The To row offers four ways to choose. They can be combined.
| Option | Use when |
|---|---|
| Individual | You are emailing specific people you name |
| Lists | You have already built a named group, see Contact lists |
| Tags | You want everyone with a label such as "first-time buyer", see Tags |
| All Contacts | It genuinely applies to everyone. Rarer than it feels |
Tags are usually the right answer
A tag stays current as you tag new people, so "everyone tagged past client" means the same thing in a year. A list is a snapshot unless you maintain it.
#Labels on people you cannot reach
As you build an audience, contacts who cannot receive the email are labelled, so you find out before sending rather than after.
| Label | Means | Fixable? |
|---|---|---|
| Unsubscribed | They opted out of your marketing | No, and should not be |
| Bounced | The address is permanently undeliverable | Only with a correct address |
| Recent bounce | Bounced in the last 30 days | Check the address |
| Duplicate | This address is already in the audience | Handled for you, one email is sent |
| No email | The record has no usable address | Add one, see What the importer fixes for you |
#Duplicates
If the same address appears more than once, across two lists, or on two records, exactly one email is sent. You do not need to de-duplicate by hand.
#Check the number
Before sending, the recipient count is the number that will actually receive, not the number you selected. A big gap between the two means a lot of suppressed or invalid addresses, which is worth understanding before you send, see Bounces and unsubscribes.