When you send a campaign, you may notice that the number of recipients is lower than the number of contacts in your database even when using the same search criteria. This is expected behaviour.

Topics

• Why the numbers differ
• The two filters applied at send time
• FAQ

Why the numbers differ

Searching for contacts in the Contacts section shows you everyone who matches your search criteria including contacts without an email address, and contacts who have previously unsubscribed.

When you send a campaign, the platform automatically applies two additional filters on top of your search criteria to make sure emails are only sent to contacts who can actually receive them.

The two filters applied at send time

1. Contact must have a valid email address (or mobile number for SMS) The platform can only deliver an email to a contact who has an email address on file. Contacts with a blank email field are automatically excluded from email campaigns. For SMS campaigns, the same logic applies in reverse — contacts without a mobile number are excluded.

2. Contact must be subscribed Contacts who have previously unsubscribed from marketing will not receive your campaign, even if they appear in a contact search. The platform filters these out automatically at send time to respect their opt-out and to protect your sender reputation.

These filters run automatically every time you send. They cannot be turned off.

FAQ

Is there a way to see exactly who was excluded from my send? You can check individual contact profiles to see their subscription status and email address. For a full view of who received a specific campaign, go to the campaign's Analytics page and check the Recipients tab.

A contact is subscribed and has an email address, but they still did not receive my campaign. What should I check? Check whether their email address is on the do-not-contact list, or whether the campaign was sent using criteria that did not include that contact. See our article on troubleshooting individual non-delivery for a full step-by-step guide.

Why does the contact count in Contacts not match what I see when building my campaign? This is the same reason described above. The Contacts section shows everyone who matches your filter. The campaign send applies the two additional filters on top, which reduces the count.

Any questions? Reach out to us via email at support@meandu.com.