Creating an audience

What are audiences and when should you use them?

Audiences help represent key customer lifecycle stages such as:

  • Subscribers
  • Leads
  • Customers
  • Slipping Customers
  • VIP Customers
  • Single Order Customers

Any people who match the audience filter will be automatically added to the audience. People are automatically Subscribers to the Audience

You should only create an audience when you intend to:

  • grow or contract the audience e.g. Customers (grow), Slipping Customers (contract);
  • use the audience as a subscription preference; 
  • want to track a specific group of people over time; and
  • intend to use the same audience in campaigns over and over.

Sometimes it makes more sense to use a filter on either People or Organization in your customer data platform (CDP) as opposed to creating an audience. Use filters when you:

  • want to send a once-off email campaign to a specific segment of customers;
  • have complex entry requirements for a Playbook; or
  • want to quickly segment a group of customers and return a result.

How do I create an audience?

There are two ways of creating an audience:

  1. From a filter in either People or Organizations in the CDP; or
  2. From Audiences > New audience

Creating an audience from a filter

  1. Navigate to People.
  2. Click Filter. 
  3. Use filters to find the segment of people you want to save as an audience. Note that people who meet this filter criteria will be added to the audience immediately and anyone that matches in the future will also enter. 
  4. Select "Save as audience". Give the audience a name, pick an icon that reminds you of the meaning and select whether to include the audience in the email preference center for your subscribers. You can also select to sync the audience with Facebook Ads.
  5. Click OK to create the audience. To see the audience navigate to Audiences. 

Creating a new audience in Audiences

  1. Navigate to Audiences.
  2. Select, "New audience".
  3. Use filters to find the segment of people you want to save as an audience. Note that people who meet this filter criteria will be added to the audience immediately and anyone that matches in the future will also enter. 
  4. Click Next. Give the audience a name and select a memorable icon. You can also decide whether to add the audience to the email preference center and to sync the audience with Facebook Ads (if connected). 
  5. Click Create to complete the audience setup.

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