Unsubscribe Rate
01 Definition
Unsubscribe Rate meaning: The percentage of email recipients who opt out of a list after a given send.
Unsubscribe rate is the number of unsubscribes divided by emails delivered, shown as a percentage. It signals how well content matches audience expectations. A single high figure may reflect one bad send rather than a lasting problem, so watch the trend.
Also called
Why it matters
How Unsubscribe Rate fits the work
Rising opt-outs warn that messaging, frequency, or targeting is off, letting you adjust before engagement and deliverability suffer further.
In context
A newsletter sent to 40,000 delivered inboxes saw 80 unsubscribes, an unsubscribe rate of 0.2 percent.
Practical note
Calculate it against delivered emails, not sent, and compare similar campaigns, since a promotion and a newsletter can have very different normal rates.