NOTE: The Subscribers Engagement Analytics dashboard is in beta. We'd love to hear your feedback—click the Feedback tab on the right side of the page to tell us what you think. We have a lot of exciting updates on the way, including filters, charts, ways to act on your data, and more. Your input will help us shape what we build next.
The Subscriber Engagement Analytics dashboard is your hub for subscriber-level analytics in Kit. It brings together key subscriber engagement stats, recent email performance, audience engagement trends, and subscriber retention data into a single view.
To access it, go to Subscribers under the Grow tab in the navigation, and click the Engagement tab.
Summary metrics
At the top, you'll see four summary metrics. These give you a quick snapshot of how your subscribers have engaged with your emails:
Recipients: The number of unique subscribers who received at least one email in the applied date range
Opened: The percentage of recipients who opened at least one email
Clicked: The percentage of recipients who clicked a link in at least one email
Unsubscribed: The number of recipients who unsubscribed during the date range
Charts
NOTE: These charts are available to Creator Pro plan users.
The three charts below the summary metrics give you a more detailed view of your subscribers' email engagement over time.
Broadcast email performance
Shows how your delivery, open, and click rates have been trending across your most recent Broadcasts.
The chart uses a dual axis to let you read two different types of data at once:
The left Y-axis shows percentages — your open rate and click rate.
The right Y-axis shows the absolute number of recipients for each broadcast.
This lets you cross-reference rates with volume: for example, a high open rate on a Broadcast sent to a much smaller audience may be less significant than it first appears, while a modest rate on a very large send can still represent a lot of engaged subscribers.
Hover over any Broadcast to see the underlying totals: the number of recipients who opened the email and the number who clicked.
To focus on a specific metric, click the customization icon at the top-right corner of the chart. From there, you can toggle recipients, opens, and clicks on or off.
For example, if you want to focus on click rate, hiding the open rate will rescale the chart axis—making it easier to spot changes in click rate.
Audience engagement breakdown
Track subscribers who click over time: who engaged for the first time, who kept clicking, who came back, and who dropped off.
This chart gives you a weekly view of how your audience's engagement is evolving. It uses clicks as its definition of engagement because clicks are a much stronger signal of genuine interest than opens.
Each week's bar is divided into four segments:
Newly engaged: Subscribers who clicked for the very first time—they had never clicked before
Recurring: Subscribers who clicked again after also clicking the previous week. These are your most consistently engaged readers.
Resurrected: Subscribers who clicked this week after not clicking the previous week. They've come back after at least a period of inactivity.
Dormant (shown below zero): Subscribers who clicked the previous week but did not click this week. These are subscribers you may be losing momentum with.
Hover over any bar to see the exact counts for each segment, including the total number of active engagers for that week.
To focus on a specific segment, use the customization icon at the top-right corner of the chart to show or hide individual engagement segments.
How to read this chart
A healthy list has a steady base of Recurring subscribers, with Resurrected subscribers indicating that your content is winning back people who had tuned out.
A growing Newly engaged segment means new subscribers are also clicking.
A large or growing Dormant segment is a signal to look at whether your content is resonating with your audience.
New subscriber engagement retention
Shows whether subscribers who clicked for the very first time have continued to click in the weeks that follow.
This chart is a cohort retention table. It groups subscribers by the week they first clicked one of your emails (their "newly engaged" week), and then tracks what percentage of each group clicked again in the weeks that followed.
How to read this chart
Each row represents a cohort—a group of subscribers who clicked for the first time in a given week. The number shown below the date (e.g., "1,350 newly engaged") tells you how many subscribers are in that cohort.
The columns—Week 1, Week 2, Week 3, and so on—show the percentage of that cohort who clicked again that many weeks after their first engagement.
Hover over any cell to see the full breakdown: how many subscribers in that cohort engaged again, and how many didn't.
How to use this chart
Viewing retention tables is one of the most reliable ways of understanding your list's long-term health. Some questions worth asking:
Where does engagement drop off? A sharp drop from Week 1 to Week 2 suggests that first-time clickers aren't finding a strong enough reason to stay engaged. Improving your welcome sequence may help.
Which cohorts retain best? Compare rows to see if certain weeks outperform others. A particularly strong cohort might correlate with a specific marketing campaign or type of content—and may be worth replicating.
Is your average retention stable? The Average row at the top summarizes retention across all cohorts, giving you a baseline to measure individual cohorts against.