I've also experienced this several times. I just went through the wave of shopping emails that come from Black Friday in the US, and found that most of the time

I've also experienced this several times. I just went through the wave of shopping emails that come from Black Friday in the US, and found that most of the time I only unsubscribed from the company's "Black Friday" list. It's a shameful way to get around CAN-SPAM. Companies know there's a risk of unsubscribes with every email they send. If they have several lists, they ought to show all lists you're subscribed to, with an option to unsubscribe from them all. They might actually keep some legitimate subscribers that way.