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The campaign page decides what is sent: the emails, the sender and the subject. The Send campaign wizard decides who gets it and when. Before you open the wizard, complete the campaign’s checklist (see Create a campaign). The wizard has five steps: Audience, Tracking, Data feeds, A/B test and Review & send. Use Next and Previous to move between them.

1. Audience

A campaign can go to any number of lists and segments at once. A contact who is on more than one of them gets the email once. The step has two sides. On the left, the explorer shows your lists and segments on two tabs, Lists and Segments, in the same folders as on the Lists and Segments pages. Type in the search box to find one by name or folder. On the right are three areas: To add a list or segment to Target audience, drag it across or click + next to it. Double-clicking it works too. For the other two areas, drag it into the area or pick it from the dropdown underneath. Click ✕ on an entry to remove it. A list or segment can’t be in Target audience and Exclude at the same time. The wizard refuses the second one and tells you where it already is. Anyone with an entry on an excluded list is left out, whatever their status on that list. So excluding a “Do not email” list also covers people who have since unsubscribed from it. The wizard shows a live count of sendable contacts: the people the send will actually go to. Under it you’ll see how many contacts were in more than one of your choices and get one email, and how many your exclusions left out. Bounced, complained and pending contacts are always left out, and so are unsubscribed contacts unless the send policy is transactional. Contacts whose email address isn’t valid are left out as well, because the send skips them. Contacts whose subscription to a targeted list isn’t active are left out too. Segments are checked against their rules at the moment you count and at the moment the campaign is sent, so you don’t need to recompute them first. The wizard starts with the audience from the campaign’s last send, including its exclusions.
If an excluded list or segment is deleted before a scheduled send goes out, that send reaches nobody. This is deliberate, so the people you meant to leave out aren’t emailed. Open the send wizard again and choose the exclusions again.
Build your lists and segments first. See Lists and Segments.

2. Tracking

Switch on Append UTM parameters to add utm_source, utm_medium and utm_campaign to every tracked link in this send. Web analytics tools can then attribute the traffic to this campaign.
  • utm_source defaults to your workspace website’s domain, or to instantcampaign if no website is set.
  • utm_medium defaults to email.
  • utm_campaign defaults to a slug of the campaign name.
If Automatic UTM tagging is on for your workspace, this switch starts on. The values you enter here apply to this send only. See Campaign safety. Below the UTM fields, Structured data for AI inboxes adds schema.org markup and an optional key-facts line so AI summaries in Gmail and Apple Mail state your offer correctly. It is on by default for campaigns created from 18 October 2026. See Structured data for AI inboxes.

3. Data feeds

Data feeds let the email pull live content from your own URL when it’s sent:
  • Global data feed: fetched once. Every recipient can use it as global_feed.
  • Per-recipient data feed: fetched for each recipient before their email is sent. The URL can use Liquid, for example {{ contact.email }}. Under If the feed fails, choose Skip the recipient or Send with an empty recipient_feed.
If you turn a feed on, click Preview with a sample contact and get a successful preview before you can continue. Skip this step to send without feeds.

4. A/B test

Switch on Enable A/B test to test up to five variations of the subject line, sender name or content against each other. The best one is then sent to the rest of the audience. See A/B testing and scheduling.

5. Review & send

Choose when the campaign goes out:
  • Schedule for later: pick a date and time.
  • Send at each contact’s local time: send at the same local hour in every time zone.
  • Send at each person’s best time: send to each contact at the hour they usually open. See Smart send time.
The summary shows the From, Policy, Subject, Audience, UTM, AI inbox data, Data feeds, Content and When lines. The sender and policy are read-only here. To change them, close the wizard and edit Sender & Subject on the campaign page. Click Send now, Schedule or Start A/B test to finish.

Follow a send

Each send appears under Send History on the campaign page, with:
  • its status: QUEUED, SENDING, SENT, PAUSED, CANCELLED or FAILED
  • the targeted lists and segments joined with +, a ∩ segment chip for each Only if also in segment, and a − name chip for each exclusion
  • the A/B variation label (Variation A · winner for the winning send) and any template override
  • the UTM values used
  • sent, failed and skipped counts
While a send is queued or sending, you can Pause or Cancel it. See Campaign safety.

Troubleshooting

The email has no subject. Set one under Sender & Subject on the campaign and send again. A send that was already scheduled fails with the same reason if its subject is cleared before it goes out; nothing is sent with a placeholder subject.
When a send has failed or skipped recipients, open Why didn’t everyone receive this? on the send row. It shows the reason for each recipient, such as a suppressed address or a provider rejection.
A warning above the history means the background send worker hasn’t run recently. Queued sends aren’t lost, and nothing goes out until the worker runs again. If it doesn’t clear, contact support.
Your sending domain failed a pre-send check, for example it’s on a blocklist or its DNS records have changed. See Campaign safety.
If the audience is bigger than your remaining monthly email allowance, the send is refused and you’re offered an upgrade. Campaign and automation emails share the same allowance.
You can also send campaigns from your own systems. See the API reference.