Benchmark for Email Marketing Unsubscribe Rate

Benchmark for Email Marketing Unsubscribe Rate

Your unsubscribe rate is one of the most important metrics for understanding how your audience responds to your email marketing efforts. A sudden spike in unsubscribes may indicate issues with content, frequency, or audience targeting. But what is a healthy benchmark and how do you calculate it?

What Is the Average Email Unsubscribe Rate?

Industry benchmarks suggest that a typical email unsubscribe rate falls between 0.1% and 0.5%. Rates above 0.5% may signal that your emails are not meeting user expectations or are being sent too frequently.

How to Calculate Unsubscribe Rate

The formula is simple:

Unsubscribe Rate = (Number of Unsubscribes ÷ Number of Emails Delivered) × 100

Example:
If you sent 10,000 emails and 20 people unsubscribed:
→ (20 ÷ 10,000) × 100 = 0.2%

What to Do If Your Rate Is Too High

• Reassess your email frequency

• Improve targeting and segmentation

• Focus on relevant, high-value content

• Offer a preference center instead of only a full opt-out

Automate Compliance with MyLINK MarketingPlatform

LINK Mobility’s MyLINK MarketingPlatform includes automated unsubscribe handling, real-time suppression, and reporting. It helps you stay compliant while monitoring unsubscribe trends - without any manual admin.