Unsubscribes Metric

The unsubscribes metric represents the total number of contacts that were lost (made inactive) by unsubscribing.

What Does The Unsubscribes Metric Represent?

The unsubscribes metric represents the percentage of contacts that were lost (i.e. made inactive) by unsubscribing. Specifically these contacts reached an unsubscribed status after one of the following:
  • Complaining through an ISP feedback loop or through the application complaint system
  • Exceeding the bounce limit that you set

Why Is The Unsubscribes Metric Important?

The unsubscribes metric is important because it better clarifies why you are losing contacts. If a contact unsubscribes themselves (via a manage preferences form or other method), this tells you that either you are sending to the wrong people, or sending the wrong content. Unlike bounces, which are the result of technical errors sent back from the receiving mail server, a contact actually has to manually unsubscribe themselves to be counted in this metric.

How Is The Unsubscribes Metric Calculated?

Contact Loss - From Complaints - Inactive Due To Bounces = Unsubscribes

Tip: For more information on other metrics used calculating the unsubscribes metric, see Contact Loss Metric, From Complaint Metric, and Inactive Due To Bounces Metric.