About Predicted Demographics

Mailchimp's predicted demographics feature uses data science to predict the gender and age of your contacts. This helps you identify key characteristics of your audience, so you can refine your marketing strategy and increase engagement.

In this article, you'll learn how to use predicted demographics.

Things to know

Here are some things to know.

• This feature is included with the Standard plan or higher.

How predicted demographics works

Predicted demographics is based on shared Mailchimp account information from around the world, and uses the same gender and age range categories as Google Ads. This way, you can easily apply Mailchimp demographic insights to your other marketing efforts.

Demographic data is tied to your audience. If you delete an audience, gender and age range data will be removed as well.

View predicted demographics data

Predicted demographics data appears in contact profiles, the audience dashboard, your stats overview page, and email reports. Each area provides slightly different information.

Contact profile

Each contact profile displays the predicted age range and gender for that contact. Combine this data with other profile information, such as location or recent activity, to learn who your contacts are and how they interact with your content.

Audience dashboard

The audience dashboard shows the percentage of contacts in each predicted demographics category. Click a category and we’ll help you create a targeted email or ad for those contacts.

Stats overview

The stats overview page shows the percentage of subscribed contacts in each predicted demographics category.

Email reports

Email reports display the percentage of recipients in each predicted demographics category. Filter demographics by total recipients, opened, and clicked. If you've enabled e-commerce link tracking in your email, you can also view demographics based on available purchase data.

What you can do with predicted demographics

Demographic data can help you develop focused messaging that appeals to your core contacts or broaden your marketing strategy to reach new people.

After you analyze this new data, use our pre-built demographics segments to automatically target contacts based on age and gender. Or combine demographics with segmentation options such as email activity and e-commerce activity to create complex custom segments.

Getting Started with Segments
About Pre-Built Segments
About Advanced Segmentation
Manage an Advanced Segment

Example segments using predicted demographics

Here are some ways you might use predicted demographics to create segments for targeted emails or text messages.

• Focus on location
  Combine predicted demographics data with location data to get a better idea of where key contacts live, and send specialized emails or text messages that offer products or services that may appeal to people in a particular area.
• Re-engage subscribers
  Create an advanced segment that uses email activity, gender, and age data to identify the demographics of your least engaged subscribers. Then, send specialized content to create more effective re-engagement emails and text messages.

The options that appear in your account may vary based on the data available in the audience you're working with.

Turn predicted demographics on or off

The predicted demographics feature is automatically enabled for eligible users. If you don’t want to access this data in your account, turn off predicted demographics in your data settings.

To turn predicted demographics on or off, follow these steps.

1. Click your profile icon and choose Account.
2. Click the Settings drop-down menu and choose Manage my data.
   
3. Scroll to Data analytics settings.
4. Uncheck the box next to Turn on predicted demographics in this account to turn predicted demographics off. Check the box to turn predicted demographics on.
5. Click Save.

You're all set! A success message will confirm that your settings have been updated.