Define Your Audience

Adobe Marketo Engage helps marketers build, manage, and analyze personalized marketing campaigns. When building marketing campaigns, audiences are created that meet certain criteria and are targeted for that initiative.

In an email program, the audience is the recipient list and is built in a control panel using filters and filter logic that align with your campaign goals. In this video, we’ll walk through how to define an audience in an email program. In this video, you will learn how to navigate the control panel to define an audience, explore how to use smart lists to filter and segment people, applied filter logic to target the right individuals, review how to preview and validate your audience before deployment. In this example, we’ll use a pre-configured email program designed to send an email to customers announcing a new product launch. To start, let’s navigate to our program. Select the control panel and locate the audience tile.

This is where you’ll define who receives your email. Click on the audience tile or access the smart list tab. A smart list lets you filter your database using rules and attributes, such as demographic data or past behaviors. In our example, we are going to target customers who live in the US and have manager in their title. Drag in the associated filters. You can combine filters with all, any, or advanced logic. In our example, all conditions must be met, so we’ll use all logic. Marketo will automatically update the number of qualified people once the filters are set. This helps you preview your audience size before sending. You are now ready to configure the rest of your program, like your email and schedule for sending and prepare for approval. There are many tips and tricks for creating audiences. Make sure to review the product documentation for best practices. Here are a few. Keep filters specific but not overly narrow. Preview results to validate expected audience size. Use naming conventions for clarity and reporting. Document audience logic for future reuse or cloning. Marketo Engage offers powerful tools to create, target, and engage audiences for your marketing campaigns. Within an email program, the control panel provides a simple and intuitive way to define your audience using smart list filters and customizable filter logic. In this video, you learned how to navigate the control panel to define an audience. Explored how to use smart lists to filter and segment people. Applied filter logic to target the right individuals. Reviewed how to preview and validate your audience before deployment.