Track the share of recipients unsubscribing, the clearest signal that sending frequency is too high.
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.
Email Unsubscribe Rate
Unsubscribe Rate = Unsubscribes ÷ Emails delivered × 100
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.
Absolute counts hide scale — a rate normalises the number so you can compare periods, channels or cohorts of different sizes, where lower is better.
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.