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Card class: Non-Hero • Category: Email Marketing
Emails Klaviyo chose not to send at all. These were screened out before the attempt, so they never bounced. A high drop count is the size of the gap between who you targeted and who you can actually reach.

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At a glance

The count of emails Klaviyo did not attempt to deliver in the selected period, because the recipient was already suppressed, globally unsubscribed, invalid, previously hard-bounced, or had revoked consent. Crucially, these are dropped before the send and bounce stage: Klaviyo screens them out rather than trying and failing. That is the key distinction from a bounce, which was attempted and then rejected by the receiving server. A drop never left the gate; a bounce got there and was turned away. Dropped emails are usually a sign that your suppression list is doing its job, protecting your sender reputation by not mailing addresses that would harm it. But a high or rising drop count also tells you something less comfortable: the gap between the audience you target and the audience you can actually reach is widening, which often means the underlying list is degrading.
What it countsThe count of emails Klaviyo did not attempt to send in the period, because the address was suppressed, unsubscribed, invalid, previously hard-bounced, or consent-revoked.
API endpoint + statistics fieldDerived from send and suppression metrics via GET /api/metrics and GET /api/metric-aggregates, alongside campaign and flow reporting; counted at the pre-send (dropped) stage, before bounced.
Email vs SMS aggregationEmail only. SMS suppression and consent revocation are handled through the SMS channel and reported separately.
MPP impactNone. Apple Mail Privacy Protection inflates opens, not drops, so this count is unaffected by MPP.
Chart typeKPI summary.
Time window30D vsP
Alert triggerA high or rising drop count against the recent baseline, which signals a large suppression list or a degrading target list that is shrinking your real reach.
Rolesowner, marketing

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Calculation

Calculated automatically from your Klaviyo data. See the At a glance summary above for what the metric tracks and the worked example below for a typical reading.

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Worked example

An illustrative bookseller that has been mailing the same broad list for a long time without much hygiene. Reading the dashboard on 14 Apr 26 for the trailing 30 days (14 Mar 26 to 12 Apr 26), the drop picture by week looks like this (illustrative figures):
WeekTargetedDropped (pre-send)AttemptedDelivered
14-20 Mar 26100,0004,00096,00095,200
21-27 Mar 26101,0004,30096,70095,800
28 Mar-3 Apr 26100,5006,80093,70092,600
4-12 Apr 26102,0008,40093,60092,300
Week 1 drop share = 4,000 ÷ 100,000 = 4.0% of targeted, never attempted
Week 4 drop share = 8,400 ÷ 102,000 = 8.2% of targeted
Targeted volume held steady, but reachable (attempted) volume fell as drops rose
Five observations:
  1. Drops roughly doubled while the targeted list stayed flat. From 4,000 to 8,400 a week, the share of targeted contacts being screened out before sending climbed from 4.0% to 8.2%. The list you can reach is shrinking even though the list you target is not.
  2. These never became bounces. Every dropped address was screened out before the attempt, so none of them appear on the bounce cards. Drops and bounces sit at different stages, which is why they are counted separately. See Bounce Trend.
  3. Rising drops are partly good news. A growing suppression list means Klaviyo is protecting you by not mailing addresses that previously hard-bounced, unsubscribed, or revoked consent. Sending to those would damage reputation, so dropping them is the right behaviour.
  4. But the trend also signals list decay. When drop share climbs steadily, it usually means the underlying list is ageing: more addresses going invalid, more people unsubscribing, fewer fresh contacts. The reachable audience is eroding, which caps the revenue the list can produce.
  5. The fix is acquisition and hygiene, not bigger blasts. You cannot send your way past drops, because the addresses are deliberately excluded. The answer is to grow fresh, consented contacts and accept the suppression list as protection. Cross-check Suppressed Profiles to see what is being held back and why.

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Sibling cards merchants should reference together

Dropped Emails is a pre-send reach signal. Pair it with these:
CardWhy pair it with Dropped Emails
Suppressed ProfilesThe list of who is being held back. Drops are the per-send count; this is the standing suppression population behind them.
Bounce RateThe next stage along. Drops are screened before sending; bounces are attempted then rejected. Reading both separates the two failure points.
Delivery RateThe success side. Delivery is computed on attempted sends, so a high drop count narrows the base that delivery rate is measured against.
Bounce TrendThe companion trajectory. Hard bounces feed future drops, so a rising bounce trend tends to lift drops later.
Deliverability DropThe reputation consequence. A degrading list that drives drops also tends to pressure inbox placement.
List Health SummaryThe big picture. Drops are one symptom; this card frames overall list quality and decay.

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Reconciling against Klaviyo

Where to look in Klaviyo:
  • Klaviyo → Campaigns and Klaviyo → Flows, then a send’s analytics, where skipped or not-sent recipients are shown alongside delivered and bounced.
  • Klaviyo → Audience, then the suppression list, for the standing population of suppressed, unsubscribed, and invalid profiles being dropped.
  • Klaviyo → Analytics → Deliverability, for the hygiene context behind a rising drop count.
Why our number may legitimately differ:
ReasonDirection of divergence
Drop vs bounce stage. This card counts pre-send drops, not bounces. A view that conflates skipped and bounced will not match.Differs by stage; ours excludes bounces.
Suppression-reason scope. Klaviyo drops for several reasons (unsubscribe, hard bounce, invalid, consent revoked). A view filtered to one reason will read lower than our combined count.Ours reads higher than a single-reason view.
Time zone. Vortex IQ buckets by UTC day; Klaviyo uses your account time zone. A send near midnight can fall into a different period.Either direction, usually marginal.
Campaign plus flow scope. This card blends campaigns and flows. A campaign-only view will read lower.Ours reads higher than a campaign-only view.
Page caps. Values reporting pages at 50 records per pull, so very high send volumes can see slight aggregation truncation.Ours can read marginally low for heavy senders.

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Known limitations / merchant FAQs

What is the difference between a dropped email and a bounce? Stage. A dropped email was never attempted: Klaviyo screened the address out before sending because it was suppressed, unsubscribed, invalid, previously hard-bounced, or consent-revoked. A bounce was attempted and then rejected by the receiving server. A drop never left the gate; a bounce got there and was turned away. They are counted on different cards. Is a high drop count bad? It is mixed. The drops themselves are protective: Klaviyo is refusing to mail addresses that would hurt your reputation, which is exactly what you want. But a high or rising drop count also signals that your reachable audience is shrinking relative to your target list, usually because the list is ageing or degrading. Why are these addresses dropped instead of just bouncing? Because mailing them again would be wasteful and risky. Once an address has hard-bounced, unsubscribed, or revoked consent, Klaviyo suppresses it so future sends skip it automatically. That protects your sender reputation and keeps you compliant, rather than attempting a send that is bound to fail or to draw a complaint. How do I reduce drops? You mostly do not reduce them directly, and you should not try to force-send suppressed addresses. The healthy response is to grow fresh, consented contacts so your reachable audience expands, and to accept the suppression list as protection. If drops are rising fast, treat it as a list-decay signal and prioritise acquisition and hygiene. Do drops affect my delivery rate? Indirectly. Delivery rate is calculated on attempted sends, so dropped addresses are excluded from that base entirely. A high drop count means delivery rate is being measured against a smaller attempted pool, which is why it should always be read alongside the drop count. Does this include SMS? No. This card is email drops only. SMS suppression and consent revocation are handled through the SMS channel and reported separately.

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Tracked live in Vortex IQ Nerve Centre

Dropped Emails is one of hundreds of KPI pulses Vortex IQ tracks across Klaviyo and 70+ other ecommerce connectors. Nerve Centre runs the detection layer; Vortex Mind investigates the cause when something moves; Ask Viq lets you interrogate any number in plain English. Start for free or book a demo to see this metric running on your own data.