188 submits on my list, but only 53 when i start a campaign?

Hi @smiler5000 

Welcome to the community and thank you for posting your question. 

First things first, go to your list settings and check to see if the list is configured as double opt-in. To find the list settings go:

Audience > Lists & Segments > [select your list] > Settings (found in the tab navigation under the list name at the top) > Consent

Under Opt-in process you find two options: 

• Double Opt-in
• Single Opt-in

If Double Opt-in is enabled, this means when someone subscribes to your popup, Klaviyo will send them an automated email that they have to then click a button in to fully subscribe to your list.

So, while your popup metrics show you’ve had 188 contacts submit, only 53 have confirmed their subscription from the double opt-in email. 

Double opt-in is recommended as it does protect you from fake/invalid emails and help filter out less engaged users from the beginning, which will help improve your overall email deliverability. That said, depending on the GEO your contacts are based, double opt-in might be required by law. 

However, if users don’t know they need to go confirm their subscription via the email or forget, then you don’t grow your list as quickly.

I hope that helps!

@In the Inbox