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Duplicate emails

If multiple profiles share an email address and one profile unsubscribes, Braze updates other profiles (up to 100) with that address to the same subscription state. This applies to unsubscribes and other changes such as global subscription state and individual subscription group statuses.

Email subscription updates

Braze automatically checks for and removes duplicate email addresses when it sends an email campaign. This prevents Braze from sending the email more than once even if multiple user profiles share an address.

If users share an email address and you update one profile, Braze propagates the subscription changes across those users (up to 100).

Message sending behavior

Because deduplication occurs when targeted users are included in the same dispatch, triggered campaigns (excluding API-triggered campaigns) and Canvases may result in multiple sends to the same email address (even within a time period where users could be excluded due to re-eligibility) if differing users with matching emails log the trigger event at different times.

Re-eligibility

Campaign re-eligibility is based on message receipt. When a message is delivered, opened, or clicked, Braze updates the data used by “received” segmentation filters (like “Received Message from Campaign”) for all profiles that share that email address. So a user who was never explicitly sent the message can still match “received” filters if they share an email with someone who received, opened, or clicked it. This affects re-eligibility, segment membership, and campaign or Canvas targeting that relies on those filters.

For Canvases, re-eligibility is tied to Canvas entry, not message receipt.

Examples

For example, if user A and user B share the email [email protected] but their profile is in a different time zone, when the campaign trigger event includes sending in a user’s time zone, the email [email protected] will receive two emails.

If you set or update the email address for User A to another email address that’s shared by an existing User B, User A will inherit the subscription state that already exists from User B unless the Resubscribe users when they update their email setting is turned on.
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