>> Exclude .txt files [! CASE SENSITIVE]
$ rsync -avz --exclude '*.txt' source/ destination/

>> Exclude from file list
$cat exclude-list.txt 
*.JPG
*.TMP
*.PDF
*.jpg
*.tmp
*.pdf
*.zip
relative/path1/
relative/path2/

$ rsync -avz --exclude-from 'exclude-list.txt' /source/path/ /dest/path/ | tee rsync-report.txt

>> Exclude directory 
$ rsync -avz --exclude 'folder1_within_source' --exclude 'folder2_within_source/subfolder2' source/ destination/