Glossary: Unsubscribe Rate

In email marketing, the unsubscribe rate describes the percentage ratio between the unsubscriptions from a newsletter distributor and the number of total recipients. This key figure shows the satisfaction of subscribers with the content, design, and frequency of a newsletter. The unsubscribe rate should be less than 1-2 percent, however, subscribers can unsubscribe from receiving a newsletter not only by clicking the opt-out link, but also, i.e. by classifying it as spam. The action is not recorded in the opt-out rate.

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