How do I send a message to only some customers?
Audiences are saved groups built from filters — days since last visit, stamps collected, location, age, whether they ever started a card. Build one once and reuse it, instead of messaging everybody every time.
Sending the same message to everyone is the fastest way to teach people to ignore you. Audiences are how you avoid that.
Find it in your dashboard under Advanced → Manage Audiences.
What an audience is
A saved group of customers, defined by rules rather than by a list. You describe the kind of customer you mean, and membership updates itself as people’s behavior changes.
That last part matters. “Customers who haven’t been in for six weeks” is a different set of people this month than last month, and you never have to rebuild it.
What you can filter on
Eleven things, and they combine:
| Filter | Useful for |
|---|---|
| Days since last stamp | Finding people who have drifted away |
| Stamps on their current card | People who are close to a reward |
| Total stamps ever | Your genuine regulars, across all their cards |
| Card completed | Everyone who has finished at least one |
| Has a card | Members who are actually participating |
| Never collected a card | Signed up and never came back — a real and fixable group |
| Sign-up date | Cohorts, or people who joined during a promotion |
| Days since joining | New members still forming a habit |
| Last visit location | Store-specific offers when you have more than one |
| Age | Where it genuinely matters, like licensed venues |
| Gender | Where it genuinely matters |
Combining two or three is where it gets useful. One filter is a blunt instrument; “joined more than 30 days ago, has never collected a card” is a specific problem with a specific fix.
Four audiences worth building first
Never started. Signed up, never collected a stamp. These people already said yes once, so the barrier isn’t interest — it’s that nothing reminded them. Usually the largest recoverable group a business has.
Nearly there. Customers one or two stamps from a reward. A small nudge here converts at a rate no broadcast ever will, because they’re already invested.
Drifting. Regulars who have gone quiet — high total stamps, but nothing recently. Catching them at six weeks is far easier than at six months. (This is also the group We Miss You targets automatically.)
Your best customers. Highest total stamps. Worth knowing who they are even if you never message them, because these are the people to ask for a review, or to tell first about something new.
Practical notes
- Filters can be archived rather than deleted, so you can retire one without losing the audience it belonged to.
- Audiences respect a timezone, which matters for anything measured in days.
- Build the audience before you write the message. Knowing exactly who you’re talking to changes what’s worth saying, and it’s the difference between “10% off this week” and “we noticed you’ve not been in since March”.
- There’s no cap on how many members you can send to — the whole audience, however large. What is limited is how often you can send, which exists to stop a program becoming a source of spam. If that window is too long for what you’re planning, contact us with Support as the topic and we can shorten it.
Related
- We Miss You rewards — an automatic campaign for the drifting group
- Custom Alerts — being told when an individual hits a milestone