function calculateUnsubscribeRate() {
var deliveredInput = document.getElementById('emailsDelivered');
var unsubscribesInput = document.getElementById('totalUnsubscribes');
var resultBox = document.getElementById('resultBox');
var rateResult = document.getElementById('rateResult');
var benchmarkMsg = document.getElementById('benchmarkMessage');
var delivered = parseFloat(deliveredInput.value);
var unsubscribes = parseFloat(unsubscribesInput.value);
// Validation
if (isNaN(delivered) || isNaN(unsubscribes)) {
alert("Please enter valid numbers for both fields.");
return;
}
if (delivered <= 0) {
alert("Number of emails delivered must be greater than zero.");
return;
}
if (unsubscribes delivered) {
alert("Unsubscribes cannot exceed the number of emails delivered.");
return;
}
// Calculation formula: (Unsubscribes / Delivered) * 100
var rate = (unsubscribes / delivered) * 100;
// Display result
rateResult.innerHTML = rate.toFixed(2) + "%";
resultBox.style.display = "block";
// Benchmark Logic
benchmarkMsg.className = "benchmark-msg"; // Reset classes
if (rate <= 0.2) {
benchmarkMsg.innerHTML = "Great Job! Your unsubscribe rate is excellent and well below the industry average.";
benchmarkMsg.classList.add("status-good");
} else if (rate > 0.2 && rate <= 0.5) {
benchmarkMsg.innerHTML = "Acceptable. Your rate is within the standard industry range, but keep an eye on it.";
benchmarkMsg.classList.add("status-warning");
} else {
benchmarkMsg.innerHTML = "High Alert. Your unsubscribe rate is above 0.5%. You should investigate your content relevancy or frequency.";
benchmarkMsg.classList.add("status-bad");
}
}
Understanding Your Unsubscribe Rate
The unsubscribe rate is a critical metric in email marketing that measures the percentage of subscribers who opt out of your mailing list after receiving an email campaign. While seeing people leave your list can be discouraging, it is a natural part of list hygiene. However, tracking this metric helps you understand if your content resonates with your audience or if you are fatiguing your subscribers.
How the Formula Works
Calculating the unsubscribe rate is straightforward. It is the number of people who clicked the "unsubscribe" link divided by the total number of emails successfully delivered, multiplied by 100 to get a percentage.
For example, if you sent a newsletter to 10,000 people and 50 of them unsubscribed, your calculation would be 50 divided by 10,000, which equals 0.005. Multiply that by 100, and your unsubscribe rate is 0.5%.
What is a "Good" Unsubscribe Rate?
Benchmarks vary by industry (e.g., retail often has higher churn than B2B services), but generally speaking:
Below 0.2%: This is considered excellent. It indicates highly relevant content and a loyal audience.
0.2% to 0.5%: This is the industry average. It is a healthy range, but you should monitor for spikes.
Above 0.5%: This is a warning sign. It suggests your emails may be irrelevant, too frequent, or your list quality is degrading.
Why is My Unsubscribe Rate High?
If the calculator shows a high percentage, consider these common causes:
Frequency Overload: You are sending emails too often, annoying your subscribers.
Misleading Subject Lines: Clickbait subject lines that don't match the email content damage trust.
Irrelevant Content: Your subscribers signed up for specific topics, but you are sending them unrelated information.
Unexpected Sending: You are emailing people who didn't explicitly opt-in, or you haven't emailed them in so long they forgot who you are.
How to Lower Your Unsubscribe Rate
To improve your metrics, start by segmenting your list. Instead of sending "email blasts" to everyone, send targeted content to specific groups based on their interests. Additionally, consider implementing a preference center where users can choose how often they want to hear from you (e.g., weekly vs. monthly) rather than opting out completely.