Skip to main content
Mailchimp segments on what Mailchimp knows: signup date, location, and how people responded to past emails. Userplay adds what it knows about your players, as audience fields you can put in the same rule. That combination is where the targeting gets interesting.

​
What you need first

  • Mailchimp connected, with a direction that pushes.
  • The fields you want to segment on switched on under Contact sync.
  • Steam connected, if you want to use the three Steam fields.
  • One reconcile since you switched anything on, so the values are actually there.

​
The playbook

1

Confirm the fields are travelling

Go to Integrations, open the Mailchimp tab, and click the Contact sync card.Switch on anything you plan to segment with, then close the modal.

Contact sync

All thirteen fields and the merge tag each one writes to.

Steam insights

What the ownership, playtime, and wishlist values mean.
2

Push the values out

Open the Connection card and click Sync now.Last synced updates once the run finishes.
3

Check the fields landed

In Mailchimp, open your audience’s field settings and look for the UP_ merge tags.A field with no values yet means the sync has not finished.
4

Build the segment

Create a segment combining a Userplay tag with one or more UP_ fields.Add Subscribed so the segment holds only people you can mail.
5

Save it and send

Save the segment so it keeps itself current, then build the campaign against it.
A saved segment re-evaluates on every send. As players finish more sessions or wishlist your game, they move in and out of it without you touching anything.

​
Segments worth building

Each of these needs both halves. Mailchimp cannot express any of them on its own.
The Steam fields read unknown rather than no when a player never linked Steam or hid their library. Segmenting on no finds people you have a real answer for, which is usually what you meant.

​
How you know it worked

  • The UP_ fields appear in your audience’s field settings with values against real contacts.
  • A segment previews a plausible count rather than zero.
  • Opening a contact in Mailchimp shows the UP_ values you expected on that player.

Contact sync

The field catalog, and who decides each value.

Groups as tags

How every roster you build turns into something you can segment on.

Email one playtest's players

Playbook: the simpler version, on one roster’s tag.

See who your players are

Playbook: read the same data in Userplay before you segment on it.