What is your unsubscribe rate after each campaign? Less than one percent is average for lists that are contacted regularly, and well-maintained. If you send very seldom, or if it’s your very first send, your unsubscribe rate may be much higher. Check your unsubscribe rate after each campaign. If you see it rise after a particular campaign, check if it had anything to do with your content. Maybe you’re sending too frequently. Maybe not frequently enough. Keeping a good, fresh, quality list will result in a very low unsubscribe rate.