Email Subscriber Analytics helps you track and analyze your subscriber base in detail. Marketers can view the total number of subscribers and unsubscribers, monitor new subscriber and unsubscriber trends over time, and gain insights to create more engaging and effective email campaigns.
The Email Subscriber Analytics is located in Reports > Email Analytics.
When you visit the overall analytics page, subscriber insights will be hidden and you will see the following message if the Email Subscriber Analytics is active for your account. When you click the button, you will be redirected to the Email Subscriber Analytics page.
Onboarding
You will see the onboarding modal the first time you enter the panel after the analytics page is released for your account, and this will appear only once.
Clicking Discover Now redirects you to the Email Subscriber Analytics page.
You will be prompted with four onboarding popups on the Email Subscriber Analytics page:
For the Key Metrics section
For the Subscriber Insights chart
For the New Subscriber Growth chart
For the Source Tables section
To reach the dashboard, use the date picker in the top-left corner of the analytics page to set a custom time range and view metrics for that period.
Subscriber metrics for “yesterday” are updated daily at 00:00, with a slight delay. This indicator will be visible if you select the last day available on the date picker.
The metrics "New Subscribers" and "New Unsubscribers" are currently disabled with a warning. As stated in the warning message, there is not enough data available for these two new metrics before May 6, 2025.
Based on your selection, the dashboard displays the following metrics:
Subscribers: The number of users who opted in to receive your messages and are reachable on the last day of the selected period of time.
Unsubscribers: The number of users who opted out of receiving your messages on the last day of the selected period of time.
New Subscribers: The number of new users who opted in to receive your messages and became reachable in the selected period.
New Unsubscribers: The number of new users who opted out of receiving your messages in the selected period.
New Subscriber Growth: The net increase or decrease in New Subscribers in the selected period.
New Subscriber Growth Rate: The percentage of the New Subscriber Growth to the Subscribers in the selected period.
Subscriber Insights
The chart section provides visual representations of subscriber trends on a line chart. Based on your selected time range, you can view net growth for Subscribers, Unsubscribers, New Subscribers, and New Unsubscribers.
In the top-right corner, you can filter the metrics to analyze the trends of your subscribers.
New Subscriber Growth
This chart helps you track increases or decreases in your New Subscriber Growth over time.
New Subscribers and Unsubscribers by Source
These charts show where and how the new users subscribe or unsubscribe, helping you understand which channels contribute most to your audience growth.
If a source other than the ones listed below is received, it is reflected under "Other Sources."
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New Subscriber by Source
This section provides a breakdown of where your new Email subscribers are coming from. Understanding which sources contribute the most helps you focus on the most effective acquisition channels.
Static Segments Upload: The number (and percentage) of New Subscribers who got subscribed via a Static Segment or a Contact List upload.
Suppression Removals: The number (and percentage) of New Subscribers who got subscribed by removal from Suppressions, Invalids, or Bounces Lists.
Lead Collections: The number (and percentage) of New Subscribers who subscribed via Lead Collection campaigns.
Mobile App Based Subscribers: The number (and percentage) of New Subscribers who subscribed via Mobile App SDK integrations.
External Platforms: The number (and percentage) of New Subscribers who subscribed via APIs and other integrations.
Subscription Link Interactions: The number (and percentage) of New Subscribers who resubscribed via Resubscribe Link on Unsubscribe Pages.
Web Based Subscribers: The number (and percentage) of New Subscribers who subscribed via Web SDK or Insider Object integrations.
Other Sources: The number (and percentage) of New Subscribers who subscribed via various other sources.
New Unsubscribers by Source
This section shows how users unsubscribe from your Email campaigns. The metrics below enable you to identify which sources are most responsible for unsubscribes, allowing you to take targeted action to improve retention.
Static Segments Upload: The number (and percentage) of New Unsubscribers who got unsubscribed via a Static Segment or a Contact List upload.
External Platforms: The number (and percentage) of New Unsubscribers who unsubscribed via APIs and other integrations.
Global Unsubscribe List Upload and API: The number (or percentage) of New Unsubscribers who got unsubscribed via an uploaded Unsubscribe List or Unsubscribe API.
Subscription Link Interactions: The number (and percentage) of New Unsubscribers who unsubscribed via List Unsubscribes or Unsubscribe Link on Unsubscribe Pages.
Other Sources: The number (and percentage) of New Unsubscribers who subscribed via various other sources.
Factors affecting subscriber metrics
You may notice some differences when comparing the Total Subscribers and Total Unsubscribers with the net result of New Subscribers and New Unsubscribers shown on the dashboard. Below are potential factors that may contribute to these differences.
Data update frequency: The numbers displayed for New Subscribers, New Unsubscribers, and their associated sources are updated in real-time on the dashboard. However, Total Subscribers and unsubscribers are calculated and updated once daily.
Unified customer database (UCD) endpoint deletion: If a user is deleted via Insider’s Unified Customer Database API (UCD), this data is removed from all systems. Since the user no longer exists, they cannot be attributed to a specific Source, and are not included in New Subscriber or New Unsubscriber metrics. These data are removed from the total subscribers but do not affect the count of total unsubscribers.
Inactive user cleanup: If a user profile hasn’t been updated in the last 12 months, it is automatically deleted along with all related data. These removals do not affect real-time New Unsubscriber, Subscriber, or Source data. These data are removed from the total subscribers but do not affect the count of total unsubscribers.