Audience splits

An audience split lets you divide your audience into segments and send each segment down different paths in your campaign journey. This allows you to tailor content, timing, and messaging based on different customer behaviours or preferences, increasing engagement and campaign effectiveness.

Adding an audience split

To add an audience split:

  1. In your Orbit journey, click the + icon where you want to create different paths.

    Tip: An audience split is often positioned below a Time Delay step.

  2. Under Controls, click Audience Split. A new step appears in your journey.

  3. Select your new audience split step. Enter a name, then click Create.

    Note: The 'Everyone else' path appears by default. You can rename this path if needed.

  4. Click + Add Path.

  5. Enter a descriptive name for the path.

    Your new path appears in the side panel above your default audience.

    Note: Paths are hierarchical. The topmost path appears on the left. You can rearrange them as needed.

  6. Under the new path, click + Add Audience.

  7. Search for and select your preferred audience.

    Note: To split your audience based on message objectives, see Audience splits by message objective.

  8. Add your preferred split paths, then click Apply.

    Note: By default, audience split paths exit the journey immediately. To keep segments in the journey, add steps like time delays or additional communications.

You’ve now set up an audience split in your campaign journey.

A subscription service wants to manage responses to a membership cancellation request:

  • Opt out – Customers who confirm they no longer wish to receive communications are removed from future marketing messages

  • Cancelled – Customers who cancel their membership receive a follow-up survey and an offer to rejoin at a discounted rate

  • Everyone else – Customers who neither opt out nor cancel continue receiving standard engagement messages

Audience splits by message objective