Unsubscribe Rate is important in email marketing because it shows how many people no longer want to receive your emails. A high rate can indicate poor content, irrelevant targeting, or too frequent messaging which indicates that you need to adjust your email strategy to retain and engage your audience.
The formula for calculating email Unsubscribe Rate is:
Unsubscribe Rate = (Unsubscribe Count / Deliver Count) x 100
Here,
Unsubscribe Count means Number of recipients who unsubscribed from the mailing list.
Deliver Count means Number of emails successfully delivered.
For example, you send 8,000 email campaigns, and out of them, there are 20 unsubscribes. So the calculation will be:
Your Unsubscribe Rate is 0.25%, which is within the typical industry range (0.2%–0.5%). If this number increases over time, it may be a sign to review your content, frequency, or audience targeting.