Klaviyo Metric
Email Marketing
List 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.
Full guide: definition, formula, and benchmarksKlaviyoEmail MarketingList Growth Rate
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.
How to calculate list growth rate
Why list growth rate matters for Klaviyo users
Your email programme's reach is directly limited by your list size. Stagnant list growth means your email channel cannot scale, regardless of how well individual campaigns perform. But growth must be sustainable - rapid growth from low-quality sources will damage engagement and deliverability.
Positioning list growth in your metric tree alongside engagement and deliverability metrics reveals whether growth is healthy. A list growing at 10% monthly with declining engagement is less valuable than one growing at 3% with stable, high engagement.
Understand and act on list growth rate with KPI Tree
KPI Tree syncs subscriber growth data from your warehouse and tracks net growth, broken down by acquisition source and churn reason. Position it alongside engagement and deliverability in your list health tree.
Assign RACI ownership to your growth marketing lead. Set alerts when growth rate stalls or when growth correlates with engagement declines, and track acquisition source changes and their quality impact.
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
Form Conversion Rate
Email MarketingMetric Definition
Form Conversion Rate = (Form Submissions / Form Views) x 100
Form conversion rate measures the percentage of visitors who view a Klaviyo signup form or popup and submit their information. It quantifies how effectively your email acquisition touchpoints convert anonymous visitors into identifiable, contactable subscribers.
Unsubscribe Rate
Email MarketingMetric Definition
Unsubscribe 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.
Email List Health Score
Email MarketingMetric Definition
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.
Email Engagement Cohort Analysis
Email MarketingMetric Definition
Email 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.
Email Deliverability Rate
Email MarketingMetric Definition
Deliverability 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.
Explore list growth rate 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 List Health ScoreEmail Open RateEmail Revenue AttributionEmail ROIEvent-Triggered Flow PerformanceFlow Conversion RateForm Conversion RateProfile Enrichment RateRepeat Purchase Rate (Email)Segment Performance AnalysisTemplate Performance OptimisationUnsubscribe RateEmpower your team to understand and act on Klaviyo data
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