Working with target audiences

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Save your long-term, strategic segments as target audiences so that you can follow them over time and analyze them against your KPIs.

Target audiences are the strategic segments you have identified and primarily target your marketing towards. This is a big part of your CRM strategy, so before you start saving target audiences in Engage, we recommend you perform an analysis based on specific factors such as purchase behavior, location, age, income etc. to identify which groups are relevant for your business and your KPIs.

How to create a target audience

1. Go to the Targeting tab and choose Filtering tool.

2. Create your target audience by adding conditions based on rules or groups with one or many rules. For example, matching All conditions "Woman", "Age between 18–35" and "Transaction date the latest 12 months". You can see how many contacts are included by clicking Calculate segmentation.

3. Click Save as... and select Target audience.

4. Enter a name (up to 30 characters) and click Save.

Target audiences are updated dynamically, which means that contacts can fall in and out over time depending on if they still match the set criteria. But remember: target audiences will not be dynamic if your criteria include specific dates.

The difference between segments and target audiences

Regular segments are based on a saved set of criteria which will run every time you use them. Whether you are just opening one of your saved segments or selecting it as the recipient group for an email—it's calculated live.

Target audiences, however, are calculated once every night. When you click on a target audience, whether you’re opening it to see the number of contacts or selecting it as the recipient group for an email, Engage will show the number of contacts that met the criteria when they were last calculated = last night.