Email Unsubscribe Rate Calculator
Small per campaign, large per year.
Unsubscribe rate
0.25%
348 a month at 6 campaigns
A 0.25% unsubscribe rate per campaign sounds small, but at 6 campaigns a month it costs 9.94% of the list a year. Send frequency multiplies the rate, which is why frequency decisions are list-size decisions.
How the Email Unsubscribe Rate Calculator works
A 0.25% unsubscribe rate sounds negligible until you multiply by send frequency. At six campaigns a month it costs a meaningful share of the list every year — which makes frequency decisions list-size decisions, not just calendar ones.
Not financial advice. Marketplace fees change, and they vary by country, plan and seller status. Every rate here is an editable default, not a quoted price — check the platform's current fee schedule before you price a product against it. This is not tax or business advice.
Frequently asked questions
What is a normal unsubscribe rate?
Under 0.5% per campaign is generally healthy; under 0.2% is good. A single campaign above 1% usually means the content or frequency broke an expectation.
How does frequency affect it?
Roughly multiplicatively. Doubling send frequency more than doubles annual unsubscribes, because each additional email raises the per-campaign rate as well as the count.
Are unsubscribes bad?
Less bad than spam complaints, and better than dormant contacts you keep paying for. Someone leaving cleanly protects your deliverability; someone pressing the spam button damages it.
How do I reduce them?
Set frequency expectations at signup, offer a preference centre rather than only an all-or-nothing exit, and segment so people receive things relevant to them.