What Is Unsubscribe Rate?

Definition

Unsubscribe rate is the percentage of people leaving your email list. It is calculated by dividing the total unsubscribed users by the total emails sent. Most email platforms will track unsubscribe rates for you, helping you quickly see trends and patterns over time.

This metric is a good indicator of how well your emails connect with your audience. You want this number to be as low as possible, particularly during campaigns.

Example

A high unsubscribe rate could mean that your content might not be engaging. In contrast, a low rate shows that you’re meeting subscriber expectations.

Factors Influencing Unsubscribe Rate

There are many factors that can affect your unsubscribe rate. Here are some common ones.

• Email frequency: Too many emails can be overwhelming, but too few can make subscribers forget why they signed up in the first place. The trick here is to keep it balanced.
• Content relevance: If your content does not match your subscribers’ expectations, they will leave. Irrelevant emails push people away. If your content feels repetitive, subscribers will lose interest, too.
• Email design: Nobody wants to be subscribed to poorly designed emails. Cluttered layouts and unresponsive designs can make subscribers opt out. It’s also best to avoid hard-to-read fonts and colors.
• Lack of personalization: Generic emails aren’t just impersonal; they’re ineffective as well. People prefer emails that feel tailored and specific.

How to Reduce Unsubscribe Rate

Reducing unsubscribe rates means creating engaging and relevant emails. Here’s how you can do it.

1. Set expectations early. Let subscribers know what kind of content they will receive and how often they’ll get it. Clear communication reduces the likelihood of surprises that result in unsubscribes.
2. Segment your audience. Divide your subscribers into groups based on their interests or behavior. Sending tailored content will keep them interested longer.
3. Test email frequency. Sending emails at inconsistent intervals confuses your subscribers, so find a balance that keeps your audience engaged. Check the unsubscribe rate after making changes to see what works best.
4. Improve content quality. Focus on sharing useful and interesting information that aligns with what your subscribers signed up for.
5. Fix email design. Make emails simple and easy to read. A mobile-friendly layout that’s simple to navigate helps create a better subscriber experience.
6. Use re-engagement campaigns. Determine which subscribers haven’t opened recent emails. Try offering something special to win them back.

Related terms

• Email Deliverability Rate
• List Hygiene
• Email Scrubbing

Related articles

• Email Marketing Metrics to Track
• How to Ensure Your Emails Are Delivered
• Email Deliverability: 101 Guide