Setup demographic segments

Business Benefits

Target specific users through your marketing automation software.


Create a spreadsheet and add User Property, Identifier, and at least three Buyer Personas as columns, and list all the demographics you want to target as rows under User Property.

Add demographics like age, gender, income, and location as rows under the User Property column.

Add a unique identifier for each demographic in the Identifier column. For example, you could use demoAge and demoGender as Identifiers for the Age and Gender demographics.

Name each Buyer Persona column according to the name you use to identify each unique persona in your marketing strategy.

Enter values for each User Property under each Buyer Persona relevant to your business goals.

For example, if one of your Buyer Personas includes users aged 50+, you could fill this in under the relevant Buyer Persona column, right after the demoAge identifier.

Repeat this for each demographic segment you want to target using automated marketing messages.

Add a new column named Source Data and enter the data source for each User Property on your list.

Add information on how you intend to collect this information.

Some examples include:

  • Website form fields.
  • 3rd Party Customer Data Platforms.
  • Phone calls.

Create custom fields in your email service or CRM for each User Property in your list, using your Identifier as the custom field name.

Most email service providers, CRM, and automated marketing software allow you to add, modify, or delete custom fields for user records. See your product manual to ensure your service supports this feature, and for instructions on how to set up custom fields.

Create a field for each demographic segment you want to target. For example, if you want to target users by Gender, you could create a custom field named demoGender.

Create tags in your marketing automation platform for every User Property that can have multiple answers.

For example, one of your User Properties could be Gender of Kids at Home, and have Male or Female as answers. You would need to create a tag in your marketing automation platform for each possible answer.

How you set up tags depends on the marketing automation software you use. Check your product documentation for specific instructions on how to set up tags in your particular system.

Create marketing segments on your messaging platform.

  1. Open the Segments section of your messaging platform, such as Audiences if you’re using MailChimp or Lists & Segments in Klaviyo.
  2. Select Create A New Segment.
  3. Choose an appropriate name for your segment. For example, if you want to target female users over 50 years old with daughters, select demoGender and enter Female as the value.
  4. Click on the + icon to add more segmentation criteria, select demoAge from the custom fields and enter 50+ as the value.
  5. Select Tagged As from the list of segmentation criteria, enter Female, and click Save.
  6. Repeat this process for all marketing segments you wish to create for sending automation messages.

Add a Notes column to your spreadsheet and add any necessary instructions for specific User Properties, such as instructions for team members on how to ask customers about a particular field or instructions for web designers to include the form fields on web forms.