How this works
A little churn on every send is normal — the question is whether it's within a healthy range or high enough to signal a problem. This also projects what your churn rate compounds to over 12 sends if it stays constant.
Unsubscribe rate calculator
Enter unsubscribes and total subscribers for one send — see your churn rate and a 12-send retention projection.
Unsubscribe rate
Projected retention after 12 sends at this rate
NoteThis shows a commonly cited healthy-range threshold, not a personalized benchmark — what counts as a good or bad churn rate varies a lot by niche and list source.
Frequently asked questions
What counts as a 'normal' unsubscribe rate?
Commonly cited guidance puts a healthy per-send unsubscribe rate under about 0.5% — but this varies by niche, list source and how often you send.
Why does the calculator show a 12-send projection?
A small rate compounds — even 0.5% per send adds up to noticeable list loss over a year of weekly sends. The projection makes that easier to see.