What's a good Email Unsubscribe Rate?
A good Email Unsubscribe Rate is 0.22% or lower — at or below the Mailchimp all-user average unsubscribe rate of 0.22%. Percentage of recipients who unsubscribed per email sent. Excellent is 0.10% or lower (Karbon target), and the minimum acceptable tier is 1.0% or lower (Karbon target).
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The three tiers Karbon grades against — and where each comes from
| Tier | Value | What it means | Basis |
|---|---|---|---|
| Minimum | 1.0% | The floor. Below this, something is broken. | Karbon target |
| Recommended | 0.22% | The tier a healthy campaign should hit. | At or below the Mailchimp all-user average unsubscribe rate of 0.22% |
| Excellent | 0.10% | Top-tier performance worth defending. | Karbon target |
| Published average | 0.22% | Mailchimp all-user average (data last updated December 2023). Source (2023-12) | |
Lower is better for this metric.
How it's calculated
(Unsubscribes / Delivered) * 100Why Email Unsubscribe Rate matters
High unsubscribe rates shrink your audience and signal a content-audience mismatch, and a list that keeps shedding subscribers is a deliverability risk.
Sources
The three tiers on this page are Karbon Agency's grading targets. These published figures are the outside reference points for Email Unsubscribe Rate, so you can check our tiers against them.
- Mailchimp — Email Marketing Benchmarks and Statistics by Industry (December 1, 2023; read September 26, 2026)All-industry averages (data last updated December 2023): 35.63% open rate, 2.62% click rate, 0.22% unsubscribe rate. Mailchimp notes Apple Mail Privacy Protection can inflate open rates.
Where does your Email Unsubscribe Rate land?
Karbon Agency grades every client campaign against these exact tiers, live on a dashboard — no guessing, no quarterly PDFs.