Unsubscribe Rate

Unsubscribe rate is the percentage of email recipients who opt out after a campaign, calculated as (Unsubscribes ÷ Emails Delivered) × 100. A typical benchmark is 0.1–0.5%. While some churn is normal, high rates signal irrelevant content, excessive frequency, or broken expectations. Always include a one-click unsubscribe link—it’s legally required and better than spam complaints.