Understanding  Unsubscribe Rate

Email marketing is an essential part of digital marketing, content marketing, and advertising. It's a cost-effective way to reach a large audience and build relationships with customers. However, one of the metrics that email marketers need to track is the unsubscribe rate. In this post, we'll look at what unsubscribe rate is, why it matters, and how to improve it.

What is Unsubscribe Rate?

Unsubscribe rate is the percentage of people who opt-out or unsubscribe from your email list after receiving a specific email. It's a metric that measures the effectiveness of your email campaigns.

Why Does Unsubscribe Rate Matter?

Unsubscribe rate matters because it indicates how engaged your audience is with your content. If your unsubscribe rate is high, it means that you're not providing value to your subscribers, and they're not interested in receiving more emails from you. A high unsubscribe rate can also damage your sender reputation and affect the deliverability of your emails.

How to Calculate Unsubscribe Rate

To calculate unsubscribe rate, divide the number of unsubscribes by the total number of emails sent and multiply by 100. For example, if you sent 1,000 emails, and 50 people unsubscribed, your unsubscribe rate would be five percent.

What's a Good Unsubscribe Rate?

There's no one-size-fits-all answer to this question as it varies depending on the industry and audience. However, generally speaking, an unsubscribe rate below one percent is considered good for most businesses. If your unsubscribe rate exceeds two percent or more consistently, it may be time to reevaluate your email strategy.

How to Improve Your Unsubscribe Rate

To improve your unsubscribe rate, you need to provide relevant and valuable content to your subscribers consistently. Here are some tips for reducing your unsubscribe rate:

  • Segment your subscribers into different groups based on their interests and send targeted emails.
  • Avoid sending too many emails and overwhelming your subscribers.
  • Use a clear call-to-action in your emails and make it easy for subscribers to unsubscribe if they want to.
  • Monitor your unsubscribe rate regularly and adjust your strategy accordingly.


Unsubscribe rate is an essential metric that email marketers need to monitor to measure the effectiveness of their campaigns. By understanding what unsubscribe rate is, why it matters, and how to improve it, you can build a strong email strategy that provides value to your subscribers.


  1. Email Marketing Rules: Checklists, Frameworks, and 150 Best Practices for Business Success by Chad White
  2. Email Marketing: An Hour A Day by Jeanniey Mullen
  3. The Rebel's Guide to Email Marketing: Grow Your List, Break the Rules, and Win by DJ Waldow
  4. The Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns by Ian Dodson
  5. The Complete Guide to Email Marketing: Book IV: Finding the Right Message & Building Relationships Through Email Marketing by Bruce Brown
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