When creating a push notification campaign, you can target specific segments of your member base rather than sending to everyone. This guide covers all the targeting options available.
Note: Audience targeting is a PRO/Engage plan feature available within the Push Notifications campaign builder.
Default Audience: All Members
By default, a new campaign targets all members who have an installed wallet pass. If you do not apply any filters, every eligible member will receive the notification.
Filter by Wallet Platform
You can narrow your audience by wallet platform:
Apple only — send only to members with an Apple Wallet pass
Google only — send only to members with a Google Wallet pass
Both — send to members on either platform (this is the default)
This is useful when your message is platform-specific or when testing on one platform before the other.
Filter by Tags
If you have tagged your members, you can target campaigns to members with specific tags. For example, you might tag members as "VIP" or "New Member" and send targeted campaigns to those groups.
Filter by Tier
If your membership program uses tiers (e.g., Silver, Gold, Platinum), you can send notifications to members in a specific tier. This is ideal for tier-specific promotions or rewards announcements.
Filter by RFM Segment
RFM (Recency, Frequency, Monetary) segmentation automatically groups your members based on their engagement. You can target any of the following segments:
Champions — your most engaged and valuable members
Loyal — consistently active members
Recent — newly active members
Needs Attention — members whose engagement is declining
At Risk — members who may be about to disengage
Inactive — members who have not engaged recently
Use RFM segments to send re-engagement campaigns to At Risk members or exclusive offers to Champions.
Filter by Custom Properties
If you have set custom properties on your member records, you can filter your audience based on those values. This gives you flexible, business-specific targeting beyond the built-in filters.
Filter by Email Patterns
You can filter members by email patterns to target specific groups. For example, you might target members with company email domains or exclude certain email patterns from a campaign.
Estimated Audience Size
As you apply filters, the campaign builder displays an estimated audience size showing how many members match your current targeting criteria. This preview updates in real time as you add or remove filters, helping you gauge the reach of your campaign before sending.
Important: Wallet Pass Required
Only members with an installed wallet pass can receive push notifications. Members who have not added your pass to their Apple or Google Wallet will be skipped during delivery, even if they match your targeting filters. The estimated audience size reflects only members with active wallet passes.
To maximize your campaign reach, encourage members to install their wallet pass from your Pocket dashboard.
Tips
Start with broader targeting and refine based on campaign performance
Use RFM segments to send the right message to the right members at the right time
Combine multiple filters for precise targeting — for example, Gold tier members on Apple Wallet
Check the estimated audience size before sending to avoid campaigns with zero reach
Tag members consistently from your customer management page to make tag-based targeting more effective