Unsubscribe rate measures what?

• A. The percentage who opt in
• B. The percentage who open emails
• C. The percentage who opt out
• D. The percentage of clicks

Answer: (C)

Unsubscribe rate measures how many recipients decide to stop receiving your emails. It is the percentage of delivered emails that result in an unsubscribe action. The idea is to quantify how many people opt out after receiving the message, which helps you gauge whether your content or sending frequency is turning people away. You calculate it by dividing the number of unsubscribes by the number of delivered emails and multiplying by 100. For example, if 1,000 emails were delivered and 20 people unsubscribed, the rate is 2%. This is different from open rate (the percent who opened the email) and click rate (the percent who clicked links), and it’s also different from whether someone initially opted in to receive messages.