Email Unsubscribe Rate
The percentage of email recipients who unsubscribe after receiving a single email.
Formula
Why it matters
High unsubscribe rate signals your email is reaching the wrong people, sending too frequently, or failing to deliver promised value. Above 0.5%, you risk email domain reputation damage which affects deliverability for all emails.
How to improve Email Unsubscribe Rate
Segment your list to send relevant content to each segment, reduce sending frequency if above 2–3 per week, set clear expectations at signup about what subscribers will receive.
Under 0.2% per email is healthy. Above 0.5% indicates a relevance or frequency problem.
Prooflytics tracks Email Unsubscribe Rate automatically from your connected sources and flags it in your daily briefing when it moves significantly.
Start free trialFrequently asked questions
Should I worry about unsubscribes?
Some unsubscribes are healthy — people who self-select out are signalling low intent, and removing them improves your list quality. The concern is when unsubscribe rate is high (above 0.3–0.5%), which indicates a relevance or frequency problem affecting potentially engaged subscribers too.