A campaign might not send to a full segment for a couple of reasons. The first, and most common, is that you may have had Safe Send enabled for the campaign.
Safe Send is a feature that prevents a campaign message from sending to any subscriber who has received a message from your shop in the last 16 hours including other campaigns, automations, or keyword replies.
You can disable Safe Send by deselecting the Safe Send checkbox to the right of the segment drop-down on a campaign message. If you look at the example below, you'll see that doing so takes the segment from 1 subscriber (with Safe Send enabled) to 43 subscribers (with Safe Send disabled).
Another reason a campaign might not send to a full segment is deliverability issues. Generally, campaigns can see a delivery failure rate of up to 10%. Failures that fall in this range are typically attributed to phone issues, such as:
- A subscriber’s phone was turned off or roaming
- The phone number has been disconnected or is no longer in service
- The phone number is unable to receive SMS messages (i.e, a landline number)
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