Subscriber Insights is a list health tracking dashboard that tells the story of how your subscribers were added to your list, how engaged they are, and how they read your emails. Subscriber Insights data is updated every 24 hours. Study this data to gain insights that you can use to build, retain, and target your subscribers. To view your insights, go to Subscribers > Insights.
At the top the page, you will see the current number of Active Subscribers in your account. This number is a common data point used across all of the Insights metrics. An active subscriber in WordFly is an address that you have sent a campaign to in the past 90 days. Unsubscribed and hard bounce addresses are removed from the active subscriber count the month following the event.
Learn about active subscribers
List growth over time
List Growth is reviewed on a historical chart that defaults to a yearly view. Use the time toggles to switch between day, week, month, and year views. Click the chart to enable interactivity and use mouse or trackpad to adjust the time range. Mouse over an import spike to see the date of that import. List Growth shows how your active subscriber count is built over time via WordFly Signup, WordFly Lightbox, and Imports. A steady incline to the upper right is a good sign of a healthy list as it is growing over time. A flat line or descending line to the lower-right could be a sign to review your acquisition and retention strategies.
Subscriber acquisition + retention
How were they added? shows how subscribers were added into WordFly. This data is stored in the WordFlyOrigin data field. You can segment by this data field to send a campaign to people who subscribed recently through WordFly Signup, for example.
Learn about segmenting by WordFlyOrigin
How long have they been subscribed? addresses your overall subscriber retention rate. When a subscriber is added for the first time via WordFly Signup, WordFly Lightbox, or Imports, WordFly stores the date in the WordFlySubscribeDate data field.
Engagement over time
Engagement is a unique WordFly calculation for subscribers. You can view your subscribers and engagement data by including the Engagement Rate and Engagement Score data fields in your exports. This data can also be used to send a segmented campaign targeting your most engaged subscribers or a reengagement campaign to your 2-star subscribers, for example.
Learn about segmenting by Engagement
Email clients over time
How are they reading your emails? shows the top email clients across your active subscribers.
Learn about Email Clients
Geolocation over time
Where are they reading your emails? shows Opens, Clicks, Opt-Outs and Forward events from the 5,000 most recent IP locations. The locations are approximate and only show locations from active subscribers in your account.
Learn about Geolocation
Subscriber activation over time
Subscriber Activation shows how your count is built over time by imports and reduced over time due to Hard Bounce Removals, Opt-Outs, and Abuse Complaints. This graph defaults to the weekly view. Use the time toggles to switch between day, week, month, and year views. Click the chart to enable interactivity and use mouse or trackpad to adjust time ranges. Mouse over any addition or deduction to see the dates of those actions.
Export Subscriber Insights data
You can export your Subscriber Insights data right from the review screen. The data is exported as a zipped folder containing six CSV files (one for each Insights graph) and one informational text file.
Notes about activation and deactivation
- Each time you pull the Insight exports, the past numbers change to reflect updated counts of activated and deactivated subscribers. Visually when you review the Insights export you may not notice the numbers changing, but the numbers in the Active columns do change in previous months. Every time you download the data, compare the numbers and you will see that they change each time subscribers are deactivated.
- Subscribers are activated on specific dates when you send to the email address. Subscribers are removed from the same dates they are activated when the numbers are updated on the first day of the next month.
For example, let’s say a subscriber is sent to (activated) on 7/5/2019, but then unsubscribes (deactivated) on 6/5/2020.
- In the Subscriber Activation CSV, the subscriber would be part of the total deactivated for June. They would also be removed from the activated on 7/5/2019. This is why adding the Activated Subscribers column always shows the number of active subscribers as displayed on the Insights page.
- In the List Growth CSV, the subscriber would be part of the total deactivated for June. They would also be removed from the activated on 7/5/2019.
- The Reporting > Export Data > Subscribers by Account export from 7/5/2019 would show more subscribers than the updated 7/5/2019 activated number pulled today because subscribers activated on 7/5/2019 have become deactivated with future activity.
- Use Reporting > Export Data > Subscribers by Account to see a real-time export of your active subscribers at that point in time. Keep in mind that comparing numbers from this export on a specific date with the same date in one of your Insights exports will likely never match because subscribers are removed from the same dates they are activated when they are deactivated (see example above).
- Go to Account > Invoices to pinpoint exactly how many active subscribers you truly have at the end of each month. Invoices contain the exact number of active subscribers calculated at the end of the month for billing purposes. This number can match your Subscribers by Account export if you pull it on the first day of the month, before activating any other subscribers. The invoice totals and the Subscribers by Account export will not match your Insights List Growth CSV data. List Growth data updates every 24 hours and is a living total that will remove deactivated subscribers from the activated total column.