Skip to content
Letterhead Letterhead Letterhead Help Center
Admin Tools

Audience metrics dashboard

Edit in CMS

The Audience tab of the Dashboard (under Analytics → Dashboard) gives you insight into the health of your subscriber base — growth trends and churn over time. The tab appears for accounts that send through Letterhead.

What you can see

Section titled “What you can see”

Each metric appears as a card with its value for the selected period, the percentage change from the previous period, and a day-by-day sparkline:

  • Total Subscribers — your audience size across the selected newsletters.
  • New Subscribers — sign-ups added in the selected period.
  • Total Unsubscribes — subscribers who left in the period.

On some accounts (early access), the tab also shows additional audience-health metrics — including Net List Growth (new subscribers minus unsubscribes), Churn Rate, Active Subscribers, Addressable Audience, and First-Time Openers — plus a breakdown of how your audience is categorized by engagement (from Loyalists to Ghosts).

Section titled “View trends over time”

Use the date picker in the dashboard header to choose a date range (up to 90 days; the default is the last 30 days), and the filter to narrow to specific newsletters. The cards’ sparklines and change indicators update to the selected window, so you can spot periods of strong growth or higher churn and correlate them with sends or campaigns.

For engagement over time — opens, clicks, and click-to-open rates, including for any saved segment plotted against your whole-audience baseline — see the Emails tab of the same dashboard.

Export and share

Section titled “Export and share”

On accounts with dashboard exports enabled, use the download menu in the dashboard header to Download CSV or Download PDF — see Export your analytics dashboard as a PDF. For raw data over longer windows, export an Audience Growth report instead.

Section titled “Related”

Still can’t find what you need? Contact support.