You work hard to provide a flawless user experience and your unsubscribe process should also be on par. Make the effort to brand your unsubscribe confirmation pages and emails just like you would your opt-in form. You want this to be a lasting impression in a good way.
Make it easy for people to opt-in to your list on your website, your blog and social media channels like Twitter and Facebook because you never know when they’ll change their minds.
Attrition will cause a yearly loss of about 30% of your email list, so keep in mind that growing your list is an on-going process. Then, living up to the promise you delivered when people opt-in is most important. Give them what you promised and you’ve won half the battle.