How do I select the audience for a campaign?

To achieve your campaign’s goals, determine which member segments to target in the campaign. Select the audience that provides the greatest chance of success. For example, if you want to increase repeat purchases, then target your most satisfied members. This allows you to use your loyalty program to develop targeted communications and marketing programs designed to appeal to the key motivations and needs that drive visit and purchase behavior among these highly satisfied members.

The target audience for a campaign identifies the members that are eligible to engage in a campaign and, as a result, receive the messages and promotions associated with that campaign. These are the members that you want to engage, to motivate, to call to action. The SessionM platform compiles comprehensive profiles of your customer base.

Using the Campaigns module, you can define the target using:

  • a predefined audience

  • member attributes

  • a targeting template

Target by predefined audience

An audience is a specific segment of your member base, previously created in the SessionM Audiences or Audience Composer module. Again, you create this audience by applying attributes to identify that exact set of members that you want to engage.

See What is a SessionM audience? for more information on audiences in the SessionM platform.

Target by attribute

An attribute is a customer characteristic such as age or income. Within the Campaigns module, you can dynamically define a segment of your overall member bases (for example, all customers in Missouri with household income over $100k) that then becomes the target for your campaign.

Target by template

Templates allow you to apply a set of attributes from an existing template when selecting a campaign target. Targeting templates contain a complete definition of a target audience that you can use in multiple campaigns without having to re-define that audience. The attributes associated with the targeting template are automatically added to your targeting selections for the current campaign.