Guide
Best Practices to Improve Your Unsubscribe Rate
By Flavia Malvatani
Definition & Calculation
The unsubscribe rate measures the percentage of recipients who opt out of an email list. Formula: Unsubscribed ÷ Emails Delivered × 100 = Unsubscribe Rate %. Every email must contain an unsubscribe link so subscribers can remove themselves at any time.
What Is a Good Unsubscribe Rate?
Below 0.5% is considered good. 0.5–1% is reasonable but improvable. Above 1% is a red flag requiring attention. A high rate may indicate wrong targeting, poor email quality, or lack of mobile optimization.
Best Practices
Engagement-based sending: only email those who consented and segment by engagement level. Exclude recent purchasers: customers who just bought are less likely to convert again and more likely to unsubscribe. A/B test frequency and timing: discover what your audience prefers. Create genuine value: one spammy email can cause a huge spike in your unsubscribe rates. Optimize for mobile: mobile opens are rising steadily. Keep unsubscribe links visible: reduces spam complaints and lets subscribers leave on good terms. Use exit surveys: direct feedback reveals why people stop engaging.
Case Study: From 1% to 0.22%
Working together from September 2021, the client’s unsubscribe rate dropped from 1% to 0.22% over six months. Key actions: Built an engaged segment of subscribers who opened or clicked at least once within a defined window, starting at 90 days then expanding to 180 days. Adopted a 14-day post-purchase exclusion window. Tested unconventional send timing including weekends. Ensured mobile optimization and visible unsubscribe links in every campaign.