In this world of data-driven marketing, we can quite often look at negative indicators of engagement as a sign of poor campaign performance. However, we are always looking to learn and evolve our campaigns and so these kind of indicators are just as important as the positive ones. 

The unsubscribe rate is an important measure of how relevant and timely your communications are or whether they meet the recipients expectations. It gives you the chance to optimise your content, carefully craft your opt-in process and keeps your list active and fresh. 

So don't be scared of the unsubscribe rate - expect it and learn from it!