Audience segmentation is one of the most powerful tools in email marketing — but setting it up manually can be time-consuming and inconsistent. To simplify this, we’ve introduced default audiences that are automatically created and maintained for every tenant.
What are default audiences?
Every account now includes the following audiences by default:
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All contacts
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Active contacts
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Warm contacts
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Cold contacts
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Inactive contacts
These audiences are created automatically when:
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A new tenant or organisation is created
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An existing tenant is migrated to the new system
No setup is required on your end.
How these audiences work
Default audiences are system-managed and behavior-based. Contacts are automatically segmented based on actions they’ve already taken, and they move between audiences as their engagement changes.
To keep things consistent and reliable:
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Default audiences always appear at the top of your audience list
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They cannot be edited or deleted
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Contacts cannot be manually added to them
What’s intentionally restricted
To preserve data accuracy:
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Contacts cannot be imported directly into default audiences
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Default audiences do not appear in the audience selection dropdown during imports
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Users cannot manually adjust membership
This ensures that engagement states are always determined by actual behavior, not manual overrides.
Why this matters
With default audiences, you get:
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Immediate visibility into contact engagement
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Consistent segmentation across all accounts
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Less time spent creating and maintaining basic segments
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A reliable foundation for targeting and automation
Instead of starting from scratch, you can focus on building campaigns and automations on top of clean, structured data.
