Klaviyo Metric
Email Marketing
Unsubscribe Rate = (Unsubscribes / Emails Delivered) x 100
Unsubscribe rate measures the percentage of Klaviyo email recipients who opt out of future communications after receiving a message. It serves as a direct indicator of message relevance, frequency appropriateness, and the overall health of the relationship between your brand and its subscribers.
Full guide: definition, formula, and benchmarksKlaviyoEmail MarketingUnsubscribe Rate
Unsubscribe rate measures the percentage of Klaviyo email recipients who opt out of future communications after receiving a message. It serves as a direct indicator of message relevance, frequency appropriateness, and the overall health of the relationship between your brand and its subscribers.
How to calculate unsubscribe rate
Why unsubscribe rate matters for Klaviyo users
Every unsubscribe permanently reduces your addressable audience. In e-commerce, where email is a primary revenue channel, rising unsubscribe rates directly constrain future revenue potential. Understanding which campaigns, flows, and frequencies drive unsubscribes is essential for sustainable programme growth.
Positioning unsubscribe rate in your metric tree alongside engagement and revenue metrics reveals the trade-offs in your email strategy. Aggressive promotional frequency may boost short-term revenue while accelerating subscriber loss - a trade-off only visible in the tree.
Understand and act on unsubscribe rate with KPI Tree
KPI Tree syncs unsubscribe data from your warehouse and tracks it per campaign, flow, segment, and frequency level. Position alongside engagement and list health metrics.
Assign RACI ownership to your email marketing manager. Set alerts when unsubscribe rates spike and track actions such as frequency caps, content improvements, and preference centre optimisation.
Get started with your Klaviyo data
MCPPull metrics from Klaviyo directly through the Model Context Protocol.
Connect your existing warehouse where Klaviyo data already lands.
Our professional services team can build you turn-key AI foundations in a matter of weeks. Data warehouse on Snowflake/BigQuery, ELT with Fivetran, all modelled in dbt with a semantic layer.
Related Klaviyo metrics
Email List Health Score
Email MarketingMetric Definition
Email list health score is a composite metric combining Klaviyo list growth rate, engagement distribution, bounce rate, complaint rate, and unsubscribe rate to produce a single indicator of overall list quality. It assesses whether your subscriber base is growing, engaged, and deliverable.
Email Frequency Optimisation
Email MarketingMetric Definition
Email frequency optimisation analyses the relationship between Klaviyo sending cadence and subscriber engagement, conversion, and unsubscribe outcomes. It identifies the optimal frequency for different segments that maximises revenue without accelerating list attrition.
Email Engagement Scoring
Email MarketingMetric Definition
Email engagement scoring assigns a composite score to each Klaviyo subscriber based on their open, click, purchase, and recency patterns. It provides a unified view of subscriber engagement that goes beyond any single metric to identify highly engaged, at-risk, and disengaged subscribers.
List Growth Rate
Email MarketingMetric Definition
List Growth Rate = ((New Subscribers - Unsubscribes - Bounces) / Total Subscribers at Start) x 100
List growth rate measures the net rate at which your Klaviyo subscriber list expands over a given period, accounting for new subscriptions, unsubscribes, bounces, and manual removals. It indicates the trajectory of your addressable email audience and the sustainability of your acquisition efforts.
Email Deliverability Rate
Email MarketingMetric Definition
Deliverability Rate = (Emails Delivered / Emails Sent) x 100
Email deliverability rate measures the percentage of Klaviyo emails that are successfully delivered to recipients' inboxes without bouncing. It encompasses hard bounces, soft bounces, and spam folder placement to assess the technical health of your email programme and sender reputation.
Explore unsubscribe rate across integrations
All Klaviyo metrics
Abandoned Cart Recovery RateCampaign Performance ComparisonClick-Through RateCoupon Redemption RateCross-Sell Email EffectivenessCustomer Journey Flow AnalysisCustomer Lifetime Value (Email)Email Attribution AnalysisEmail Deliverability RateEmail Engagement Cohort AnalysisEmail Engagement ScoringEmail Frequency OptimisationEmail List Health ScoreEmail Open RateEmail Revenue AttributionEmail ROIEvent-Triggered Flow PerformanceFlow Conversion RateForm Conversion RateList Growth RateProfile Enrichment RateRepeat Purchase Rate (Email)Segment Performance AnalysisTemplate Performance OptimisationEmpower your team to understand and act on Klaviyo data
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