Common technical terms in email

Stay current and expand your email knowledge with our list of common technical terms.

Unsubscribe rate

An unsubscribe rate is the rate at which users unsubscribe from an email list. It’s a great metric to gauge an email program’s health, as it provides insights into user engagement – and whether subscribers are finding the content relevant. When demonstrated in a formula, the unsubscribe rate accounts for the total number of unsubscribes divided by the total number of emails delivered and multiplied by 100, expressed as a percentage. Here’s how:

(Total number of unsubscribes / Total number of emails delivered) * 100 = Unsubscribe rate

For instance, if a brand sent 5,000 emails and 100 subscribers chose to opt out of its email list, the unsubscribe rate would be 2%.

100 / 5,000 * 100 = 2%

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