The unsubscribe option lets email recipients opt out of future newsletters or promotional messages with a single click. This feature helps users avoid marking an email as an abuse. All ESPs (email service providers) have a default unsubscribe feature and unsubscribe data processing method.
Calculation of unsubscribe rate
Number of Complaints / Number of Delivered Emails x 100
For example, if the Sent volume is: 10000 and Spam complaints user is 5, the Spam complaints rate is: 5/10000*100 = 0.05.
Unsubscribe threshold
According to industry recommendations, a good unsubscribe rate is between 0.2% and 0.5%. If the unsubscribe rate exceeds 0.5% to 1%, 2%, then there is a need to review the subscriber list, content, understand the reason, and manage the campaign strategy accordingly.
Reduce unsubscribe rate
To reduce the unsubscribe rate, you can follow these measures:
Maintain list quality
Maintain list hygiene
Segment your list by user preference
Personalize content
Maintain frequency and consistency
Avoid sending unsolicited content
Use features like “Unsubscribe preference”
Honor unsubscribes