TL;DR: Composition shows the mix of ICPs, Personas, and signal sources inside an audience. Reachable % is the share of audience members with at least one contactable channel enriched. Both are diagnostics for audience health.
Composition
Expand any row on the Audiences page (or open the audience detail) and the Composition panel breaks the audience down three ways:
- By ICP — what % of members come from each ICP
- By Persona — what % from each Persona inside those ICPs
- By signal source — what % were captured by each signal type
A canonical "VIP" audience might compose as:
By ICP By Persona By signal source
Mid-market SaaS 62% VP Sales 38% Replies 45%
Enterprise SaaS 27% Founder 24% Demo Viewed 23%
SMB SaaS 11% Head of Growth 17% Keywords 18%
CRO 14% Webhook 9%
Other 7% Other 5%
What composition tells you
- Lopsided ICP mix — if 95% of your "Hot VIP" audience comes from one ICP, you might want to split into multiple audiences. Different ICPs usually want different outbound messaging.
- Persona drift — if you expected mostly VPs but the audience is 50% Founders, your conditions probably weren't strict enough on title. Either tighten the Persona filter or rename the audience.
- Signal source concentration — if one signal source dominates, the audience is effectively a signal export. Useful to know — outbound performance will rise and fall with that signal's accuracy.
Composition is read-only
You can't reweight composition directly. To change it, edit the underlying audience conditions. The composition recomputes within seconds.
Reachable %
Reachable % is the share of audience members where Unstuck Engine has at least one contactable channel enriched of the channels you've enabled in the audience's enrichment scope.
Audience: Hot VIP
Enrichment scope: [Work email, LinkedIn URL]
Members: 100
Members with work_email: 78
Members with linkedin_url: 92
Members with at least one of [work_email, linkedin_url]: 96
Reachable %: 96%
Note: it's the union across enabled channels, not the intersection. Enabling more channels typically increases Reachable %.
What Reachable % tells you
- Above 80% — healthy. Your enrichment waterfall is working for this audience.
- 40% – 80% — workable but with friction. Some leads will be unreachable at outbound time; you'll see drop-off in the destination.
- Below 40% — the audience is partially fictional. Members exist as records but you can't action them. Three likely fixes: (1) enable more enrichment channels, (2) add
has_enriched_email = yesas a condition, (3) tighten the audience to a sub-segment where enrichment historically succeeds.
Improving Reachable %
Three approaches:
- Add channels to the enrichment scope. Enabling LinkedIn URL alongside work email usually adds 10–20% reach (most B2B records have a public LinkedIn).
- Run on-demand enrichment. From the audience detail page, click
Enrich missing contacts. The waterfall runs against all members lacking enrichment for the enabled channels. Costs credits per record enriched. - Add an enrichment filter to the conditions.
has_enriched_work_email = yesexcludes the unreachable members up front. Cleanest if you can afford to lose them.
Audience health at a glance
Three columns to scan when triaging an audience:
Column | Healthy | Sketchy
Members | Stable or growing | Wildly fluctuating
Composition (top ICP %) | One ICP between 40–80% | One ICP at 95%+ or no ICP above 30%
Reachable % | 80%+ | Below 40%
Audiences that score green on all three are the ones to invest outbound spend in. Audiences with red flags need refinement before driving sequences.