Overview

Unsubscribe rates show how often recipients opt out of your emails. High unsubscribe rates can signal poor content fit or frequency, and negatively affect deliverability.

What Is an Unsubscribe Rate?

It’s the percentage of recipients who unsubscribe after receiving an email. Once a user unsubscribes, they’re suppressed and won’t receive further messages from the sending email address.

Formula: (Unsubscribes ÷ Emails Delivered) × 100

Coming Soon: Reporting

Reporting, including unsubscribe rates, will be available in Heymarket Reports.:

Why It Matters

• High unsubscribe rates can damage your sender reputation

• A poor reputation increases chances of emails going to spam
• A good unsubscribe rate is typically under 0.2%

How to Reduce Unsubscribes

1. Clean Your Lists: Remove unengaged, invalid, or duplicate contacts regularly.
2. Enable Global Unsubscribes: Ensure that contacts are unsubscribed from all future marketing and promotional emails across lists, not just the one they opted out from. Transactional emails (such as receipts or account notifications) are not affected by global unsubscribes.
3. Refresh Your Content
   1. Match subject lines with actual content
   2. Personalize emails using segmentation
   3. Vary your content (news, offers, updates)
4. Optimize Email Frequency: Segment based on engagement and adjust how often you email different groups.
5. Allow Preference Management: Let contacts choose frequency and topics they care about (e.g., weekly promos vs. product updates).