KlaviyoEmail MarketingEmail List Health Score
Email list health score is a composite metric combining Klaviyo list growth rate, engagement distribution, bounce rate, complaint rate, and unsubscribe rate to produce a single indicator of overall list quality. It assesses whether your subscriber base is growing, engaged, and deliverable.
Klaviyo metric
Email list health score is a composite metric combining Klaviyo list growth rate, engagement distribution, bounce rate, complaint rate, and unsubscribe rate to produce a single indicator of overall list quality. It assesses whether your subscriber base is growing, engaged, and deliverable.
Full guide: definition, formula, and benchmarksWhy Email List Health Score matters for Klaviyo users
A large list is worthless if it is full of disengaged subscribers who damage your sender reputation and suppress deliverability. List health score captures the balance between quantity and quality, surfacing problems that individual metrics - growth, engagement, deliverability - might not reveal in isolation.
Positioning list health at the foundation of your metric tree ensures that every email programme decision is grounded in sustainable list management. A declining health score is an early warning that your programme is extracting value from subscribers faster than it creates it.
Driver
Conversion rate
Outcome · 58% contribution
Revenue
Understand and act on Email List Health Score with KPI Tree
KPI Tree calculates a composite list health score from your warehouse data, combining growth, engagement, deliverability, and churn metrics. Position it as a foundational indicator in your email tree.
Assign RACI ownership to your email operations lead. Set alerts when list health score declines and track hygiene actions such as sunset flows, re-engagement campaigns, and acquisition source audits.
Get started with your Klaviyo data
MCPPull metrics from Klaviyo directly through the Model Context Protocol.
Connect your existing warehouse where Klaviyo data already lands.
Our professional services team can build you turn-key AI foundations in a matter of weeks. Data warehouse on Snowflake/BigQuery, ELT with Fivetran, all modelled in dbt with a semantic layer.
Related Klaviyo metrics Ready to add to your trees.
List Growth Rate
Email MarketingList Growth Rate = ((New Subscribers - Unsubscribes - Bounces) / Total Subscribers at Start) x 100
List growth rate measures the net rate at which your Klaviyo subscriber list expands over a given period, accounting for new subscriptions, unsubscribes, bounces, and manual removals. It indicates the trajectory of your addressable email audience and the sustainability of your acquisition efforts.
View metricEmail Deliverability Rate
Email MarketingDeliverability Rate = (Emails Delivered / Emails Sent) x 100
Email deliverability rate measures the percentage of Klaviyo emails that are successfully delivered to recipients' inboxes without bouncing. It encompasses hard bounces, soft bounces, and spam folder placement to assess the technical health of your email programme and sender reputation.
View metricUnsubscribe Rate
Email MarketingUnsubscribe Rate = (Unsubscribes / Emails Delivered) x 100
Unsubscribe rate measures the percentage of Klaviyo email recipients who opt out of future communications after receiving a message. It serves as a direct indicator of message relevance, frequency appropriateness, and the overall health of the relationship between your brand and its subscribers.
View metricEmail Engagement Scoring
Email MarketingEmail engagement scoring assigns a composite score to each Klaviyo subscriber based on their open, click, purchase, and recency patterns. It provides a unified view of subscriber engagement that goes beyond any single metric to identify highly engaged, at-risk, and disengaged subscribers.
View metricEmail Engagement Cohort Analysis
Email MarketingEmail engagement cohort analysis groups Klaviyo subscribers by their signup date or acquisition source and tracks how their engagement evolves over time. It reveals whether newer cohorts engage as well as older ones and how quickly engagement decays after initial subscription.
View metricExplore Email List Health Score across integrations
All Klaviyo metrics
Abandoned Cart Recovery RateCampaign Performance ComparisonClick-Through RateCoupon Redemption RateCross-Sell Email EffectivenessCustomer Journey Flow AnalysisCustomer Lifetime Value (Email)Email Attribution AnalysisEmail Deliverability RateEmail Engagement Cohort AnalysisEmail Engagement ScoringEmail Frequency OptimisationEmail Open RateEmail Revenue AttributionEmail ROIEvent-Triggered Flow PerformanceFlow Conversion RateForm Conversion RateList Growth RateProfile Enrichment RateRepeat Purchase Rate (Email)Segment Performance AnalysisTemplate Performance OptimisationUnsubscribe RateEmpower your team to understand and act on Klaviyo data
Map what drives your metrics, measure progress at any grain, prove what works statistically, and deliver personalised action plans to every team member.
