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Not sent

Analytics → Not sent answers one question: why didn't this person get this?

Every message you send goes through the same checks, in the same order, every time. When a check stops one, it is written down here with the reason it was stopped. Nothing is lost and nothing is silent — a message not sent is a fact you can look up months later, about one person and one send.

Most refusals are the app keeping a promise for you.

Most of them are consent, and addresses that must not be mailed.

Not sent is not a failure

A message not sent is the app doing exactly what you would want it to do: not emailing somebody who never gave you permission, not emailing an address that must never be mailed again, not sending an email that a mailbox would cut in half.

A store with nothing stopped in a period sees a drawing and a sentence saying so, and that is good news rather than an empty screen.

Most reasons are not something you can fix, and the page says which are which. Each reason has one line saying what it means and one line saying what to do. Most of those say Nothing to do, with a tick, so you never go looking for a control that does not exist. The few that are yours to act on carry a link to the place you act.

The four groups

Every reason belongs to one of four groups: consent, protecting your sending, address problems, and your store and the message. The last group is the one to look at. The first two are the app working as intended, and most address problems clear on their own once an address or number arrives.

The page reads from the top down: one number, a bar showing how the four groups share it, the four groups as tiles, and then each group's reasons.

When any reason you can act on came up in the period, a yellow card names them:

2 reasons you can do something about

Show me takes you to them.

What the page shows

The page shows each group's reasons, a chart of messages not sent over the period you choose, and every message not sent, newest first. Your period, your grouping and your filters stay in the page's address.

The period — the last 7, 30 or 90 days, All time, or Custom dates, the same choice as every Analytics page (see Analytics). By day is offered for periods of 92 days or fewer; a longer period is grouped by week or month.

Each group's reasons — the reason, how many messages it stopped and its share of everything not sent, what it means and what to do. More under the meaning opens the full explanation. Choose a reason's name to narrow the chart and the list below to it; choose it again to go back to everything.

Not sent, by day — the same period as a chart, grouped by day, week or month. The count above it is the number the chart draws. Groups are cut in your store's own clock, the same clock the rest of the app counts in.

Every message not sent — the messages themselves, newest first. Each row names the person, the address the send was aimed at, the reason, the campaign it belonged to if there was one with its subject line, and when it happened. The person's name opens their profile. Reason narrows the list.

Campaign narrows the whole page to one campaign. It appears once a campaign has had a message stopped in the period, and it is a search field: the campaigns with the most come first, each with its count, and typing part of a name narrows them. Every campaign goes back to all of them. Once you choose a campaign, the page counts every message it did not send, whenever that happened, so the number matches the one on Analytics → Campaigns & automations.

Your period, your grouping and your filters are written into the address of the page, so going back from a profile returns you to the view you left, and a link you paste to somebody else opens on the same thing you were looking at.

The reasons

Each reason says what stopped the message and whether there is anything to do. Most need nothing from you; the few that do say where to act.

This person has not given you permission to send them marketing email, so nothing went out. Consent has to come from them — through one of your forms, or at checkout. There is nothing to enable here, and that is deliberate: permission you granted on somebody's behalf would not be permission.

Do not email

This address is marked Do not email. That mark is permanent, and nothing will send to it again. It is set when an address bounces, when somebody marks your email as spam, when a privacy request comes in, or when you ask for it. There is one narrow exception, for a bounce alone: when the person has since ordered, started a checkout or signed up on one of your forms, the store's owner can release the address once, from the profile. See Profiles.

Not confirmed yet

The profile exists but we have not confirmed there is a real person behind it, so nothing is sent to it. Confirmation happens on its own when your store tells us about the person — an order, or a customer record. It is not something to release by hand, because a confirmation you can grant yourself is not a confirmation.

No email address

There is no email address on this profile, so there was nothing to send to. It joins your sends as soon as an address arrives from your store or one of your forms.

Invalid address

The address on this profile cannot receive mail, so nothing went out. A working address has to arrive from your store or one of your forms.

Set up by support

This send was set up by somebody helping you rather than by your own team, so it did not go out. Only your store can make a send happen.

No permission to send

The person who asked for this send does not have permission to send. An owner or a manager can change that on Settings → Team. This is one of the few refusals with something to do about it.

Never to be emailed again

This address asked never to be emailed again, or it bounced, or it was marked as spam, or you chose, when deleting it, that this address may never come back — before this profile existed. That record outlives the profile on purpose: it is what stops a re-import or a reinstall from quietly starting to email somebody who already said no, or somebody you shut out.

Campaign had stopped

The campaign this belonged to was no longer sending by the time we reached this person — it had been canceled, or it had already finished. Arm it again if the rest of the audience should still get it.

Paused

You have paused this person, so no marketing email goes to them. Resume them on their profile, or from the segment you paused, and their email starts again. A pause is not the same as unsubscribing: their consent is untouched and comes back exactly as it was.

Held as a checkout bot

This person's checkout showed signs a machine made it, and they have never ordered from your Shopify store and have no Shopify tags. We keep the exact signs private, so the bots cannot learn to avoid them. Your storefront not seeing somebody is never a sign. No marketing email or text goes to checkout bots, in any store. Order updates and back-in-stock notices are not held.

Somebody whose consent or verified identity your store already had before that checkout is never held because of it. They are let through as soon as they buy, get a Shopify tag, visit your store before a checkout, or someone on your team opens their profile and chooses This is a person. Nothing held is sent later: the next message goes to them like anybody else's. The people held are in the built-in segment Checkout bots.

A person who also has no consent, or whom you paused, shows that reason instead, because it is the first one the checks meet.

Email too large

The finished email was over the size a mailbox will show in full, so it did not go out. Shorten it and send it again. It is the words and the markup around them that count toward the size, not the images.

Store could not send

Your store could not send when this person's turn came, so nothing went out, and nothing about the person changed. Most often this is a store whose domain is not connected yet: until it is, only tests go out, and only to your team. The line under the name says which:

Your store’s domain is not connected yet, so only tests to your team go out.

Connect it on Settings → Domain — a manager or owner does this, and the row links there. While we have paused your store's sending, the line says that instead, and the notice at the top of the page says why. Once your store can send again, the line says what it was:

Your store could not send at the time: its domain was not connected yet, or its sending was paused.

Stopped by a safety check

A send was put together for a different store, so it was stopped before anything went out. Nothing in your store changed. This one is a fault on our side rather than something to fix here — if you see it, tell us.

Questions people ask

A refusal costs nothing, it is a record of one attempt rather than a queue, and it is counted apart from a campaign's own numbers.

Does a refusal cost me anything? No. Nothing was sent, so nothing was charged and nobody received anything.

Will the person ever get this email? Not this one — a refusal is a record of one attempt, not a queue. If the reason clears (they subscribe, their profile is confirmed, you resume them), your next send reaches them normally.

Why is a refusal in here but not in my campaign's numbers? A campaign reports what it sent; this screen reports what it did not. The two are separate counts on purpose, so neither can quietly absorb the other.

Somebody is in one of my segments but keeps being refused. That is the design. A segment is a question about your profiles; consent is a separate fact about each person. Somebody can match a segment perfectly and still not be somebody you may email — see Consent and Segments.

Where does the pause I set show up? Under Paused, here, and on the person's own profile. See Pausing and resuming.