Improve targeting with Audiences AI

Audiences AI complements and improves your targeting strategies by using real-time customer data to identify and suggest adding segments of subscribers likely to make a purchase and excluding segments of subscribers less likely to make a purchase.

Audiences AI is part of the suite of tools available with AI Pro.

If you’re interested in using Audiences AI and other AI Pro tools to maximize revenue and boost ROI, sign up and learn more about Attentive AI™️ or reach out to your Attentive CSM.

Prerequisites

You must meet the following criteria to be able to use Audiences AI:

• You must have already sent at least 5 campaign messages through Attentive
  • Each of those messages must have reached at least 10% of your current active subscriber list
  • Each of those messages must have been sent within the past 54 weeks (1 year + 2 weeks) and no later than two weeks ago.
  • Each of those messages must have resulted in at least one conversion

While there is no strict minimum list size, we recommend using Audiences AI with lists of 15,000 subscribers or more.

Audiences AI is generally available for text messages and in beta for email.

Generate optimized audiences with Audiences AI

1. Go to Campaigns.
2. Create or edit a campaign.
   • If editing a campaign, choose a campaign message.
3. Click Add or Edit in the Audience panel.
4. Choose segments to optimize by selecting them from the Select a segment dropdown.
5. Choose segments to exclude by clicking Exclude, then selecting them from the Excluded segments dropdown.
6. Audiences AI is turned on by default. You’ll see information about your optimized audience, including the number of recipients and whether you're adding or removing unlikely purchasers. You can click Enable audience optimization to turn it on and off.
7. Click Save.

Audiences AI then begins generating an AI-optimized audience. When your AI-optimized audience is ready, you’ll see a message in Attentive letting you know it’s been successfully created.

Adjust AI-optimized audience

After Audiences AI finishes generating your AI-optimized audience, you can optionally adjust it in Settings.

1. In the Audiences AI panel, click Settings.
2. Choose Optimization options:
   • Add likely purchasers: Check to add subscribers that Audiences AI considers likely to make a purchase.
   • Manage unlikely purchasers: 
     • Remove unlikely purchasers: Check to remove subscribers that Audiences AI considers unlikely to make a purchase.
     • Identify unlikely purchasers: Check to identify subscribers that Audiences AI considers unlikely to make a purchase. If this option is checked, the message is still sent to subscribers, but you can compare message performance for these subscribers to that of your base audience and likely purchasers. See Understand AI Pro performance with reports for more about how Audiences AI can boost performance.
       
       
       Note: You can choose Remove unlikely purchasers or Identify unlikely purchasers, but not both.
3. Select from the list of Suggested audiences. Depending on the size and specificity of the original segment, you may see multiple options or just one option. Each option includes an explanation of how audience expansion may affect revenue and ROI. 
4. Click Apply.

Tips for sending campaigns with Audiences AI

Segments to include when adding likely purchasers

We recommend selecting the following kinds of segments when sending campaigns with Audiences AI that add likely purchasers:

• High value segments: Segments of subscribers likely to make purchases, such as engaged subscribers, VIP subscribers, or other potentially high value subscribers. See Segmentation: High ROI segments for examples.
• Affinity segments: Segments of subscribers associated with broader category, product, price, or message preferences, such as discount shoppers or shoppers who buy apparel. Add likely subscribers to affinity segments if you’re comfortable sending messages to subscribers with affinities for any category or product. Audiences AI looks at overall engagement and likelihood to purchase, not engagement or likelihood to purchase for specific categories or products.

When you include these kinds of segments, Audiences AI expands your audience by identifying similar subscribers also likely to make a purchase.

When not to add likely purchasers

If you want to send a message to large segments (50% or more of your subscriber list) or your full list, go to Settings and uncheck Add likely purchasers. It’s possible additional subscribers won’t be suggested for very large sends.

Additionally, we don't recommend adding likely purchasers when sending to the following kinds of segments:

• Demographic-based segments: subscribers in specific demographic categories, like subscribers in Florida or women subscribers. Audiences AI doesn’t account for demographic criteria.
• Winback segments: segments of unengaged subscribers that you want to win back to your brand. These kinds of segments typically include subscribers less likely to make a purchase. Audiences AI expansion works best when you select segments of subscribers who’ve already demonstrated a likelihood to make purchases.
• Retargeting segments: segments of subscribers who received messages from an earlier campaign or who've been subscribers for a certain amount of time. Audiences AI doesn’t explicitly account for things like how long someone has been subscribed or what messages they've received in the past.

See Generate optimized audiences with Audiences AI above for more about adjusting Audiences AI settings.

When not to remove unlikely purchasers

If it’s important that everyone in a segment receives a message, don’t select Remove unlikely purchasers in Settings.

See Generate optimized audiences with Audiences AI above for more about adjusting Audiences AI settings.