Today’s growth-focused brands know that winning customer attention isn’t about sending more messages. It’s about sending smarter ones. Relevance, timing, and channel choice all matter, and the most effective marketers are those who can adapt their communication based on real-time behavior.
That’s why we’re excited to introduce audience filters: a major enhancement to Klaviyo’s new omnichannel campaign builder that gives marketers precise, dynamic audience control at the message level.
With audience filters, you can apply Klaviyo’s full segmentation and personalization power to every step of your omnichannel campaign, making sure each customer gets the most relevant experience, on the right channel, at the right moment.
True omnichannel personalization: where every interaction influences what comes next
Omnichannel campaigns used to mean coordinating multiple messages across channels from one place. That was a big step forward, but in practice, it still means treating every customer the same once a campaign is live.
In reality, customers don’t follow a single, linear path. They open one message, ignore another, switch channels, browse products, place orders, or reach out for support. Often, this happens all within the same day.
When consumer behavior changes, your messaging should change with it.
Audience filters make omnichannel campaigns more responsive by letting each interaction influence what comes next. Instead of setting targeting once and hoping for the best, you can now adapt messages in real time based on engagement, preferences, and customer profile data. This makes every campaign feel more personal, timely, and connected.
How to get the most out of audience filters
Audience filters give you the flexibility to tailor every message in your omnichannel campaign based on who a customer is, how they engage, and where they’re most likely to respond.
Here are some of the most impactful ways to use audience filters to drive better performance and more relevant experiences:
Target based on preferred channels
Reach customers where they’re most likely to engage by routing messages based on engagement history and AI-powered channel affinity.
For example, within a single campaign, you can:
- Send an initial email to customers who engage best with email.
- Send a personalized text message to customers who prefer text messaging.
- Follow up on a different channel if the first message doesn’t land.
This way, you avoid over-messaging customers, and every touchpoint works harder.
Personalize messages using real-time customer data
Use audience filters to tailor content based on the data already living in Klaviyo.
You can personalize based on:
- Predictive insights like churn risk or next order date
- Location or language preferences
- Loyalty tier, subscription status, or lifetime value (LTV)
The result is one campaign that delivers many highly relevant experiences instead of a single generic one.
Follow up based on how customers engage
Let customer behavior guide what happens next in your campaign.
With audience filters, you can automatically:
- Follow up with a push notification when customers click on a text message, but don’t purchase.
- Deliver an email to customers who open, but don’t click.
- Shift to higher-level educational content if there’s no engagement.
These engagement-based paths help you stay relevant without rebuilding campaigns from scratch.
Combine conditions for more precise targeting
Create sophisticated targeting logic directly within your campaign by chaining multiple conditions together.
For example:
- Target customers who click the first message, prefer text messaging, and live in California.
- Send a different follow-up to customers who open, but don’t click, and have high predicted LTV.
Audience filters support AND/OR logic, giving you flow-level precision inside omnichannel campaigns.
Build multi-step, behavior-driven journeys
Design campaigns that evolve as customers move through them.
For a product launch, you might:
- Send an announcement email.
- Follow up based on behavior:
Clicks → text message with early accessOpens but doesn’t click → email with reviews or social proofNo engagement after 24 hours → WhatsApp message with creator content- Clicks → text message with early access
- Opens but doesn’t click → email with reviews or social proof
- No engagement after 24 hours → WhatsApp message with creator content
This turns a static campaign into a responsive journey that adapts in real time.
Account for service activity to protect the experience
Because Klaviyo runs marketing and service based on one real-time customer profile, audience filters can factor in support signals as well.
Use them to:
- Exclude customers with open support tickets.
- Send shipping updates only to recent purchasers.
- Trigger re-engagement only if a customer hasn’t interacted with Customer Hub.
This helps prevent mistimed messages and creates a more cohesive customer experience.
Scale personalization without adding complexity
Perhaps the biggest benefit of audience filters is operational simplicity.
No more managing multiple segments, separate campaigns per channel, and manual follow-ups. Now, you can build one holistic campaign with multiple paths and audiences, powered by real-time data and customer behavior.
Audience filters: making the future of omnichannel brighter
This is omnichannel the way it should be: one campaign, across multiple channels and audiences, with limitless personalization.
Learn more about audience filters in omnichannel campaigns.
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