The big friendly button

The mistake

Making the unsubscribe control the most prominent element in an email template applies to every message sent from that template, not just marketing ones. Transactional email — order confirmations, delivery updates — usually rides the same layout and the same subscription list, so a single opt-out flag set from a newsletter click silences the operational mail too. Transactional and marketing sends need separate templates and separate consent state, or one unsubscribe takes out both.