Related terms

• Unsubscribe
• Complaint
• Bounce rate

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Subscriber Retention Rate

The term "Retention Rate" refers to the percentage of recipients who remain on the contact list after unsubscribes following the sending of an email or SMS campaign.

A higher percentage is better because it means there have been fewer unsubscribes, and recipient engagement is high. To ensure list stability, it should be above 97%.

How can I improve the retention rate?

Since it's a formula that relates sent messages to unsubscribes and undelivered messages, all the advice you can find for each of these metrics individually can be useful.

Additionally, pay attention to what low-retention messages have in common, as they are the type of messages you should avoid.