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psychographic segmentation: examples and how to use it in your email marketing strategy

Psychographic Segmentation in Marketing: What It Is, Real-Life Examples, and Essential Tips

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The way individuals perceive things can vary greatly! What is six for you may be nine for others! A trend may attract you, but it does not necessarily pique the interest of everyone else!

So, in these circumstances, can we truly expect a one-size-fits-all marketing approach to effectively engage every member of our audience?

Well, certainly not!

Every person is a unique blend of preferences, hobbies, and psychological attributes. Therefore, if we wish to maximize the effectiveness of any marketing endeavor, it is crucial to understand the perspectives of your target audience and what specifically appeals to them!

That’s where the importance of psychographic segmentation in marketing comes into play. And in this article, we’ll go over all you need to know about this segmentation strategy and demonstrate how to use it to hit the bull’s eye! 

Let’s start!

What is psychographic segmentation in marketing?

Psychographic segmentation is an effective marketing method that divides a target market based on psychological characteristics, lifestyle choices, beliefs, interests, and behavior patterns. 

Psychographic segmentation in marketing aims to build a deep and comprehensive picture of the target audience. During this process, a marketer studies all of his consumer’s psychological qualities and lifestyle circumstances.

By understanding all of these psychographic, marketers gain comprehensive insights into what motivates and influences their consumer’s decision-making. They also uncover the emotional triggers, beliefs, and goals that drive customer behavior.

Why psychographic segmentation is important for your business?

Psychographic segmentation holds immense importance for businesses in today’s competitive marketplace. It delivers all the useful insights that go beyond basic demographics and allows you to design more tailored and relevant marketing campaigns. 

By leveraging these targeted data you will be able to engage with your target audience on a deeper level! Here are some of the benefits of psychographic segmentation in marketing – 

  • Understanding customer motivations and preferences

Psychographic segmentation provides significant insights into your target audience’s motives, views, beliefs, and lifestyle preferences. By comprehending what motivates them and what is important to them psychologically, you will be able to make your products, services, and marketing messages more in line with the desires of your customers.

This tailored approach will help you develop a stronger emotional connection with your customers, encouraging loyalty and relationships that last.

  • Effective product development and innovation

Psychographic segmentation helps not only identify existing client preferences but also anticipate future demands and trends. By constantly monitoring your target audience’s shifting psychographics, you may proactively develop new goods or enhance existing ones to match their changing wants. 

As a result, this customer-centric strategy positions your company as a leader in your market and keeps you ahead of the competition.

  • Precise targeting

Since psychographic segmentation allows you to segment your clients based on psychological characteristics, you can target your marketing efforts to individuals who are most likely to resonate with your brand. 

This tailored strategy increases the efficiency and efficacy of your marketing campaigns, resulting in improved conversion rates and ROI.

  • Personalized messaging

Understanding your audience’s psychographics allows you to create personalized messages that appeal directly to their motivations, values, and interests. As a result, you can make your marketing efforts more relevant and interesting, resulting in better levels of client engagement and response.

  • Improved customer satisfaction

When you align your products, services, and marketing approaches with your target audience’s psychographic preferences, you create a customer experience that appeals to their specific needs. This will result in increased consumer satisfaction, brand loyalty, and customer retention rates.

  • Competitive advantage

Psychographic segmentation also helps stand out among your competitors. Understanding and addressing the deeper psychological elements that drive consumer behavior allows you to create distinct value propositions and positioning strategies that differentiate your brand in the market.

  • Forecasting market trends

Psychographic segmentation allows you to keep up with changing market trends and consumer preferences. By continuously monitoring and evaluating your target audience’s psychographics, you can proactively change your offers to meet their evolving requirements and preferences, ensuring your company remains relevant and competitive.

Dive into more benefits of customer segmentation

Psychographic segmentation variables

Psychographic segmentation in marketing: Various types of psychographic segmentation variables

Knowing your target audience requires more than just demographic information. It involves delving into the complex world of psychographic segmentation variables. Every individual has distinct interests, tastes, and personality traits. By delving into the psychological aspects, you can acquire vital insights into what genuinely motivates your clients. 

Let’s look at some of the most commonly utilized psychological segmentation objectives and how they might help you design personalized marketing campaigns.


Lifestyle choices illustrate how a person lives his or her life, including his or her activities, interests, and consumption patterns. And, if you want to accurately target clients’ interests, lifestyle can be the trump card of all psychographic segmentation variables. 

A company targeting adventure fans, for example, could segment its audience depending on their interest in outdoor activities like hiking, rock climbing, or extreme sports. Understanding the lifestyle of your clients will allow them to tailor their marketing messages and product offerings.


Psychographic segmentation considers values such as environmental sustainability, social responsibility, family, individualism, and tradition. Values are the fundamental beliefs and principles that people hold dear. They have a noteworthy impact on decision-making and behavior. 

For example, a brand concentrating on sustainable fashion may segment its audience based on its commitment to eco-friendly processes and ethical sourcing. And they may design marketing strategies that promote sustainability and resonate with their target audience by aligning with consumers that share similar values.


Psychographic segmentation takes into account consumers’ interests and passions. Interests are activities, issues, or subjects that people find interesting and entertaining. 

A fitness company, for example, might segment its audience based on interests such as yoga, weightlifting, or jogging. Understanding these particular interests would allow the organization to design focused marketing strategies that promote relevant items or services. 

Personality traits 

Individuals’ personality traits reflect consistent patterns of thoughts, feelings, and behaviors. Extroversion, introversion, openness, conscientiousness, and adventurousness are all factors in psychographic segmentation. 

For example, a travel company may segment its audience based on personality qualities connected to adventure-seeking or wanderlust. Understanding these personality factors allows the organization to develop marketing campaigns emphasizing thrilling travel experiences or offer customized routes for daring travelers.

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Real-life examples of effective psychographic segmentation in marketing

Psychographic segmentation has long been a significant tool for large businesses seeking a competitive advantage. They have decorated their marketing technique as well as products that resonate at a personal level with each customer.

Let’s look at some real-world cases:

Lifestyle-based psychographic segmentation

Apple, known for its groundbreaking products, has found success by targeting a group called Creative Professionals. These individuals highly value sleek design, advanced technology, and user-friendly experiences.

Psychographic segmentation in marketing: Real life example of apple

Apple’s marketing strategies and product development cater directly to the lifestyle choices of this segment and they always try to showcase its products as essential tools for enhancing creativity and productivity. By aligning with the values and preferences of this specific psychographic segment, Apple has managed to cultivate a devoted base of customers.

Value-based psychographic segmentation

TOMS, a footwear company, targets customers who appreciate social responsibility. Each time a pair of shoes is purchased, TOMS donates a pair to a person in need. 

psychographic segmentation in marketing: Real life examples of TOMs footware

Their One for One effort appeals to customers who value making a positive influence on their purchases.

Interest-based psychographic segmentation

Red Bull, known for its energy drinks, has set its sights on capturing the attention of extreme sports enthusiasts. They specifically focus on activities that pump up adrenaline, such as skateboarding, snowboarding, and extreme motorsports. 

psychographic segmentation in marketing : Real life examples of Red bull

Red Bull goes beyond traditional marketing efforts by sponsoring events and athletes in these thrilling sports. And by associating its brand with the excitement and passion of these extreme sports, Red Bull has successfully positioned itself as the go-to beverage for adrenaline junkies.

Personality-based psychographic segmentation

Spotify, a popular music streaming platform, caters to individuals who possess a profound love for music. Understanding that music preferences vary widely among users, Spotify takes a data-driven approach to provide personalized experiences. 

psychographic segmentation in marketing: Real life examples of spotify

By analyzing user preferences, listening habits, and music history, Spotify’s algorithms cater personalized playlists tailored to individual tastes. For those who are nostalgic, Spotify offers curated playlists featuring throwback hits from previous decades, evoking a sense of nostalgia and bringing back cherished memories. 

While adventurous listeners can explore a vast catalog of music from various genres and discover new artists and songs through personalized recommendations.

How to utilize psychographic segmentation in your marketing strategy?

Psychographic segmentation offers a powerful approach to understanding and connecting with your target audience on a deeper level. By incorporating it into your marketing approach, you can create targeted and personalized campaigns that deeply resonate with your audience.

Here are some key steps to follow to leverage psychographic segmentation in your marketing efforts:

  • Conduct market research: Begin by gathering insights about your target audience through surveys, interviews, and social listening. Understand their behaviors, preferences, and attitudes that influence their purchasing decisions. This research would help you uncover their motivations, values, and lifestyle choices.
  • Segment your audience: Based on the psychographic insights, divide your target audience into distinct groups with similar psychological attributes. This allows you to create targeted marketing strategies for each segment. Consider variables like lifestyle choices, values, interests, and personality traits when defining your segments.
  • Develop buyer personas: Create detailed buyer personas for each psychographic segment. Use these personas as a reference throughout your marketing activities to align your messaging with their needs and desires.
  • Tailor your marketing messages: Craft marketing messages that resonate with each psychographic segment. Use the insights gained from your research to create personalized and compelling content that speaks directly to their motivations, values, interests, and personality traits.
  • Select relevant marketing channels: Delivering your messages through the right channels will increase engagement and conversion rates. Determine the most effective marketing channels for reaching your segments. Consider where your target audience spends their time and the channels they prefer, such as social media, email marketing, online communities, or specific publications. 
  • Create tailored offers and experiences: Develop products, services, and experiences that align with the preferences and desires of each psychographic segment. Customize your offerings to cater to their specific lifestyle choices, values, interests, and personality traits. 
  • Continuously refine and adapt: Stay attuned to the evolving needs, preferences, and behaviors of your target audience. Analyze data, collect feedback, and monitor market trends to understand the changing psychographics of your segments. 

Implementing psychographic segmentation in your email marketing strategy

Implementing psychographic segmentation in email marketing is no longer as difficult, thanks to the various powerful email automation tools available to assist you. You can use any of them to easily take your marketing efforts to the next level! 

Below, we’ll look at how to use FluentCRM for implementing psychographic segmentation in email marketing.

Let’s start! 

To apply psychographic segmentation, you need to gather data about your subscribers’ interests, attitudes, opinions, lifestyle choices, and behaviors. You can use custom fields in FluentCRM to capture this information during the signup process. 

In your FluentCRM dashboard, go to the Settings tab and click on Custom Contact Fields from the dropdown menu. To add new custom fields that align with the psychographic variables you want to track, such as hobbies, preferences, values, or purchase behavior, click the Add Field Button.

How to implement psychographic segmentation in your email marketing strategy using fluentcrm

Once you have collected the relevant psychographic data, segment your contacts based on these variables. 

How to implement psychographic segmentation in your email marketing strategy using fluentcrm

In the Contact Segments section, click Create Custom Segment button.

How to implement psychographic segmentation in your email marketing strategy using fluentcrm

Use the Filter by dropdown to select the custom fields you created for psychographic segmentation

How to implement psychographic segmentation in your email marketing strategy using fluentcrm

Set the conditions and values for each psychographic variable. For example, if you have a custom field for Hobbies, you can set the condition to is equal to and define specific hobbies as values. This allows you to create segments based on subscribers with similar interests.

How to implement psychographic segmentation in your email marketing strategy using fluentcrm

You can now utilize your psychographic segments inside your email marketing campaigns. When creating email campaigns or automation, choose the relevant psychographic segment as your target audience. This ensures that your messages resonate with the specific interests and preferences of each segment.

Note: While FluentCRM can help you collect and segment contacts based on psychographic variables, it’s important to ensure that you collect accurate and meaningful data. Conduct surveys, monitor subscriber behavior, and analyze customer feedback to continually refine your psychographic segmentation approach.

Embrace psychographic segmentation today! 

Well, that’s all for today! In this article, we’ve explained all the aspects of psychographic segmentation straightforwardly. We hope it helps you in your future endeavors.

By embracing psychographic segmentation, you can connect with your audience better. Tailor your messages to their specific interests now, and see increased engagement as well as better ROI in the long run. Thank you!

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