How do you collect demographic data ethically?

Location-based segmentation tailors email content based on where subscribers live, work, or travel. It's one of the most practical demographic segments because location influences so much.

Time zone targeting. Send emails when recipients are awake and likely checking their inbox. A 9am send in New York hits London at 2pm and San Francisco at 6am. Segment by time zone to optimize delivery timing.

Local relevance. Events, store locations, weather-related promotions, regional pricing, and local regulations all vary by geography. A winter coat promotion makes sense in Minnesota but not Miami.

Language and culture. Location often implies language preference and cultural context. But be careful with assumptions. Someone in Montreal might prefer French or English. Someone in Miami might prefer Spanish or English.

Compliance requirements. GDPR applies to EU residents. CASL to Canadians. Different US states have different privacy laws. Location determines which rules apply.

Currency and pricing. International audiences expect local currency and appropriate pricing. Showing USD to European customers creates friction.

Collect location data thoughtfully. IP geolocation is approximate and can be wrong. Self-reported location is more accurate. Shipping addresses are definitive. Use the most reliable source available, and accept that some uncertainty is unavoidable.