Glossary
Unsubscribe rate
The percentage of delivered messages that led to an unsubscribe.
ValidReach Team · Updated 2026-10-26
In practice
It is unsubscribes ÷ delivered × 100. Watch for jumps, which tell you that a message, a segment or the frequency is wrong. A few unsubscribes are healthy: they are people who would otherwise complain.
Verification and sending
Honour every unsubscribe quickly and keep it on the suppression list.