Filters are rules based on your data, used to filter out information for your reporting or messaging purposes. You can create a filter based on demographics/member profiles or on activity reports from previous messages. For example, you can create filters based on recipients that lived in certain counties or states and who clicked on a specific link in a previous message. Filters are also handy for marketers who prefer to send separate versions of their message to AOL subscribers, customers versus non customers, for example.