Start of main content

Email Marketing Glossary.

Clear, no-fluff definitions of every email marketing term that matters—from open rates to double opt-in. 

 

Unsubscribe Rate

Unsubscribe rate is the percentage of recipients who opt out of your emails after a given send. A low, steady rate is healthy; sudden spikes signal a relevance or frequency problem.

Also known as: opt-out rate, list churn rate

Some unsubscribes are normal and even healthy — they keep your list engaged. But when the rate climbs, it's telling you something about your content, frequency, or targeting.

How is unsubscribe rate calculated?

Unsubscribe rate = (unsubscribes ÷ emails delivered) × 100. Most senders aim to keep it below 0.5% per campaign.

Why does unsubscribe rate matter?

A rising rate is an early warning that you're sending too often or to the wrong people. Left unchecked, disengaged recipients start marking mail as spam — which is far worse for deliverability than an unsubscribe.

How do you keep unsubscribe rate low?

Segment for relevance, set clear expectations at signup, offer a preference center instead of an all-or-nothing opt-out, and don't over-mail. Check your rate against benchmarks with Drip's free Unsubscribe Rate tool.

Related terms

Open Rate Click-Through Rate (CTR) Click-to-Open Rate (CTOR) Conversion Rate Bounce Rate

Related reading from Drip

7 Advanced Ways to Reduce Email Unsubscribe Rates Unsubscribe Rate Score

Frequently asked questions

How is unsubscribe rate calculated?
Divide the number of unsubscribes by the number of delivered emails, then multiply by 100. For example, 4 unsubscribes from 1,000 delivered emails is a 0.4% unsubscribe rate.
What is a good email unsubscribe rate?
Aim to keep it below 0.5% per campaign. A small, steady rate is normal and healthy; a sudden spike usually signals a frequency, relevance, or targeting problem.
Are unsubscribes bad for my email program?
Not necessarily. A modest unsubscribe rate keeps your list engaged and protects deliverability. It's far better for someone to unsubscribe than to mark your email as spam, which hurts your sender reputation.
How do I reduce my unsubscribe rate?
Segment so content is relevant, set clear expectations at signup, avoid over-mailing, and offer a preference center so people can dial down frequency instead of leaving entirely.
An illustration of a an envelope with a thumbs up.
An illustration of an envelope with an arrow.

Come for the automated marketing. Stay for the endless revenue growth.

Start a 14-day free trial, no credit card required.

Try Drip today