Demographics or demographic variables refer to selected population characteristics as used in government, marketing or opinion research. Demographics allow us to create segments to identify specific consumer markets. Demographic variables, like gender, age, income, marital status, and education, have often been used and studied to segment the consumer population for better marketing strategies. Well measured effects of demographics of customers and prospects on the marketing strategies are very useful for new client conversion. It also leads into the next phase of creating buyer personas which helps in both marketing and sales. How to segment online consumers to better fulfill their needs via virtual modes is one of the new areas of significant interest among marketers and academicians. Therefore, the present study is undertaken to review the literature on the effects of demographic variables on the formulation of E-marketing strategies. The study will provide an extensive and adequate literature review which helps the marketers and academicians to know about the already researched areas and to explore gaps in the available literature for future research possibilities.