Unsubscribe Rate
Unsubscribe rate is the percentage of delivered emails that led recipients to opt out of future messages.
What unsubscribe rate is
Unsubscribe rate is the share of delivered emails that resulted in someone opting out: unsubscribes divided by delivered, times 100, usually read per campaign.
Why unsubscribe rate matters
It’s the list telling you the truth. Opens can be inflated and clicks can be idle curiosity, but an unsubscribe is a deliberate “stop.”
A rising rate usually means frequency, relevance, or expectations are off, and it predicts spam complaints, which threaten deliverability for everything you send.
Reading unsubscribe patterns
- Per-campaign spikes point at that campaign’s content or audience
- Steady climbs point at frequency or list fatigue
- High exits from new subscribers point at a mismatched welcome
- Compare against complaint rate, the harsher sibling
Frequently asked questions
Is a low unsubscribe rate always good?
Not by itself. A silent, unengaged list doesn’t unsubscribe, it just ignores you. Low exits with low clicks is apathy, not loyalty.
Should you make unsubscribing hard?
No. A blocked exit becomes a spam complaint, which hurts far more. One-click unsubscribe is also required by major inbox providers for bulk senders.