Target Specific Users

Choose a recipient group based on tags, predefined segments, audience lists, and more.

When selecting your audience in the Message and A/B Test composers, you can Target Specific Users based on various target data.

See also: Targeting Your Audience and Target Specific Users: In-App Automation.


  1. Find target data via search or explore. As you make your selections, they will appear under Targeted Audience. To remove a selection, click at the end of its row.

    • Search: Enter a term in the search field, then click to select from the listed results.

      To filter results, click to the right of the search box, then make your selection. You can select a filter before or after entering a search term.

    • Explore by data type. Click to select from the listed results.

      Enter a term in the Filter results search box to help narrow your choices. To go back, click the breadcrumbs in the header of the Explore box.

  2. (Optional) Click Add another target to add more audience criteria.

  3. Select ALL/ANY to determine how to evaluate multiple targets.

    • ALL = all criteria must be met (boolean AND)
    • ANY = any criteria must be met (boolean OR)

    By default we include audience members if they meet ALL the conditions you select. For example, if you selected ALL, with tags “VIP” and “female,” you’d only reach female VIPs. If you selected ANY, you’d reach all VIPs and all females.

    If this logic does not meet your targeting needs, you can create a segment to define more complex, nested logic.

  4. Click the next step in the header to move on.

Target Data

You can specify your message audience by a unique identifier, such as a device ID or email address, or by an identifier that may belong to or include multiple users, such as a tag or audience list. Learn more in Targeting Your Audience.

Data TypesSearchExplore
Tags and tag groups
Named UserA customer-provided identifier used for mapping multiple devices and channels to a particular user.
Audience ListRecipient groups based on either your own data or automatically generated app user lifecycle information. Audience lists are used to target specific users.
Device PropertiesAutomatically collected data from your users’ devices, stored as device property tags.
Device IDA channel ID, named user ID, or device token.
Predicted to ChurnAnalyzes your audience for users that exhibit behaviors indicating they are likely to become inactive, and tags the users as High, Medium, or Low Risk.
SegmentReusable audience selection criteria. You can use segments when targeting an audience instead of recreating your audience selections every time you send a message.
Sender IDThe alphanumeric code that your SMS messages come from — like a phone number or name. Your audience subscribes to each individual sender ID they want to receive messages from. 1

1. See: Handling Multiple SMS Senders.


Not supported for web: Lifecycle audience lists.