Email Dashboard — List Health & Engagement Quality

Luma Collective · Klaviyo + Shopify · DTC Wellness Subscription

Last 180 Days
Updated Dec 2024
Goal: Grow active subscribers (90-day engaged) from 34,000 to 42,000 within 6 months while maintaining True Engagement Rate >2.2% and Segment Hygiene Scores >60, protecting $1.4M annual email revenue.
True Engagement Rate
2.34%
↑ 0.12% vs prior period
MPP-Adjusted Open Rate
18.7%
↑ 1.3%
Segment Hygiene Score
64.2
↑ 2.8 pts
Active Subscribers
34,200
↑ 5.2% (1,700)
of 89,400 total (38.2%)
Re-engagement Conv.
12.4%
→ -0.1%
180-day flow
MPP Exposure
64%
→ stable
iOS Mail client opens

Engagement Rate Trends: True (Click-Only) vs. MPP-Adjusted Opens

Acquisition Quality Score by Source

Suppression Pool Commercial Value

Total Suppressed
22,400
Est. Annual Value Lost
$87K
Hard Bounces8,200 · $32K
Never Engaged (365d)9,100 · $35K
Unsubscribed4,300 · $17K
Spam Complaints800 · $3K

Subscriber Cohort Engagement Decay Curve (6-Month Cohorts)

Segment Overlap Heatmap

Overlap % of row segment appearing in column segment
VIP
Active
Lapsed
New
Promo
VIP
100
22
3
5
18
Active
28
100
12
31
42
Lapsed
2
14
100
8
19
New
4
34
11
100
29
Promo
9
38
15
24
100

Email Client Distribution

Segment Performance & Hygiene Scorecard

Segment Size True Eng. % MPP-Adj Open % Hygiene Score $/Subscriber Status
VIP (LTV >$500) 4,200 8.4% 42.1% 87.3 $124.20 Excellent
Active 90-Day 34,200 2.9% 21.3% 71.8 $41.30 Good
Lapsed 91-180 18,600 0.4% 8.7% 42.1 $6.20 At Risk
New (0-30d) 9,800 1.2% 14.2% 58.6 $8.90 Warming
Promo-Only 12,400 1.8% 16.8% 54.2 $18.40 Monitor
Dormant 181-365 10,200 0.1% 3.2% 22.4 $1.10 Critical

List Size vs. Commercial Performance: Active Subscribers & Revenue-Per-Active