The Art of the Opt-In: Why List Building is Just the Beginning
Get actionable insights to help build opt-in form experiences that balance customer expectations with business goals—so you can create lasting relationships and drive revenue growth.
Trust, timing, and restraint at signup shape engagement, data quality, and retention across email and SMS.
This study was conducted by Intuit Mailchimp in partnership with Ascend2 to help brands move past passive, low-quality list growth and toward measurable revenue and healthy audiences.
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Fresh data collected from over 6,000 consumers and more than 2,000 marketers
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Comprehensive insights into regional behaviors from the US, UK, Canada, and Australia/New Zealand
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Tailored industry learnings from e-commerce, retail, entertainment, media, non-profits, higher education, and professional services
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A deep-dive analysis of consumer behavior and preferences by generation
The data tells a bigger story
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The attention gap
More people are getting more emails, but their attention spans aren’t keeping up.
The trust factor
Many brands are overestimating customer comfort with sharing their information.
The power of automation
Automation ensures consistency and follow-up, resulting in high engagement.
Quality over quantity
Customers want to hear from you, but on their own terms, and with messaging that’s valuable to them.