Email Unsubscribe Rate is the percentage of recipients who choose to opt out of receiving further emails from you after opening or receiving a campaign. It helps evaluate your content relevance and audience satisfaction.
Divide the number of unsubscribes by the number of delivered emails and multiply by 100 to get the percentage.
Email Unsubscribe Rate (%) = (Unsubscribes ÷ Emails Delivered) × 100
Email Unsubscribe Rate (%) = (Unsubscribes ÷ Emails Delivered) × 100
If you send 5,000 emails and 25 people unsubscribe, your Email Unsubscribe Rate is 0.5%. This metric helps you gauge content alignment with subscriber expectations.
OWOX BI helps you track unsubscribe trends by campaign, audience segment, and timing—so you can adjust messaging, frequency, and content before losing more subscribers.
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A good Email Unsubscribe Rate is typically below 0.2%. Rates in this range suggest your emails are targeted, useful, and well-timed.
A rate above 0.5% is often a warning sign of content fatigue or poor targeting. Consistently high rates can hurt your email engagement and domain reputation.
Offer frequency and content options instead of forcing users to unsubscribe entirely.
Personalize your content based on user behavior or lifecycle stage to keep it meaningful.
Don’t overwhelm your audience—find the right cadence through testing and feedback.
