Build a campaign audience

Creating the right audience is key to sending relevant, high-performing campaigns. Let’s walk through how to build an audience list of customers who were previously active but haven’t purchased in the last 180 days.

Step 1: Create a New Audience Segment

Navigate to Marketing > Audience > Lists & Segments.
Click Create New to start a new segment.
Choose between:
- Static segments: stay fixed once created.
- Dynamic segments: update automatically as customers meet (or no longer meet) the conditions.

For this example, we’ll create a dynamic segment.

Step 2: Define Your Audience Rules

Give your audience a name and add an audience tag to easily identify this customer segment.

We want to identify customers who were previously active but have been inactive for the past 180 days.

Rule 1: Customers who have purchased at least once
- Add a condition: If something was done or not done
- Placed Orders ≥ at least once, over all time

This ensures we’re only looking at customers who were once engaged.

Rule 2: Exclude customers who’ve purchased recently

Add an Exclusion condition: If something was done or not done
- Placed Orders = at least once, in the last 180 days

This filters out anyone who’s made a purchase in the last 180 days.

The segment builder will automatically show how many contacts match this criteria so you can get a sense of scale.

Step 3: Save Your Segment

Give your segment a clear name like “Previously active – 180 day inactive”
Click Save Segment