What is demographic segmentation in email? (e.g., age, location, gender)

Demographic segmentation divides your audience by personal characteristics: age, gender, location, income level, education, occupation. It's the most traditional form of market segmentation.

Age influences content tone, product relevance, and channel preferences. What resonates with a 25-year-old differs from what works for a 55-year-old.

Location enables geographic targeting. Local events, regional offers, time zone-appropriate send times, and compliance with local regulations (like different privacy laws by country).

Gender can be relevant for certain products but should be used carefully. Assumptions based on gender are often wrong and can feel exclusionary.

Income or economic signals influence offer positioning. Premium products for higher income segments, value messaging for budget-conscious groups.

The limitation of demographics is assumption. Not everyone in an age bracket thinks the same. Not everyone in a city wants local content. Demographics describe who someone is, not necessarily what they want.

Use demographic segmentation as a starting point, then refine with behavioral data. Someone's actions often reveal more than their attributes. The best segmentation combines both.