Churn of my email list per campaign. The Unsubscribe Rate Calculator takes emails delivered, unsubscribes from this campaign and returns unsubscribe rate plus unsubscribes per 1,000 emails. Results update as you type, and the formula is shown under the result so you can repeat it in your own spreadsheet.
Marketing metrics are most useful as trends and comparisons between channels. Measure every campaign the same way, over the same period, and judge it against your gross margin rather than against revenue alone. Use the worked example below to check the maths against your own figures.
How the Unsubscribe Rate Calculator works
Under 0.5% per campaign is normal; a spike after one email points to the content, frequency or a mismatch with what subscribers signed up for.
Worked example
With the example values (emails delivered of 19600, unsubscribes from this campaign of 90), the unsubscribe rate is 0.46%; unsubscribes per 1,000 emails 4.59. Change any figure above and the result updates immediately; use Copy results to paste the summary into a note or email.
Related Calculators
Frequently Asked Questions
How is unsubscribe rate calculated?
unsubscribe rate = unsubscribes ÷ delivered.
Which figures do I need?
Emails delivered, unsubscribes from this campaign. Take them from the same period and the same set of accounts or reports so the ratio is consistent, and check the example values as a guide to the units expected.
How often should I track this metric?
Weekly for live campaigns, monthly for channel comparisons, and always over the same period for spend and results so the figures line up.
