Guide

Krest is your contact book and email-marketing system in one. It keeps every person who has ever contacted you or bought from you, and it lets you email them — either one message at a time (a campaign) or as an automatic series of messages over days (a sequence).

The platform is organized into a few areas, listed down the left:

• Contacts — everyone you can reach, sorted and searchable.
• Campaigns — send one email to a group, once.
• Sequences — set up an automatic, multi-step email journey.
• Settings — preferences like when an “old” customer counts as inactive.

You never write or send emails by hand. You tell the system who to reach and what to say; the AI writes each message and delivers it for you — a campaign once you arm it, a sequence automatically while it's active. The screens here are for setting up that outreach and monitoring what's already going out — not for typing individual emails.

Every person is a contact. The Contacts page is a searchable, sortable table. Click any row to open a panel with everything we know about them — and their colleagues at the same company.

How contacts are grouped

Two simple questions describe every contact:

• How did we get them? (channel) — Inbound means they came to us (they bought something or reached out). Outbound means we found them (a cold prospect we want to win over).
• Where are they in their journey? (stage) — Prospect (never bought), Active customer (bought recently), or Dormant customer(bought a long time ago and went quiet).

You also have a Main vs Archived view. “Main” hides old imported noise (bulk lists, scraped inbox addresses that never engaged). Real customers are never archived.

Subscribed vs unsubscribed

Each contact is either subscribed or unsubscribed. Unsubscribed people are never emailed again, automatically. You can change this with a confirmation, but the system handles it for you when someone clicks “unsubscribe” in an email.

Adding a contact by hand (advanced)

There is an + Add contact button, but it is an advanced, technical action — it shows a warning and asks you to confirm you understand the risks. Normally, contacts arrive through imports and sync, which automatically remove duplicates and verify each email. Adding one manually skips those safeguards, so it can create duplicates or add an address that bounces. If you just want to email a list, use an import — not this button.

Exporting your contacts

Two buttons let you take your contacts with you: Export current view (just the rows matching your current filters and search) and Export all leads (everyone). Both download a CSV.

The export is built so you always know exactly how trustworthy each address is. Every row carries:

• email_verified — a definite true / false for every single contact, never blank. It means “we have run a verification on this address”.
• email_is_valid — the actual result: true (checked, good), false (known-bad), or unknown (not checked yet).
• The verification status and the date it was checked.

The Orders page is the complete record of every order anyone has ever placed — pulled straight from your order history. It's the buying side of your contact book: who paid you, for what, and when.

At the top, three stat tiles sum it up at a glance:

• Total orders — how many orders there are in view.
• Total revenue — what they add up to.
• Outstanding — how much is still unpaid.

Finding an order

• Search by order number, contact, or service.
• Filter by kind (the type of work — see below) and by status.
• The table is sortable by order number, contact, kind, date, amount, or status — click a column header to re-sort.
• Click any contact name to jump straight to that person.

How orders are sorted into kinds

Your raw order history stores each service as free-text — “logo digitizing for cap”, “vector redraw”, and so on. The page tidies that up automatically, sorting every order into a clean kind:

• Embroidery Digitizing, Vector Art, Custom Patch, Applique, 3D Puff Digitizing, Logo Digitizing, Cap/Hat Digitizing, Monogram, Editing/Revision, and Other for anything that doesn't clearly match.

Orders from a contact

Every contact now shows a short Recent orders preview — both in the slide-over panel and on their full contact page — so you can see at a glance what they've bought. A “View all orders →” link opens the Orders page filtered to just that one person.

Telling buyers from prospects

Because orders are now first-class, the Contacts list has a “Has past orders / No orders” filter. Use it to target your buyers (people who've paid before) separately from prospects (people who never have).

A campaign is a single email sent once to a group of people. Think of a holiday promo or a “we have a new service” announcement. Everyone in the group gets the same message at roughly the same time.

Start from a template

The Campaigns screen has a Start from a template gallery — seasonal greeting, new-service announcement, win-back, cold intro, review request. Pick one and it opens the editor pre-filled with the copy, type, and a sensible audience; edit anything, then save it as a draft. A fast way to skip the blank page.

How to send one

1. 1Click New campaign (or pick a template).
2. 2Give it a name and pick a type (e.g. “Blast”).
3. 3Choose how the email is written: AI-personalized (the system writes a unique email for each person from your instructions) or Template (you write it once with fill-in fields like {{contact_first_name}}).
4. 4Build your audience using the dropdowns — channel, stage, country, and so on. As you do, a navy card shows how many people are deliverable right now.
5. 5Click Create draft. Then, from the list, click Send and confirm — this hands the campaign to the AI, which writes and delivers each email for you. You never compose them yourself.

The campaign types — what each one is

The type tells the AI the intent of the email, which shapes the tone and framing it writes. It does not change who receives it — that's the audience.

Blast

A general one-off message to a broad audience — an announcement, a promotion, a seasonal greeting. Neutral, friendly, informative.

Newsletter

A periodic update or roundup. Low-pressure and informational rather than salesy — good for staying top-of-mind.

Win-back

Aimed at dormant customers who've gone quiet. A warm nudge to come back, usually paired with an incentive or reminder of value.

Upsell

For existing customers. Introduces a complementary or higher-tier service, building on what they already bought.

Cold outreach

First contact with prospects who haven't engaged yet. Introductory and respectful — never pushy — since there's no prior relationship.

Every field, explained

Campaign name

An internal label so you can find the campaign later. Recipients never see it.

Type

The intent (above). It steers how the AI writes; it does not affect the audience.

Send from

Which of your sender inboxes the email comes from. 'Auto-rotate' spreads sends across all your senders to protect each one's reputation; or pin one specific address.

Content: AI-personalized

The AI writes a unique email for each person from your instructions, weaving in their name, company, and country.

Content: Template

You write one email once using merge fields like {{contact_first_name}}; the same copy goes to everyone with each person's details filled in.

Subject (template mode)

The subject line recipients see. Merge fields work here too. In AI mode the AI writes the subject for you.

Instructions / Body

In AI mode: describe the goal and the AI handles the wording. In template mode: write the actual email text.

Audience

Who receives it — built from channel, lifecycle stage, country, and customer status. The live card shows how many of them are safe to email.

After sending, the campaign shows Queued, Sent, and Openedcounts so you can see how it performed.

A sequence is a series of emails sent automatically over time. Unlike a campaign (everyone at once), each person moves through the steps on their own clock, starting from the day they join.

Example journey:

• Day 0: Welcome email.
• Wait 2 days, then send an upsell.
• Wait 5 days, then send a final offer.

Start from a template

Don't start from a blank page. On the Sequences screen, open Start from a template and pick a ready-made journey — welcome nurture, quote follow-up, win-back, cold outreach, post-order thank-you. It clones the template straight into the builder, fully editable: change the steps, wording, timing, audience, anything. Nothing is saved until you hit Create sequence.

The ready-made follow-up library

Beyond those starter templates, a full follow-up library can be deployed in one step — 16 ready tracks covering the whole lifecycle: quote follow-up, first-order → repeat, loyal-customer, collections, the niche segments (embroidery shops, resellers, apparel/POD, teams & clubs), vector-conversion, new-product-line, complaint recovery, review nudges, and the offer-driven win-backs.

• Win-backs are tiered by past value — a big spender gets 80% off, a few-time buyer 50% (or a free vector), a one-timer a free first file. Don't hand your best discount to someone who'd have come back anyway.
• Collections and complaints are human-review only — they're created with no audience, so the worker can never auto-enroll them; you enroll and review each draft by hand.
• Two tracks from the playbook (revision-gone-quiet, abandoned-cart) are intentionally not built — the system records no data for those triggers, so they can't fire.

How to build one

1. 1Click New sequence (or pick a template) — this opens a dedicated builder page (not a side panel), with room to edit every step in detail.
2. 2In The journey, add steps. For each step, pick how it's written: a Fixed email (you write it once) or AI written (a unique email per recipient). You can mix both in one sequence.
3. 3Give each step a wait time (e.g. “2 days”) and a subject. Fixed steps also get a body; AI steps get instructions and a model picker.
4. 4Choose the audience — who should be enrolled. While the sequence is active, matching, deliverable contacts are enrolled automatically.
5. 5Save, then Activate it. You can also enroll an audience immediately with the button.

Per-step: Fixed vs AI written

Content is chosen per step, not for the whole sequence — so a journey can open with a hand-written welcome and follow up with AI-personalized nudges.

Fixed email

You write the subject and body once. Use merge fields like {{contact_first_name}} and the same copy goes to everyone with their details filled in.

AI written

You write instructions ('what should this email do?'); the AI writes a unique email per recipient, weaving in their name, company and country.

AI model

On an AI step you choose which Gemini model writes it (e.g. 2.0 Flash for speed, 2.5 Pro for quality). 'Default model' uses whatever is configured in Settings → Integrations.

Variables ({{ }})

Type {{ in any subject, body, or instructions field to get an autosuggest list of merge fields, or click the Insert chips. They come in two colors: blue = your own variables (your name, company, signature — set once in Settings → Variables) and rose = customer variables about the contact, which are namespaced contact_* (contact_first_name, contact_company_name, contact_country, and their order history). You can also wrap a sentence in {{#if contact_last_order_date}}…{{/if}} so it only appears when that data exists. See the Variables & personalization section for the full picture.

Live preview

Every step shows how the email looks when the contact receives it. Fixed steps render the real merged email; AI steps show the model and instructions (the exact words are written fresh per recipient). Edit the sample contact to see different data.

Step types & timing — explained

Each step is one email. Its type mainly steers routing (which inbox / tone); its wait controls when it sends.

Welcome

A warm first touch — introduces you and sets the tone for the relationship.

Upsell

Suggests a complementary or higher-tier service to people who've already bought.

Win-back

Re-engages someone who has gone quiet, nudging them to return.

Update

A light informational note or check-in — no hard sell.

Wait (per step)

How long after the previous step this one sends — in minutes, hours, or days. It's counted from each person's own enrollment, so everyone moves at their own pace.

Min delay before step 1

How long to hold after someone is enrolled before the very first email goes out (0 = send right away).

Stop on reply

When on, the journey halts for anyone who replies — so a genuine conversation is never interrupted by an automated follow-up.

Send from

Which inbox these emails send from — auto-rotate across senders, or pin one.

Editing a sequence that's already running

You can edit a live sequence at any time — saving doesn't pause it, and changes take effect right away. What's safe depends on what you change, because each contact's progress is tracked by step number, and every step is sent to a given contact at most once.

✅ Safe to edit live

Rewording a step — its subject, body, instructions, AI model, or fixed/AI toggle. Anyone who hasn't reached that step yet gets the new version. Same for the name, description, send-from, stop-on-reply, and audience (a wider audience simply enrolls more people going forward).

🔒 Already locked

Emails already sent never change or re-send, so editing a step people have already passed only affects future enrollees. The next pending email's send time is fixed when a person advances to it, so changing that step's wait won't reschedule the one already in flight.

⚠️ Risky while people are mid-journey

Reordering, inserting in the middle, or deleting steps. Because position is a number, shifting the list can make an in-flight contact skip a step or finish early. Adding a step to the END is always safe.

Campaign vs sequence — the one-line difference

A campaign is a broadcast (everyone, once). A sequence is a journey (each person, over time, from when they joined).

This is the heart of the system. An email is only ever sent to an address that is safe to send to. Before anything goes out, every recipient is checked, and anyone risky is removed.

People are excluded if they:

• have unsubscribed;
• previously hard-bounced (their address rejected mail);
• are on the blacklist or suppression list;
• have a missing or malformed email address;
• were verified as invalid by our email-checking service.

Verified vs. valid — two different things

Every contact carries two separate facts about their email address, and they answer two different questions. It's easy to mix them up, so here's the plain-English version:

• Verified (email_verified) answers “did we ever check this address?” It's just a yes/no — true means we've run a check on it at some point, false means we never have. That's all it says. It does not tell you whether the address turned out to be good or bad — only that we looked.
• Valid (email_is_valid) answers “is the address actually good?” This is the real verdict: good, bad, or unknown.

The trap: “verified” does not mean “good.” An address can be verified and bad at the same time — that just means we checked it and the check came back negative. So the two combine like this:

When you choose AI-personalized, the system writes a unique email for each person based on your instructions — using their name, company, and country to make it feel personal. You give the goal (“wish them Eid and offer 20% off”) and it writes the rest.

When you choose Template, you write the email once and use fill-in fields: {{contact_first_name}}, {{contact_company_name}}, {{contact_country}}. The system swaps in each person's details. Templates are faster and completely predictable.

What happens if the AI can't write one?

If the AI is unavailable (no key, an outage, or a bad response) for an email that was meant to be AI-personalized, the system never sends a guess and never shows your instructions to the contact. Instead it parks the email in Quality review for a human to handle. So a recipient can never receive a half-written or prompt-looking email — worst case, it waits for you.

Variables are little fill-in-the-blank tags, written as {{ }}, that you drop into a subject, body, or AI instruction. When the email goes out, each tag is swapped for a real value — so one template can greet thousands of people by name. As you type {{ in the builder, an autosuggest list pops up. The tags come in two colors, and the color tells you what kind of thing it is: rose/pink = a customer field (always namespaced contact_*), blue = one of your own variables.

The two kinds of variables

Your own variables (blue)

Things about YOU and your business that you set once and reuse everywhere, with whatever keys you choose — e.g. {{my_name}}, {{company_name}}, {{signature}}, {{phone}}, {{website}}, {{calendar_link}}. They're unprefixed and the same for every recipient. You manage them in Settings → Variables.

Customer variables (rose/pink)

Things about the contact receiving the email, all namespaced contact_*: {{contact_first_name}}, {{contact_last_name}}, {{contact_full_name}}, {{contact_company_name}}, {{contact_country}}, {{contact_email}}, and their order history — {{contact_last_order}}, {{contact_last_order_type}}, {{contact_last_order_date}}, {{contact_last_order_time}}, {{contact_total_orders}}, {{contact_total_revenue}}, {{contact_outstanding_balance}}, {{contact_last_payment_date}}. These change for each person.

Setting your own variables

Open Settings → Variables. There's an enable toggle and an editable list. Each entry has a label, an auto-tidied key (type “Calendar link” and it becomes {{calendar_link}}), and a value. Add a row for each thing you want; remove any you don't. Once saved, those blue tags appear in the autosuggest everywhere you write.

What happens when a contact is missing some data?

This is the important part — and it's designed so an email is never awkward. There are three layers of protection:

1. Smart fallbacks

If a contact is missing a value — no first name, no orders — the email never shows a blank. A neutral, friendly fallback is used instead: {{contact_first_name}} becomes 'there', {{contact_last_order_type}} becomes 'your project', {{contact_company_name}} becomes 'your team'. So a bare {{contact_first_name}} is always safe to use.

2. Conditional blocks

When you want a whole sentence to appear ONLY if the data exists, wrap it in {{#if variable}}…{{/if}}. Contacts who have that data see the sentence; contacts who don't simply never see it — it vanishes entirely, with no empty gap left behind. This is the recommended way to write order-specific copy.

3. Your own (blue) variables

These always have a value, because you set them yourself. So they're always safe — no fallback or conditional needed.

The {{#if}} block is the key new tool for writing copy that mentions orders. Here's the pattern:

Emails are sent from one or more of your own email accounts (the senders). Each sender has a daily limit so you never send too much from one address and hurt its reputation. The system spreads sends across senders and respects each limit automatically.

You can let the system auto-rotate senders, or pin a campaign/sequence to a specific “from” address. If all senders hit their daily limit, remaining emails simply wait until tomorrow — nothing is lost.

Connecting a Gmail inbox (one click)

In Settings → Senders → Add sender, choose Gmail and press Connect Gmail. A Google window opens; pick your account and approve. That's it — the inbox is added automatically. You never create or upload any file. (SMTP senders are still added by hand with host/user/password.)

Branding (in Settings → Branding) wraps every email in a consistent look — a logo at the top, a footer/signature at the bottom, and an optional footnote of small print. One master toggle turns it on or off for all campaigns and sequences at once.

What you can set

Logo / header image

A hosted image shown centered at the top of every email. Keep it small (a logo, not a full banner).

Header content

Optional text or HTML shown just above the email body.

Footer / signature

Shown under every email above a colored divider — your sign-off, links, or contact details.

Footnote

Tiny muted text at the very bottom — address, disclaimer. (The unsubscribe link is added automatically, separately.)

Accent color

The divider/accent color. Defaults to your royal navy.

When allowed, the system can tell when someone opens or clicks an email, and notices replies and bounces. These show up as numbers on each campaign and sequence so you know what's working.

Every email also includes a one-click unsubscribe link. If someone uses it, they're instantly removed from all future sends — no action needed from you.

The Outbox is a read-only, email-inbox-style view of every email the system has sent. It looks and works like Gmail — but it never sends anything, it only shows you what went out.

Finding messages

• Search across recipient, subject, sender, and company — matches are highlighted. You can use Gmail-style shortcuts: from:, to:, subject:, has:open (or click/reply/bounce), and after: / before: a date.
• Smart groups in the left rail — All mail, Opened, Clicked, Replied, Bounced — plus a list of every campaign, sequence, and email type to filter by.
• Sort by date or recipient.

The reading pane

Click any message to see everything about it:

• Why it was sent — the campaign or sequence (and which step), and the email type.
• Who got it — name, company, location, and their timezone.
• When — the exact time in UTC and in the recipient's own local time.
• What happened — opened, clicked, replied, or bounced, each with a timestamp.
• The email body, when it was stored.

The Inbox shows the replies and conversations coming back from the people you've emailed — laid out like a mail app, with the full back-and-forth in each thread.

Finding conversations

• All conversations, Replies (just the people who wrote back), and Unread in the left rail, plus a list of your connected inboxes.
• Search across sender, subject, and message text.
• Click a conversation to read the whole thread — your sent emails and their replies, in order. Opening it marks it read.

What happens automatically when someone replies

This is the important part. The moment a contact replies, the system:

• flags that person as replied (you'll see it on their contact and in the Outbox);
• stops any automated sequence they were in, so a real human conversation is never interrupted by another automated follow-up.

A ticket is a support request or piece of feedback. Most arrive on their own — when someone submits your public contact form, it lands here. You can also log one yourself for a request that came in by phone or email.

Logging a ticket

1. 1Click New ticket.
2. 2Fill in the message (the only required field) plus optional name, email, subject, category, priority, and status.
3. 3Click Create ticket. It joins the queue exactly like a form submission.

Working the queue

• Filter by status — Open, In progress, Resolved, Closed — or search across subject, message, name and email.
• Open a ticket to read it, change its status and priority, and add internal notes (visible only to your team).
• Delete removes a ticket permanently.

Category

What the request is about — General, Bug, Billing, Feature, or Other. A simple way to sort the queue.

Priority

How urgent it is — Low, Normal, High, Urgent. Drives how you triage.

Status

Where it is in your workflow — Open → In progress → Resolved → Closed.

Internal notes

A private scratchpad for your team on each ticket. The requester never sees it.

The WhatsApp area is a full WhatsApp workspace with four parts, plus an AI assistant called Olivia who can answer messages automatically.

Conversations

• A chat view of every WhatsApp conversation — filter by All, Unread, or Escalated (the ones a human needs to handle).
• When Olivia is on, she replies automatically using your knowledge base. If someone asks for a refund, a manager, or sounds upset, she hands off to a human and flags the chat.
• You can Take over any chat and type a reply yourself (which pauses Olivia), or Resolve it when done.

Broadcasts

Send an approved template message to all your opted-in WhatsApp contacts at once — like an email campaign, but on WhatsApp.

Templates

WhatsApp requires pre-written, approved templates for outbound broadcasts. Create and manage them here, with {{1}}, {{2}} placeholders for personalization.

Knowledge base

The facts Olivia uses to answer — turnaround times, pricing rules, policies. The more you add, the more accurately she replies. (Turn Olivia on, set her persona, and the escalation message in Settings → WhatsApp.)

The Analytics page is your scoreboard — how your email is performing, at a glance.

• Headline rates — how many emails were sent, and the open, click, reply, and bounce rates.
• Sends over time — a chart of volume per day, with the opened portion highlighted.
• By email type and top campaigns — what you're sending and which performed best.
• Audience & health — total contacts, customers, how many are sendable vs suppressed, plus the live queue and sequence counts.

Before an email goes out (and on demand from any contact), we check whether the address is likely to actually exist. Sending to dead addresses is the fastest way to wreck your reputation, so this is the seatbelt.

On a contact

Open any contact and you'll see an Email & deliverability card with a status badge and a Verify email button that checks the address right now. The badge is three-state:

Words you'll see

The export

Contacts → Export now leads with the fields that matter: Name, Company, Email, Phone, WhatsApp, Website, City / State / Country, and the full verification record (valid / checked / status / Verified via / date) — with plain headers, not raw column names.

The Scorecard (Analytics → Scorecard) is one board of the numbers that actually matter, each with a target and a red flag when it's off. It's grouped into three tiers, because the lever is different for each.

Tier 1 — Email health (is the machine healthy?)

Tier 2 — Conversion bridge (email → money)

Three more (reply→quote, quote-form conversion, email-attributed orders) need data the system doesn't collect yet — see the box below.

Tier 3 — Sales outcomes (the money)

You can have the system post a message to a Discord channel the moment a scorecard KPI goes off-target — so you find out about a bounce spike or a bad-debt jump without staring at the dashboard.

Set it up

1. 1In Discord: Server Settings → Integrations → Webhooks → New Webhook, pick the channel, Copy Webhook URL.
2. 2In the app: Settings → Integrations → Discord alerts, paste the URL, and turn on Post KPI-breach alerts. Save.
3. 3Click Send test to Discord to confirm it works — it posts one of each design to your channel. Use Preview alert designs to see them first, in-app.

What the alerts look like

Design changes with severity, so you can triage at a glance:

The Control Room is where you run the whole platform. It's split into tabs down the left — here's what each one does, and what every switch means.

Overview

Your at-a-glance dashboard. A live panel shows whether the system is LIVE or in safe mode, whether it's paused, how many sending inboxes are active, how many emails went out today, and whether the AI writer and email-checking are set up — anything that needs attention shows in amber. Below it are quick controls: the two switches you touch most (safe mode and pause). It's the same summary you get by hovering the status dot in the sidebar.

Sending

The master switches and limits for outgoing email:

• Safe mode (dry-run) — when on, everything runs but no email is actually sent. Turning it off is “going live” and asks you to confirm.
• Pause everything — an instant stop button that halts all sending without changing anything else.
• Send on weekends — allow campaign/sequence emails to go out on Saturdays and Sundays (off by default).
• Allow cycles on weekends — the same idea, but just for cycles: turning it on lets a rotation step scheduled for Sat/Sun actually send, without opening weekend sending for campaigns or sequences (off by default).
• Daily send cap — the most emails that may go out in a day, across all your inboxes combined.
• Minimum gap between sends — seconds to wait between two emails from the same inbox, so it doesn't look like a burst of spam.
• Send window — the earliest and latest hour of day emails may go out. Outside those hours, everything waits.

Inbox & replies

Pulls replies and bounces from your connected inboxes. A reply automatically stops that person's email journey (so an automated follow-up never talks over a real conversation), and a bounce automatically stops emailing that address.

• Automatic checking — when on, the system checks your inboxes for new replies on its own.
• Sync now — check every connected inbox right now, without waiting.

Email identity

How your emails are signed: the from name recipients see, a default from address, the reply-to (where replies land), and the footer postal address shown at the bottom of every email (often legally required).

Senders

The inboxes the system sends from (Gmail or SMTP), each with a daily limit and today's usage. Add, edit, turn on/off, or remove them. With no active sender, nothing can send.

AI agent

• Voice — the tone and identity the AI writes in, plus any standing rules. Leave blank for a sensible default.
• Auto-rotate senders — when one inbox hits its daily limit, carry on from the next.
• Minimum quality score — hold any draft scoring below this for you to check instead of sending it automatically (0 = off). Held drafts wait in Review, where you approve (sends exactly what you saw) or reject. Your safety net against anything off-brand going out.

WhatsApp agent

Settings for the automated WhatsApp assistant — turn the auto-reply on/off, and set its name, greeting, persona, and the message it sends when handing a chat to a person.

Integrations

Where you paste your service keys — the AI writer, email verification, WhatsApp, and Gmail connect. Keys are saved per environment (your test sandbox and your live data can use different keys) and stored encrypted: once saved you'll see “set”, never the value itself.

Segmentation

The dormancy cutoff — how many days without an order before a customer counts as “dormant” (default 180, i.e. 6 months). Changing it re-sorts everyone instantly.

Contact / lead

A person in your database.

Campaign

One email sent once to a group.

Sequence

An automatic series of emails, each person on their own timeline.

Audience

The group of contacts a campaign or sequence targets.

Deliverable / sendable

A contact whose email is safe to send to (won't bounce).

Bounce

An email that couldn't be delivered. We avoid these by never sending to risky addresses.

Suppressed

Excluded from sending — unsubscribed, bounced, or blacklisted.

Inbound / outbound

Inbound = they came to us. Outbound = we found them.

Prospect / active / dormant

Never bought / bought recently / bought long ago and went quiet.