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List Members Does Not Match Estimated Recipients


Squamishpoacher
Problem Solver I
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I have a mailing list of roughly 2500 with an excellent open and click rate. I routinely suppress unengaged profiles and conduct other maintenance. In recent campaigns using his list, the estimated recipients has dropped to 1400. When I look at the detail of the list it it does not show any suppressed members. What gives?

Best answer by Squamishpoacher

Thank you.  Turns out the issue is that while the missing profiles had subscribed to the newsletter, Klaviyo no longer recognizes them as subscribed.  Pondering a work around to get them to resubscribe.

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MANSIR2094
Problem Solver IV
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  • Problem Solver IV
  • 235 replies
  • February 21, 2025

Hello ​@Squamishpoacher

If your mailing list originally had 2,500 contacts but now shows only 1,400 estimated recipients, despite no visible suppressions, here are possible reasons:

  1. Smart Sending Enabled – Klaviyo may be excluding recipients who recently received an email within the smart sending window.
  2. Segmented Sending – If you're sending to a segment rather than the full list, some contacts may not meet the criteria.
  3. Double Opt-In Pending – Some profiles might not have confirmed their subscription and remain inactive.
  4. Soft Bounces or Temporary Blocks – Some emails may not be suppressed permanently but are excluded from sending due to past delivery issues.
  5. Compliance Filtering – Klaviyo may be automatically filtering out certain contacts based on engagement or deliverability factors.

Check the Recipient Activity and Excluded Profiles reports in Klaviyo to identify the issue.


Squamishpoacher
Problem Solver I
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  • Author
  • Problem Solver I
  • 9 replies
  • Answer
  • February 22, 2025

Thank you.  Turns out the issue is that while the missing profiles had subscribed to the newsletter, Klaviyo no longer recognizes them as subscribed.  Pondering a work around to get them to resubscribe.


MANSIR2094
Problem Solver IV
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  • Problem Solver IV
  • 235 replies
  • February 22, 2025

@Squamishpoacher, Glad you found the root cause! One potential workaround is to create a segment of these ‘unsubscribed’ profiles and send them a re-engagement campaign via another channel, such as SMS or a targeted social media ad. If they’re still engaged with your brand, they may opt back in. Also, if you have a record of their original opt-in (e.g., from Shopify or another platform), you could reach out to Klaviyo support to see if they can assist in restoring their status. Let me know if you’d like help setting this up!"


hani
Problem Solver I
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  • 2025 Champion
  • 11 replies
  • February 24, 2025
Squamishpoacher wrote:

Thank you.  Turns out the issue is that while the missing profiles had subscribed to the newsletter, Klaviyo no longer recognizes them as subscribed.  Pondering a work around to get them to resubscribe.

What is the reason why they are no longer recognised as subscribed? As in they are suppressed or unengaged?