Avoid forcing users to stay subscribed

Some products just love to play hide-and-seek with their opt-out option. A common use case is to disguise the Unsubscribe link as plain text. The assumption is that if users can't find the opt-out option, they'll stay subscribed. Needless to say, this won't make users happy.

We cannot emphasize this enough — let users go if they want to. Instead of forcing them to stay subscribed against their will, work on improving your product. Highlight the benefits your product offers and target the right audience.