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Intuit Mailchimp has released "The Art of the Opt-In: Why List Building is Only the Beginning," a comprehensive report developed with Ascend2. The study, based on insights from thousands of marketers and consumers across the US, Canada, UK, and Australia/New Zealand, shows that the opt-in moment critically shapes long-term engagement, data quality, and retention in email and SMS marketing. Many brands overestimate consumer willingness to share data, while high-intent triggers and trust-building elements can significantly improve outcomes.
The report underscores that the opt-in is one of the few direct, permission-based touchpoints brands have with consumers amid increasing privacy scrutiny and complex tracking restrictions. What brands request—and how—at sign-up directly influences subscriber trust, data quality, and future engagement. Missteps, such as asking for high-friction data like phone numbers too early, often erode willingness to share, while strategic timing tied to high-intent behaviors can close the gap between marketer needs and consumer comfort.
Matt Cimino, product manager at Intuit Mailchimp, noted: “As tracking and re-targeting become more complex, the opt-in stands out as one of the few moments when a brand can earn a direct relationship—with permission. Sign-up is the first signal that someone is willing to engage, and what a brand does in that moment sets expectations for everything that comes next.”
Despite near-universal use of email and SMS lists, performance lags: fewer than one-third of marketers view their lists as very high quality, and only 8% achieve opt-in conversion rates exceeding 20%. Automation remains underutilized, with just 21% of brands fully automating campaigns and only a third confident in tracking channel attribution for sign-ups.
Consumers report growing fatigue with marketing messages, with about a quarter tuning out email and SMS more than last year. Those who stay engaged cite value-driven content and respectful frequency as key factors. The report highlights a clear disconnect: brands frequently over-ask at opt-in (e.g., 65% request phone numbers in popups vs. 28% consumer willingness), while under-leveraging high-intent moments that naturally boost conversion.
Trust at opt-in varies significantly by age group. Gen Z shows higher baseline confidence in brands following privacy laws (39%) compared to Baby Boomers (19%). Visual and experiential cues also differ: 43% of Gen Z feel more comfortable with clean, simple form designs versus 29% among older demographics. These insights suggest tailored approaches—simpler, more transparent forms for younger audiences—can improve opt-in success.
Top-performing “List Quality Leaders” stand out through automation: they are three times more likely to fully automate email and SMS, and they more frequently deploy welcome series (64% vs. 53%) and cross-sell/upsell flows (45% vs. 36%). Brands with strong omnichannel orchestration report substantially higher perceived value across channels, including emerging ones like generative engines.
Diana Williams, Vice President of Product, Intuit Mailchimp, stated: “This research reinforces what marketers are feeling every day: relevance comes from clarity, not volume. When data is fragmented, even the best intentions fall short. Our focus is removing that friction by bringing behavior signals, automations, and omnichannel insights together so marketers can confidently turn every interaction into a chance to build trust and long-term growth.”
The report recommends shifting from volume-focused list building to quality-driven, permission-based growth. Marketers should prioritize high-intent triggers, respect consumer trust thresholds, leverage automation for relevance and cadence, and unify fragmented data signals to deliver personalized, timely experiences. These practices not only improve opt-in performance but also sustain long-term subscriber value and retention.
About Intuit
Intuit is the global financial technology platform that powers prosperity for the people and communities we serve. With approximately 100 million customers worldwide using products such as TurboTax, Credit Karma, QuickBooks, and Mailchimp, we believe that everyone should have the opportunity to prosper. We never stop working to find new, innovative ways to make that possible. Please visit us at Intuit.com and find us on social for the latest information about Intuit and our products and services.
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