What is unsubscribe rate?
Unsubscribe rate is the percentage of delivered emails that led to someone unsubscribing. To calculate it, divide the number of unsubscribes by the number of emails delivered, then multiply by 100.
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How to calculate unsubscribe rate
Divide unsubscribes by delivered emails, then multiply by 100.
Percentages in this equation use numeric percent values: 40 means 40%.
What an unsubscribe tells you
An unsubscribe means the message or its frequency no longer suits someone. It's not always bad, since removing people who aren't interested keeps your list healthy.
When to worry
Look for spikes after a particular campaign, a change in frequency, or a new source of subscribers. A steady rise can mean your content has drifted from what people signed up for.
Spam complaints are a stronger warning sign, because they hurt deliverability more than unsubscribes.
Keeping it low
Set expectations at sign-up, segment your list, and offer a preference center so people can choose fewer emails instead of leaving entirely. Make the unsubscribe link easy to find, since hiding it leads to complaints.
Disclaimer
This calculator is for informational purposes only, and we don't guarantee the accuracy of its results. You're responsible for verifying any results before relying on them. See our terms of use.
Common questions
How do you calculate unsubscribe rate?
Divide unsubscribes by emails delivered, then multiply by 100. For example, 20 unsubscribes from 10,000 delivered emails is a 0.2% unsubscribe rate.
What is a good unsubscribe rate?
Lower is better, but it depends on your list and email type. Watch your own trend and investigate any sudden increase.
Why do people unsubscribe?
Common reasons are too many emails, content that isn't relevant, or no longer being interested. Asking a short question on the unsubscribe page can give you clearer answers.
What's the difference between unsubscribes and spam complaints?
An unsubscribe uses your opt-out link. A spam complaint reports your email to the mailbox provider, which can harm your sender reputation.
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