Our 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
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.
We provide available gender and age information for contacts in your audience, regardless of whether they've engaged with your campaign content in the past. To increase the accuracy of demographic data, activate your audience publicity settings.
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 campaign reports. Each area provides slightly different information.
Each contact profile displays the predicted age range and gender for that contact. Combine this data with other profile information, like location or recent activity, to learn who your contacts are and how they interact with your content.
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, ad, or postcard for those contacts.
The stats overview page shows the percentage of subscribed contacts in each predicted demographics category.
Email campaign reports display the percentage of recipients in each predicted demographics category. Filter demographics by total recipients, opens, and clicks. If you've enabled our e-commerce link tracking in your campaign, 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 like campaign activity and e-commerce activity to create complex custom segments.
Example segments using predicted demographics
Here are some ways you might use predicted demographics to create segments for targeted campaigns.
- Focus on location
Combine predicted demographics data with location data to get a better idea of where key contacts live, and send specialized campaigns that offer products or services that may appeal to people in a particular area.
- Re-engage subscribers
Create an advanced segment that uses campaign activity, gender, and age data to identify the demographics of your least engaged subscribers. Then send specialized content to create more effective re-engagement campaigns.
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.
Click your profile icon and choose Account.
Click the Settings drop-down menu and choose Manage my data.
- Scroll to the Data analytics settings section of the page.
- 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.
- Click Save.
You're all set. A success message will confirm that your settings have been updated.