We have created a useful Unsub Rate Calculator which can be used for free to calculate your unsub rate. It can also be used to work out the number of delivered emails or unsubs you would need to hit a certain unsub rate.
Unsub Rate is short for unsubscribe rate. It is the percentage of people who unsubscribed from an email out of all the people who received that email. It can also be calculated over a set of emails by taking all the unsubscribe out of all the delivered emails.
Unsub Rate Equation
Here is the Unsub Rate (or Unsubscription Rate) Formula:
Unsub Rate = (Unsubscribes ÷ Delivered Emails) ×100
It should be noted that different Email Marketing Platforms call “Delivered Emails” different things. They are sometimes referred to as “sent” emails – but delivered seems more accurate so we are using that. The point is that they are emails that made it into inboxes (and did not bounce).
Where Can I Find These Numbers?
In an Email Marketing Platform, you should be able to find both the number of unsubscribed and the number of delivered emails in a reports section. You can very likely find this for individual emails, but some email marketing platforms will also provide this across sets of campaigns, or for your account as a whole.
If you are emailing people without the use of an Email Marketing Platform then you will need to work out these numbers manually.
If you want to track Unsubscribe Rate over time, record these stats each month and then use the above calculator to calculate your Unsub Rate. By tracking your Unsub Rate over time, you can tell if your emails are improving or not.
Unsub Rate Benchmark
The overall average Unsubscribe Rate for emails is about 0.1%. This means that for every 1,000 emails sent you can expect 1 person to unsubscribe.
This is an overall benchmark, and the benchmark for different industries is quite variable. However, it is generally always below 1%, so anything above that should be considered very concerning.
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