Unsubscribe Rate
Definition
Unsubscribe rate measures the percentage of users who opt out of your email list after receiving a campaign.
It is calculated by dividing the number of unsubscribes by the number of delivered emails, then multiplying by 100.
Good or Bad?
Good?
A low unsubscribe rate usually means your emails are relevant and welcomed by your audience.
Bad?
A high unsubscribe rate suggests your content isn’t resonating or is being sent too often.
Why does it matter?
It’s a direct indicator of how your email marketing is performing in terms of customer interest and value.
It helps you adjust your messaging and frequency before more people leave or mark you as spam.
Common Mistakes
- Sending too many emails too often
- Content that feels repetitive, irrelevant, or overly promotional
- Lack of personalization or segmentation
- Hiding the unsubscribe option, frustrating users
- Ignoring mobile-friendly email designs
How to Improve It?
- Segment your list based on interests, purchase behavior, or engagement
- Use clear subject lines that match the email content
- Limit the number of emails per week
- Offer email frequency options at signup or in the footer
- Continuously A/B test content formats and timing
Recommended Plugin
Email Verification for WooCommerce
This plugin ensures you’re building a clean and engaged email list by requiring customers to verify their email before receiving marketing emails.
It helps maintain a healthier list and lowers the chance of high unsubscribe rates.
Real-World Example
After launching a summer promotion, a store noticed a spike in unsubscribes.
Reviewing the campaign, they found the same offer had been sent three times that month.
They switched to a once-a-month deal with new product highlights and saw the rate drop.
Related Terms
- Email Open Rate
- Click-Through Rate (CTR)
- Bounce Rate
- Email Deliverability
FAQs
What is considered a normal unsubscribe rate?
Typically, anything below 0.5% is healthy. Over 1% may require a content review.
Do unsubscribe rates affect email deliverability?
Yes. If many people unsubscribe or mark you as spam, email providers may block future messages.
Can I remove the unsubscribe link to reduce the rate?
No. That’s against email marketing laws like CAN-SPAM and could lead to legal issues.
