Email Unsubscribe Rate Calculator

Track the share of recipients unsubscribing, the clearest signal that sending frequency is too high.

About Email Unsubscribe Rate Calculator

The unsubscribe rate is the share of emails delivered that unsubscribes represents, expressed as a percentage. The same figure is also shown per 1,000 and as a "one in every N" odds statement, which is easier to reason about when the rate is very small. Absolute counts hide scale — a rate normalises the number so you can compare periods, channels or cohorts of different sizes, where lower is better.

Formula

Email Unsubscribe Rate

Unsubscribe Rate = Unsubscribes ÷ Emails delivered × 100

Unsubscribes: The subset being measured
Emails delivered: The full population it is drawn from

Worked example

With the default values below, Email Unsubscribe Rate Calculator returns Unsubscribe Rate of 0.30%. Change any input above and every figure here is recalculated in your browser.

Inputs used

Unsubscribesminimum 0: 60
Emails deliveredminimum 0: 20,000

Results

Unsubscribe Rate: 0.30%
Remaining (whole minus part): 19,940
Equivalent per 1,000: 3.0
One in Every: 333.3

Step by step

1Values used
2Email Unsubscribe Rate
3Unsubscribe Rate= 0.30
4Remaining (whole minus part)= 19,940
5Equivalent per 1,000= 3.0
6One in Every= 333.3

Assumptions and limits

The result is derived only from the 2 inputs listed above. Anything not among them is not part of the calculation.
In particular, this calculator does not take inflation, tax, fees or charges or compounding frequency into account.
Figures are rounded for display to 2 decimal places, so totals built from several rounded parts can differ slightly from the unrounded arithmetic.
This is an estimate for general information and not professional financial, tax or legal advice. See the full disclaimer for the limits that apply to this kind of calculator.

How these calculators are built and tested is described on the Methodology page. If a figure looks wrong, please report it.

Frequently Asked Questions

How is Email Unsubscribe Rate calculated?

Unsubscribe Rate = Unsubscribes ÷ Emails delivered × 100 The unsubscribe rate is the share of emails delivered that unsubscribes represents, expressed as a percentage. The same figure is also shown per 1,000 and as a "one in every N" odds statement, which is easier to reason about when the rate is very small.

Why does Email Unsubscribe Rate matter?

Absolute counts hide scale — a rate normalises the number so you can compare periods, channels or cohorts of different sizes, where lower is better.

What values do I need to enter?

This calculator takes 2 inputs: Unsubscribes, Emails delivered. The pre-filled defaults are a realistic starting point — replace them with figures from your own environment for a result you can act on.