Which feature allows for sending messages to segments of subscribers based on specific criteria?

Journey Builder decision splits is the feature that allows for sending messages to segments of subscribers based on specific criteria. In Journey Builder, decision splits enable marketers to create tailored experiences by segmenting users according to their behavior, attributes, or responses at different points in the customer journey. This means that based on predefined criteria, different message paths can be triggered for distinct groups of users, enhancing personalization and relevancy in communications.

This feature is particularly powerful because it helps marketers reach their audiences with the right message at the right time, thereby improving engagement and conversion rates. By leveraging decision splits, organizations can ensure their messaging is aligned with the individual needs and preferences of different subscriber segments, which is crucial for effective marketing strategies.

Other options, while related to messaging, do not provide the same level of targeted segmentation based on specific criteria as Journey Builder decision splits.