Three recipient modes
| Mode | Behavior |
|---|---|
| All customers | Every customer in your org that has an email address on file |
| Specific individuals | Exactly the customers you hand-pick |
| Segment | Exactly the customers matching that segment's rules |
Two skips that always apply
Customers without an email address are always skipped, and so is any address on your unsubscribe list. Both are recorded on the campaign, so open the campaign detail to see exactly who was skipped and why.
Deactivated and deleted customers are never included
"All customers" means all active customers. A customer set to Make Inactive is excluded from every campaign, drip sequence, and automated message. That is the purpose of the state. Customers in the 30-day Trash are likewise excluded.
To email someone who is currently inactive, reactivate them first.
Segment-targeted delivery
A segment-targeted campaign delivers to exactly the customers matching that segment's rules. The recipient count on the review screen is resolved by the same rules the send uses, so the number you approve is the number who receive it.
If a segment uses a rule that can't be applied to a send yet, the campaign is refused with an explanatory error rather than delivered to a wider audience. The review screen flags it before you get that far.
"Fewer people got it than the segment contains"
That's the two skips above: no email address on file, or on your unsubscribe or suppression list. Both are recorded on the campaign, so the campaign detail shows exactly who was skipped and why.