Age, gender, marital status, geographic location, and an entire host of demographic factors can contribute to a successful list segmentation strategy. In many cases, you will have the vast majority of this data from a registration or shopping cart field filled out by your email recipient. In some cases, you may have to actively solicit it in order to refine and develop your email list segments. No matter what the case, you can improve your email campaign performance with demographic list segmentation.
Why Segment Your List By Demographics?
Men and women do not speak alike. Older generations and younger generations have different ways of speaking and privacy concerns. People in certain regions of the country or the world have local affiliations and loyalties that you can use to build trust and enthusiasm. When you use demographic factors to segment your list, you give yourself yet another opportunity to put the most targeted message in front of the best individual for it.
Gender Demographics: Women are from Venus, Men are from Mars. The title of the book may or may not be true, but you can know that, typically, men and women will respond to different types of marketing copy and images. Depending on the nature of your business, they may also simply be interested in different products. Sometimes, sending men and women different messages can result in the most ideal conversions possible.
Age Demographics: Much like with gender demographics, age demographics can inform how you speak to your audience and which images you use. Younger demographics will respond to pop-culture references and more salacious verbiage and imagery. Older demographics prefer classic references and milder marketing materials. Additionally, as with gender demographics, they may simply have interests in different product sets. Identifying age demographics and catering to them can, if your list dictates it, improve your sales conversion.
Geographic Demographics: Southerners like to say "Ya'll." Northerners like to talk about snow. West-coasters will be more liberal. While you can't tell everything about a person from their geographic demographic, you can make some educated guesses based on group mentality and tailor your email marketing campaign accordingly.
Best Practices for Segmenting Your List by Demographics
Don't fall prey to stereotypes! There is a fine line between using demographic data effectively and falling prey to stereotypes or, worse, bigotry, racism, or homophobia. While demographic data can inform more effective offers and ways to communicate with your clients, be sure to keep it respectful and remember that, even though you're dealing with a database, individuals are still people.
Don't be pushy about collecting data! Just because you want demographic data in order to segment your database, it doesn't mean that your users are comfortable giving it to you. Be aware that there will always be users who just don't want to share data. Don't force them into it. You'll end up alienating users and doing more harm than the good that the list segmentation will do.