The List Health Dashboard makes it easy to monitor subscriber turnover over a specified date range, showing you the number of people joining and leaving your lists on a daily basis. You’ll immediately recognize spikes so you can make adjustments as needed. You can even monitor where new subscribers are coming from so you can fine tune your marketing efforts to maximize exposure.

The List Health Dashboard

  1. Navigate from the home menu to Analytics.

  2. Then List Health Dashboard

  3.  Click the Dashboard settings icon to customize your dashboard.

  4. Select a predetermined date range from the drop-down menu or enter a custom time frame using the date fields and calendar icons. 

  5. Click Update.


The list health overview section displays pertinent KPIs (Key Performance Indicators), providing quick access to:

  • Subscription Rate: The average subscriptions per day within a date range.

  • Unsub Rate: The average number of contacts unsubscribing per day within a date range.

  • New Subscribers: The number of new subscribers over the specified date range. New subscribers do not count contacts who have unsubscribed and then resubscribe during this timeframe.

  • Number of Unsubs: The number of unsubscribes within date range.

  • List Delta: The net numeric change in your list size over the specified date range.

NOTE: You can have a positive or negative list delta. The number is positive unless you see a negative (-) sign before the number. 

TIP: You may want to take a closer look at your organic list growth, meaning, you may want to exclude your subscribers through list import and look at the list delta without it. To do so, simply set your start date directly after the date of your last list import. This will give you a better idea of if your list health, without the impact of a major list import.


The recent messages section contains convenient thumbnail views of the most recently sent broadcast messages sent from the selected list, as well as message activity KPIs, including:

  • Revenue 

NOTE: Revenue only displays if conversion analytics are enabled for the list.

  • Delivered

  • Opens

  • Reads

  • Clicks

  • Unsubscribes

  • Bounces

From this section, you can also click through on the icons to view message level reports, including geo-tracking, visual tracking, link tracking, message dashboard, and a full message preview. You can also click on the thumbnail to view the message dashboard.


Within the List Health Dashboard, you have several options for visualizing your list over time. These are detailed below. 


List size by method is a stacked bar chart categorizing new contacts by subscription method, including administrator, list import, subscriber, or list hygiene, so you can quickly identify how new contacts are being added to your list.

You will also see the Existing Contacts in dark green. Existing contacts are contacts who were subscribed to the list prior to the date in the reporting. Hovering over the existing contacts will display the total and exiting contacts. Total - existing contacts equals the number of contacts who subscribed on a given day.

TIP: To analyze your organic list growth, you may want to eliminate list import as a method. These are customers you're adding, not ones that have naturally signed up through your site. To exclude list import, simply click the orange box for list import in the key to the top right of the chart. You can remove existing contacts as well by clicking the green box as well to get a better look at growth.


List delta is a delta bar chart showing growth and loss of subscribers so you can easily recognize spikes in new subscriptions or unsubscribers. 


List delta by domain is a delta bar chart showing growth and loss of subscribers so you can easily recognize spikes in new subscriptions or unsubscribers. 


Unsubscribers by method is a stacked bar chart showing unsubscribe methods, including bounces, opt-outs, list hygiene, abuse complaints, and invalids. 


Subscribes vs. unsubscribes is an area chart layering subscribers and unsubscribers over a specified date range for a quick visual representation of churn. 


Emails bounce for a number of reasons, and the List Health Dashboard provides a quick view pie chart to help you identify the causes, such as DNS failure, blocked for abuse, mailbox full, invalid address. etc. You can click into the graph to view message bounce details.


Internet service providers (ISPs) look closely at the number of abuse complaints received when determining the validity and deliverability of an email message. This chart pie details abuse complaints by ISP during the specified date range so you can quickly determine issues at a particular domain. You can click into the graph to view the abuse summary page.


Knowing which domains are most popular with your contacts will help you focus your deliverability efforts. This chart gives you a snapshot of your contacts by the top domains.


The contacts by email client chart provides a visual representation of the top email clients used by your subscriber base, including Chrome, Internet Explorer, Apple Mail, and others.


These two pie charts showcase subscribers by country and state to help you target your email marketing efforts, including deployment scheduling, content, and more.


This pie chart shows you the top reasons contacts unsubscribed from your list, including subscribers that were automatically removed due to complaints, invalid addresses or during the list hygiene process.

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