Understanding Consumer Attributes on Tie for Segmentation and Targeting

Your segmentation efforts are only as effective as the attributes you use to build your segments. If the underlying data is vague, outdated, or incomplete, your flows and campaigns won’t deliver the performance you expect.

That’s why Tie now includes three complimentary demographic fields for every identified shopper: gender, age range, and marital status. These attributes sync directly into Klaviyo profiles and appear in your Tie dashboard, giving you a clean foundation to build sharper segments from the start.

In this post, you’ll learn about:

• Tie’s complementary attributes and how to apply them to real segments and flows.
• The full attribute glossary to decide which fields matter most for your brand.

With this, you’ll be able to leverage customer attributes within your marketing campaigns for more precise targeting, higher engagement, and measurable revenue lift.

What’s new: Complimentary consumer attributes in Tie

Tie now adds three demographic fields for every identified shopper at no cost:

• Gender
• Age range
• Marital status

These attributes appear directly in your Klaviyo profiles and the Tie dashboard. You can segment and trigger flows without extra setup or third-party data enrichment.

Here are some ways you can use these:

• Build sharper segments: Use age and marital status to group shoppers into distinct life stages. For example, create a replenishment flow for younger single shoppers or a subscription upsell campaign for married customers likely shopping for households.
• Personalize offers with intent: Gender segments let you swap product blocks and creatives dynamically. For example, a beauty brand can highlight men’s grooming kits vs. skincare bundles for women, without creating two separate campaigns.
• Layer behavior with demographics: Don’t stop at who they are. Combine age or marital status with live triggers such as cart abandonment, repeat visits, or high AOV. For example, you can target high-income married shoppers who abandoned a cart over $200 with a financing offer instead of a flat discount.
• Run controlled tests: Test attribute-driven flows against broad audiences. A gender-segmented winback campaign, for instance, will show you if tailoring content actually drives higher repeat purchase rates before you scale it.

Attribute glossary: Definitions and use cases

When you upgrade to Tie’s profile enrichment plans, you get access to a broader set of attributes that expand how you can segment and target. Below is the full glossary, with each attribute explained and paired with practical use cases:

Demographic attributes

• Age: Core driver of interests and purchasing behavior. Use age cohorts to target skincare, apparel, or financial products differently for 20s vs. 40s.
• Gender: Supports gender-based segmentation and product targeting. Swap creative or product blocks in flows without duplicating campaigns.
• Marital status: Indicates lifestyle stage. Target single shoppers with self-use products vs. married households with family bundles.
• Date of birth (DOB): Captured in YYYYMMDD. Automate birthday flows or calculate exact age to refine cohort-based campaigns.

Financial attributes

• Household income: Combined annual income of the household. Personalize email promotions by spending capacity, e.g., premium upsells for high-income brackets.
• Net worth: Assets minus liabilities. Prioritize high-net-worth shoppers for VIP programs or luxury product lines.
• Credit score: Numerical rating of creditworthiness. Use as a confidence signal for financing offers or deferred payments.
• Credit card owner: Binary indicator of card ownership. Filter for online-ready buyers and avoid targeting non-cardholders with digital-first offers.

Location attributes

• City / State / Zip: Core geographic fields. Run geo-specific campaigns like local shipping offers, regional promotions, or exclude states where logistics are constrained.

Household attributes

• Number of kids: Total dependent children. Launch parenting-oriented offers or bundle kids’ products for larger families.
• Kids in household: Confirms the presence of kids in the home. Use for real-time relevance in email deliverability flows or promotions.
• Young adults in house: Indicates if 18–24-year-olds live at home. Target transitional products such as student services or first-time buyer offers.

Property attributes

• Length of residence: How long someone has lived at their address. Use stability signals for loyalty offers or home-related products.
• Home owner: Differentiates between renters and owners. Target owners with long-term home goods, renters with portable or flexible lifestyle products.
• House type: Dwelling classification (apartment, single-family, townhouse). Align creative with lifestyle context for home or décor products.

Professional attributes

• Occupation: High-level work classification. Helps you tailor tone and positioning for different industries or job types.
• Education level: Proxy for lifestyle preferences and brand affinity. Target graduates with career-related products or luxury categories.

Best practices for using consumer attributes for segmentation and targeting

These consumer attributes add value only when you connect them with specific actions in your flows and campaigns. Here’s how to make them work inside Klaviyo:

1. Create relevant segments

According to Marina Caroll, Head of CRM Strategy at New Standard, hyper-segmentation often backfires. Large DTC brands consistently see that broad sends to engaged 30-90 day segments outperform ultra-narrow flows. If you only target cookware buyers with a pan lid campaign, you miss the chance to sell that lid to your wider engaged audience.

The smarter approach is to:

• Start with engaged segments (e.g., opened or clicked in the last 30–90 days).
• Use Tie attributes like age or marital status to layer segmentation only when it ties to a clear product or offer.
• Run tests inside Klaviyo. If your general engaged cohort outperforms the hyper-personalized version, stop over-segmenting and focus on scale.

Want to know more about Caroll’s insights? Read our blog on advanced email marketing strategies.

2. Connect segments to an action

Collecting demographic attributes only makes a difference if you turn them into actions. Before building a segment, ask yourself: What will I send this group that I wouldn’t send to others?

• High-income + cart over $250 → Offer a financing option or premium bundle instead of a flat discount.
• Married with kids + recent buyer → Move them into a subscription flow for family packs.
• Young adults + first purchase → Trigger a loyalty intro series with student-friendly perks.

If you can’t connect the segment to a unique step, don’t build it.

3. Use attributes to personalize messaging, not just targeting

Targeting who gets the email is only half the job. The content must change, too. Attributes should shape the subject line, imagery, and CTA:

• Subject lines: “Back-to-school essentials” for households with kids vs. “Weekend picks for you” for singles.
• Hero images: Show grooming kits to men, skincare bundles to women.
• CTAs: “Claim your student discount” for young shoppers vs. “Book your styling consult” for older, high-income audiences.

4. Combine demographics with live behavior

Demographics show who the shopper is, while behavior shows when and why they’re ready. Use both together for precision.

• Age + product view: A 22-year-old browsing sneakers 3 times in 48 hours → trigger a limited-drop alert.
• Income + cart size: A high-income shopper with a $300 cart → send a financing flow or bundle upsell, not a discount.
• Marital status + repeat visits: Married shoppers returning multiple times → push bulk or family packs.

In Klaviyo terms: Segment = who they are. Event = when/why they act.

5. Localize when it matters

Location data is powerful but easy to overuse. Only build geo-driven flows if they alter conversion.

• State-level: Trigger shipping delay messages when a storm hits a region.
• City-level: Run same-day delivery promos or in-store invites where services exist.
• Zip-level: Launch hyper-local campaigns tied to demand spikes or logistics constraints.

Avoid cloning flows for every geography unless the difference impacts revenue.

6. A/B test segment variants before scaling

Don’t assume a demographic split will outperform broad sends. Prove it. 

For example, run a gender-segmented winback flow against an all-audience winback. Compare revenue per recipient and repeat purchase rate.

If gender-based lift is significant, you can scale it. If not, keep flows broad to avoid wasted efforts. Testing keeps your system lean and tells you exactly which attributes create lift.

Leverage consumer attributes to segment smartly and target effectively!

Tie gives ecommerce brands more than identification. By combining identity resolution with data enrichment, you get actionable attributes that flow straight into Klaviyo. Instead of building generic email lists, you can design flows, segments, and campaigns that reflect who your shoppers are and what they need.

Brands already using Tie see the difference. G.O.A.T Foods, for example, switched from Retention.com and immediately improved lead quality and attribution. With Tie, they could confidently run upper-funnel campaigns like national TV ads, knowing those audiences would be identified, segmented, and monetized in Klaviyo.

If you’re an existing user, our team will clarify any questions you have about how attributes are mapped in your account. 

If you’re new to enrichment, book a demo to see how Tie helps you segment smarter and convert more of your anonymous traffic into real revenue.