---
title: "How delivery works"
description: "The basic concepts behind permission, subscription state, and opt-out."
type: conceptual
summary: "Delivery targets are decided by consent or a legal exception, plus the latest subscription state."
related:
  - "/en/docs/getting-started/first-campaign"
  - "/en/docs/troubleshooting/not-delivered"
---

# How delivery works

## Who you can send to [#who-you-can-send-to]

Biz-Email only targets recipients for whom you can show consent to receive email, or an applicable legal exception. Do not use lists whose origin and basis are unknown.

> **Prior consent is the rule**
>
> Japan's Act on Regulation of Transmission of Specified Electronic Mail generally prohibits sending advertising or promotional email to recipients who have not consented in advance. Apply a legal exception only in limited cases, and verify and record the applicable basis.

## Subscription state [#subscription-state]

Whether a contact can be sent to is decided by their current subscription state. An opt-out also applies to every future campaign.

## After sending [#after-sending]

A rise in bounces or complaints is a signal to review list quality and message content. Find the cause before continuing to send.

---

Semantic index of the whole documentation: [/en/sitemap.md](/en/sitemap.md)

All pages concatenated: [/en/llms.txt](/en/llms.txt)