Everything you need to know about unsubscribe rates
Posted: Thu Apr 17, 2025 8:18 am
Unsubscribe rate is a fundamental metric in email marketing that plays a crucial role in determining whether a campaign was successful or not. It deserves a separate article so you know everything you need to know about it. Briefly, clearly, and to the point. So let's get started.
What is email unsubscribe rate?
This parameter shows how many recipients of your email have clicked on the unsubscribe link – and therefore no longer want you to send them anything.
How is the unsubscribe rate calculated?
You can get the unsubscribe rate automatically in almost all emailing tools . They calculate it using the formula:
(number of unsubscribes / number of messages sent) × 100.
If you have 1,000 contacts in your database and 10 of them unsubscribed after the current newsletter issue, the unsubscribe rate for the campaign will be (10 / 1000) × 100 = 1%.
Why is it important to track unsubscribe rates?
Unsubscribe rate is a kind of indicator of whether your campaigns australia email list will be interesting or useful to recipients or not.
However, email unsubscribe rate is not a purely negative parameter. It is a common phenomenon that represents the ongoing renewal and cleaning of the mailing list . And sometimes it saves you work and is even beneficial, because you should delete contacts who repeatedly do not open your messages after a certain period of time.
But it depends on what the unsubscribe rate reaches.
Evaluate email campaigns correctly
How do you know if you're doing email marketing well? By tracking and evaluating seven key email marketing metrics. You'll learn how to do that in our e-book.
DOWNLOAD FREE E-BOOK
What is the standard unsubscribe rate? And what is a good one?
One of the most widely used emailing tools, SmartEmailing, states that the unsubscribe rate is typically around 2% .
What is email unsubscribe rate?
This parameter shows how many recipients of your email have clicked on the unsubscribe link – and therefore no longer want you to send them anything.
How is the unsubscribe rate calculated?
You can get the unsubscribe rate automatically in almost all emailing tools . They calculate it using the formula:
(number of unsubscribes / number of messages sent) × 100.
If you have 1,000 contacts in your database and 10 of them unsubscribed after the current newsletter issue, the unsubscribe rate for the campaign will be (10 / 1000) × 100 = 1%.
Why is it important to track unsubscribe rates?
Unsubscribe rate is a kind of indicator of whether your campaigns australia email list will be interesting or useful to recipients or not.
However, email unsubscribe rate is not a purely negative parameter. It is a common phenomenon that represents the ongoing renewal and cleaning of the mailing list . And sometimes it saves you work and is even beneficial, because you should delete contacts who repeatedly do not open your messages after a certain period of time.
But it depends on what the unsubscribe rate reaches.
Evaluate email campaigns correctly
How do you know if you're doing email marketing well? By tracking and evaluating seven key email marketing metrics. You'll learn how to do that in our e-book.
DOWNLOAD FREE E-BOOK
What is the standard unsubscribe rate? And what is a good one?
One of the most widely used emailing tools, SmartEmailing, states that the unsubscribe rate is typically around 2% .