Unsubscribe Rate
Unsubscribe Rate is the percentage of email recipients who clicked the unsubscribe link in a sent message — a key indicator of message-list fit, content fatigue, or targeting drift.
What is Unsubscribe Rate?
Unsubscribe Rate is one of the most diagnostic email metrics. A healthy program runs around 0.1-0.3% unsubscribe rate per send; above 0.5% suggests message-list mismatch (wrong audience, wrong message, or message fatigue); above 1% is a serious quality signal. Unsubscribe rate spikes are particularly diagnostic — a sudden jump usually traces to a specific change: new list source, new sequence, new sender, expanded targeting. Mature programs monitor unsubscribe rate per campaign, per segment, and per sender — to localize the cause when rates rise.
Why it matters
- Diagnostic indicator of message-list fit — high rates signal targeting or messaging problems.
- Sudden spikes usually trace to specific changes — useful for root-cause analysis.
- Per-segment and per-sender tracking localizes problems before they become program-wide.
Use cases
- List-quality monitoring. Unsubscribe rate per source reveals which sources produce engaged vs disengaged contacts.
- Message-fatigue detection. Rising unsubscribe rate on a long-running sequence signals fatigue.
- Targeting validation. Unsubscribe spike on a new segment reveals the segment is wrong.
How turgo helps
turgo tracks unsubscribe rate per campaign, per sequence, per agent — surfacing spikes immediately and routing them to attention before they damage the broader program.
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