Email Unsubscribe Rate

Date created: Jan 22, 2021  •   Last updated: Feb 24, 2022

What is Email Unsubscribe Rate?

Email Unsubscribe Rate is the percentage of email addresses that unsubscribe from an email marketing campaign, out of all email addresses that successfully received an email. Email recipients can choose to opt-out of mailing lists and this action is called an unsubscribe. Regulating the frequency, content, and purpose of sending emails can reduce Email Unsubscribe Rate.

Email Unsubscribe Rate Formula

ƒ Count(Email Unsubscribes) / Count(Emails Delivered)

How to calculate Email Unsubscribe Rate

If your marketing team sends 1,000 emails that are all successfully delivered and 10 users unsubscribe from your mailing list, your Email Unsubscribe Rate is 1%.

Start tracking your Email Unsubscribe Rate data

Use Klipfolio PowerMetrics, our free analytics tool, to monitor your data. Choose one of the following available services to start tracking your Email Unsubscribe Rate instantly.

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What is a good Email Unsubscribe Rate benchmark?

According to a 2021 benchmark report by Campaign Monitor, the average Email Unsubscribe rate is 0.1%.

Email Unsubscribe Rate benchmarks

2021 Global Email Benchmarks

2021 Global Email Benchmarks
Campaign Monitor, 2021
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How to visualize Email Unsubscribe Rate?

Although it's important to track Email Unsubscribe Rate, you get true value from this metric when you track other metrics such as Open Rate and Click-through Rate along with it on a dashboard. That being said, a summary chart is a simple and effective way to compare your current Email Unsubscribe Rate to the past to measure improvements.

Email Unsubscribe Rate visualization example

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Email Unsubscribe Rate

1%

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0.32

vs previous period

Summary Chart

Here's an example of how to visualize your current Email Unsubscribe Rate data in comparison to a previous time period or date range.
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Email Unsubscribe Rate

1.12%

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0.32

vs previous period

Summary Chart

Here's an example of how to visualize your current Email Unsubscribe Rate data in comparison to a previous time period or date range.

More about Email Unsubscribe Rate

The option to unsubscribe from mailing lists is a feature enforced to protect email recipients from spam. It is important to avoid behaviour that can be categorized as spam in order to keep your Email Unsubscribe Rate low. Sending emails with relevant and useful content, avoiding emailing too frequently, and having a double opt-in process are some ways in which to lower Email Unsubscribe Rate.