Email Unsubscribe Rate Calculator
Note: This should be Sent Emails minus Bounced Emails.
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How to Calculate Email Unsubscribe Rate
Understanding your unsubscribe rate is critical for maintaining a healthy email list and high sender reputation. This metric represents the percentage of recipients who chose to opt-out of your mailing list after receiving a specific email campaign.
The Unsubscribe Rate Formula
To calculate the unsubscribe rate manually, use the following formula:
(Total Unsubscribes / Total Delivered Emails) x 100 = Unsubscribe Rate %
Calculation Example
Suppose you sent a newsletter to 10,500 subscribers. Out of those, 500 emails bounced, meaning 10,000 emails were successfully delivered. If 20 people clicked the "unsubscribe" link in that email, your calculation would be:
- Unsubscribes: 20
- Delivered: 10,000
- Math: (20 / 10,000) = 0.002
- Result: 0.002 x 100 = 0.2%
What is a Good Unsubscribe Rate?
While benchmarks vary by industry, a general rule of thumb for email marketing performance is:
| Rate | Health Status |
|---|---|
| Under 0.2% | Excellent |
| 0.2% – 0.5% | Average |
| Above 0.5% | High (Requires Review) |
Why Recipients Unsubscribe
If your rate is creeping above 0.5%, consider investigating these common triggers:
- Frequency: You are sending emails too often.
- Relevance: The content no longer matches what the user signed up for.
- Design: The email is not mobile-friendly or looks like spam.
- Expectations: The user didn't realize they were opting into a recurring list.