What Is a Good Unsubscribe Rate for Email Marketing?

Email marketing remains one of the most effective digital marketing channels, but subscriber attrition is inevitable. Unsubscribes happen—whether due to changing interests, inbox overload, or irrelevant content. However, keeping your unsubscribe rate in check is crucial for maintaining a healthy email list and maximizing engagement.

Understanding Unsubscribe Rate

Your unsubscribe rate is the percentage of recipients who opt out of your email list after receiving a campaign. It’s calculated as:

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

For example, if you send 10,000 emails and 50 people unsubscribe, your unsubscribe rate is 0.5%.

What’s Considered a “Good” Unsubscribe Rate?

Industry benchmarks vary, but here’s a general guideline:

• Below 0.5% – Excellent! Your content is highly relevant, and your audience is engaged.
• 0.5% – 1% – Good. This is the average range for most industries.
• 1% – 2% – Acceptable but worth monitoring. Check if certain campaigns trigger more unsubscribes.
• Above 2% – Concerning. You may need to reassess your email frequency, content, or segmentation.

Industry-Specific Benchmarks

Some sectors naturally see higher or lower unsubscribe rates:

• E-commerce & Retail: ~0.3% – 0.7% (subscribers expect promotions but may leave if emails feel spammy).
• B2B & Professional Services: ~0.2% – 0.5% (content tends to be more targeted).
• Media & Publishing: ~0.5% – 1.2% (higher frequency can lead to more unsubscribes).
• Nonprofits: ~0.3% – 0.8% (donors may stay engaged if messaging aligns with their values).

Why Do People Unsubscribe?

Common reasons for high unsubscribe rates include:

✅ Too many emails – Overmailing can annoy subscribers.
✅ Irrelevant content – Poor segmentation leads to mismatched messaging.
✅ Poor email quality – Too salesy, boring, or poorly designed emails drive people away.
✅ Changed preferences – Subscribers’ needs evolve over time.

How to Reduce Unsubscribe Rates

1. Segment Your Audience – Send targeted emails based on user behavior and preferences.
2. Optimize Frequency – Test different sending schedules to avoid overwhelming subscribers.
3. Improve Content Quality – Provide value (educational, entertaining, or promotional).
4. Use a Preference Center – Let subscribers choose email types and frequency.
5. Clean Your List Regularly – Remove inactive users to improve engagement metrics.

When Unsubscribes Are Actually Good

A small number of unsubscribes can be healthy—they help prune your list of disengaged contacts, improving open rates and deliverability. It’s better to have a smaller, engaged audience than a large, uninterested one.

A good unsubscribe rate typically falls below 0.5% – 1%, but context matters. Monitor trends, refine your strategy, and focus on delivering value to keep subscribers engaged.

What’s your current unsubscribe rate? If it’s higher than expected, try A/B testing different approaches to see what resonates best with your audience.