--- title: "Email Unsubscribe Rate — Formula & Benchmarks | OWOX" canonical: "https://www.owox.com/metrics/email-unsubscribe-rate" updated: "2026-09-21" --- ![](https://cdn.owox.com/www/content-marketing-marketingmetrics/email-click-through-rate/icon/1.png/public) Metric · 2 min read # Email unsubscribe rate Email Unsubscribe Rate tells you how many recipients opted out of your list after receiving an email. Here’s everything you need to know: what it is, why it matters, how to calculate it, and how to reduce it! Formula Email Unsubscribe Rate (%) · \= · UnsubscribesEmails Delivered · × 100 **Example.** 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. ## Overview ## What it is 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. ## Why it matters A high Email Unsubscribe Rate can signal poor targeting, irrelevant content, or excessive email frequency. Monitoring it helps maintain list quality and protects your sender reputation. ## How it is calculated Divide the number of unsubscribes by the number of delivered emails and multiply by 100 to get the percentage. ## Good and bad values ## A good value A good Email Unsubscribe Rate is typically below 0.2%. Rates in this range suggest your emails are targeted, useful, and well-timed. ## A bad value 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. ## Do Use these tips to keep subscribers happy and reduce opt-outs. 1. 01 ### Let users set preferences Offer frequency and content options instead of forcing users to unsubscribe entirely. 2. 02 ### Keep content relevant Personalize your content based on user behavior or lifecycle stage to keep it meaningful. 3. 03 ### Monitor email frequency Don’t overwhelm your audience—find the right cadence through testing and feedback. ## Avoid 1. Don’t bury your unsubscribe link or ignore spikes in opt-outs. Avoid batch-blasting one-size-fits-all messages. ## Related metrics ## Related metrics you might be interested in [Average Engagement Rate`= (Total Engagements ÷ Total Impressions or Followers) × 100`](/metrics/average-engagement-rate) [Bounce Rate`= (Single-Page Sessions ÷ Total Sessions) × 100`](/metrics/bounce-rate) [Conversion Rate`= (Total VisitorsConversions​) × 100`](/metrics/conversion-rate) [Exit Rate`= (Total Exits from Page ÷ Total Pageviews for Page) × 100`](/metrics/exit-rate) [Emails Sent`= Total Number of Emails Processed for Delivery in a Campaign`](/metrics/emails-sent) ## Related articles ## Articles that use Email Unsubscribe Rate [data integration · How to load Open Exchange Rates into BigQuery with OWOX Data Marts · Oct 26, 2026](/blog/articles/free-open-exchange-rates-to-bigquery-connector) [ai · How to Review AI-Generated SQL: The Checks, in Order, Tested on ChatGPT and Claude · Oct 14, 2026](/blog/articles/review-ai-generated-sql) [marketing · Semrush vs Similarweb: which is more accurate? A test on 787 websites · Oct 7, 2026](/blog/articles/semrush-vs-similarweb) ## Customer stories ## Learn how teams ship analytics faster Organizations that scaled analytics without scaling headcount [All case studies →](/blog/success-stories) [Pürblack · "For 10 years I was blind." The day Pürblack® founder stopped guessing · Seconds · to get reports across six channels · Read the story](/blog/success-stories/purblack) [Reformation · How OWOX Reports Helped Reformation Make Data-Backed Decisions · Minutes · from data request to business decision · Read the story](/blog/success-stories/reformation) [WorkSimpli · How OWOX Reports Streamlined Operations for WorkSimpli, Saving Over 10 Hours Weekly · 10hrs+ · saved per week on manual reporting · Read the story](/blog/success-stories/worksimpli) ## What users are saying ## Not testimonials. Comment threads. Real things real customers said — each quote pinned to a specific claim, straight from the quotes database. A9 · re: one source of truth ![Mark Simmons](https://cdn.owox.ai/www/webflow/6a7b298b2b9daab0ade631d7_mark-headshot.png/public) Mark Simmons · CMO, Pürblack® > _“We had six or seven different channels and no single source of truth — it was almost impossible, a lot of guesswork.”_ C3 · re: golden data ![Nodari Rizun](https://cdn.owox.ai/www/webflow/6a7b298b2ca5055443187566_nodari-headshot.png/public) Nodari Rizun · Founder & CEO, Pürblack® > _“Golden data is clean data — the measure of reality, true and not false, that you can trust based on its source. If you have that, you're good.”_ E5 · re: dashboards vs truth ![Nodari Rizun](https://cdn.owox.ai/www/webflow/6a7b298b2ca5055443187566_nodari-headshot.png/public) Nodari Rizun · Founder & CEO, Pürblack® > _“Most businesses look at a Shopify or Google Analytics dashboard and think it's the source of truth. It's not — that data was never cleaned.”_ ## Your New Normal Calculate Email Unsubscribe Rate on your own data. OWOX Data Marts helps you track unsubscribe trends by campaign, audience segment, and timing—so you can adjust messaging, frequency, and content before losing more subscribers. * No AI hallucinations * Analyst-governed definitions * Every number traces to SQL [Get started free](https://www.owox.com/app-signup) ## Book a call You are booked. The invitation is on its way to , with the calendar invite and the meeting link. [Reschedule](#) [Cancel](#) ## Schedule a meeting ## Schedule in person meeting at Tip Top Toronto You are booked. The invitation is on its way to , with the calendar invite and the meeting link. [Reschedule](#) [Cancel](#) ## Links Pages this page links to, on this site and on docs.owox.com. Where the page has a Markdown twin, its address follows the link. - [Average Engagement Rate= (Total Engagements ÷ Total Impressions or Followers) × 100](https://www.owox.com/metrics/average-engagement-rate) — /metrics/average-engagement-rate.md - [Bounce Rate= (Single-Page Sessions ÷ Total Sessions) × 100](https://www.owox.com/metrics/bounce-rate) — /metrics/bounce-rate.md - [Conversion Rate= (Total VisitorsConversions​) × 100](https://www.owox.com/metrics/conversion-rate) — /metrics/conversion-rate.md - [Exit Rate= (Total Exits from Page ÷ Total Pageviews for Page) × 100](https://www.owox.com/metrics/exit-rate) — /metrics/exit-rate.md - [Emails Sent= Total Number of Emails Processed for Delivery in a Campaign](https://www.owox.com/metrics/emails-sent) — /metrics/emails-sent.md - [data integration · How to load Open Exchange Rates into BigQuery with OWOX Data Marts · Oct 26, 2026](https://www.owox.com/blog/articles/free-open-exchange-rates-to-bigquery-connector) — /blog/articles/free-open-exchange-rates-to-bigquery-connector.md - [ai · How to Review AI-Generated SQL: The Checks, in Order, Tested on ChatGPT and Claude · Oct 14,…](https://www.owox.com/blog/articles/review-ai-generated-sql) — /blog/articles/review-ai-generated-sql.md - [marketing · Semrush vs Similarweb: which is more accurate? A test on 787 websites · Oct 7, 2026](https://www.owox.com/blog/articles/semrush-vs-similarweb) — /blog/articles/semrush-vs-similarweb.md - [All case studies →](https://www.owox.com/blog/success-stories) — /blog/success-stories.md - [Pürblack · "For 10 years I was blind." The day Pürblack® founder stopped guessing · Seconds · to get…](https://www.owox.com/blog/success-stories/purblack) — /blog/success-stories/purblack.md - [Reformation · How OWOX Reports Helped Reformation Make Data-Backed Decisions · Minutes · from data…](https://www.owox.com/blog/success-stories/reformation) — /blog/success-stories/reformation.md - [WorkSimpli · How OWOX Reports Streamlined Operations for WorkSimpli, Saving Over 10 Hours Weekly ·…](https://www.owox.com/blog/success-stories/worksimpli) — /blog/success-stories/worksimpli.md - [Get started free](https://www.owox.com/app-signup)