Building custom audiences

How channels work

Each channel (Email, SMS, Meta) is independent. Segments and audiences you set up for Email do not carry over to SMS or Meta. Currently supported channels are Email, SMS, and Meta, with more coming in the future. If you sync segments from Klaviyo, consider setting channel-specific segments to Inactive in channels where they don't apply (e.g. turn off SMS-specific segments in the Email channel).

Managing segments within a channel

Inside each channel's Segments tab, you can:

• Search — Filter by segment ID or name to find what you need quickly.
• Edit — Update the name, ID, or link on any segment.
• Toggle active/inactive — Use Inactive for legacy or irrelevant segments. Inactive segments won't be overridden or re-added by Klaviyo sync.
• Delete — Remove a segment entirely. Note: if you re-sync from Klaviyo, deleted segments may be pulled back in. Use Inactive instead if you want to keep it hidden permanently.

Creating a custom audience

Go to the Audiences tab within a channel and create a new audience. Configure:

• Name — A descriptive label (e.g. "Highly Engaged Emails", "Repeat Buyers SMS").
• Estimated volume — An approximate count of contacts. This is a reference number and can be updated as your segments change.
• Inclusion segments — Select one or more segments to include in this audience.
• Exclusion segments — Select segments to exclude from this audience.

You can create as many audiences as you need per channel. You can also clone an existing audience to use it as a starting point for a variation.

Using audiences in campaigns

When creating or editing a campaign, scroll to the audience selection section. The dropdown will show audiences matching the campaign's channel type (Email audiences for email campaigns, SMS audiences for SMS campaigns, etc.).

Selecting an audience automatically populates the inclusion and exclusion segments you defined. From there, you can:

• Use as-is — The predefined logic applies exactly as configured.
• Add ad-hoc segments — Include or exclude additional segments for this specific campaign without modifying the underlying audience definition.
• Remove segments — Deselect any pre-populated segments if they don't apply to this particular send.

Selected segments float to the top of the list for easy visibility. Once the campaign is created, the full audience definition — including the base audience and any ad-hoc modifications — is visible on the campaign detail view.