---
title: "Targeting banner campaigns"
slug: "introduction-to-targeting-and-segmentation"
description: "Choose who sees each banner: plan sender and recipient segments, then target by employee, domain, recipient, department, persona, or CRM list."
updated: 2025-05-08T23:18:17.000Z
canonical: "https://help.opensense.com/docs/introduction-to-targeting-and-segmentation"
---
> ## Documentation Index
> Fetch the complete documentation index at: https://help.opensense.com/llms.txt
> Use this file to discover all available pages before exploring further.
# Targeting banner campaigns
## Overview
Targeting decides which recipients see each banner. Plan your segments first, then choose a targeting method. You can target in a campaign, on the **Targeting** page, with group targets, or with data from your CRM.
## Planning your segments
Segment your targeting in two ways: by who sends the email, or by who receives it.
Internal targeting · by sender
Customer Success shares onboarding or support resources.
Sales highlights offers or product demos.
Marketing promotes webinars, ebooks, or events.
Recipient targeting · by recipient
Event attendees get follow-up content.
High-value accounts get tailored messages for account-based marketing (ABM).
## Choosing a targeting method
| Method | Use it for | Set it up |
| --- | --- | --- |
| **By employee** | Internal banners for your own employees | [In a campaign](#targeting-in-a-campaign) |
| **By domain** | ABM, such as a top account, or a podcast guest with their episode's banner | [Targeting page](#adding-a-domain) or a campaign |
| **By recipient** | ABM, such as specific members of a buying committee | [Targeting page](#adding-a-recipient) or a campaign |
| **By department** | Content based on the sender, not the recipient, such as Sales, CS, or Marketing | [Group targets](#targeting-by-department) |
| **By persona** | A job title, department, language, and more, when you sell to several personas | [CRM data](#targeting-by-persona-lifecycle-stage-list-or-industry) |
| **By lifecycle stage** | Any custom stage or criteria, such as Nurture, Working, Customer, or an NPS score of 0–30 | [CRM data](#targeting-by-persona-lifecycle-stage-list-or-industry) |
| **By list** | A CRM list, such as event leads, sponsors, or ABM accounts | [CRM data](#targeting-by-persona-lifecycle-stage-list-or-industry) |
| **By industry** | Messaging for each industry you sell to | [CRM data](#targeting-by-persona-lifecycle-stage-list-or-industry) |
## Targeting in a campaign
Each campaign has a **Targeting** step, where you list the email addresses (**Recipient-based**) and domains (**Domain-based**) that see its banner. In a new campaign, it is the last step of the **New Campaign** window. In an existing campaign, it is at the bottom of the edit page.
1. In the navigation pane, select **Marketing** > **Campaigns**.
2. [Create a campaign](https://help.opensense.com/docs/creating-banner-campaign), or [edit](https://help.opensense.com/docs/editing-a-campaign) an existing one.
3. In **Targeting**, click **Add Email** to add email addresses, or **Add Domain** to add domains.
Open Campaigns · Marketing > Campaigns
The Targeting step · Add Email or Add Domain
To reach your own employees, add their email addresses or your company's domain. Internal banners work well for:
- New updates, such as product launches, campaigns, or a new blog post
- Upcoming events, such as webinars, conferences, or holiday parties
- Satisfaction surveys
- Company culture, such as promotions, new babies, or birthdays
- HR announcements
## Targeting on the Targeting page
The **Domains** and **Recipients** tabs on the **Targeting** page hold the domains and recipients that you target. Each entry links to campaigns, tags, or both.
### Adding a domain
1. In the navigation pane, select **Marketing** > **Targeting**.
2. Select the **Domains** tab, then click **Add Domain**.
3. In **Domain**, enter a valid domain. The short and the full form both work, for example `opensense.com` or `www.opensense.com`.
4. Select **Campaigns**, **Tags**, or both. Each entry needs at least one campaign or one tag. If you add a tag, you can add the same tag to a campaign's banner instead of selecting the campaign here.
5. Click **Update**.
Open Targeting · Marketing > Targeting
Domains tab · Click Add Domain
Add Domain · Domain, then campaigns or tags
To edit or delete a domain, click the actions menu (**⋮**) on its row. To export all domains, click the download button above the list.
### Adding a recipient
1. In the navigation pane, select **Marketing** > **Targeting**.
2. Select the **Recipients** tab, then click **Add Recipient**.
3. In **Recipient**, enter a valid email address.
4. Select **Campaigns**, **Tags**, or both. Each entry needs at least one campaign or one tag. If you add a tag, you can add the same tag to a campaign's banner instead of selecting the campaign here.
5. Click **Update**.
Open Targeting · Marketing > Targeting
Recipients tab · Click Add Recipient
Add Recipient · Email, then campaigns or tags
To edit or delete a recipient, click the actions menu (**⋮**) on its row. To export all recipients, click the download button above the list. To see a recipient's details, such as title, company, and industry, hover over their name.
### Previewing your targeting
1. On the **Targeting** page, select the **Preview** tab.
2. Enter the **Sender** and **Recipient** email addresses, then click **Preview**.
The preview shows the banner that the recipient gets, with the type of match and the tags and campaigns that apply.
:::caution[CRM and marketing automation rules come first]
If you have an integration set up, Opensense checks your CRM or marketing platform automations first, then the recipient and domain targeting in Opensense. The automations take priority for the same contacts. If you target a recipient or domain in Opensense, turn off any automations for those contacts.
:::
## Targeting by department
Department targeting divides the senders in your organization into groups, such as Marketing, Customer Success, or Sales. Use it to show campaigns that fit each department's recipients, for example customer banners from Customer Success and awareness content from Sales. To set it up, see [Setting up group targets for campaigns](https://help.opensense.com/docs/initial-setup).
## Targeting by persona, lifecycle stage, list, or industry
This method suits marketing teams that want to control targeting without help from system administrators or IT. Use Liquid templates to add targeting parameters directly in the email signature, with any data from your CRM or marketing automation platform. See [Targeting with CRM or marketing automation platforms](https://help.opensense.com/docs/targeting-with-crm-or-marketing-automation-platforms).
## What's next
- [Setting up group targets for campaigns](https://help.opensense.com/docs/initial-setup): target banners by sender group.
- [Targeting with CRM or marketing automation platforms](https://help.opensense.com/docs/targeting-with-crm-or-marketing-automation-platforms): connect your CRM through Zapier.
- [Creating a banner campaign](https://help.opensense.com/docs/creating-banner-campaign): set up a campaign and its targeting.
