Opt-Out Rate

What this report shows

The opt-out rate is the share of recipients who told you to stop messaging them, divided by the messages you sent. It's reported per broadcast, per drip sequence, and per SMS workspace over the last 30 days.

For SMS: opt-outs are the STOP, UNSUBSCRIBE, CANCEL, END, and QUIT carrier-recognized keywords. For email: any unsubscribe link click.

How to read it

• Opt-out rate = opt-outs ÷ sends in the same window.
• Sends — total messages dispatched. A small sample size makes the rate volatile.
• Healthy ranges — email: under 0.5%; SMS: under 1%. Above 2% means the audience didn't want what you sent, or wasn't opted-in cleanly.

Common questions

• Why does a low send count show a high opt-out rate? Tiny denominator. One opt-out on 10 sends is a 10% rate — meaningless. Wait for more volume.
• Why are my STOPs counted but my opt-out replies aren't? Only carrier-recognized opt-out keywords count for SMS. A free-text "please stop texting me" is not an opt-out unless you process it manually.
• Why is the rate climbing slowly over weeks? Could be (a) content quality declining, (b) audience fatigue from sending too often, or (c) a recent imported list of recipients who never properly opted in.

What to do if numbers look wrong

1. Confirm send counts via the broadcast / drip / SMS-workspace detail pages.
2. Check the opt-out ledger for the affected workspace — are the STOPs actually arriving?
3. If a workspace shows zero opt-outs and you know recipients have sent STOP, check that the inbound webhook is firing.