When a guest receives an email, eInsight categorizes their email address based on the the delivery status or an action taken by the recipient. For example, did the guest unsubscribe? A status is then assigned to the email address. The email status breakdown displays when you’re creating Audiences and helps you determine the how many valid email addresses can be reached.

What do the different email statuses mean? 

Null - There is no email associated with the Profile, the field is blank 

Invalid - The email does not exist. Invalid email addresses are automatically unsubscribed and will no longer be sent to.

Unsubscribed - the guest has opted out of receiving email marketing campaigns. The unsubscribed status is further categorized by how the guest unsubscribed. 

• Subscriber- The guest unsubscribed through subscription center or unsubscribe link or clicked on the email client’s unsubscribe button
• Abuse Complaint - When the guest directly marks the email 'Junk' or 'Spam'
• List-Unsubscribe - an eInsight administrative manually uploaded a list of emails to be unsubscribed 
• eInsight Profile: an eInsight administrative manually unsubscribed a single email. 

Bounced: From mailbox not found to mail server issues, there are a number of different reasons emails bounce. 

• Soft Bounce: Temporary delivery issue
• Hard Bounce: Permanent delivery issue

Non-Consent: Email addresses that have not been opted-in or subscribed. You can manage the consent of your lists in the Admin tab. 

Flagged/Email Flag to Not Send: domains that have been flagged as automatic exclusions in the Admin tab > Suppressed Emails or Custom Domain Exclusions

Valid Emails (aka Subscribed): Total emails minus Invalid, Null, Unsubscribed, Non-Consent, Bounced, Flagged

Unique Email Matches: Valid Emails with all the duplicates removed (deduped)

What about Mailing List subscriptions?

If you have a subscription center with preconfigured mailing lists (for different interests, hotels, etc), every email address in your database will have a unique subscription status for each mailing list you have. It is very important to understand that these mailing list subscription statuses are completely independent from Global Subscription Status.

This means that a profile might be subscribed to all mailing lists, but have a Global Subscription Status of Unsubscribed. They will not be included in marketing campaigns no matter what filters are used, since marketing campaigns do not include unsubscribed emails by default.

Inversely, a profile can have a Global Subscription Status of Valid/Subscribed, yet be unsubscribed from every mailing list. This profile will be sent any marketing email as long as it matches the included filters, so be sure to always use the Subscription Center category of audience builder filters to ensure that only mailing list subscribers are being targeted.