Unsubscribe rate
Unsubscribe rate
Email Marketing
Unsubscribe rate is the share of delivered emails that led the recipient to unsubscribe.
What is Unsubscribe rate?
Some unsubscribes are healthy: people who aren't interested leaving on their own instead of marking you as spam.
Watch for spikes. A jump after one campaign points to the wrong audience, too many sends close together or an offer that misses.
Fixes: better segments, frequency limits like Smart Sending, and a preference center so people can choose less instead of nothing. For texts, the matching number is the opt-out rate from STOP replies.
Formula
Unsubscribe rate = Unsubscribes ÷ Emails delivered × 100
Example
A campaign to 20,000 people gets 60 unsubscribes: a 0.3% unsubscribe rate, double the store's usual.
Why Unsubscribe rate Matters
Rising unsubscribes tell you to send less, or better, before complaints follow.
Unsubscribe rate FAQ
Is a high unsubscribe rate bad for deliverability?
Unsubscribes themselves aren't, but they often come with spam complaints, which are.
Should I make unsubscribing harder?
No. People who can't find the link click "spam" instead, which does far more damage.
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