Audiences

An Audience is a group of consumers you want to target with specific access or experiences. Audiences let you create VIP early access, invite-only launches, and targeted promotions.

Why Use Audiences?

Audiences help you:

Reward loyalty — Give your best consumers early access
Create exclusivity — Run invite-only launches
Target segments — Different experiences for different consumer groups
Sync with your tools — Import audiences from your marketing platforms

Audience Types

Dynamic Audiences

Membership is calculated automatically based on rules you define. As consumer attributes change, membership updates automatically. Example: VIP consumers with high loyalty scores

Audience: "VIP Consumers"
Rule: Loyalty score greater than 100
Result: Consumers automatically join/leave as their score changes

Best for:

Loyalty tiers (high-value consumers)
Engagement segments (active users)
Geographic targeting (consumers in specific regions)

Static Lists

Membership is manually curated. Consumers don’t automatically join or leave. Example: Beta testers for a new feature

Audience: "Beta Testers"
Members: Manually added list of consumer emails
Result: Fixed membership until you change it

Best for:

Invite lists for exclusive launches
Contest winners
Manually curated VIP lists

Synced Lists

Membership is imported and maintained from external systems like your email platform or e-commerce store. Example: Newsletter subscribers from Klaviyo

Audience: "Newsletter Subscribers"
Source: Synced from Klaviyo segment
Result: Keeps in sync as your Klaviyo segment changes

Best for:

Using existing marketing segments
E-commerce consumer data
Maintaining consistency across platforms

Creating Rules for Dynamic Audiences

Dynamic audiences use rules to determine who qualifies. You define conditions based on consumer attributes.

Available Attributes

Attribute	Description	Example
Loyalty score	Consumer value score (0-200+)	Score > 100
Total orders	Number of purchases	Orders > 5
Lifetime value	Total amount spent	LTV > $500
Activity level	Recent engagement	Activity > 50
Status	Account status	Status = Active
Location	Country, region, city	Country = US
Email domain	Consumer’s email domain	Contains @company.com

Rule Operators

Operator	Meaning	Example
Equals	Exact match	Country equals “US”
Greater than	Above value	Loyalty score > 100
Less than	Below value	Orders < 3
Between	Within range	LTV between $100-$ 500
Contains	Text includes	Email contains “@vip”
In list	One of several values	Country is US, Canada, or UK
Exists	Has a value	Phone exists

Combining Rules

AND logic: All conditions must be true

VIP California Consumers:
├── Loyalty score > 100 (AND)
├── Region = California (AND)
└── Status = Active

OR logic: Any condition can be true

Eligible for Promotion:
├── Group A: Loyalty score > 150
│       (OR)
└── Group B: Total orders > 10

Using Audiences with Experiences

Audiences control which consumers can access specific parts of your experience:

┌─────────────────────────────────────────────────────────────────┐
│                     YOUR EXPERIENCE                              │
├─────────────────────────────────────────────────────────────────┤
│                                                                 │
│  ┌──────────────────┐                                          │
│  │   VIP ACCESS     │ ◄── Requires: VIP Audience               │
│  │   Early draw     │                                          │
│  └──────────────────┘                                          │
│           │                                                     │
│           ▼ (if not VIP)                                       │
│  ┌──────────────────┐                                          │
│  │  LOYALTY ACCESS  │ ◄── Requires: Loyalty Members Audience   │
│  │   Priority queue │                                          │
│  └──────────────────┘                                          │
│           │                                                     │
│           ▼ (if not in loyalty program)                        │
│  ┌──────────────────┐                                          │
│  │  GENERAL ACCESS  │ ◄── No audience required                 │
│  │   Standard queue │                                          │
│  └──────────────────┘                                          │
│                                                                 │
└─────────────────────────────────────────────────────────────────┘

How Routing Works

Consumer enters your experience
System checks access paths in priority order
For each path, checks if consumer is in the required audience
Consumer gets the first path they qualify for

Common Audience Examples

VIP Consumers

Reward your most valuable consumers with early access:

Audience: "VIP Consumers"
Type: Dynamic
Rules:
├── Loyalty score > 100
└── Total orders > 5

Local Consumers

Target consumers near your store for in-person events:

Audience: "NYC Area Consumers"
Type: Dynamic
Rules:
├── Region = New York
└── Status = Active

High Spenders

Create exclusive offers for big spenders:

Audience: "High Value Consumers"
Type: Dynamic
Rules:
└── Lifetime value > $1,000

Use your existing email list for early access:

Audience: "Newsletter Subscribers"
Type: Synced
Source: Klaviyo "Active Subscribers" segment

Invite List

Hand-pick consumers for exclusive launches:

Audience: "Product Launch Invites"
Type: Static List
Members: [imported CSV of email addresses]

Keeping Audiences Fresh

Dynamic Audiences

Set how often membership should be recalculated:

Refresh Rate	Best For
Every 15 minutes	Real-time access decisions
Every hour	Most use cases
Every 24 hours	Stable segments

Synced Lists

Syncing happens automatically based on your integration:

Klaviyo: Near real-time
Shopify: Periodic sync
CSV import: Manual refresh

Best Practices

Start Simple

Begin with basic rules and refine over time:

Start with one or two conditions
Test with a small launch
Add complexity based on results

Use Descriptive Names

Name audiences clearly so your team understands them:

Good: “VIP Consumers - Loyalty Score > 100”
Good: “NYC Metro Area - Active”
Avoid: “Audience 1” or “Test”

Monitor Audience Sizes

Keep an eye on how many consumers qualify:

Too small? Rules might be too restrictive
Too large? Rules might be too broad
Unexpected changes? Something in your data changed

Test Before Launch

Verify the right consumers are included before a big launch:

Preview audience membership
Spot-check specific consumers
Test the full experience flow

Next Steps

Consumers — Consumer attributes used in rules
Experiences — Using audiences with access paths
Dashboard: Audiences — Creating audiences in the dashboard

Getting Started

Core Concepts

Distribution Types

Audiences

Audiences

Why Use Audiences?

Audience Types

Dynamic Audiences

Static Lists

Synced Lists

Creating Rules for Dynamic Audiences

Available Attributes

Rule Operators

Combining Rules

Using Audiences with Experiences

How Routing Works

Common Audience Examples

VIP Consumers

Local Consumers

High Spenders

Invite List

Keeping Audiences Fresh

Dynamic Audiences

Synced Lists

Best Practices

Start Simple

Use Descriptive Names

Monitor Audience Sizes

Test Before Launch

Next Steps

Getting Started

Core Concepts

Distribution Types

​Audiences

​Why Use Audiences?

​Audience Types

​Dynamic Audiences

​Static Lists

​Synced Lists

​Creating Rules for Dynamic Audiences

​Available Attributes

​Rule Operators

​Combining Rules

​Using Audiences with Experiences

​How Routing Works

​Common Audience Examples

​VIP Consumers

​Local Consumers

​High Spenders

​Newsletter Subscribers

​Invite List

​Keeping Audiences Fresh

​Dynamic Audiences

​Synced Lists

​Best Practices

​Start Simple

​Use Descriptive Names

​Monitor Audience Sizes

​Test Before Launch

​Next Steps

Audiences

Why Use Audiences?

Audience Types

Dynamic Audiences

Static Lists

Synced Lists

Creating Rules for Dynamic Audiences

Available Attributes

Rule Operators

Combining Rules

Using Audiences with Experiences

How Routing Works

Common Audience Examples

VIP Consumers

Local Consumers

High Spenders

Newsletter Subscribers

Invite List

Keeping Audiences Fresh

Dynamic Audiences

Synced Lists

Best Practices

Start Simple

Use Descriptive Names

Monitor Audience Sizes

Test Before Launch

Next Steps