Audience Builder FAQ

Problem

Users often have questions about Audience Builder in the Gladstone GO platform, including what it does, who can use it, how to access it, and the specific features available for segmentation, communications, compliance, reporting, and integrations.

Resolution

1. What is Audience Builder?

   • Audience Builder is a custom segmentation and communication tool in Gladstone's staff-facing GO platform. It enables leisure operators to create tailored audiences based on member data and send marketing or operational communications via email, SMS, or push notifications.

2. Who is Audience Builder for?

   • It is designed for a wide range of users, including experienced marketing professionals and site managers with no prior communications tool experience.

3. How do I get access?

   • Complete the access form. Your Regional Sales Manager will contact you regarding pricing, usage, and onboarding details.

4. Segmentation and Audience Creation

   • What filters can I use?
     Audience Builder supports many filters. Common examples include:
     • Membership type and status
     • Booking history
     • Site attendance
     • Age
     • Gender
     • Location
       For a full list, see Audience Builder: Available Filters Reference.
   • Can I use Custom User Fields?
     Yes, if the data exists in your Gladstone database.
   • Can I target prospects and non-members?
     Yes, if their record exists in Gladstone.
   • Can I segment by booking or attendance patterns?
     Yes, for example:
     • Target people who have not attended in 30 days
     • Reward new joiners who visited three times in their first week
     • Send communications by class or activity type
   • Is the data live/real-time?
     Yes, audiences reflect up-to-date activity at send time.
   • Can I contact brand-new joiners only?
     Yes, you can filter by join date or membership purchase date.

5. Communications and Journeys

   • What types of communications can I send?
     • Marketing (offers, newsletters, campaigns)
     • Operational (booking confirmations, cancellations, reminders)
   • What channels are available?
     • Email
     • SMS
     • Push notifications via Go App
   • Can I tailor communications based on what was booked?
     Yes, for specific activities, classes, or courses.
   • Can I automate journeys based on activity frequency?
     Yes, e.g., send different messages based on attendance.
   • Can I cancel a class and automatically notify attendees?
     Not yet; this feature is planned for a future release. Currently, users are guided to notify attendees manually.
   • Can I send updates to members not opted into marketing?
     Yes, but only for operational messages (e.g., cancellations, schedule changes). Marketing requires explicit opt-in.
   • Can I prioritise channels, like SMS first, then email?
     Not currently. Channels must be manually selected.

6. Integration and Data Handling

   • Can I send to people not in Gladstone?
     No, all recipients must have a Gladstone record.
   • Can I import external datasets for one-off emails?
     No, external list imports are not supported.
   • Can Audience Builder trigger webhooks or connect to third-party tools?
     Not currently; this is under review.
   • Integration with ReferAll, GoLearn, myFitApp:
     • ReferAll: Not yet, but being explored
     • GoLearn: Not supported
     • myFitApp: Not yet, but being explored

7. Consent and Compliance

   • How does Audience Builder support GDPR compliance?
     The system checks:
     • Member consent for marketing messages
     • Preferred contact methods (email, SMS, push)
     • Active opt-ins at the time of communication
   • Can I run a re-consent campaign?
     Yes, you can prompt members to update their preferences via GladstoneGo or front of house (360).

8. SMS, Email, and Analytics

   • How do SMS and email credits work?
     • Email: One credit per send, regardless of size
     • SMS: Credits depend on message length
   • How much are SMS bundles?
     Pricing varies; contact your Regional Sales Manager.
   • Can I schedule messages?
     Yes, as one-off or recurring (e.g., weekly reminders, every five minutes).
   • Can I test messages before sending?
     Yes, you can preview using your own contact details.
   • Is reporting included?
     Basic email analytics (opens, deliveries, bounces) are coming in a second phase; SMS and push analytics may follow.
   • Can Gladstone identify incorrect email addresses?
     • Capture+ prevents invalid addresses from being added.
     • Hard bounces will be reportable in the upcoming reporting phase.
   • Can I build templates within SMS?
     • Not at this stage; may be considered in future based on feedback.
   • Can messages be personalised?
     • Yes, placeholders can insert name, membership type, home site, date of birth, etc.

9. Comparison to Other Suppliers

   • Audience Builder works within your Gladstone system:
     • Real-time data
     • No imports/exports needed
     • Full GDPR control
     • Seamless journeys linked to member data
     • Roadmap tailored to leisure sector needs

Notes

• For a full list of available filters, see Audience Builder: Available Filters Reference.
• Related: Using Audience Builder (building an audience); Audience Builder (template and communication job); Audience Builder Best Practice Examples.

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