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nopassrecover
Sounds like there should be some recalibration of those figures for small lists. Typical on-target mailouts for small businesses (1000-3000) are usually accompanied by at least a couple opt-outs based on the content no longer being relevant / changed interests, but I'd hardly call the list spam.
gus_massa
There is something strange in this story.

  Despite the double opt-in nature of mailing list
  subscription, it may not have been clear enough 
  that ebook == mailing list.
Perhaps some of the people didn't want to subscribe to the mailing list after all,
mise
Yes, that's what I thought. They were told "Sign up for our mailing list and get a free ebook" in the text. The header was "Ebook - [title]". And then a big email input box with a submit button. But after that, they still had to double-confirm their subscription by clicking on an email link sent by Mailchimp.