{"id":7315,"date":"2014-04-16T01:58:59","date_gmt":"2014-04-15T20:28:59","guid":{"rendered":"http:\/\/blog.fusioncharts.com\/?p=7315"},"modified":"2026-01-20T14:40:16","modified_gmt":"2026-01-20T09:10:16","slug":"how-mailchimp-uses-big-data-and-visualization-to-help-users-better-segment-and-target-their-subscribers","status":"publish","type":"post","link":"https:\/\/www.fusioncharts.com\/blog\/how-mailchimp-uses-big-data-and-visualization-to-help-users-better-segment-and-target-their-subscribers\/","title":{"rendered":"How MailChimp Helps Users Better Segment &amp; Target Subscribers 2026"},"content":{"rendered":"<em>This is the fourth post in our <a href=\"https:\/\/www.fusioncharts.com\/blog\/\" target=\"_blank\" rel=\"noopener noreferrer\"><b>Data Visualization Spotlight<\/b><\/a> series where we showcase how different organizations are using data visualization and analytics to solve their day to day problems.<\/em>\r\n<p dir=\"ltr\">What started off as a side project in 2001 is today used by more than 5 million people to create, send, and track email newsletters. From one man startups to Fortune 500 companies, about 6 billion emails get sent every month using MailChimp. With a focus on usability and good design, MailChimp is undeniably one of the world\u2019s most popular email marketing service provider.\u00a0[Related read: <a href=\"https:\/\/www.fusioncharts.com\/whitepapers\/design-as-differentiator-for-software-products\/\" target=\"_blank\" rel=\"noopener noreferrer\">How design is playing a strategic role in today&#8217;s software products?<\/a>]<\/p>\r\n<p dir=\"ltr\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-8834\" src=\"https:\/\/www.fusioncharts.com\/blog\/wp-content\/uploads\/gallery\/blog\/2014\/04\/cards.jpg\" alt=\"MailChimp\" width=\"480\" height=\"320\" srcset=\"\/blog\/wp-content\/uploads\/2014\/04\/cards.jpg 480w, \/blog\/wp-content\/uploads\/2014\/04\/cards-150x100.jpg 150w\" sizes=\"auto, (max-width: 480px) 100vw, 480px\" \/><\/p>\r\n<p dir=\"ltr\">In <a href=\"https:\/\/blog.mailchimp.com\/introducing-wavelength\/\" target=\"_blank\" rel=\"noopener noreferrer\">an article published in the MailChimp blog<\/a>, Ben Chestnut, CEO and Co-Founder, MailChimp says that \u201cEvery once in a while a MailChimp customer will ask me, &#8220;Hey, MailChimp\u2019s been great for keeping in touch with my loyal customers. But is there any way to buy or rent an email list from you guys, so I can promote my business to potential customers in my area?&#8221; That\u2019s when I explain to them the perils of purchased emails, and the virtues of organically growing a permission-based list.\u201d<\/p>\r\n<!--more-->\r\n<p dir=\"ltr\">To help users grow their email list more legitimately, MailChimp introduced an app called Wavelength in January 2012.<\/p>\r\n\r\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_71 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<\/div><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.fusioncharts.com\/blog\/how-mailchimp-uses-big-data-and-visualization-to-help-users-better-segment-and-target-their-subscribers\/#Wavelength%E2%80%94Helping_users_discover_publishers_like_them\" title=\"Wavelength\u2014Helping users discover publishers like them\">Wavelength\u2014Helping users discover publishers like them<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.fusioncharts.com\/blog\/how-mailchimp-uses-big-data-and-visualization-to-help-users-better-segment-and-target-their-subscribers\/#Identifying_clusters_through_big_data_visualization\" title=\"Identifying clusters through big data visualization\">Identifying clusters through big data visualization<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.fusioncharts.com\/blog\/how-mailchimp-uses-big-data-and-visualization-to-help-users-better-segment-and-target-their-subscribers\/#Opening_up_new_opportunities_for_users\" title=\"Opening up new opportunities for users\">Opening up new opportunities for users<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.fusioncharts.com\/blog\/how-mailchimp-uses-big-data-and-visualization-to-help-users-better-segment-and-target-their-subscribers\/#Final_thoughts\" title=\"Final thoughts:\">Final thoughts:<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Wavelength%E2%80%94Helping_users_discover_publishers_like_them\"><\/span>Wavelength\u2014Helping users discover publishers like them<span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n<p dir=\"ltr\">Simply put, Wavelength allows users to find publishers like themselves and discover at a high level what other content their readership is engaged with. It unveils clusters within an email list and helps a business understand its audience&#8217;s other passions\u2014which can lead to strategic partnerships and inform the content strategy for the business.<\/p>\r\n<p dir=\"ltr\">John Foreman, Chief Data Scientist, MailChimp was entrusted with the task of digging into millions of email addresses and lists that was part of the MailChimp database and find out patterns and trends from them.<\/p>\r\n\r\n<h2><span class=\"ez-toc-section\" id=\"Identifying_clusters_through_big_data_visualization\"><\/span>Identifying clusters through big data visualization<span class=\"ez-toc-section-end\"><\/span><\/h2>\r\nIn <a href=\"https:\/\/blog.mailchimp.com\/digging-deeper-into-wavelength-and-egp-data-finding-interest-clusters-in-mailchimps-network\/\" target=\"_blank\" rel=\"noopener noreferrer\">an article published in the MailChimp blog<\/a>, Foreman explains how they used Big Data, Mathematics and Visualization to identify clusters in a user\u2019s mailing list.\r\n\r\nFor example, they looked at the mailing list of a user that sold t-shirts. The main aim was to help him \u201c<em>understand unique pockets of his audience and better target individuals based on their interests.<\/em>\u201d\r\n\r\n<img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-8838\" src=\"https:\/\/www.fusioncharts.com\/blog\/wp-content\/uploads\/gallery\/blog\/2014\/04\/shirt-site-interest-graph.jpg\" alt=\"MailChimp shirt site interest graph\" width=\"720\" height=\"720\" srcset=\"\/blog\/wp-content\/uploads\/2014\/04\/shirt-site-interest-graph.jpg 800w, \/blog\/wp-content\/uploads\/2014\/04\/shirt-site-interest-graph-150x150.jpg 150w\" sizes=\"auto, (max-width: 720px) 100vw, 720px\" \/>\r\n\r\n<em>Fig: A high level visualization of a t-shirt seller\u2019s subscriber list. Source:Blog.MailChimp.com<\/em>\r\n\r\nThey identified several clusters (subscribers with similar interests).\r\n\r\n<img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-8835\" src=\"https:\/\/www.fusioncharts.com\/blog\/wp-content\/uploads\/gallery\/blog\/2014\/04\/FantasySports-1024x555.jpg\" alt=\"MailChimp FantasySports\" width=\"922\" height=\"500\" \/><em>Fig: Subscriber cluster with common interests in fantasy sports, guns and flowers. Source:Blog.MailChimp.com<\/em>\r\n<p dir=\"ltr\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-8833\" src=\"https:\/\/www.fusioncharts.com\/blog\/wp-content\/uploads\/gallery\/blog\/2014\/04\/Bong-1024x570.jpg\" alt=\"MailChimp Subscriber Cluster\" width=\"922\" height=\"513\" srcset=\"\/blog\/wp-content\/uploads\/2014\/04\/Bong-1024x570.jpg 1024w, \/blog\/wp-content\/uploads\/2014\/04\/Bong-1024x570-150x83.jpg 150w\" sizes=\"auto, (max-width: 922px) 100vw, 922px\" \/><em>Fig: Subscriber cluster with common interests in a bong newsletter, outdoor gear and a dubstep festival. Source:Blog.MailChimp.com<\/em><\/p>\r\n<p dir=\"ltr\"><a href=\"https:\/\/www.fusioncharts.com\/blog\/wp-content\/uploads\/gallery\/blog\/2014\/04\/Muscles-1024x566.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-8837\" src=\"https:\/\/www.fusioncharts.com\/blog\/wp-content\/uploads\/gallery\/blog\/2014\/04\/Muscles-1024x566.jpg\" alt=\"MailChimp Subscriber Cluster\" width=\"1024\" height=\"566\" srcset=\"\/blog\/wp-content\/uploads\/2014\/04\/Muscles-1024x566.jpg 1024w, \/blog\/wp-content\/uploads\/2014\/04\/Muscles-1024x566-150x83.jpg 150w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><em>Fig: Subscriber cluster with common interests in fitness, knives, high-end sunglasses and Dance Floor Filth 2. Source:Blog.MailChimp.com<\/em><\/p>\r\n<p dir=\"ltr\">They tried similar clustering for other users as well.<\/p>\r\n<p dir=\"ltr\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-8836\" src=\"https:\/\/www.fusioncharts.com\/blog\/wp-content\/uploads\/gallery\/blog\/2014\/04\/MarriedKnit.tiff-1024x618.jpg\" alt=\"MailChimp Subscriber cluster\" width=\"922\" height=\"556\" \/><em>Fig: For a user that sent fashion and beauty tips, they identified a cluster with interests in knitting, wedding music, wedding invitations, and customized jewelry. Source:Blog.MailChimp.com<\/em><\/p>\r\n\r\n<h2><span class=\"ez-toc-section\" id=\"Opening_up_new_opportunities_for_users\"><\/span>Opening up new opportunities for users<span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n<p dir=\"ltr\">Wavelength neither helps users send a promotion to another list nor does it provide other lists or email addresses to users. It just shows users screenshots of other newsletters that some of their subscribers read. The goal is to help them contact and partner with those publishers. Ideally, users can link to each other and help each other grow their lists organically.<\/p>\r\n<p dir=\"ltr\">Users can place ads on the related publisher\u2019s site to attract more subscribers. They can have promotional offers focusing on the specific interest of a cluster. When combined with engagement data, they could also figure out which clusters are more engaged than the list as a whole, and then plan their own content strategy accordingly. The marketing potential of such cluster based segmentation and targeting is enormous.<\/p>\r\n\r\n<h2><span class=\"ez-toc-section\" id=\"Final_thoughts\"><\/span>Final thoughts:<span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n<p dir=\"ltr\">By visualizing and analyzing relationships within its enormous database, MailChimp aims to equip its users with better ways of targeting and providing relevant content to its subscribers. And more targeted content means better engagement, which often leads to increased brand affinity and increased sign-ups and ultimately more revenue.<\/p>\r\n<p dir=\"ltr\"><em>In the next post of the Data Visualization Spotlight series, read <a href=\"https:\/\/fusioncharts.com\/blog\/how-twitter-uses-data-visualization-to-track-its-complex-workflows\/\" target=\"_blank\" rel=\"noopener noreferrer\">how\u00a0Twitter uses data visualization to track its complex workflows.<\/a><\/em><\/p>\r\n<b>Reference:<\/b>\r\n<ul>\r\n \t<li><a href=\"https:\/\/blog.mailchimp.com\/introducing-wavelength\/\" target=\"_blank\" rel=\"noopener noreferrer\">blog.mailchimp.com\/introducing-wavelength\/<\/a><\/li>\r\n \t<li><a href=\"https:\/\/blog.mailchimp.com\/digging-deeper-into-wavelength-and-egp-data-finding-interest-clusters-in-mailchimps-network\/\" target=\"_blank\" rel=\"noopener noreferrer\">blog.mailchimp.com\/digging-deeper-into-wavelength-and-egp-data-finding-interest-clusters-in-mailchimps-network\/<\/a><\/li>\r\n<\/ul>","protected":false},"excerpt":{"rendered":"<p>This is the fourth post in our Data Visualization Spotlight series where we showcase how different organizations are using data visualization and analytics to solve their day to day problems. What started off as a side project in 2001 is today used by more than 5 million people to create, send, and track email newsletters. [&hellip;]<\/p>\n","protected":false},"author":19,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[19],"tags":[105,237,500],"coauthors":[674],"class_list":["post-7315","post","type-post","status-publish","format-standard","hentry","category-showcase","tag-data-visualization","tag-mailchimp","tag-targeting"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How MailChimp Helps Users Better Segment &amp; Target Subscribers 2026<\/title>\n<meta name=\"description\" content=\"From SRI\u2019s lab to your pocket: discover how Siri was brought to life and the 2026 innovations behind the world&#039;s most famous AI. 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