Source table
Harbor & Pine Candles, Klaviyo, 2026-09-01 to 2026-09-30. Labels exactly as exported. Rules: net = added minus removed; removal share = removed / added; early unsubscribe share = unsubscribes within 30 days of joining / added.
| Row | Source | Added | Removed | Net | Removal share | Unsubs within 30 days | Early unsub share |
|---|---|---|---|---|---|---|---|
| R1 | Welcome popup | 820 | 64 | 756 | 7.8% | 41 | 5.0% |
| R2 | Footer form | 140 | 6 | 134 | 4.3% | 3 | 2.1% |
| R3 | Checkout opt-in | 410 | 22 | 388 | 5.4% | 12 | 2.9% |
| R4 | Giveaway landing page | 300 | 96 | 204 | 32.0% | 77 | 25.7% |
| R5 | Instagram lead ad | 120 | 18 | 102 | 15.0% | 11 | 9.2% |
| Total | 5 sources | 1,790 | 206 | 1,584 | 11.5% | 144 | 8.0% |
Totals: added 820 + 140 + 410 + 300 + 120 = 1,790; removed 64 + 6 + 22 + 96 + 18 = 206; net 1,790 - 206 = 1,584. All source removal share 206 / 1,790 = 11.5%.
List level check. Rule: gap = source net minus list size change.
| Check | Value |
|---|---|
| List size Sep 1 | 18,400 |
| List size Sep 30 | 19,310 |
| List size change (19,310 - 18,400) | 910 |
| Net from source rows | 1,584 |
| Gap (1,584 - 910) | 674 |
| Removed with no source label (your export) | 0 |
The source rows do not explain this gap. See the question under Flags.
Form table
Rule: submit rate = submits / views.
| Row | Form | Placement | Offer | Views | Submits | Submit rate | Opt in |
|---|---|---|---|---|---|---|---|
| F1 | Welcome popup | all pages after 8 s | 10% off first order | 21,500 | 905 | 4.2% | single |
| F2 | Footer form | footer of all pages | 'News and new scents' | 9,800 | 150 | 1.5% | single |
| F3 | Giveaway landing page | /giveaway | enter to win a candle bundle | 2,400 | 340 | 14.2% | single |
Submits and list adds differ for each form (F1 905 vs R1 820; F2 150 vs R2 140; F3 340 vs R4 300). Klaviyo's help page says the submission count "may include duplicate submissions" and submissions from "non-legitimate site visitors" (https://help.klaviyo.com/hc/en-us/articles/4409993525403). My own note: your input does not say which of these applies here, so I do not treat the gaps as errors and do not explain them.
Flags
Flag rule: a source is flagged when its removal share is at least twice the all source share.
| Check | Value |
|---|---|
| All source removal share (206 / 1,790) | 11.5% |
| Flag line (2 x 206 / 1,790) | 23.0% |
| Sources at or above the flag line | 1 (R4) |
- R4 Giveaway landing page: removal share 32.0%, above the 23.0% flag line. Its early unsubscribe share is 25.7% (77 of 300). F3 has the highest submit rate in the form table (14.2%), and R4 has the highest removal share in the source table.
- R5 Instagram lead ad: removal share 15.0%. Above the all source share but under the 23.0% flag line. Watch it, no flag.
- R3 Checkout opt-in and R5 Instagram lead ad have no form analytics row, so their consent wording was not reviewed.
- List size gap of 674 between the list size change and the source net. Question: does the list size include suppressions or a cleanup you ran in September?
Recommendations
- F1 / R1 Welcome popup: keep. Most adds (820) with a 7.8% removal share. Test: a second offer line on the popup, to read against the 4.2% submit rate.
- F3 / R4 Giveaway landing page: fix. Test double opt in on this form only, so only people who confirm join the list, and compare its removal share against 32.0% next month. If the giveaway is meant to grow buyers, also test an entry form that says plainly people are joining the candle newsletter.
- F2 / R2 Footer form: keep, test copy. Lowest removal share (4.3%) but a 1.5% submit rate. Test a more specific offer than 'News and new scents', using a real fact about new scents you can give me.
- R3 Checkout opt-in: keep. 410 adds at 5.4% removal share.
- R5 Instagram lead ad: watch for one more month before changing it.
These are tests to run. None of them promises a result.
Method notes
- Every number comes from your Klaviyo growth report, form analytics and the 30 day unsubscribe counts. I used no benchmark submit rates.
- Removal counts include every removal type in your export. Bounces and spam complaints were not given separately.
- Rates are rounded to one decimal after computing from the raw counts.
Needs your decision
- Approve before anyone edits the live Giveaway form or changes its opt in setting.
- Answer the list size gap question.