Skip to main

Make money in your sleep with automatic customer segments in Mailchimp

MailChimp has launched a brand new feature that allows you to market to customers automatically based on whether they are new, repeat or lapsed. You can create specific campaigns for each customer type, giving you the best chance of winning them over.

This new feature has been rolled out for all paying MailChimp users and for those who have API 3.0 e-commerce data attached to their account. This means it is supported by Shopify, Magento and BigCommerce.

You just need to connect your store to MailChimp and turn e-commerce tracking on.

What are pre-built segments?

Segments allows you to split up your list into different groups. You can use information on what they buy, when they buy it and how much they are spending.

These segments are found in the saved segments section. You can use these templates to create your own campaigns based on your brand tone of voice and marketing campaigns.

Example of pre-built segments

First-Time Customers - those who have made their first order.

Use these to welcome new customers and offer a discount code to encourage a second order.

Recent Customers - those who have made a purchase in the last 30 days.

Use these to follow up with customers, you could send information about new sales, or a call to action to leave a product review or post to your social media accounts.

Repeat Customers - those who have made a purchase multiple times.

Reward your loyal customers with discount codes and special events.

Lapsed Customers - customers who haven’t made a purchase in the last four months.

Automatically emailing customers that haven't bought from you in a while is a great way to win them back. Use an endearing message and discounts to re-engage lapsed customers.

Never Purchased - customers who have signed up to your newsletter but not purchased.

Customers that have signed up to your list but not yet purchased may need a bit more convincing to buy from you. Make sure to send them your best new campaigns and special offers. Hopefully these new subscribers will one day become loyal customers.

Keep in mind

  • MailChimp doesn’t design the email campaigns, you still need to plan the message you want to convey.

  • MailChimp requires you to gather and import email addresses by connecting your store to it.

  • Make sure each campaign has a message that is specific to that segment.

  • Always test your emails.


It’s clear MailChimp are stepping up their game when it comes to automation and personalisation. The beauty of these pre-built e-commerce segments are that MailChimp does the hard work for you, making you more money whilst letting you focus on the continuous improvement of your ecommerce business.

Contact us about getting Mailchimp campaigns set up on your Shopify store.

BY Lydia Green


Download our replatforming guide

Looking to move your e-commerce? Then you can’t afford to skip this. Unlock unmissable advice for replatforming, now.