Sending every subscriber the same generic newsletter is a recipe for disengagement. Smart email marketing uses Mailchimp tags and segmentation to deliver content tailored to your contacts’ interests, locations or behaviour. Mailchimp’s tagging system lets you categorise subscribers so you can send targeted campaigns. According to research cited by MemberPress, segmented emails have a 14 % higher open rate and a 100 % higher click‑through rate than non‑segmented messages.
n this article, you’ll learn how tags differ from groups and audience fields, why segmentation matters, and how to implement tagging in Contact Form 7 via the ChimpFuse plugin. It builds on our guide to email marketing with Contact Form 7 and Mailchimp, where we explain how the integration works.
Table of Contents
// Why segmentation matters
Segmentation is the practice of dividing your email list into smaller groups based on shared characteristics. MemberPress reports that email list segmentation can improve open rates by 14 % and click‑through rates by 100 %. When subscribers receive content tailored to their interests, they’re more likely to engage and less likely to unsubscribe. Segmentation also helps you avoid sending irrelevant offers – for example, promoting a product to someone who has already purchased it.
// Understanding Mailchimp tags, groups and audience fields
Mailchimp provides three primary tools for organising contacts:
Groups – These are subscriber‑selected preferences. For example, you might create a group called “Event Preferences” with options like “Youth events,” “Parent events” and “Educator events.” Subscribers select the options they care about during signup.
Tags – Tags are labels you apply yourself. Use tags to categorise or segment contacts by role or interest, such as “Board,” “Staff” or “Partners.” Tags can be added individually, in bulk or via automation.
Audience (custom) fields – Custom fields store data such as name, job title or birthday. Use them to personalise your emails by merging this information into your content (e.g., first name).
Tags differ from groups in that subscribers cannot see or select tags; they’re purely for your internal organisation. Because tags are flexible and unlimited, they’re ideal for segmenting contacts based on actions (downloaded a guide), status (customer vs. prospect) or interests. Groups, on the other hand, are visible preferences that subscribers manage themselves.
// Benefits of using tags
- Granular targeting. With tags you can send campaigns to a very specific set of contacts—only those tagged “Webinar Attendee,” for example.
- Automation triggers. You can trigger automated emails or journeys when a tag is added (e.g., send a welcome series when someone is tagged “Newsletter”).
- Better analytics. Tags help you track how different segments respond to campaigns, allowing you to refine your strategy.
- Simplified audience management. Keeping a single audience and segmenting it with tags avoids duplicate contacts and extra costs.
// Setting up tags in Contact Form 7
To leverage tags from Contact Form 7 submissions, use ChimpFuse’s “Static tags” and “Tags from fields” features:
Create tag options in your form. For example, add a drop‑down field named interests with choices like webinars, case‑studies, blog-updates.
In the Mailchimp Integration tab, enter comma‑separated Static tags (e.g., Website Signup, Newsletter) that will apply to every submission.
Under Tags from fields, select the interests field. When someone picks “webinars,” that value becomes a tag on their Mailchimp contact.
Save your settings and test by submitting the form with different selections. Check Mailchimp to see that subscribers are tagged accordingly.
// Segmentation strategies
Tags are powerful when combined with segmentation rules. Here are some ideas:
- Location – Capture a subscriber’s city or region in a custom field and use it as a tag. Send local event updates only to the relevant region.
- Sign‑up date – Tag new subscribers (e.g., New-30days) and send a welcome series within the first month.
- Email engagement – Tag contacts who haven’t opened your last five campaigns as inactive and send them a re‑engagement email.
- Interests – Let users choose topics of interest during signup and tag them accordingly. Only send product announcements to those interested.
// Best practices and tips
- Plan your data. Consider what information you need before adding fields and tags. Collect only data you’ll actually use.
- Keep groups distinct. Treat groups like a contract with your subscribers. If someone doesn’t select an option, don’t email them about it.
- Avoid tag overload. Use a consistent naming scheme (e.g., interest: webinars) to keep your tags organised.
- Use automation. Create automations that apply or remove tags based on actions, ensuring your segments stay up to date.
// Key takeaways
- Segmentation increases engagement; segmented emails yield higher open and click rates.
- Mailchimp offers groups (subscriber‑selected), tags (labels you apply) and custom fields.
- Tags are flexible and can be applied individually, in bulk or via automation.
- ChimpFuse allows you to apply static tags and tags from form fields in Contact Form 7.
- Segment using location, sign‑up date, engagement and interests.
// FAQ
What’s the difference between tags and groups in Mailchimp?
Groups are visible preferences selected by subscribers, while tags are internal labels you apply to contacts. Tags offer more flexibility and can trigger automations.
Can I send a campaign to only a tagged segment?
Yes. When creating a campaign in Mailchimp, choose “Tag” as your segment condition and select the tag(s) you want to target.
How do I automatically apply tags from a form?
Use the Tags from fields feature in ChimpFuse. Any value submitted in the selected field becomes a tag on the subscriber.
Do tags cost extra?
No. Tags are included in Mailchimp’s free and paid plans and help you keep a single list organised.
// Conclusion
By using tags and segmentation, you can send the right message to the right people at the right time. Start by defining the data you need, then configure your Contact Form 7 form to capture it. Apply static tags to all signups and dynamic tags based on user‑selected fields, and build segmentation rules in Mailchimp to personalise your campaigns
Ready to put segmentation into practice? Follow our step‑by‑step guide to integrating Contact Form 7 with Mailchimp and then come back here to build your first targeted campaign.