@cbzhu 

This depends how you have things set up.. if you set up your main eCommerce store integration to this list most of the subscribers will go to this list. But if you have sign up forms set to subscribe to other lists then those subscribers will not be part of the Newsletter list. Or if you uploaded subscribers manually to some other list they will also not be part of the newsletter list. This make sense and it is a common thing for most accounts.

Hi @cbzhu 

An active profile is a user who has not unsubscribed or been suppressed. So their email marketing status could be subscribed (added to your list) or never subscribed, if they haven’t opted in via your ecomm integration, a 3rd party app, or a Klaviyo form.

For example, a new user starts checkout or places an order but doesn’t opt in to email marketing during checkout. A profile is created with ‘never subscribed’ but they are not added to your email list. Your active profile count increases by one but your list does not. 

Does that answer your question?

Andy

Helpful, thank you both.