# Unsubscribe rate: what it is and how it works · Zorraquino
> Unsubscribe rate relates unsubscribe requests to a base of recipients or messages over a period.
URL: https://www.zorraquino.com/en/dictionary/digital-marketing/unsubscribe-rate.html

# Unsubscribe rate

Unsubscribe rate relates unsubscribe requests to a base of recipients or messages over a period. It helps show whether communication meets the audience's expectations

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

The denominator should be specified, and unsubscribes distinguished from delivery failures. An increase may reflect changes in the [audience](https://www.zorraquino.com/en/dictionary/advertising/audiencie.html), frequency or content, without proving a single explanation. Leaving should be simple and respected in subsequent sends; hiding the option does not improve list quality.

Also known as

Opt-out rate

Topics

[Marketing and sales](https://www.zorraquino.com/en/dictionary/category/marketing-y-ventas)

## Related concepts

- [Opt-out](https://www.zorraquino.com/en/dictionary/digital-marketing/opt-out.html)
- [Email marketing](https://www.zorraquino.com/en/dictionary/digital-marketing/email-marketing.html)
- [Email deliverability](https://www.zorraquino.com/en/dictionary/digital-marketing/deliverability.html)