Why did my Loops campaign reach fewer contacts than I expected?
The Loops help pages give 4 common reasons. The first to rule out: A campaign sent to a mailing list only goes to contacts subscribed to that list, so it can reach fewer people than your whole audience.
Is it broken, or just quiet?
A number can fall because fewer people came, or because something stopped counting them. Below are the causes the Loops help pages give, and how to check each one yourself.
What causes it?
A campaign sent to a mailing list only goes to contacts subscribed to that list, so it can reach fewer people than your whole audience.
In the Loops help:
Users not subscribed to the selected list will not receive the campaign.
List management, read 2026-11-12.Extra filters or segments on a campaign narrow who receives it, beyond the list itself.
In the Loops help:
Optionally, you can apply additional filters or segments to further refine your audience.
List management, read 2026-11-12.When a contact leaves a list through the preference center, your team cannot put them back on it, so list sizes can shrink over time.
In the Loops help:
Likewise, if a contact unsubscribes from a list via the Preference Center, they cannot be resubscribed by your team.
List management, read 2026-11-12.Contacts who have unsubscribed from your audience cannot be added to a list, so they stay out of sends to that list.
In the Loops help:
You cannot add contacts to mailing lists if they are unsubscribed from your audience.
List management, read 2026-11-12.
How do I check it myself?
Open a contact who did not get the email and check which lists they are subscribed to.
In the Loops help:
In the contact details page, click on Subscribed to reveal the mailing list dropdown.
List management, read 2026-11-12.If you use the Loops API, check whether a contact who did not get the email is suppressed.
In the Loops help:
You can use the Check suppression endpoint to check if a contact is suppressed and to view your current suppression removal quota.
Contact suppression, read 2026-11-12.
How does Loops work with Feder?
- Connect Loops to Feder and it joins your Reach apps.
- When you connect Loops, Feder checks the connection straight away and shows Connected only when that check passes. If a reading cannot be taken later, Feder shows it as not read, never as zero.
Some numbers are too quiet to judge daily, such as a form filled in a few times a week. Until there is enough of your own history to judge a change, Feder says it is still learning and scores nothing, rather than guessing.
See whether you can trust the numbers in Loops, one of your Reach apps. Feder only reads. It never changes anything in Loops.
What else goes wrong with these numbers?
- Why did my bounce rate jump in Loops?Loops
- Why did my email open rate drop in Loops?Loops
- Why did Google Analytics stop collecting data?Google Analytics
- Why aren't my key events showing in Google Analytics?Google Analytics
- Why does Google Analytics show (not set)?Google Analytics
See every question.
Where do these answers come from?
Every cause and check on this page comes from the Loops help pages, quoted above with the date we read them. Last reviewed 2026-11-12. We read them again by 2027-11-12. If one changes, this page changes or comes down.