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Your unsubscribe rate is a key indicator of email list health. While some unsubscribes are normal and even healthy (removing unengaged subscribers), a high rate signals problems with your email strategy.

What is a Good Unsubscribe Rate?

Generally, an unsubscribe rate under 0.5% per email is considered healthy. However, benchmarks vary by industry:

Under 0.2%: Excellent - your content resonates with subscribers
0.2-0.5%: Good - industry standard for most sectors
0.5-1.0%: Warning - review your email strategy
Over 1.0%: Critical - immediate action needed

Why People Unsubscribe

Too Many Emails

The #1 reason. 69% cite email frequency as the main factor.

Irrelevant Content

Content that doesn't match subscriber interests or expectations.

Changed Circumstances

Job change, company pivot, or loss of interest in the topic.

Never Opted In

Added without explicit consent, leading to immediate unsubscribes.

How to Reduce Unsubscribe Rates

Segment your list: Send targeted content based on interests, behavior, and demographics.
Set expectations at signup: Tell subscribers what they'll receive and how often.
Offer frequency preferences: Let subscribers choose how often they hear from you.
Make content valuable: Every email should provide clear value to the recipient.
Use preference centers: Give options to update interests instead of fully unsubscribing.
Test send times: Find when your audience is most receptive.

The Hidden Cost of High Unsubscribe Rates

List decay compounds quickly:

At a 0.5% unsubscribe rate with 4 emails/month, a 10,000 person list will shrink to:

After 6 months: ~8,858 subscribers (-11%)
After 12 months: ~7,847 subscribers (-22%)
After 24 months: ~6,157 subscribers (-38%)

Unsubscribe Rate Calculator

Understanding and Reducing Your Email Unsubscribe Rate