You calculate the unsubscribe rate using the following formula:

Number of unsubscribes ÷ number of delivered emails × 100

Example: 150 unsubscribes out of 10,000 sent emails = 1.5%.

• Too many or too few emails: Emailing too often leads to frustration, while emailing too rarely means people forget about you. Find the right balance and offer a preference center so subscribers can choose their own frequency.
• Content isn't relevant or doesn't offer much value: If your emails aren't relevant or useful, people will drop off. Segment and personalize based on behavior and interests, and make sure every email delivers something: knowledge, a benefit, or inspiration.
• Poor design or not mobile-friendly: Cluttered emails or ones that are hard to read on mobile will cause people to bail. Use a responsive, clean template with clear CTAs and easy-to-read text.
• Expectations set at sign-up weren't met: If the promised content or frequency doesn't match reality, people feel misled. Be transparent at sign-up and deliver what you promise.

• Personalize your emails: Use first names, past purchases, or interests. This makes the email feel more relevant and increases the chance of engagement.
• Segment your contacts: Don't send everyone the same thing — send targeted content based on behavior, preferences, or customer type. This keeps your list engaged and active.
• Stick to a consistent schedule: Irregular sending leads to less recognition and more drop-offs. Pick a clear schedule (e.g. weekly or monthly) and stick to it consistently.