Campaign Basics
The email marketing dashboard
What each figure counts, why the sendable number is smaller than your contact count, and what to act on.
Last updated September 2, 2026
The dashboard is the health check for your email database: how many people you can actually reach, and how many you have lost along the way.
| Figure | Counts |
|---|---|
| Total people | Everyone in your database. |
| Unique email addresses | Distinct addresses — lower than total people, because some share an address and some have none. |
| Approximate sending count | Roughly how many you could reach today, once the exclusions below are taken off. |
| Unsubscribe list | People who asked to stop. Permanent. |
| Bounced list | Addresses that rejected mail. |
| Failed list | Sends that could not be delivered. |
| Invalid list | Addresses that are not deliverable. |
Why the sendable number is lower
The gap between total people and the approximate sending count is people with no address, duplicates, unsubscribes, bounces and anyone whose marketing emails are switched off. That gap is normal — a large and growing one is worth investigating.
What to act on
- A growing bounced list — your data is ageing. Verifying addresses on import stops most of it.
- A jump in unsubscribes — usually the last campaign: too frequent, or sent to people who never expected it.
- Recent campaigns at the bottom show what has gone out from the organisation and from your tribes, so you can see the whole picture before adding to it.
The statistics are cached for speed; refresh statistics recalculates them when you have just made a big change.