How to use this calculator
- Enter or choose emails delivered.
- Enter or choose unsubscribes.
- The unsubscribe rate updates as you type. Use Copy result or Share to keep it.
Method
Unsubscribe rate = Unsubscribes ÷ Delivered × 100; Per 1,000 = Unsubscribes ÷ Delivered × 1,000
- Delivered
- emails that reached the receiving server (the denominator)
- Unsubscribes
- opt-outs attributed to this send
Worked example
- Unsubscribe rate = 25 ÷ 12,500 × 100 = 0.2%.
- Per 1,000 = 25 ÷ 12,500 × 1,000 = 2.
25 unsubscribes from 12,500 delivered emails is a 0.2% unsubscribe rate, 2 per thousand.
What the result means
Watch the trend per campaign type rather than a single number. A spike after a particular send often means the frequency, the content or the audience was off.
Assumptions and limits
- Unsubscribes are counted against the send that prompted them.
- Spam complaints are a separate, more damaging signal and are not included here.
Questions
Why divide by delivered rather than sent?
Bounced emails were never received, so their recipients could not unsubscribe. Dividing by sent would understate the rate.