.

If We Could Only Do One Thing…

We give lots of choices when it comes to segmentation strategies, but if we had to pick one single step to take right now?

Start capturing market segments at the point of signup.

Just like the coaching business example we often share, collecting one key piece of information—like sector, job role, or interest—when someone joins your list can transform your marketing overnight.

Here’s a Quick Roadmap:

• Pick the segments you want to know (e.g. industry, product interest, user type)

• Add this question to all your signup forms (use Groups in Mailchimp)

• Update your automations to use this data—via dynamic blocks or different email paths

• Create segmented email content—either as fully separate emails or dynamic variations

Start here. It’s simple, scalable, and delivers instant relevance.

How Should You Segment Your Database?

There are loads of ways to segment your list. Here are some of the most effective:

• Demographics: Age, gender, income, or job role

• Relationship Status: Customer or prospect?

• E-Commerce Data: What they bought, when, how often

• Signup Source: Where did they come from? (form, pop-up, lead magnet?)

• Engagement Level: Are they active readers or silent subscribers?

• User Preferences: Let them choose what they hear about—and how often

But don’t fall into the trap of overdoing it.

Instead, think about two basic strategies:

• Slice the cake: Split your audience into large, logical segments (e.g. by industry)

• Lick the icing: Identify a tiny, highly aligned group (less than 5%) and speak directly to them

Both approaches work—pick the one that fits your time and goals.

How to Store Segmentation Data in Mailchimp

Once you know what you want to track, store it the right way:

• Fields: For personal info (email, name, birthday)

• Groups: For user-chosen preferences (topics, email frequency)

• Tags: For internal tracking (form source, event attendee, customer)

• E-Commerce Data: Automatically imported if you connect your shop

• Segments: Queries that find the people who match your criteria (e.g., Group A + Tag B)

How to Collect the Right Data

Data is the fuel of segmentation. But you need a proper refinery. Here’s how:

• Start early: Ask for key info when people sign up

• Keep forms short: Avoid form fatigue

• Use tags: Track which form they used

• Pick the right tools: Mailchimp forms are okay—other tools are better

• Try two-step forms: Gather essentials first, segment later

• Offer an incentive: Make it worth their while

Where to Start (Today!)

Want easy wins? Start with these:

• Add one question to your sign-up forms and store it as a Group

• Use Mailchimp’s engagement segments to separate active vs. inactive

• Track all form submissions with tags to see what’s working

• Separate customers from prospects

• Leverage e-commerce data (abandoned cart emails, cross-sell offers, first purchase follow-ups)

Segmentation = Relevance = Results

At the heart of all good marketing is one word: Relevance.

And relevance is powered by data. Collect the right info, store it smartly, and use it to deliver better emails.

Yes, email design matters. Subject lines help. But nothing beats a message that feels made just for you.

Segmentation is your superpower.

Use it wisely.

This is the first in a 4 blog sequence all about Segmentation and making it work in Mailchimp – you can jump to the next blog by clicking here.