Email Subscribers
How many people joined your email list, day by day.
What it means
Email Subscribers is the count of people who opted in to email in the period, shown one row per day on the Email Subscriber Growth table. It counts arrivals only — nobody leaving is netted off here, and it is not the total size of your list. A store with 80,000 subscribers and a store with 3,000 can both show 300 on the same day.
Show the math
Formula and a worked example
What's counted. Every email opt-in recorded that day, from every source you run — pop-up, checkout box, back-in-stock form. One person joining once is one.
What isn't. Anyone who left. Those sit in Email UnsubscribesEmail UnsubscribesLower is better; a high value suggests audience fatigue or list-hygiene issues., and the two together give Net Email SubscribersNet Email SubscribersWhether your list is truly growing or shrinking..
Worked example. April's daily rows add up to 2,400 sign-ups. Unsubscribes over the same days total 900, so the list grew by 1,500 — but this column reads 2,400.
May: 1,100 sign-ups against 1,600 unsubscribes. Sign-ups more than halved and the list shrank, and only the first of those two facts is visible in this column.
It answers the question
How many new people did you earn permission to sell to, and on which days? Because it's a daily row, a spike or a flat line can be traced back to the exact day a pop-up changed, a campaign ran, or a form quietly broke.
Why it matters
It's the top of your owned-revenue funnel. Every other Klaviyo figure is a share of the audience this column builds, so a month of weak sign-ups shows up in email revenue one or two quarters later, long after anyone remembers why.
It's also the fastest broken-thing detector on the page. Sign-ups don't normally go to zero. A row that flatlines while traffic held steady is a form or an integration that stopped working, and every day it stays broken is a day of names you never get back.
What good looks like
There's no universal target for a count — a store doing 500 orders a month and one doing 50,000 can't share a number. Two checks work instead. Compare it to your own traffic: sign-ups should roughly track sessions, so a flat count against rising visits means the capture unit stopped converting. Then compare it to unsubscribes over the same window, because arrivals only matter net of departures.
How to improve it
| Lever | What you do | Expect | How long | Watch out for |
|---|---|---|---|---|
| Fast Put the offer where the traffic actually lands | Show the sign-up unit on your busiest entry pages, with one clear reason to join | More sign-ups from the same visits | 1–2 weeks | A discount to join comes off every first order, so gross margin falls as the list grows. |
| Fast Ask at checkout | Add an opt-in to the checkout flow and the post-purchase message | Steady additions from people who already bought | 1–2 weeks | One more thing in the checkout path. Watch conversion on the step you add it to before you keep it. |
| Fast Change when the pop-up appears, not what it says | Trigger it on exit or after a scroll instead of the moment the page loads | A better-quality sign-up from a visitor who has seen the shop | 1–2 weeks | Some visitors leave before they ever see it, so the raw count can fall while the names get better. |
| Slow Give a reason to join that isn't money off | Early access, restock alerts, sizing help — something a buyer wants and a deal-hunter doesn't | Slower growth, subscribers who open and buy | 1 quarter | Fewer sign-ups than a straight percentage off, so this column gets worse before the quality behind it gets better. |
Every lever costs something somewhere. The last column is the one to read twice.
Read it with
Arrivals mean little without departures. The two columns sit side by side on the same table for exactly that reason.
Filling a leaking bucket
New names arriving and old ones leaving at the same time. Usually a discount pop-up paired with heavy sending — you're paying twice for the same list size.
Clean growth
More people joining, fewer leaving. The list is growing and the sending is welcome, which is the only shape that compounds.
Draining
Fewer arrivals and more departures at once. This is the fastest way to lose a list, and it rarely has one cause.
Gone quiet
Very little movement either way. Either the shop is quiet, or the capture unit broke and nobody noticed.
This column is arrivals; that one is arrivals minus departures. Reading them together tells you whether a strong month of sign-ups actually made the list bigger. 2,400 new names next to a net figure of +200 means you spent the month replacing people.
Growth beside per-head value is the dilution check. Sign-ups climbing while revenue per recipient falls means the new names are worth less than the ones you had — a discount pop-up collecting people who wanted the code, not the shop.
Common misreads
It's how many people joined in the period. The total list is a separate figure and is not on this table — a day showing 300 tells you nothing about whether you have 3,000 subscribers or 80,000.
Not on its own. A month of 2,400 arrivals against 2,600 departures is a shrinking list. Read Net Email Subscribers before you draw the conclusion.
A single daily row is a small number and moves with traffic — weekends and quiet weeks show it plainly. Judge the shape across the period, and treat a run of zeros, not a dip, as the alarm.
Also called
New subscribers · opt-ins · sign-ups · list additions
See yoursYour daily email sign-ups for the period, next to the unsubscribes and the net figure.
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