Audiences work to bring the power of audience segmentation and behavioral personalization to the world of high-volume broadcast sends. One of the key values of Bluecore’s Audiences is that implementation is quick and simple with little additional cost or effort for clients. This is because the same Javascript snippet that powers Bluecore’s triggered programs powers Audiences without additional client integration work required.
Audiences allow marketers to segment and personalize their broadcast sends, leading to larger audiences for greater retention, conversions, and new incremental revenues.
Navigate to the people icon on the left-hand navigation. Then, All Audiences. Build complex audience segments, using whatever combination of customer attributes and behaviors you choose.
View at-a-glance the name of each audience, the size, and any related campaigns. Click the three dots on any audience to: duplicate, rename, or delete an audience.
Click an audience to modify the filter logic. Be sure to save any changes that are made here!
CREATE AN AUDIENCE
To create a new audience, click Create a New Audience. You can create an audience using the audience library with Bluecore’s pre-set filters or starting from scratch.
The below section explains the different areas that are within audience builder. For step-by-step directions on building an audience, click here.
The following criteria are available within the audience builder.
ELIGIBILITY
Filtering by eligibility status allows for more granular segmentation and audience previews. For example, build an audience that targets customers (in addition to other attributes) who are or are not eligible to receive certain types of communication. This includes:
Opted-in: Explicit consent from a customer. A customer has entered an email address on a subscription form or preference center, electing to receive promotional communications from your brand; the customer is opted-in and not unsubscribed.
Known: A customer that has been identified, but has neither opted-in nor unsubscribed. Some brands choose to include this group of customers in certain marketing messages (for example, triggered emails) while maintaining compliance with privacy laws.
Unsubscribed: A customer has elected to no longer receive email marketing messages from your brand. This typically occurs when a customer performs an unsubscribe action via an unsubscribe link in an email or a preference center, therefore they are no longer subscribed.
Not Unsubscribed: Customers who are opted-in OR known.
Any (All eligibility statuses): All shoppers regardless of eligibility status. Customers who are opted-in OR known OR unsubscribed.
Click here to learn more about Bluecore’s email eligibility statuses and use cases.
CUSTOMER ATTRIBUTES
Customer Attributes are generally static properties for each customer, such as birthday, gender, loyalty points, or any other arbitrary set of data that you choose to upload. Attributes can be uploaded through the customer ingestion portal under the Data tab. Bluecore also populates default customer attributes. Please note that these attributes are dependent upon the data you're providing to Bluecore.
The default customer attributes that Bluecore generally records include:
Email Address: A customer’s unique email address.
Gender: The gender of the customer.
Signup Date: The date that a person signed up on your site.
Source: The source by which a customer’s email address was acquired by Bluecore.
CUSTOMER BEHAVIORS
Customer behaviors are tracked from Bluecore on your site through our JavaScript snippet.
Add product(s) to cart: A customer has added one or more items to their cart.
Click Email / SMS: A customer has opened and clicked within an email from the company.
Deliver Email / SMS: A customer has received an email from the company.
Open Email: A customer has opened an email from the company.
Purchase products: A customer has completed a purchase.
Remove from cart: A customer has removed one or more items from their cart.
View cart: A customer has viewed their cart.
View product: A customer has viewed one or more products.
Add product(s) to wishlist: A customer has added one or more items to their wish list.
STATIC EMAIL LIST
If you’re previously uploaded a static email list for one-time use through the file import tool, use that static email list here to build an audience to target.
PREDICTED CUSTOMER LIFETIME VALUE
Bluecore’s predictive audiences provides marketers with highly valuable audience groups based on customers' predicted actions, preferences, and lifetime value. Learn more about Bluecore’s predictive audiences here.
LIFE-CYCLE STAGE
Target customers with appropriate messaging based on where they are in the customer lifecycle. A time frame of 30 days or less must be used when using the Life-Cycle Stage filters.
Non-buyers: Find customers who have not yet made a purchase on your site.
Active buyers: Find customers who are within their normal buying cycle.
At-risk buyers: Find customers who are slipping from their typical buying cycle and are at-risk of not purchasing again.
Lost buyers: Find customers who have a high probability of not purchasing again.
LIKELIHOOD TO TAKE ACTIONS
Target customers on the likelihood that customers will:
Unsubscribe from emails
Open an email
Click an email
Convert
PRODUCT PREFERENCES
Target customers based on a category, discount, or replenishment preference.
Category Preference: Find customers based on their affinity toward specific product categories.
Discount Preference: Find customers based on their probability of requiring a discount to make a purchase.
Replenishment Preference: Find customers based on their personal buying patterns of replenishable products. This is an advanced feature, please contact your Customer Success Manager to upgrade.
CHANNEL PREFERENCE
Target customers based on their implicitly preferred channel for communication. Learn more about Channel Preference here.
NOTE: This feature is only available to customers who use Bluecore for both email and SMS.
USING AND/OR WITHIN CUSTOMER ATTRIBUTES AND CUSTOMER BEHAVIORS
AND/OR functionality is coming within Customer Attributes and Customer Behaviors! You can soon combine attributes and behaviors with AND as well as OR logic, to further refine segmentation. Contact your Customer Success Manager to inquire.
AND
OR
AND/OR
UNDERSTANDING YOUR FILTER LOGIC
We get it... filters can be confusing! Please walk through the below screenshot and then read the explanation following for a better explanation of how to read through a Bluecore filtering output.
Looking at the above filter in customer behaviors, the viewed products filter will target customers who looked at products in the last 7 days, where the products they viewed were created less than 30 days ago. If today is April 25th, adding a product filter for Created after 30 days would filter to products created from March 25th up until today. This is a great example for targeting customers who recently viewed new arrivals to your site!
DELETING AN AUDIENCE
Audiences can be deleted by using the three dots on the audience listing page.
FAQs
Q: How often are audiences refreshed?
A: Audience sizes are calculated at the time of creation, and after that whenever the Preview is manually refreshed in the Audience Builder. When an audience is attached to a Communicate (Email, SMS) or Advertise campaign, that audience is referenced and re-calculated at the time of the campaign send. When an audience is attached to a Site campaign, it is calculated once daily, and used continuously.