10 rules for getting email unsubscribes right
People will unsubscribe from your email list – maybe 25% or more – accept it. Don’t fight it. If they want to leave, it’s probably your fault.
The penalties for making it hard to unsubscribe include damaging customer relations and brand reputation, getting reported to the authorities, receiving fines, but most likely and perhaps most dangerous of all - being marked as SPAM (unsolicited mail) by recipients.