> For the complete documentation index, see [llms.txt](https://kasplo.gitbook.io/kasplo-doc/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://kasplo.gitbook.io/kasplo-doc/product-docs/overview/campaigns/understanding-include-exclude-in-campaign.md).

# Understanding include/exclude in campaign

When setting up your email campaign in Kasplo, one of the most powerful and important steps is **defining your audience** -specifically through the **Include** and **Exclude** options.

This guide explains what these options mean, why they matter, and how to use them effectively to control who receives (or doesn't receive) your emails.

### What is **Include**?

The **Include** section is where you define your **target audience** — the contacts you *want* to receive the campaign.

You can include:

* One or more **Lists**
* One or more **Segments**
* A combination of both

####  Use Case Examples:

* Send a promotional email to **all subscribers** in your "Monthly Newsletter" list.
* Target only **highly engaged users** by including a **segment** like “Opened Last 3 Campaigns.”
* Combine a **List** (e.g., All Users) with a **Segment** (e.g., Users from Delhi) to narrow your focus.

> 💡 **Tip:** You can select multiple lists/segments together to broaden your reach while staying specific.

***

### What is **Exclude**?

The **Exclude** section is used to define who should *not* receive your campaign — even if they are part of the included list or segment.

You can exclude:

* Lists
* Segments
* Contacts from previous **Campaigns**

#### Use Case Examples:

* You’re re-sending a campaign to non-openers — so you **exclude users who already opened the last campaign**.
* You want to avoid sending emails to **inactive users** (e.g., last opened email over 6 months ago).
* You want to **exclude internal test lists or employees** from customer-facing emails.

> ⚠️ **Important:** Exclusions always override inclusions. If a contact appears in both Include and Exclude, they will *not* receive the email.

***

### How Does This Work in Kasplo?

When you define the **Include** and **Exclude** settings:

1. Kasplo first gathers all contacts from the **Include** lists/segments.
2. Then, it removes any matching contacts from the **Exclude** criteria.
3. Finally, the remaining list becomes your **final target audience**.

You’ll be able to see this exact number when you click **"Get Count"** — this gives you the **Target Count** after all suppressions are applied.

> 📊 This count represents the actual number of **unique contacts** who will receive your email.

***

###  Why Use Include/Exclude?

Using Include/Exclude smartly allows you to:

* Avoid sending duplicate emails to the same users.
* Run smarter re-engagement or re-targeting campaigns.
* Protect deliverability by not emailing disengaged users too frequently.
* Respect customer preferences and unsubscribed lists.

***

### Best Practices

* **Always double-check exclusions** before sending. A wrong exclusion can lead to missed audiences.
* **Use dynamic segments** to automate targeting (e.g., “Users who clicked last 2 emails”).
* For re-sends, **exclude previous openers** to avoid sending twice to the same user.
* **Name your lists/segments clearly** to avoid confusion while selecting them.

***

### Summary

| Feature     | Purpose                                   | Examples                                             |
| ----------- | ----------------------------------------- | ---------------------------------------------------- |
| **Include** | Define who *should receive* the email     | Lists like “All Customers”, “New Users”              |
| **Exclude** | Define who *should not receive* the email | Segments like “Unsubscribed”, “Opened Last Campaign” |