Feature Launch: List Growth Reports

list growth reports

This week, we’re excited to announce that we’ve added a feature to allow you to track how your lists have grown over time. These List Growth Reports will give you insight into how people subscribed to your lists, how they unsubscribed, and the rate at which your lists are growing. Since you will now be able to attribute a specific signup method to subscribers, you can hone your list growth strategy.

What List Growth Data Will be Reported

Klaviyo will assign all subscribers a source value, which indicates their signup source. These are the default subscribe sources recognized by Klaviyo that you’ll see in your account, provided you employ each of these signup methods:

  • Unknown — a subscriber has come from a source that Klaviyo doesn’t identify.
  • Modal — a subscriber has signed up via a popup on your site.
  • Fly Out — a subscriber has signed up via a fly out on your site.
  • Embedded Form — a subscriber has signed up via an embedded form on your site.
  • Subscribe Page — a subscriber has signed up via a subscribe page.
  • Klaviyo UI — a subscriber has been added within Klaviyo, i.e. imported from a CSV/Excel file or added via Quick Add.
  • Integration — a subscriber has opted in via an integration.
  • API — a subscriber was added to a list via the Klaviyo API.

You can add your own custom sources as well, if you have another way of capturing new email addresses.

We will also record how people unsubscribe from your lists. Likewise, there are certain default sources already set up in Klaviyo:

  • Unknown — a subscriber has unsubscribed via a source that Klaviyo doesn’t identify.
  • Klaviyo UI — a subscriber was removed from a list within Klaviyo, either manually or via a list cleaning.
  • Subscribe Page — a subscriber has unsubscribed via an unsubscribe link on a subscribe page.
  • Integration — a subscriber has opted out via an integration.
  • API — a subscriber was removed from a list via the Klaviyo API.

One thing to note is that we started collecting this information earlier in March, so we don’t have historical unsubscribe data. Similarly, while we record historical list growth trends, we don’t have the sources through which people subscribed, so all new subscribers will be attributed to “unknown” prior to March.

How to Measure Your List Growth

List Growth Reports are located in a “Growth Report” tab within each individual list. There are three separate areas where you can view the metrics for a particular list.

List Size
This graph will display list growth month over month or week over week, depending on which you choose, between two specified dates. You can toggle to view your monthly versus weekly list growth, and input the timespan you’d like to analyze.

This report will help you quickly visualize how your list has changed over time. If you hover over a particular bar in the graph, you will see the precise number of subscribers in your list at that time, as well as the percent change from the previous data point.

List SIze

When you are viewing your current list growth metrics, you may notice a slight discrepancy between the number of subscribers displayed on the bar graph and the number displayed in the menu bar. If you do, this is because your list is actively growing (i.e. via one of your signup methods). While these graphs update in almost real-time, there may be a few minutes’ delay in the data syncing. In most cases, though, these numbers will match exactly.

Growth Breakdown
This graph displays both subscribes and unsubscribes within a specified time period. It’s color-coded, so you can easily identify positive and negative trends, with subscribes in shades of blue and unsubscribes in shades of red. The different shades of blue and red indicate the method through which a person has subscribed or unsubscribed.

Growth Breakdown

Note: We started collecting unsubscribe and subscribe attribution data in March, so this historical data will not be populated in your account.

When you hover over any of these bars, you will see the subscribe or unsubscribe source, the absolute number of people who make up this source, and what percentage this source is of total subscribes or unsubscribes.

Source Chart
This chart corresponds with the growth breakdown graph. It displays total subscribes and total unsubscribes, as well as the source breakdown of each. Both default and custom sources will be shown, so you easily see how they are performing in relation to one another. Like the growth breakdown graph, subscribes are represented in blue and unsubscribes are represented in red. You can toggle this chart between absolute numbers and percentages.

Source Chart


Our new List Growth Reports will allow you to analyze general trends in your list growth, as well as identify the effectiveness of your signup methods. This information is incredibly valuable, and you will be able to make alterations to your list growth strategy accordingly.

Say your embedded signup form is hardly driving any new subscriptions and is in the footer of your site. You can then move this embedded signup form to a more visible area, like the header of your website, and see if there’s an increase in new subscriptions.

Similarly, you may notice that the majority of people unsubscribe via your subscribe page. If this is the case, include an area where subscribers can manage their preferences on this page (either by frequency or content) to try to discourage them from unsubscribing altogether.

Which part of our List Growth Reports are you most excited about? Let me know in the comments!

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