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"I want to segment customers by age group" "I want age-based initiatives for 20s, 30s, etc."
This article explains how to auto-create age group segments using workflows based on calculated age.
Ways to Create Age Segments
| Method | Mechanism | Pros/Cons |
|---|---|---|
| Workflow + Property | Judge age and update age group property | Easy to use in lists and filters |
| Direct list filtering | Filter by age property range | Simple but needs condition setup each time |
| Report grouping | Group by age in report creation | Analysis use only |
Recommended: Workflow + Property method
Creating Age Group Property
Property Design
Create a dropdown property to store age groups.
| Option | Age Range | Notes |
|---|---|---|
| Under 20 | 0-19 | Minor |
| 20s | 20-29 | |
| 30s | 30-39 | |
| 40s | 40-49 | |
| 50s | 50-59 | |
| 60+ | 60 and above | Senior |
| Unknown | Birthday not entered | Default value |
Creation Steps
- Settings → Properties → Contacts
- Click "Create property"
- Configure:
| Field | Value |
|---|---|
| Label | Age Group |
| Internal name | age_group |
| Field type | Dropdown select |
| Options | Under 20, 20s, 30s, 40s, 50s, 60+, Unknown |
Auto-Set Age Group with Workflow
Workflow Overview
Create a workflow that auto-updates age group property based on age property value.
Start when age calculation changes
Branch by age value
Set appropriate age group
Workflow Structure
Trigger: Age property update
↓
if/then branch
├─ Age < 20 → Set age group to "Under 20"
├─ Age 20-29 → Set age group to "20s"
├─ Age 30-39 → Set age group to "30s"
├─ Age 40-49 → Set age group to "40s"
├─ Age 50-59 → Set age group to "50s"
└─ Age >= 60 → Set age group to "60+"
Creating Age Group Lists
Creating Active Lists
Create active lists with age group property conditions.
Example: 30s List
- Contacts → Lists → Create list
- Select "Active list"
- Condition: Age Group equals 30s
- Save
Multi-Age Group Lists
Lists combining multiple age groups are useful for marketing.
| List Name | Condition | Use |
|---|---|---|
| Young Adults List | Age Group is Under 20 OR 20s | Youth initiatives |
| Middle Age List | Age Group is 30s OR 40s | Family-oriented initiatives |
| Senior List | Age Group is 50s OR 60+ | Senior initiatives |
Age Group Use Cases
Email Delivery Customization
| Age Group | Content Example |
|---|---|
| 20s | Trend info, social media integration, mobile-first design |
| 30s | Family-oriented, efficiency/time-saving messaging |
| 40s | Quality/reliability messaging, case studies |
| 50+ | Simple design, phone support info |
Workflow Utilization
New customer added to CRM
Branch by age group property
20s → Casual tone / 50+ → Formal tone
Ad Targeting
Connect lists from HubSpot to ad platforms for age-based targeting.
Compatible platforms:
- Facebook/Instagram Ads
- Google Ads
- LinkedIn Ads
Applying to Existing Data
Bulk Update
After creating workflow, bulk-set age groups for existing contacts.
Method 1: Manual workflow enrollment
- Create list of target contacts
- Manually bulk-enroll in workflow
Method 2: Re-enrollment trigger setting
- Enable workflow re-enrollment
- Contacts meeting trigger auto re-enroll
Important Notes
Calculation Property Update Timing
Age (calculation property) updates aren't instant, so age group property updates also have a lag.
Age Calculation Margin
Calculation property age is approximate, so boundaries (e.g., 29 vs 30) may have errors.
Mitigation:
- Don't make age group boundaries too strict
- Add margin if needed (e.g., 30s as 29-40)
Summary
- Create age group property: Dropdown type to store age group
- Auto-update with workflow: Auto-determine age group from age
- Use in lists: Create age group active lists
- Apply to initiatives: Age-based email, ads, workflows
Use age segments for personalized marketing tailored to customers.