How to Calculate Unsubscribe rate in Magento

7 minute read

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Email Marketing is a powerful tool in modern-day eCommerce. Businesses continuously strive to perfect their email campaigns and avoid the risk of losing subscribers. However, to sustain the success of your email marketing strategy, it is essential to calculate your unsubscribe rate accurately to make the necessary improvements and keep your subscribers engaged. In this article, we will explore how to calculate the unsubscribe rate in Magento, one of the most popular eCommerce platforms.

Understanding Unsubscribe Rate in Magento

Before we dive into the calculation process, let's have a clear understanding of what unsubscribe rate means. In simple terms, the unsubscribe rate is the percentage of recipients who unsubscribe from your email list after receiving a particular email campaign. It's a metric that indicates the quality of your email content, design, personalization, segmentation, and optimization. A high unsubscribe rate implies that you need to make significant improvements and optimize your email campaigns and vice versa.

Importance of Monitoring Unsubscribe Rate

If you're not monitoring your unsubscribe rate regularly, it becomes challenging to sustain the success of your email marketing strategy. It also indicates that you're not taking your subscribers seriously, and your emails might come off as spammy or irrelevant. Monitoring your unsubscribe rate helps you to identify problems and rectify them quickly, thus building a strong relationship with your subscribers over time.

Factors Affecting Unsubscribe Rate

Several factors can contribute to an increase in your unsubscribe rate, including:

  • High frequency of emails
  • Irrelevant or spammy content
  • Poorly designed and formatted emails
  • Lack of personalization and segmentation

It's vital to identify these factors and improve your email campaigns to reduce your unsubscribe rate.

High Frequency of Emails

Sending too many emails to your subscribers can lead to an increase in your unsubscribe rate. It's essential to strike a balance between keeping your subscribers engaged and not overwhelming them with too many emails. You can achieve this by segmenting your email list and sending targeted emails to specific groups of subscribers. Also, consider the timing of your emails to ensure that they don't come off as intrusive or annoying.

Irrelevant or Spammy Content

Your subscribers signed up to receive emails from you because they're interested in your products or services. Sending irrelevant or spammy content can quickly turn them off and lead to an increase in your unsubscribe rate. Ensure that your email content is relevant, informative, and adds value to your subscribers' lives. Avoid using click-bait subject lines or misleading content that doesn't deliver on its promises.

Poorly Designed and Formatted Emails

The design and formatting of your emails can significantly impact your unsubscribe rate. A poorly designed email can make it challenging for your subscribers to read and understand your message, leading to frustration and a higher likelihood of them unsubscribing. Ensure that your emails are well-designed, visually appealing, and easy to read on different devices and email clients.

Lack of Personalization and Segmentation

Personalization and segmentation are essential elements of a successful email marketing strategy. Sending generic emails to your entire email list can make your subscribers feel like they're just a number, leading to a higher unsubscribe rate. Segment your email list based on subscriber behavior, preferences, and interests, and personalize your emails with their name, location, or other relevant information.

By addressing these factors and optimizing your email campaigns, you can reduce your unsubscribe rate and build a strong and engaged email list that delivers results for your business.

Setting Up Your Magento Store for Unsubscribe Rate Tracking

Before we can calculate the unsubscribe rate, you need to set up your Magento store for unsubscribe rate tracking. This process involves configuring email marketing settings and integrating third-party analytics tools.

Configuring Email Marketing Settings

In your Magento store, navigate to Stores > Configuration > Customers > Newsletter. Here, you can enable/disable the newsletter subscription option for your customers, set the sender email address, and customize the email footer. It's important to note that the email footer should include an unsubscribe link to make it easy for customers to opt-out of receiving future emails. Additionally, you can use segmentation to target specific groups of customers with personalized content, which can help reduce the unsubscribe rate.

Another important factor to consider when configuring your email marketing settings is the frequency of your emails. Sending too many emails can lead to email fatigue and a high unsubscribe rate. On the other hand, sending too few emails can result in customers forgetting about your brand. Finding the right balance is key to maintaining a healthy unsubscribe rate.

Integrating Third-Party Analytics Tools

Magento provides various analytics tools that help you track your unsubscribe rate, such as Google Analytics, Kissmetrics, and Amplitude. Integrating these tools with your Magento store enables you to get better insights into your unsubscribe rate and make data-driven decisions.

For example, Google Analytics can help you track the number of clicks on your unsubscribe link, the pages customers visit before unsubscribing, and the devices they use to access your emails. This information can help you identify patterns and make improvements to your email marketing strategy.

Kissmetrics and Amplitude are other popular analytics tools that can help you track customer behavior and engagement. With these tools, you can track the customer journey from the first email they receive to the point of unsubscribing. This can help you identify areas where you can improve your email marketing strategy, such as the content or frequency of your emails.

In conclusion, setting up your Magento store for unsubscribe rate tracking is an important step in improving your email marketing strategy. By configuring your email marketing settings and integrating third-party analytics tools, you can gain valuable insights into your unsubscribe rate and make data-driven decisions to improve customer engagement and retention.

Calculating Unsubscribe Rate in Magento

Identifying the Necessary Data Points

Before calculating the unsubscribe rate, ensure you have the following data points:

  • The total number of recipients who received the email
  • The number of recipients who unsubscribed

Step-by-Step Calculation Process

Once you have the necessary data points, you can follow the steps below to calculate the unsubscribe rate:

  1. Divide the number of unsubscribes by the total number of recipients who received the email.
  2. Multiply the result by 100 to get the percentage.

Interpreting the Results

The result obtained from the unsubscribe rate helps you to understand the effectiveness of your email campaigns and make necessary improvements. A low unsubscribe rate implies that your subscribers find your emails engaging and relevant. On the other hand, a high unsubscribe rate indicates a problem, and you need to revisit your email marketing strategy and make the necessary improvements.

Tips to Reduce Unsubscribe Rate in Magento

Improving Email Content and Design

It's important to ensure that your email content is engaging, relevant, and adds value to your subscribers. Consider using exciting subject lines, clear calls-to-action, and captivating images that resonate with your subscribers. Additionally, ensure that your emails are well-formatted, mobile-friendly, and have minimal errors to attract your subscribers' attention.

Segmenting Your Email List

Segmenting your email list helps you create personalized email campaigns that cater to your subscribers' interests. You can segment your email list based on demographics, previous purchases, interests, and other factors to create more targeted email campaigns.

Personalizing Email Campaigns

Personalizing your email campaigns helps build a more captivating relationship with your subscribers. You can personalize your email campaigns by addressing your subscribers by name, tailoring your content to their interests, and recommending products based on their purchase history.

Analyzing and Optimizing Unsubscribe Rate Over Time

Monitoring Unsubscribe Rate Trends

It's essential to monitor your unsubscribe rate regularly and identify any trends and patterns. If you notice a consistent increase or decrease in your unsubscribe rate, investigate and make the necessary improvements.

A/B Testing for Email Campaigns

A/B testing helps you identify what works and what doesn't in your email campaigns. You can test different elements such as subject lines, email content, call-to-actions, design, and personalization to find the most effective email campaign for your subscribers.

Adapting Your Email Marketing Strategy

Finally, it's crucial to adapt your email marketing strategy as your subscribers' needs change over time. Stay up to date with the latest trends and innovations in email marketing, and continuously make improvements to your email campaigns to keep your subscribers engaged.


In conclusion, calculating the unsubscribe rate in Magento is crucial to ensure a robust email marketing strategy. It helps you understand your subscribers' interests and preferences and improves your email campaigns' effectiveness and relevance. By following the steps outlined in this article, you can calculate your unsubscribe rate and make the necessary improvements to reduce it over time.

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