Email types & metrics
Unsubscribe rate
The share of delivered marketing emails that led to an unsubscribe. Some unsubscribes are healthy, but a rising rate means your content or frequency isn’t matching what people signed up for.
What’s normal
Most senders see between 0.1% and 0.5% per campaign. Spikes after a specific email tell you something about that email: the offer, the frequency, or the audience it went to.
Unsubscribes aren’t the enemy
An unsubscribe removes someone who wasn’t going to engage anyway, with no damage to your reputation. The alternative, someone who can’t find the unsubscribe link and reports spam instead, does real harm. Make unsubscribing easy.
Reducing unsubscribes
- Set expectations at signup about what you’ll send and how often.
- Segment, so people only get content relevant to them.
- Offer a lower frequency as an alternative to leaving completely.
Let MailCraft handle the details
Authentication, bounces, complaints and suppression are built in. Start free with 3,000 emails a month, no credit card required.
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Full glossaryEmail types & metrics
List-Unsubscribe header
An email header that lets recipients unsubscribe in one click directly from their inbox, without opening the message — required by major providers for bulk senders.
Sending & delivery events
Complaint (FBL / feedback loop)
A signal from a mailbox provider that a recipient marked your email as spam. Feedback loops relay these back to senders so the address can be suppressed.
Email types & metrics
Marketing email
Email sent to promote something — a product update, offer, or newsletter — typically requiring recipient consent and a working unsubscribe mechanism.