Unsubscribe Rate Metric

The Unsubscribe Rate metric represents the percentage of contacts that were lost (made inactive) by unsubscribing.

What Does The Unsubscribes Rate Metric Represent?

The Unsubscribe Rate metric represents the percentage of contacts that were lost (i.e. made inactive) by unsubscribing. A contact can unsubscribe via an unsubscribe webform or a manage preferences webform.
Tip: For more information on the webforms a contact can use to unsubscribe, see Types of Webforms.

Why Is The Unsubscribes Rate Metric Important?

The Unsubscribe Rate metric is important because it shows the rate at which contacts are unsubscribing. 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. You can monitor this metric overtime to see if changes to your sending habits are lowering the Unsubscribe Rate.

How Is The Unsubscribes Rate Metric Calculated?

(Unsubscribes/Sent) * 100 = Unsubscribe Rate