Contact Unsubscribe Rate Over Time Report

The Contact Unsubscribes Rate Over Time chart displays the unsubscribe rate overtime for your contacts. You can further filter this data by changing the time period and/or viewing only those contacts on specific lists, segments, or delivery groups.

To view this report, go to Reports > Legacy Reports and click Contact Unsubscribe Rate Over Time.

Metrics Shown:

Metric Description Why It's Useful
Unsubscribe Rate
The Unsubscribe Rate metric represents the percentage of contacts that were lost (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

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.