Unsubscribe Rate

Unsubscribe rate is the percentage of delivered emails that result in opt-outs, calculated as Unsubscribes / Delivered x 100. Some churn is normal, but sustained increases usually indicate weak relevance, poor frequency control, or mismatched signup expectations. This metric should be evaluated by segment, campaign type, and lifecycle stage to identify where audience fatigue is concentrated. A clear one-click unsubscribe path is both a compliance requirement and a reputation safeguard, because frustrated users may otherwise mark messages as spam. Teams can reduce unsubscribes through better targeting, preference centers, and clearer value communication in each send.