One of the most important parts of sending a mass message is making sure it reaches the right people. Clientbook gives you flexible filters to build a targeted audience so every message is relevant.
Important: Your audience starts at 0 recipients. You must add filters to build your audience before you can send.
Dynamic Audience
Your audience is now evaluated at the time the message is sent, not when you create it.
This means if you schedule a mass message for next Tuesday targeting clients tagged "VIP":
- A client tagged "VIP" on Monday will be included when the message sends Tuesday
- A client who has "VIP" removed on Monday will be excluded when the message sends Tuesday
Previously, the audience was locked when you created the message. If tags changed between creation and delivery, the audience didn't update - which meant some clients received messages they shouldn't have, and others were missed.
What this means for you: - You can schedule messages further in advance without worrying about stale audiences - Tag cleanup and updates are reflected automatically - The recipient count shown at send time is always accurate
Available Filters
Under the Audience section on the New Message screen, you'll see five filter buttons. Click any button to open its selector and pick values.
| Filter | What It Does |
|---|---|
| + Tags | Include clients who have one or more specific tags |
| + Exclude Tags | Remove clients who have specific tags, even if they match other criteria |
| + Stores | Limit to clients associated with specific store locations |
| + Contact Methods | Filter by how the client prefers to be contacted (SMS, etc.) |
| + Last Contacted | Target clients based on when they were last contacted |
Each filter you add appears as a chip you can remove by clicking the ×.
Exclude Tags selector
Stores selector
Last Contacted selector
How to Build Your Audience
- From the New Message screen, find the Audience section at the top
- Click + Tags and choose the tags that define your recipient list
- To exclude specific clients, click + Exclude Tags and choose the tags to remove
- Add any additional filters you need: + Stores, + Contact Methods, + Last Contacted
- The recipient count on the right updates in real time as you add or adjust filters
Using Include and Exclude Tags Together
This is the most common way to target your audience. For example:
| Scenario | Include Tags | Exclude Tags | Result |
|---|---|---|---|
| Valentine's promo to VIPs | "VIP" | - | All clients tagged VIP |
| Spring event, skip recent buyers | "Spring Event List" | "Purchased Last 30 Days" | Event list minus recent purchasers |
| Bridal campaign, exclude engaged clients who already bought | "Bridal", "Engaged" | "Engagement Ring Sold" | Engaged clients who haven't purchased yet |
| Holiday push to all fashion clients, skip those already contacted | "Fashion" | "Holiday Message Sent" | Fashion clients you haven't reached yet |
Tip: Create specific tags for each campaign so you can easily target and exclude. For example, tag clients "Mother's Day 2026" after sending them a Mother's Day message so you can exclude them from follow-up sends.
What Changed: Removed Filters
The following filters have been removed from Mass Messages:
| Removed Filter | Why | What to Use Instead |
|---|---|---|
| Birthdays | Birthday outreach should be automated, not manual | Set up birthday automations under Life Events |
| Anniversaries | Anniversary outreach should be automated, not manual | Set up anniversary automations under Life Events |
| Preferences | Simplified in favor of tag-based targeting | Use tags to segment clients by preference |
If you previously used birthday or anniversary filters for campaign targeting (e.g., "all February birthdays for a Valentine's campaign"), create tags like "February Birthday" and apply them to the relevant clients.
Checking Your Audience Before Sending
The recipient count appears in the top right of the Audience section and updates as you adjust filters. Always review this number before proceeding.
Before sending, the confirmation dialog will show you: - The exact number of recipients - The potential overage cost if the message exceeds your plan limit - A field where you must type the recipient number to confirm
This prevents accidental sends to unintended audiences.
Best Practices for Audience Targeting
Start Narrow, Then Expand
It's better to send a highly relevant message to 200 people than a generic message to 2,000. Start with a specific tag and add more if the audience is too small.
Use Exclude Tags to Protect Relationships
Exclude clients who recently purchased, recently received a message, or are in active sales conversations. Over-messaging is the fastest way to get opt-outs.
Create Campaign-Specific Tags
Before a campaign, upload or apply a tag to your target list. After sending, you have a clear record of who received it - and you can exclude them from the next send.
Coordinate Across Stores
If you have multiple locations, use the Stores filter to avoid sending the same promotion from different locations to shared clients.