What is a good unsubscribe rate for marketing emails?
A good unsubscribe rate is low and stable compared with your own history, usually a small fraction of recipients per send. A sudden rise matters more than the absolute number, so watch trend by campaign type.
Published benchmarks vary by industry, list source and how often you send, so a single universal target is not reliable. Compare each send with your own recent average instead.
Some unsubscribes are healthy, since they remove people who would never buy and protect your sender reputation. Worry when a particular campaign, segment or acquisition source produces a clear spike.
Always compare unsubscribes with spam complaints, because complaints are the more damaging signal for deliverability.
In practice.
A brand sends a weekly campaign and sees unsubscribes stay steady for months. After it doubles frequency for everyone, the rate jumps on the first send. It rolls the change back for less engaged segments and the rate settles again.
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