> ## Documentation Index
> Fetch the complete documentation index at: https://sailia-mintlify-5b02008a.mintlify.site/llms.txt
> Use this file to discover all available pages before exploring further.
# Marketing and audience
> Manage your audience, grow your subscriber list, and run targeted campaigns.
Sailia includes built-in tools for growing your audience and reaching customers with marketing emails. You can collect subscribers through your booking page and embedded newsletter forms, then use workflows and campaigns to stay in touch.
## Audience management
Your audience in Sailia consists of:
* **Customers** who have made a booking or purchase
* **Newsletter subscribers** who signed up through your embedded form or booking page
* **Staff members** and team contacts
Navigate to **Marketing** > **Audience** to view, search, and filter your full contact list.
Each audience member has a **first name** and **last name** stored separately, alongside their email address. These fields are populated automatically from bookings, account signups, and newsletter form submissions, and can be edited from the audience member's profile. Use them to personalize campaigns with merge fields like **Customer first name** — see the [full merge field reference](/integrations/workflows#merge-fields).
### Filtering the audience list
The **Audience** page supports the same filter builder used by [campaigns](/customers/campaign-audience-filters), so you can narrow your contact list by purchase history, tags, memberships, subscription status, and more.
One filter is exclusive to this page:
* **Contact unsubscribed** — find contacts who have opted out of marketing emails. Add an **Unsubscribed date** condition to focus on a specific period (for example, everyone who unsubscribed in the last 30 days), or leave the filter empty to list every unsubscribed contact.
Use this filter to audit who has opted out, review unsubscribe trends after a campaign, or export a list for offline follow-up. The filter is only available on the **Audience** page — it does not appear in the campaign audience builder, because unsubscribed contacts are automatically excluded from campaign sends.
## Growing your audience
### During the booking flow
Customers who book through your [online booking page](/activities/online-bookings) are automatically added to your audience. If they create a [customer account](/customers/customer-accounts), their details are linked and kept up to date.
### Newsletter signup forms
Embed a [newsletter signup form](/customers/newsletter-forms) on your website to capture subscribers who haven't booked yet. The form collects a name and email address and adds the contact to your audience automatically.
### At the point of sale
When staff link a [POS transaction](/point-of-sale/overview) to a customer account, that customer's details are added to your audience if not already present.
## Reaching your audience
### Automated workflows
[Automated workflows](/integrations/workflows) are the primary way to send targeted communications. Set up triggers for events like:
| Trigger | Example message |
| ---------------------- | -------------------------------------------------------- |
| **New booking** | "Thanks for booking! Here's what to bring." |
| **Post-activity** | "Thanks for coming! Ready to book again?" |
| **Membership renewal** | "Your membership renews on \[date]." |
| **Abandoned basket** | "You left items in your basket — complete your booking." |
| **Waiver reminder** | "Please complete your waiver before \[date]." |
Workflows support both email and SMS channels, with merge fields to personalize each message.
### Newsletter campaigns
Use your audience list to send one-off marketing emails about upcoming events, seasonal offers, or business updates. Combine with [discount codes](/pricing/discount-codes) to drive bookings.
Campaign emails support merge fields to personalize content — including your business name, logo, and subdomain alongside the recipient's name. When you send a campaign preview, these fields are populated with your real business details so you can check how the email looks before sending. See [business merge fields](/integrations/workflows#business-merge-fields) for the full list.
#### Campaign metrics
After a campaign is sent, open it from **Marketing** > **Campaigns** to review its performance. Sailia tracks the following metrics for each send:
| Metric | What it measures |
| ---------------- | ---------------------------------------------------------------------------- |
| **Sent** | Total recipients the campaign was delivered to. |
| **Opened** | Recipients who opened the email. |
| **Bounced** | Emails that could not be delivered. |
| **Spam** | Emails reported as spam by recipients. |
| **Unsubscribed** | Recipients who opted out via the campaign's unsubscribe link. |
| **Clicks** | Total clicks on links inside the email, indicating click-through engagement. |
Use the **Clicks** metric to gauge how compelling your call to action is — a high open rate with low clicks usually signals that the subject line is working but the email body or offer needs refining.
## Unsubscribes
All marketing emails include an unsubscribe link. When a contact unsubscribes:
* They stop receiving marketing emails and workflow messages
* Their booking-related transactional emails (confirmations, refunds) are not affected
* They remain in your audience list but are flagged as unsubscribed
Transactional emails like booking confirmations and refund notifications are always sent regardless of subscription status. Only marketing and workflow emails respect the unsubscribe preference.
### Resubscribing contacts
A previously unsubscribed contact can be resubscribed when they actively opt in again. This can happen when:
* The contact signs up again through a **newsletter form** on your website
* The contact makes a new **booking** through your online booking page
When a contact resubscribes, their unsubscribe history is cleared and they receive a fresh subscription date. They will begin receiving marketing emails and workflow messages again as normal.
Importing contacts through a CSV upload does not resubscribe contacts who previously unsubscribed. Their opt-out preference is preserved to respect their original choice. If a contact wants to receive marketing emails again, they need to sign up through a newsletter form or make a new booking.
## Best practices
* **Segment your audience** — target messages based on booking history, membership status, or activity type
* **Time your messages** — send reminders at useful intervals (24 hours before an activity, 1 week after a visit)
* **Include clear calls to action** — link directly to your booking page with a pre-selected activity when possible
* **Monitor performance** — track workflow email volume through [meter usage tracking](/api-reference/meter-tracking#built-in-meters) to ensure deliverability
* **Respect opt-outs** — unsubscribed contacts can resubscribe on their own through signup forms or bookings, but avoid bulk re-importing contacts who chose to opt out
## Related guides
Embed a signup form on your website.
Set up triggered email and SMS campaigns.