AdRoll Blog

The Ultimate Audience Segmentation Planning Template

Delivering the same broad message to each of your customers is a surefire way of flushing your marketing budget down the drain. After all, you don’t communicate with all the different people in your life — friends, coworkers, family members — in the exact same way, do you? 

Similar to your real-life connections, your brands’ audiences likely differ when it comes to their expectations, needs, and preferred communication methods. That’s where audience segmentation comes in. It’s the process of dividing your audience into unique groups based on variables such as demographics, psychographics, and behaviors. 

Trust us: It’s one of the most important parts of a good marketing strategy — and the best way to organize and deliver a personalized and relevant shopping experience. 

As a quick refresher, here are four of the most common types of audience segmentation:

1. Demographic segmentation includes age, gender, ethnicity, income, education level, job title, and marital status. 

Examples:

  • Shoppers aged 18-35

  • Corporate buyers

  • Women with advanced degrees and making over $70K/year

2. Psychographic segmentation includes personality traits, hobbies, values, lifestyles, and interests. 

Examples:

  • Vegans and vegetarians

  • Outdoor lovers (specifically rock climbing and mountain biking)

  • Deal-seeking shoppers on a hunt for the best price

3. Geographical segmentation includes country, region, city, or town. 

Examples:

  • Shoppers based in large West Coast cities (e.g., Los Angeles, Seattle, Portland)

  • Shoppers located in Canada

4. Behavioral segmentation includes spending habits, purchasing habits, return vs. new shopper, brand loyalty, number of pages visited, shopping cart value, and time spent on site. 

Examples:

  • Cart abandoners

  • Return customer who has placed 2+ previous orders

  • Shoppers who have clicked on at least three pages

For more on the different types of advanced segmentation, check out this post

Now it’s time to create different audience segments based on shared characteristics. We created a template (with examples!) to help get you started.

Once you’ve collected the necessary data, fill in the sticky notes within each quadrant. Keep this file nearby as you create campaigns and other marketing materials. 

sticky notes worksheet for audience segmentation

Lindsay Martinez

Lindsay Martinez

Lindsay is the Sr. Partner Marketing Manager at AdRoll. She gets a kick out of helping ecommerce brands solve both their big and not-so-big marketing challenges by sharing solutions that AdRoll and partners are cooking up. Lindsay counts herself lucky to live on the beautiful Central Coast of California with her 2 kids, 2 cats, and 1 husband.