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Organization Admin permissions are required to manage email-only users.
An email-only user is a delivery recipient who doesn’t have an Omni account. Unlike Standard or Embed users, email-only users can’t log in to Omni — they only receive scheduled email deliveries.

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Creating email-only users

Omni automatically creates an email-only user when an email delivery recipient has an email that can’t be matched to an existing Omni user. When the delivery is saved, Omni creates an account for the recipient to track delivery usage and related metadata. Email-only users can also be created programmatically using the manage email-only user API or the bulk manage API.
Email-only users aren’t counted towards any licenses.

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Managing email-only users

To view and manage email-only users, navigate to Settings > Users and click the Email-Only tab. This tab only appears if there is at least one email-only user in your organization. The Email-Only tab in the Users settings page, displaying a list of email-only users with their names and schedule counts. The tab displays each user’s Name and the number of Schedules they are included in.

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Inviting email-only users to your organization

Email-only users can be invited to join your organization as a standard user. The email-only user’s user attributes will be retained and they will remain recipients of schedules.
  1. In the Settings > Users > Email-only tab, locate the user you want to work with.
  2. Click the in the same row as the user.
  3. Click Invite to Standard User.
Omni will move the user to the Standard tab and display an Invited next to their display name.

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Deleting email-only users

Heads up! Deleting an email-only user removes their email from all deliveries where they are a recipient.
  1. In the Settings > Users > Email-only tab, locate the user you want to work with.
  2. Click the in the same row as the user.
  3. Click Remove Scheduler User.

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Assigning user attributes

You can assign user attribute values to email-only users. This is useful when you want to personalize the content of a delivery for each recipient using the Personalize delivery with recipient user attributes option in the email delivery settings. For example, you could assign a region attribute to each email-only user and deliver a dashboard that filters to only their region’s data.
If an attribute is used in an access filter or default_topic_access_filters, do not set a default value for that attribute. Email-only users are created automatically and immediately inherit default attribute values. If the default matches a values_for_unfiltered value, these users will receive unfiltered data in every delivery they are included in. Use the manage email-only user API or bulk manage API to set correct attribute values before the delivery runs. Refer to the default value warning on the User attributes page for details.

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Provision email-only users with correct attributes before scheduling

If a recipient doesn’t have an Omni account, Omni auto-creates an email-only user when the delivery is saved. You must set that user’s attributes before the delivery runs — otherwise they will inherit the default attribute value, which may return error or no rows. Use the manage email-only user API to set attributes for a single user, or the bulk manage API to update up to 20 users at once.

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How Omni resolves a delivery recipient by email

When a recipient email is added to a delivery, Omni checks for a matching user in the following order: standard/external/embed SSO user (or pending invite) → embed user via the email URL parameter → email-only user. The first match wins, and when Personalize delivery with recipient user attributes is enabled, the matched user’s attributes are what get applied. For the full resolution order and embed-specific guidance, see the Personalize delivery section of the email deliveries documentation.