Audiences

Build audiences by asking for them

Q: How does Sortment build audiences differently from traditional segment builders?

Instead of dragging filters and writing rules, you describe the audience you need in plain language. Sortment's AI translates your request into precise logic across all your data sources, shows you the count, traits, and qualification criteria, and keeps the audience updated in real time.

Q: What data sources can Sortment use to build audiences?

Sortment connects to your data warehouse (Snowflake, BigQuery, Redshift, Databricks, and more), CRM, product analytics, and campaign tools. It combines behavioral, transactional, and profile data so you can build audiences across every signal, not just what lives in your engagement platform.

Q: Do audiences update automatically, or do I need to rebuild them?

Audiences are live. Once created, they sync continuously with your underlying data so users enter and exit segments as their behavior changes. No manual refreshes, no stale lists.

Q: Can I use natural language to create complex audience logic?

Yes. You can ask for audiences with nested conditions, exclusions, time windows, and cross-entity joins, just like you'd describe them to an analyst. Sortment handles the complexity and shows you the resulting logic for review before activation.

Q: How do I activate audiences once they're built?

Audiences can be pushed directly into campaigns, journeys, or synced to ad platforms and downstream tools. You can also use them as entry triggers for multi-step journeys or as filters inside existing campaigns, all without engineering support.

Sortment turns your customer, product, campaign, and warehouse data into live audiences with logic, counts, traits, and activation paths ready to review.

Explore the 30-day POC

No credit card · No migration · One revenue metric moved in 30 days

Churn Risk (Paid)

Draft

Preview

Publish

Assistant

Users

Where

Days since last payment due

is more than

30 days

Filter

Users

Where

Subscription start date

in the last 30 days

AND

Tier

"Pro"

AND

Has not performed

Content viewed

since

Subscription start date

Filter

Users

Where

Subscription start date

in the last 7 days

AND

Tier

"Pro"

AND

Has not performed

App open

since

Subscription start date

Filter

Group

Sortment AI

Create an audience of new subscribers who might drop off early.

Created audience

I've created an audience based on early engagement and drop-off signals in the first two weeks.

Include users whose payment due date was more than 30 days ago.

Created custom trait

Updated audience

I created a reusable trait to track days since payment was due and applied a 30+ days filter to this audience.

Ask or follow up

How it works

From plain-language ask to live audience

Describe who you want to reach. Sortment builds the logic, checks the data, and keeps the audience ready for campaigns, journeys, or your existing stack.

Describe the audience

Ask for the users you want to reach in plain language. Include behavior, lifecycle stage, timing, intent, or exclusions.

Review the logic

Sortment creates editable audience rules, shows estimated reach, explains the data used, and flags suppressions or overlaps before activation.

Activate anywhere

Use the audience in Sortment campaigns and journeys, or sync it to your existing ESP, report, experiment, or webhook destination.

Create an audience of paid subscribers who might churn early.

Thought for 9s

To find paid users showing early drop-off risk, I’ll look at the below:

Payment timing,
Subscription start date,
Recent sessions, and
Content engagement

Building audience logic...

Describe the audience

Ask for the users you want to reach in plain language. Include behavior, lifecycle stage, timing, intent, or exclusions.

Review the logic

Sortment creates editable audience rules, shows estimated reach, explains the data used, and flags suppressions or overlaps before activation.

Activate anywhere

Use the audience in Sortment campaigns and journeys, or sync it to your existing ESP, report, experiment, or webhook destination.

Create an audience of paid subscribers who might churn early.

Thought for 9s

To find paid users showing early drop-off risk, I’ll look at the below:

Payment timing,
Subscription start date,
Recent sessions, and
Content engagement

Building audience logic...

Strategy AI

Content AI

How it works

From plain-language ask to live audience

Describe who you want to reach. Sortment's agents builds the logic, checks the data, and keeps the audience ready for campaigns, journeys, or your existing stack.

Strategy AI

Content AI

Describe the audience

Ask for the users you want to reach in plain language. Include behavior, lifecycle stage, timing, intent, or exclusions.

Review the logic

Sortment creates editable audience rules, shows estimated reach, explains the data used, and flags suppressions or overlaps before activation.

Activate anywhere

Use the audience in Sortment campaigns and journeys, or sync it to your existing ESP, report, experiment, or webhook destination.

Create an audience of paid subscribers who might churn early.

Thought for 9s

To find paid users showing early drop-off risk, I’ll look at the below:

Payment timing,
Subscription start date,
Recent sessions, and
Content engagement

Building audience logic...

“I feel like I'm able to, in 20% of my time, execute on what normally a team of three to five full-time lifecycle marketers would do — without needing engineering, data, or shared resources.”

Drew Price, VP, Growth Marketing, BryteBridge Group

Read full case study

“I feel like I'm able to, in 20% of my time, execute on what normally a team of three to five full-time lifecycle marketers would do — without needing engineering, data, or shared resources.”

Drew Price, VP, Growth Marketing, BryteBridge Group

Read full case study

Warehouse-native audiences

Built from all your customer data

Sortment can use product behavior, purchase history, subscription status, campaign events, computed traits, custom business logic and all your data, directly from your warehouse.

Supports

Product events

Orders

Subscriptions

Payments

Campaign engagement

Custom traits

Campaigns

Journeys

Reports

Existing ESP

Webhooks

What one marketer built in a year

BryteBridge scaled a new brand from 2 states to 20 with one lifecycle marketer, no data engineering team, and Sortment.

10x

Revenue, year-over-year

2,000+

Campaigns shipped in 12 months

1

Marketer. No engineers.

The business case

Why lifecycle teams use Audiences

The strongest audiences start with one specific lifecycle lever: an activation gap, a conversion window, or a suppression rule your team keeps rebuilding.

Find the users ready to act

Build audiences around intent signals, product behavior, and lifecycle stage before the window closes.

The right users, not just the biggest list.

Signup, no first value

High intent, no conversion

Repeat purchase window

Catch drop-off before it compounds

Create audiences for users showing lower usage, weaker engagement, or early churn signals.

Act while the user is still reachable.

Early churn risk

Renewal risk

Dormant high-value users

`Control who should not receive`

Build suppression and exclusion audiences so campaigns do not overlap, annoy users, or break rules.

Better targeting includes knowing who to leave out.

Recent-send suppression

Preference-based exclusions

Journey and campaign overlap

Start where you are. Go as far as you want.

How teams use Sortment

Add Sortment to Braze, Iterable, or any other ESP without migrating, or use it to replace your CEP entirely.

Pilot with your existing stack

Full CEP replacement

Keep your CEP, add Sortment where it helps.

Your warehouse. Your ESP. Sortment sits in between.

Sortment connects to your warehouse and works with your existing ESP, so you can build real-time audiences, AI-created traits, and segments without data team support.

Map my 30-day POC

Replace scattered tools with one AI-native CEP.

One platform. Every channel. No handoffs.

Sortment replaces your CEP entirely. Journeys, campaigns, segments, content, analytics, and AI agents all run in one platform.

No more coordinating across Asana, Jira, or Slack. No shared resources, no data team tickets, no waiting. Everything your lifecycle team needs to execute, in one place.

Map my 30-day POC

Find the growth signals your team is missing.

Book a 30-minute call. See how Sortment turns opportunities into revenue.

Book a call

QUESTIONS?

FAQs

How does Sortment build audiences differently from traditional segment builders?

What data sources can Sortment use to build audiences?

Do audiences update automatically, or do I need to rebuild them?

Can I use natural language to create complex audience logic?

How do I activate audiences once they're built?

Secure & Compliant

Enterprise-grade security for world-class campaigns

How it works

From plain-language ask to live audience

Describe who you want to reach. Sortment builds the logic, checks the data, and keeps the audience ready for campaigns, journeys, or your existing stack.

Describe the audience

Ask for the users you want to reach in plain language. Include behavior, lifecycle stage, timing, intent, or exclusions.

Review the logic

Sortment creates editable audience rules, shows estimated reach, explains the data used, and flags suppressions or overlaps before activation.

Activate anywhere

Use the audience in Sortment campaigns and journeys, or sync it to your existing ESP, report, experiment, or webhook destination.

Create an audience of paid subscribers who might churn early.

Thought for 9s

To find paid users showing early drop-off risk, I’ll look at the below:

Payment timing,
Subscription start date,
Recent sessions, and
Content engagement

Building audience logic...

Describe the audience

Ask for the users you want to reach in plain language. Include behavior, lifecycle stage, timing, intent, or exclusions.

Review the logic

Sortment creates editable audience rules, shows estimated reach, explains the data used, and flags suppressions or overlaps before activation.

Activate anywhere

Use the audience in Sortment campaigns and journeys, or sync it to your existing ESP, report, experiment, or webhook destination.

Create an audience of paid subscribers who might churn early.

Thought for 9s

To find paid users showing early drop-off risk, I’ll look at the below:

Payment timing,
Subscription start date,
Recent sessions, and
Content engagement

Building audience logic...

Strategy AI

Content AI