Using Audience Builder

With Sailthru’s Audience Builder, you can easily harness the wealth of data across user profiles using a wide range of highly customizable criteria.

For any groups of users that you identify, create Natural Lists or Smart Lists, view ad-hoc user Snapshot Reports, and make bulk updates to users’ vars or email opt-in/validity statuses.

See What’s New? for details about Sailthru’s latest Audience Builder release.


You can perform the following actions based on the users you match. You’ll select an action from the bottom bar after you’re done setting up your user-selection filters.

  • Save as Smart List – The Smart List will perpetually update to include the users who match the filter criteria.
  • Generate Natural List – Create a Natural List of all users who currently match the audience you have defined according to your filters.
  • Snapshot Report – Generate a report about the matching users, with insight into their geography, interests, activity, engagement, and more.
  • Bulk Update Profiles – For all users who match your filters, add/change a var value or email opt-out/validity status. Note that numerical values will be stored as strings, and will therefore only be matched in future Audience Builder queries if the searched number is placed in quotes. If you need to bulk update with a numerical value, please use a list file upload or the job or user API.

Audience Source

Screen Shot 2017-04-18 at 4.23.15 PM

When you first access Audience Builder at, you have the option to select a source for the users to search:

  • One or more lists – When this option is selected, click the List name(s) field to search and select from your natural and smart lists.
  • All primary natural lists – Use all natural lists that are marked as primary.
  • All users in database – Use with caution. This option includes all users ever mailed, uploaded, or stored in your account via API calls such as purchase, user, or send. Not all of these users have opted in to campaign mailing, and must not be messaged without consent.

If you select Start future audiences with this source, you will skip this screen in the future.

Whether or not you use this option to enable a default source, you’ll be able to return to it from the main Audience Builder screen at any time and change your source by clicking the current source name:


Add a Filter

For details on each filter, see the Filter Reference.

  1. In the left pane, click a filter’s name to add it to the display.
  2. In the filter, enter criteria for the users to include or exclude.
    To include matching users, select IS. To exclude them, select IS NOT.
  3. When you have entered valid criteria, the dotted border around the filter is removed. If the entire filter or an individual field turns red, the criteria you entered is not valid and must be corrected before saving the filter and performing your action.
  4. Click Done or collapse the filter using the icon at top-right ab-minimize.
    The filter is minimized for easy dragging, dropping, and reordering.
  5. To delete a filter, while it is expanded, click ab-trash.

Add Multiple Filters

  • Repeat the instructions above to select and configure one or more additional filters, or click copy ab-copy on an existing filter to start with a duplicate.
  • Click ab-and or ab-or to switch the logic connecting all filters or filter groups that exist at the same level.
    • AND: all filters must match a user to include the user
    • OR: at least one filter must match a user to include the user
  • You can also use advanced logic, combining ANDs and ORs. For example:
    (‘Majority Resident’ = US OR UK)  AND  (‘Engagement Level’ = Engaged)

    • Click and drag a collapsed filter on top of another to join them in a group.

      When the destination filter turns blue, drop the dragged filter. The two are now grouped.
    • You can change their logical operator (AND/OR) independently from the one that connects the group with the other filters.
    • You can also create a second level of groupings, where a group is nested inside another group.
    • You can add a “NOT” logical operator to a group or subgroup to exclude users who match the result of the group. Hover over the grouping bar, and click IS to change the operator to NOT.
    • To remove a filter from the group, drag it just outside the group until a dark box is displayed to preview the new location.