Segmenting with available data

Earlier in this module, we mentioned 3 categories of data:

  • Data you’re already using
  • Available data that you need to organize
  • And data you need to acquire

In this lesson, we’ll cover the first 2 under the umbrella of “Available Data.” In the following lesson we’ll focus on how to get the data you don’t have.

Data in your ESP

ESPs already gather, store and organize some data for you. These are some of the most popular:

From the user’s IP address:

  • Country
  • State
  • Postal code
  • DMA code
  • Area code
  • By ratio

Segment by location

From signup:

  • Signup date
  • Confirmation date
  • Signup source

From activity:

  • Opens
  • Clicks
  • Automation activity
  • Unsubscribe
  • No opens
  • No clicks
  • Member Rating

Segment by activity

Merge fields:

  • Name
  • Last name
  • Email address

Demographics (not all ESPs):

  • Age
  • Gender
  • Language
  • Social networks
  • Influence

Segment by demographics

Some ESPs automatically include some of this info, for example Aweber doesn’t have any demographics. Mailchimp can track the source if it’s coming from Facebook or its mobile app, but not independent signup forms as Aweber does.

Data you can integrate

Then you have data you can integrate into your ESP.

From Ecommerce:

  • Past purchases
  • Revenue
  • Transactions
  • Amount spent over time
  • Products
  • Re-orders
  • Cart abandonment

From CRM:

  • Organization
  • Opportunity
  • Contact
  • Leads
  • Activity

From website behavior:

  • Website visits
  • Visits to specific pages
  • Specific events
  • Clicks

Chances are, you’ll find something to help you in whatever you do.

How can I get this stuff?

This data, as we mentioned before, is usually imported as integrations between 2 platforms or a plugin. For example:

WooChimp is a plugin that integrates WooCommerce and Mailchimp.


Or connect BigCommerce to Aweber using MailSync…


You have a few options to find this type of integrations and plugins:

1) ESP integrations

First stop will be your own ESP, go to the website and look for the available integrations.

Mailchimp directory

2) 3rd-party Integration services

3rd-party services can help make your life easier by creating all the connections you need in one place. Some of these integrations services are:

  • MailSync
  • Zapier

3) Plugins

Just like there are plugins for WordPress, there are plugins created for other platforms. A good example is eCommerce360, a plugin that integrates all kinds of ecommerce platforms to Mailchimp.


Sometimes, using these type of integrations can be as easy as connecting Wishlist to add members to a list and remove them from the main list, as it has been set up in my courses.

Aweber lists

What to do with this data?

Data, in any field, does absolutely nothing if you don’t put it to use.

All this stuff that we mentioned in this lesson shouldn’t feel overwhelming because you already have a goal for your business. Nobody should jump into looking at tools and data before planning first.

So, to answer this question, you should already know what you’re looking for here, how you need it and where.


If you’ve been doing your homework, you should already have a plan (remember the 4 steps to get started?)

At this stage then, you need to do this:

  1. You’ve already determined the data you’ll need to get closer to your goal
  2. Now you need to figure out how to get it place, are you going with demographics? Or maybe activity?
  3. What are tools you need? Is this data from your ESP? Or do you need to find a plugin or integration?
  4. Set it up
  5. Create your segment
  6. Confirm that the data is being processed exactly how you want