The problem is that you don't need a large percentage of your target to not want them and "report spam" even if it is literally the opposite, then your whole br

The problem is that you don't need a large percentage of your target to not want them and "report spam" even if it is literally the opposite, then your whole brand suffers. A lot of the tricky stuff is trying to make the email seem unobtrusive and make the opt-out clear so that if people don't want them, they opt-out instead of reporting spam but a lot of marketing teams still think size of audience is all important rather than quality and don't want their list size to go down by offering easy opt-outs.