Every email campaign needs an audience — the group of people who will receive it. Marketing and transactional campaigns pull from different pools of data, and each supports different ways of narrowing that pool to the right recipients.
Marketing audiences vs. transactional audiences
Marketing campaigns draw from your full customer database: everyone who has registered for any of your events. However, only participants who have actively opted in to receive marketing emails from you are eligible to receive a marketing campaign. The dashboard shows your opted-in subscriber count on the marketing campaigns list — this is your reachable marketing audience, and it may be significantly smaller than your total participant count.
Transactional campaigns draw from the participant startlist for a specific event. Because transactional emails relate directly to an event the participant is registered for — not to marketing or promotions — they are sent regardless of the participant’s marketing email preference. The audience pool for a transactional campaign is everyone registered for that event.
Configuring the audience for a campaign
The Audience step of the campaign wizard is where you decide which participants within the eligible pool actually receive the email. You have two options:
Send to your full eligible pool
Leave the audience empty to send to all eligible recipients — your entire opted-in subscriber base for a marketing campaign, or all event participants for a transactional campaign. The Launch step will show the estimated recipient count before you confirm.
Sending to your full audience means everyone in the pool receives the email.
If that is wider than you intend, apply a segment or filter before sending.
Use an imported segment
If you have a pre-built audience list — for example, a list of participants from a previous year, or a list you imported from an external source — select Imported and choose the segment from the dropdown.
Imported segments are managed under Audience management in the CRM section of your dashboard. You can upload a list there, and it becomes available to select on the Audience step of any campaign.
By uploading a list and using it as a campaign audience, you confirm that you
have the right to contact every person on that list. Ensure the people on your
list have given appropriate consent to receive email from you before
importing.
Use filters
Select Filters to narrow the audience using criteria based on participant data. You can add multiple filter conditions and combine them with AND / OR logic to target a specific subset.
Typical filter criteria include:
- Event or occurrence — limit to participants of a specific event or a specific occurrence of a repeating event.
- Location — filter by country, region, or locale.
- Membership status — target members or non-members of an affiliated club or federation.
After applying filters, the Audience step shows an estimated count of how many participants match. This is an estimate — the exact send count is calculated at the moment the campaign is dispatched.
What participants see on the receiving end
A participant’s experience depends on the campaign type:
- Marketing email: they receive it only if they have opted in. An unsubscribe link in the footer lets them opt out at any time.
- Transactional email: they receive it as a registered participant of the event. Transactional emails do not include an unsubscribe link — participants cannot opt out of them through the email itself.
If a participant asks why they received (or did not receive) an email, check their marketing preferences on their profile in the Customers section of your dashboard. For transactional emails, confirm they are active on the event’s participant list. 
