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Every time you send a Tweet, post a Facebook status, or send an email campaign, you risk getting unfollowed, unliked, and unsubscribed. This possibility is simply a part of marketing.

Read on to discover what constitutes a good unsubscribe rate, how to measure it, and why unsubscribes aren’t something to fret over.

What is a good unsubscribe rate?

You do want to keep your unsubscribe rate as low as possible. However, depending on your list size, anything under 1% is nothing to worry about.

If you’ve noticed a spike in unsubscribes, examine your other metrics. Are other subscribers opening, clicking, and making purchases through the same email campaigns? If so, this could just mean you’re doing a good job of narrowing down your target audience.

Why do people unsubscribe from mailing lists?

26% of people unsubscribe because they receive too many emails. Some just need to prune their own inboxes and get rid of some of the clutter, so this shouldn’t be taken personally.

However, another 19% unsubscribe because the company sends too many emails. While it’s important to send campaigns on a consistent basis so subscribers remember signing up, they also don’t want to be overwhelmed with marketing materials.

Another 21% of people unsubscribe from lists because the emails aren’t relevant to them. According to research from Adobe, 67% of people expect brands to provide them with personalized (non-generic) content, while almost half of the people get angry or frustrated if the content isn’t relevant to them.

21% of people unsubscribe from email lists because brands send irrelevant or generic content.

How can you minimize your unsubscribe rate?

Some of the reasons why people unsubscribe are inevitable, but most of the reasons that people unsubscribe are completely avoidable if you take the time to learn about your subscribers and their preferences.

  • Segment your list and send personalized campaigns. It’s easier to create relevant content for 15 people than for 100. Personalized campaigns also generate 18 times more revenue than generic emails.
  • Ask your subscribers how often they’d like to receive emails from you, and make it easy to adjust their email preferences.
  • Be careful of being overly promotional. Write in a conversational tone and focus on providing value by solving your subscribers’ problems.

How to measure your unsubscribe rate

You can easily check and monitor your unsubscribe rate by logging into your email service provider’s dashboard. Click on the individual campaigns to see how many people are unsubscribing and why (if you’ve asked them to provide a reason).

Keep an eye on your unsubscribe rates over time to monitor any changes in your content or target audience and make sure your segmented campaigns are relevant.

Does it really matter?

It’s natural to feel hurt when someone unsubscribes from your list. In most cases, however, things just didn’t work out. It’s possible that the subscriber expected different content from you or signed up because of an incentive, such as a webinar or eBook.

If most of your unsubscribes come from readers who never converted into customers and rarely open your emails, consider this a blessing, because it saves you the hassle of sending re-engagement campaigns.

If you start getting unsubscribes from previously engaged readers or loyal customers, then you might have a problem. Reevaluate your content, voice, and campaign frequency.

What now?

Now that you have an idea of what constitutes a good unsubscribe rate and what might make your readers unsubscribe, you can focus on providing valuable and relevant content that solves their problems.

Are you ready to send highly personalized automated campaigns? Check out this guide that explains how campaigns based on triggered events work.

This blog provides general information and discussion about email marketing and related subjects. The content provided in this blog ("Content”), should not be construed as and is not intended to constitute financial, legal or tax advice. You should seek the advice of professionals prior to acting upon any information contained in the Content. All Content is provided strictly “as is” and we make no warranty or representation of any kind regarding the Content.
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