When you send a campaign to a segment, Omnisend only includes contacts who are subscribed to that channel. This is why your recipient count may be lower than your total segment size.
Understand Contact Count
Omnisend is a multichannel platform. A single contact can have different subscription statuses: subscribed, non-subscribed, or unsubscribed, across Email, SMS, and Push Notifications.
A segment can include contacts with any subscription status. However, when you send a campaign, Omnisend automatically filters the segment to include only contacts subscribed to the selected channel. Contacts who are unsubscribed or have never subscribed to that channel are excluded.
You'll see a notification confirming the number of subscribed contacts in your selected segment during campaign setup.
To check how many contacts in a segment are subscribed to a specific channel:
Go to Audience → Segments.
Open an existing segment or click Create Segment.
Add a rule for subscription status.
If you have multiple filter rules, connect them using the AND operator.
You can filter contacts by subscription to Email, SMS, or Push Notifications within the same segment.
💬 Learn more about contact subscription statuses across channels.
FAQ
What is the difference between a non-subscribed and an unsubscribed contact?
Non-subscribed contacts have never opted in to marketing – for example, they placed an order or were imported without a marketing consent checkbox.
Unsubscribed contacts previously consented but later opted out.
Both statuses are excluded from campaigns, but non-subscribed contacts are billable because they can still receive automated transactional messages. Unsubscribed contacts are not billable.
Why am I paying for contacts I can't send campaigns to?
Non-subscribed contacts count toward your billable total because they can still receive automated transactional messages, such as order confirmations, abandoned cart reminders, and shipping updates. Unsubscribed contacts are not included in your billable count.
My campaign was scheduled for a large segment, but only sent to a handful of contacts. What happened?
For scheduled campaigns, Omnisend recalculates the recipient list before send time. Contacts who unsubscribed, bounced, or no longer match the segment criteria between scheduling and sending will be excluded. The campaign report reflects actual recipients at send time – not the segment size when you scheduled it.
Have any additional questions? Reach out to our Support Team via in-app chat or at [email protected].