About Predicted Demographics

If you have an eligible paid plan and a connected online store, Mailchimp uses data science to predict the gender and age of your contacts with Predicted Demographics. You can improve your ROI when you identify key audiences and target them with personalized content. Use our pre-built demographics segments, or create advanced segments with demographic data to refine your marketing strategy and increase engagement.

In this article, you'll learn about how to use Predicted Demographics.

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 platforms.

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.

About Audience Publicity

View Predicted Demographics Data

Predicted Demographics data appears in contact profiles, your stats overview page, and campaign reports. Each area provides slightly different information.

Contact Profile

A contact's gender and age range. Combine this data with other tools like our VIP feature to learn who your contacts are and how they interact with your content.
Example of predicted demographics in a contact profile.

Stats Overview

Gender and age ranges for your entire audience. We'll display an overall percentage of contacts that match different gender and age categories.
Screenshot of gender and age data in stats overview

Campaign Reports

Gender and age range for the people your campaign was sent to, and percentage of recipients in each demographic category. Filter demographics by total recipients, opens, and clicks, or, if you've enabled our e-commerce link tracking in your campaign, view demographics based on available purchase data.
Screenshot of gender and age data in campaign report.
About Contact Profile Pages

About Open and Click Rates

Designate and Send to VIP Subscribers

How to Use Mailchimp for E-Commerce

What You Can Do with Predicted Demographics

Demographic data can help you develop focused advertising that appeals to your core subscribers or broaden your marketing strategy to reach new audiences.

After you analyze this new data, use our pre-built demographics segments to automatically target subscribers based on age and gender. Or, combine demographics with segmentation options like campaign activity and e-commerce activity to create custom multi-part segments. Mailchimp Pro users have access to our Advanced Segmentation tool, which allows you to create complex, nested segments that include demographic data.

Getting Started with Segments

About Pre-Built Segments

About Advanced Segmentation

Create an Advanced Segment

All About Audience Stats

Example Segments using Predicted Demographics

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

  • Target new people
    If you notice your campaigns perform well with women 30-50 years of age, target women who are over 50 and haven't made a purchase or women under 30 who haven't made a purchase with a special offer.
  • Focus on location
    Segment by location, gender, and age to get a better idea of where key subscribers live, and send specialized campaigns that offer products or services that appeal to audiences in a particular region, urban center, or rural 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. Combine this information with other data you might have about your subscribers, like occupation, income level, or education level, and send specialized content to create more effective re-engagement campaigns.

Turn Predicted Demographics On or Off

The predicted demographics feature is automatically enabled for Pro users and paid users with a connected online store. 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 name to open the drop-down menu and choose Account.
    account clickaccount
  2. Click the Settings drop-down menu and choose Manage my data.
    account settings managedata
  3. Scroll to the Data analytics settings section of the page.
  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.
    datasetting preddemcheck
  5. Click Save.

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

Was this article helpful?

Anything else we can do to improve our site?