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Unsubscribe Rate
from Email Marketing
Metrics type
Units of measure
Percent / Ratio
Less - better
Check frequency
The percentage of recipients who opened the email campaign and unsubscribed.
Why it is important
Monitoring this rate is crucial for understanding subscriber sentiment and content relevance. A low unsubscribe rate suggests positive engagement, while a high rate may indicate issues with content or targeting.

This metric guides marketers in refining content and strategies to minimize opt-outs, ensuring sustained subscriber growth.
(Number of Unsubscribed / Total Subscribers) * 100
Calculation example
Let's say you had 20 people unsubscribe after opening an email campaign that was sent to 1,000 subscribers.

The Unsubscribe Rate would be (20 / 1,000) * 100 = 2%
Affected metrics
Affecting metrics
Connecting metrics

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Suggested slices for dashboards
by Email Content Type
by Frequency of Emails
by Subscriber Segmentation
by Time of Day
by Target Audience
The revenue impact pathway
Available in JetMetrics Lite only
Questions to be Answered
1. How does the unsubscribe rate metric reflect the level of audience satisfaction and engagement with email content?
2. What factors contribute to variations in the unsubscribe rate, and how can these factors be addressed proactively?
3. Are there specific triggers or content elements that tend to result in higher unsubscribe rates?
4. How does the unsubscribe rate correlate with the frequency and timing of email communications?
5. Can the analysis of unsubscribe rates provide insights into potential improvements in email content or targeting?
6. What role does the transparency of the unsubscribe process and clear communication play in minimizing unsubscribe rates?
7. How does the unsubscribe rate metric align with industry benchmarks, and what insights can be gained from benchmarking?
Possible causes of worsening
Overwhelming Email Frequency
Sending emails too frequently can lead to subscriber fatigue, prompting them to unsubscribe from future communications.

Irrelevant Content
If the content of the emails is not aligned with the subscribers' interests, they may choose to unsubscribe, resulting in a higher unsubscribe rate.

Explore more causes in full version of JetMetrics Lite
Tactics to improve this metric
Explore in JetMetrics Lite or Ask professionals in the Community
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