Unsubscribe rates indicate the percentage of email recipients who choose to remove themselves from your list. For example, recipients may choose to unsubscribe if they are receiving too many emails, if the emails don’t offer valuable content, or if your brand or products are no longer relevant to them. 

While a small number of unsubscribes is OK, and even beneficial to maintaining a healthy contact list, you want to avoid them from getting too high. Check out this less than 2-minute long video for quick steps to reduce email unsubscribe rates.