Choosing who a campaign goes to

Every campaign targets a segment, chosen under Who is it for? when you create it. There are four, kept deliberately simple so the audience estimate you see is exactly who gets the send.

The four segments

• All opted-in patients. Every active patient who has consented to marketing on the channel you chose. Best kept for genuinely universal news.
• Lapsed. Patients whose last completed appointment was longer ago than the number of months you enter (anywhere from 1 to 36), and who have nothing confirmed or upcoming since. This is your win-back audience: people who used to come and quietly stopped.
• Birthday in a month. Patients whose date of birth falls in the month you pick. Ideal for a birthday treat offer; schedule it at the start of the month.
• Had one of these treatments. Patients with a completed appointment for any of the treatments you select. Use it for follow-on offers, for example a top-up promotion to everyone who has had a particular treatment.

Consent still applies on top

The segment decides who is relevant; consent decides who is contactable. A lapsed patient with no marketing-email consent is simply skipped on the email channel. Press Estimate audience before scheduling and you will see the real, consent-filtered numbers: the total, and how many can be reached by email and by SMS.

A practical starting point

A Lapsed 6 months campaign with a warm, personal message and your booking link is usually the highest-value first send. These are people who already know and trust you; they just need a nudge.