Help · Audience

Refusals

Analytics → Refusals answers one question: why didn't my customer get this?

Every email you send goes through the same checks, in the same order, every time. When a check stops one, that email is written down here with the reason it was stopped. Nothing is lost and nothing is silent — a refusal is a fact you can look up months later, about one person and one send.

Every email you sent that was not delivered to a person, and why. Each one is
a check doing its job before anything reached an inbox.

A refusal is not a failure

This is the part worth reading twice. A refusal 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 refusals is a store whose sending is being kept honest. A store with none in a period sees a sentence saying so, and that is good news rather than an empty screen.

Most refusals are not something you can fix, and the screen says which are which. Some are permanent by design. Some resolve on their own the moment your store tells us something new. A few are yours to act on, and those name the exact thing to do.

What the screen shows

Why emails were not sent — every reason that came up in the period, the number of refusals under each, and its share of the total. Each reason carries a sentence explaining what happened. Choose a reason to narrow the chart and the refusals below to it; choose it again to go back to everything.

Refusals over time — 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.

Refusals — the refusals themselves, newest first. Each row names the person, the address the send was aimed at, the reason, the subject line, the campaign it belonged to if there was one, and when it happened. The person's name opens their profile.

Your window, 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

No consent

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 switch on 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.

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 the Team screen, in Settings. 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.

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.

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

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.