Articles on: Contacts

Contact statuses

When you open Manage contacts from the Contacts page, Wiz sorts your list into four groups by status. This makes it easy to see who's subscribed, who isn't, and who can't be emailed at all.

The Manage contacts view with the status tabs

Each tab shows a count and the percentage of your contact base it represents (for example, "1,895 contacts in this segment - 93% of your contact base"), so you can see the shape of your list at a glance.

A note on wording: Wiz labels these as "segments" in this view, but they're simply your contacts grouped by subscription status - not the audience segments you pick when sending. To choose who a campaign or flow actually goes to (using your Shopify segments), see Choosing your audience.

The four email marketing subscription statuses

Subscribed

People who have opted in to your marketing emails - they ticked the newsletter box, signed up through your pop-up, or otherwise gave consent. This is your core marketing audience.

Not subscribed

Typically customers who checked out or placed an order on your store but didn't tick the subscribe box. They're in your account, but they never explicitly opted into marketing.

Depending on where your customers are, not-subscribed contacts can often still receive marketing and transactional emails - especially order-related or abandoned-checkout emails, and even campaigns. What's allowed depends on each country's regulations, so we can't promise exact behavior for every contact.

In some cases, depending on local consent rules, not-subscribed contacts can still be included in campaigns. What's allowed varies by country, so check what applies where you send.

Unsubscribed

People who opted out of your marketing emails. They won't receive marketing sends, and only the contact themselves can opt back in - see Suppressing & unsubscribing contacts.

Suppressed

Addresses that can't receive marketing email - this covers everyone who unsubscribed, was manually suppressed, or bounced.

Common questions

Why isn't everyone in "Subscribed"?

Because being in your account isn't the same as opting in. Customers who bought without ticking the subscribe box land in Not subscribed, not Subscribed.

Do suppressed and unsubscribed overlap?

Unsubscribed contacts are part of the broader suppressed group - the Suppressed status covers everyone who can't receive marketing email, whether they unsubscribed, were manually suppressed, or bounced.

How do I change a contact's status?

Use the ⋯ menu on each row - the available actions depend on the contact's current status. See Suppressing & unsubscribing contacts.

Updated on: 31/07/2026

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