Unsubscribe rate
Definition
Unsubscribe rate is the share of a send's recipients who opt out after receiving it: unsubscribes divided by sends. It measures the gap between the message and what the list expected.
How it is computed, where to read it
A spike on a campaign almost always means the message was not for the whole list: targeting too wide, frequency too high, sign-up promise not kept.
Klaviyo records unsubscribes in the Unsubscribed metric; the profile stays in the account, out of sends and out of billable profiles.
KlaviBoard alerts above 0.5% unsubscribes on the account and counts unsubscribes in net list growth.
The threshold
Above 0.5% on a send: KlaviBoard alert rule.