Email Glossary

Unsubscribe Rate

Unsubscribe rate is the percentage of delivered emails where the recipient clicked the unsubscribe link, calculated as unsubscribes / delivered. A healthy unsubscribe rate is below 0.5%. Rates above 1% suggest content or frequency problems. While unsubscribes are better than spam complaints, a rising unsubscribe rate signals declining engagement.

Reducing Unsubscribes

  • ●Set expectations at signup - Tell subscribers what and how often you will email
  • ●Preference centers - Let subscribers choose email types and frequency instead of fully unsubscribing
  • ●Relevant content - Segment your list and send targeted content
  • ●Right frequency - Monitor engagement by frequency and find the sweet spot
  • ●Easy unsubscribe - Paradoxically, easy unsubscribe reduces spam complaints, which is worse than unsubscribes

Related Terms

Complaint Rate

The percentage of recipients who mark your email as spam, a critical reputation metric.

List Hygiene

The practice of maintaining a clean email list by removing invalid and inactive addresses.

Email Segmentation

Dividing your email list into targeted groups based on behavior, properties, or engagement patterns.

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