Manage Non-Subscribed Contacts

Contacts added to Omnisend can have different subscription statuses for Email, SMS, and Push channels.

Non-subscribed contacts provided their email or phone number but never opted in to receive marketing.

This guide explains how contacts become non-subscribed, what messages they can receive, and how to convert them (if you have proof of consent).

💡 Important: Non-subscribed contacts count toward your billing
Non-subscribed contacts are billable because they can still receive transactional automations (order confirmations, abandoned cart emails, shipping updates). Only unsubscribed contacts (those who actively opted out) do NOT count toward your billable contact limit.

To reduce costs:
• Unsubscribe non-subscribed contacts;
• Delete contacts if you don't need their data (not recommended);
• Proactively collect opt-ins using signup forms to prevent new non-subscribed contacts.

Contacts sync as non-subscribed when they provide contact information during checkout, cart abandonment, or account creation, but don't check the marketing opt-in box.

This happens when:

• Placing an order without checking "Accept marketing".
• Abandoning a cart (contact data captured, no opt-in).
• Creating an account in your store.
• Importing contacts from a file without selecting "Mark as subscribed".
• Platform integrations (Shopify, WooCommerce, PrestaShop) sync all customer data, but only those who checked "Accept marketing" are marked as subscribed.

When you connect Shopify, WooCommerce, or other ecommerce platforms, all customer contact data syncs automatically.

However, contacts are marked as non-subscribed if:

• Your platform doesn't have an "Accept marketing" checkbox at checkout.
• Customers didn't check the opt-in box when placing orders.
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This is expected behavior. To collect more subscribers, enable the marketing opt-in checkbox in your platform settings or use Omnisend signup forms (popups, Landing Pages, flyouts). Learn more about Shopify contact sync. 

Non-subscribed contacts can receive transactional and behavior-triggered automations, but NOT campaigns or promotional automations (Welcome, Birthday).

The table below outlines which automated email messages are sent to contacts based on their subscription status:

You can convert non-subscribed contacts to subscribed only if you have documented proof of consent.

This includes:

• Checkbox logs showing opt-in at checkout
• Double opt-in confirmation records
• Form submission timestamps with consent field data
• Previous ESP export files showing subscribed status

Step 1. Check your contacts' subscription status by creating a segment:
Go to Audience → Segments → Create Segment → Create from Scratch → Add Filter → Subscription status is non-subscribed to Email/SMS.

Step 2. In the saved segment, select the checkbox next to the contacts you want to convert.

Step 3. Click Actions → Convert to subscribed.

Done! Your non-subscribed contacts will be moved to the subscribed list.

The best way to reduce non-subscribed contacts is to proactively collect opt-ins using Omnisend signup forms.

You can create:

• Popups (timed or exit-intent)
• Flyouts (slide-in forms)
• Landing Pages
• Wheel of Fortune (gamified opt-in)
• Embedded forms on your website

• "Accept marketing" checkbox at checkout (Shopify, WooCommerce, BigCommerce).
• Import contacts with subscribed status from integrated apps.
• Add a signup form link to transactional emails (order confirmations, shipping updates). 

Why am I charged for non-subscribed contacts?
Non-subscribed contacts are billable because they can still receive transactional automations (order confirmations, abandoned cart emails, shipping updates). Only unsubscribed contacts (those who actively opted out) do NOT count toward billing.

Can I email non-subscribed contacts to ask them to subscribe?
No. GDPR and CAN-SPAM regulations prohibit sending marketing or subscription confirmation requests to contacts who haven't opted in. Non-subscribed contacts can only receive transactional messages.

Compliant alternatives:
• Add a signup form link to transactional emails
• Use Landing Pages, popups, or flyouts on your site
• Enable "Accept marketing" checkbox at checkout

Why are my Shopify/WooCommerce contacts non-subscribed?
Platform integrations sync all customer data, but contacts are marked as non-subscribed if they didn't check the "Accept marketing" box at checkout or if your platform doesn't offer this option. Enable the marketing opt-in checkbox in your platform settings or use Omnisend signup forms.

Should I delete or unsubscribe non-subscribed contacts to reduce costs?

Recommendation: Unsubscribe instead of deleting. This keeps purchase history and allows contacts to resubscribe later if they change their mind.

Can I automatically unsubscribe new non-subscribed contacts?
No. Omnisend does not allow automations to automatically unsubscribe contacts for compliance reasons. You can manually unsubscribe non-subscribed contacts in bulk using segments.

What counts as "proof of consent"?
• Checkbox logs showing opt-in at checkout
• Double opt-in confirmation records
• Form submission timestamps with consent field data
• Previous ESP export files showing subscribed status