List health
Growth, engagement, churn, delivery, and money over the last 30 days, each with what to do about it.
List health tells you whether the list itself is in good shape: are people joining, reading, staying, and receiving your mail. It compares the last 30 days with the 30 before, and every part comes with a sentence on what to do next.
Read the screen
- Open Analytics > List health.
- The four tiles at the top count your list right now: Active, Pending, Unsubscribed, and Bounced or complained.
- Joined and left, by day charts confirmed arrivals above the line and people who left below it. Click Show as a table for the numbers.
- Below the chart, one panel per part of the list, each with a verdict and the numbers behind it.
The five parts
| Part | Numbers shown | What it watches |
|---|---|---|
| Growth | Joined, Left, Joined the 30 days before | Whether more people arrive than leave |
| Engagement | Readers, Clickers, Reached | Whether people read your mail and act on it |
| Churn | Left, On the list at the start, Left the 30 days before | How many are leaving, against your usual |
| Delivery | Bounced, Complained, Recipients | Whether mail reaches inboxes |
| Money | Revenue per currency | Sales in the last 30 days against the 30 before |
Each part is marked Healthy, Watch, or Act now, or Not enough yet when there is too little to judge. Money is always marked Last 30 days.
What the advice means
The sentence under each part is the next thing to try. For example, when growth is flat it suggests a lead magnet on your busiest page. When readers open but rarely click, it suggests one clear thing to do per send. When churn rises, it points you to the Consent screen to see which series people are leaving. When bounces or complaints get close to the level where sending is paused, it says to remove dead addresses and confirm new signups.
What the numbers mean, and what they do not
- Joined counts confirmed arrivals: signups and pending people who became active. Imports never count as growth.
- Left counts people who unsubscribed, left everything, bounced, or complained. Leaving one series is not counted here.
- Reached is recipients less bounces. It is the denominator for every rate in Analytics.
- Readers counts each mail opened by a person once, however many times it was opened. Opens made by mail-privacy proxies and link scanners are left out.
Things to know
- This screen only reads. Nothing on it sends or changes anything.
- The same five parts feed the List health dial on Analytics overview.
- If the list is unhealthy, fix the list first. Better writing cannot reach people who are not there.