Date created: Apr 2, 2019 • Last updated: Jan 16, 2021
What is Email Unsubscribes?
Email Unsubscribes is the count of how many users unsubscribe from your email distributions over a defined time period. It helps your understand the health of your email distribution list and the effectiveness of your email communications.Alternate names: Email Opt Outs
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What is a good Email Unsubscribes benchmark?
According to 2018 survey by Mailchimp, the global average unsubscribe rate is 0.3%.
More about this metric
The past few years have seen an increased effort, not only from governments but also from software vendors, to curb the misuse of bulk email. CAN-SPAM is the most well known, imposing penalties for various infractions, such as not including the ability to unsubscribe.
In addition, email applications such as Gmail, have introduced auto-unsubscribe functionality, where they proactively ask users if they want to unsubscribe from certain promotional emails. This action is primarily triggered by low open rate of email content.
All of this means that your newsletters and promotional emails need to be more engaging and your lists need to be streamlined and segmented to effectively target recipient interests.