Unsubscribe Rate

Unsubscribe rate is the share of people who stop getting your emails after a send. Your email tool counts how many people got the email and how many clicked unsubscribe. It then turns that into a simple percent. This gives you a quick way to see how your audience is reacting.

This number matters because it shows how well your content and expectations match what people want. A low unsubscribe rate means your list is interested and feels respected. A high rate can signal problems with frequency, topic, or how people joined your list. Over time, high unsubscribes can hurt your sender reputation and inbox placement.

Treat unsubscribe spikes like feedback. When you see a jump, look at what changed in your recent emails such as subject, offer, or send timing. Adjust one thing at a time and watch how the rate moves. Aim for slow, steady improvement instead of chasing a perfect number.