What is Unsubscribe Rate?
TL;DR
The percentage of recipients who opt out of your Email List after receiving a message. Industry average is about 0.2-0.5% per email; consistently higher rates signal problems, irrelevant content, excessive frequency, or list quality issues. Some unsubscribes are healthy; people who don't want your emails shouldn't be on your list. Concern arises when rates spike (something about that email upset people) or stay consistently high (systemic content problems). Reduce unsubscribes by setting clear expectations at signup, honoring promised frequency, Email Segmentation for relevance, and providing value before asking for sales. Make unsubscribing easy, frustrated people who can't unsubscribe hit "spam," which hurts Sender Reputation far more. Preference centers allowing frequency reduction can save subscribers who want less rather than none.
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Frequently Asked Questions About Unsubscribe Rate
What's a normal unsubscribe rate?
0.2-0.5% per email is average. Higher isn't necessarily bad if you're segmenting aggressively. Worry when rates spike suddenly (that specific email upset people) or stay consistently above 0.5% (systemic problems).
Should I make it hard to unsubscribe to keep subscribers?
Never. Frustrated people hit 'spam' instead, which destroys sender reputation. Make unsubscribing one click. Offer preference centers so people can reduce frequency instead of leaving entirely.
Why did my unsubscribe rate spike suddenly?
Something about that email upset people. Maybe too aggressive selling, irrelevant content, or breaking an implied promise. Review what was different. Also check if you accidentally emailed a segment that shouldn't have received it.
Are unsubscribes always bad?
No. Uninterested subscribers hurt engagement and deliverability. Someone who unsubscribes instead of ignoring you is doing you a favor. Focus on keeping valuable subscribers engaged, not holding onto everyone.
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