What is the difference between Audience and Contacts?

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I am coming in to support a pre-existing myEmma account for my org. I am trying to determine some email/user count issues, to my mind anyway.

Under Audience/View All Contacts, I see 35,751 Active contacts (and 244K Error, 188K Opt-out). I was asked how many contacts we have. My response was 35,571. But it was pointed out that the sum total of emails in the 12 Groups that make up our "Audience" is 12,392.

My question here is, how have 12,392 of our 35,571 active contacts become our Audience? What is an audience? How are they populated? I created a test Audience and could find no way to put people into it. 

Also, is it possible to export a list of the 12,392 audience members? I have done so for the 35,571 Active Contacts. 

Thanks for any help.
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Blake Patterson

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Posted 2 years ago

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Josué F. Machado, Champion

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Hi Blake, it looks like you might have a ton of records that are in limbo. They are records that are not in any of your groups. You can create a segment of the limbo records and export them. Alternatively, you can also create a segment with all of the records that are at least in one segment and export it as well. Does that help?

Josué


 
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Laura Dickerson, Official Rep

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Josué is correct. Limbo is most-likely where they are hiding. 
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Blake Patterson

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I see. Yes, the numbers add up. But let me ask -- what caused those Active users to end up in Limbo?

Are these likely valid email addresses where there has been no click-back whatsoever from those users, so over time the system put them in limbo? If these users were once in an Audience Group, were they removed by the system from that group when they went into Limbo?

Thanks for clarifying here -- any help is appreciated.

Here are some attached images showing the count of All Groups (12392 combined), Total Contact (35K), and "Active" Limbo emails (23382) ------ 12K + 23K = 35K

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Josué F. Machado, Champion

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I know of at least a couple of reasons why an email record can go into limbo. It could be that the audience group that the email record was in was deleted leaving the record orphan. It could also happen when an email record is removed from an audience group without being associated another one.

I am not sure that there's anything in terms of response (bounce, etc.) that would cause a record to go into limbo status but I may need to be corrected on that. Hope this helps.
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Grey Stepp, Support Team Manager

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On the nose, Josué!  

The only other thing that I could think of would be if you have a Classic Signup Form that doesn't have a Group assignment associated with it.  

Emma wouldn't do anything to move those contacts into Limbo.  That would have to be done due to Group changes or otherwise manually moved out of a group.