As tracking weakens and retargeting becomes less reliable, opt-in has quietly become one of the most valuable moments in marketing. Intuit is making that case forcefully with a new global report that suggests list building isn’t the finish line—it’s where the real work begins.

Intuit Inc. (Nasdaq: INTU) has released The Art of the Opt-In: Why List Building is Only the Beginning, a research report developed by Intuit Mailchimp in partnership with Ascend2. Drawing on insights from thousands of marketers and consumers across the U.S., Canada, the U.K., and Australia/New Zealand, the report maps a widening gap between what brands ask for at opt-in—and what consumers are actually willing to give.

The conclusion is blunt: brands are still optimizing for volume, while consumers are optimizing for trust.

Opt-In Is the Last Clean Signal

In a marketing ecosystem shaped by privacy regulation, signal loss, and platform fragmentation, opt-in has become something rare—a moment of explicit permission.

“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,” said Matt Cimino, product manager at Intuit Mailchimp. “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.”

That framing reflects a broader shift underway in MarTech. As third-party data erodes, first-party relationships are no longer just valuable—they’re fragile. The inbox and SMS channel are increasingly guarded spaces, and consumers are far more selective about who they let in.

Marketers Have Lists—But Not Confidence

The data reveals a paradox at the heart of modern marketing execution.

Nearly all marketers maintain email and SMS lists. Yet:

• Fewer than one-third consider their lists “very high quality”

• Only 8% report conversion rates above 20%

• Just 21% have fully automated email and SMS campaigns

• Only one-third feel very confident about which channels drive opt-ins

In other words, most brands are collecting contacts—but few are convinced those contacts will actually convert.

That lack of confidence has consequences. Without clarity on source, intent, or preference, marketers struggle to personalize responsibly. The result is more messaging, not better messaging—fueling consumer fatigue.

Consumers Are Paying Less Attention, Not More

On the other side of the relationship, consumers are noticing the increase in marketing messages—but that doesn’t mean it’s working.

According to the report:

• Only 40% of consumers say they’re paying more attention to marketing emails and texts

• About 25% say they’re tuning these channels out more than a year ago

For those who remain engaged, the expectations are clear:

• 56% want content that genuinely adds value

• 40% want messaging frequency that doesn’t feel like spam

The problem isn’t the channel. It’s relevance.

Asking Too Much, Too Soon

One of the report’s most telling findings highlights how early missteps at opt-in can erode trust before a relationship even starts.

For example:

• 65% of brands ask for a phone number in popup forms

• Only 28% of consumers are willing to provide it

That gap signals a trust mismatch. Brands are optimizing for downstream value, while consumers are still deciding whether the relationship is worth starting.

“Most opt-ins come up short because they’re created only thinking about what the business needs, not what the customer actually wants,” Cimino explained.

The data suggests brands perform better when they focus on high-intent moments rather than intrusive interruptions:

• 50% of consumers are more likely to opt in after browsing

• 39% are more likely during checkout

Timing, context, and restraint matter more than aggressive data capture.

Trust Is Generational—and Visual

The report also reveals sharp generational differences in how trust is formed.

• 39% of Gen Z assume brands will follow privacy laws

• That number drops to just 19% among Baby Boomers

For younger consumers, trust is often immediate and design-driven:

• 43% of Gen Z say clean, simple design makes them more comfortable completing opt-in forms

• Only 29% of Boomers+ say the same

This suggests that for Gen Z, trust is communicated visually and experientially, not through fine print or lengthy explanations. For older audiences, skepticism remains higher—and harder to overcome.

Automation Separates List Builders From Leaders

One of the report’s clearest signals is the role of automation in closing the relevance gap.

Brands that consider their contact lists best-in-class—dubbed “List Quality Leaders”—are:

• 3x more likely to have fully automated email and SMS programs

• More likely to run structured welcome series (64% vs. 53%)

• More likely to deploy cross-sell and upsell flows (45% vs. 36%)

Automation, in this context, isn’t about sending more messages. It’s about responding appropriately, consistently, and at scale.

Omnichannel Orchestration Beats Channel Optimization

The research also challenges channel-by-channel thinking.

Brands with highly aligned omnichannel messaging and timing report significantly higher value across nearly every channel:

• Organic social: 62% vs. 43%

• Paid social: 56% vs. 40%

• Emerging channels like generative engines: 10% vs. 5%

The implication is clear: when channels reinforce each other, each one performs better. When they operate in silos, even strong channels underperform.

This is especially relevant as AI-driven discovery reshapes how consumers find and evaluate brands. Opt-in no longer sits downstream of awareness—it’s part of a continuous, cross-channel conversation.

Data Isn’t the Problem—Fragmentation Is

Despite access to more data than ever, marketers struggle to turn signals into relevance.

Only:

• 30% use preference or frequency data

• 29% use browsing behavior

These are among the strongest predictors of engagement, yet they remain underutilized—largely because data lives in disconnected systems.

“Relevance comes from clarity, not volume,” said Diana Williams, Vice President of Product, Intuit Mailchimp. “When data is fragmented, even the best intentions fall short.”

Mailchimp’s strategy, as outlined in the report, centers on unifying behavioral signals, automations, and omnichannel insights so marketers can act with confidence—not guesswork.

Why This Matters Now

The timing of the report is notable.

As privacy regulations tighten and AI reshapes discovery, permission-based marketing is becoming the foundation of sustainable growth. Opt-in is no longer a mechanical step—it’s a value exchange that sets the tone for the entire relationship.

Brands that treat opt-in as a checkbox will continue to see list fatigue and declining engagement. Those that treat it as a moment of trust—earned through relevance, restraint, and clarity—stand to build relationships that compound over time.

The Takeaway

The Art of the Opt-In makes a simple but uncomfortable point: most brands are still designing opt-ins for themselves, not for their customers.

In a world where attention is scarce and permission is precious, list building is no longer the goal. Earning the right to stay relevant is.

For marketers navigating signal loss, AI disruption, and rising consumer skepticism, the opt-in moment may be the most strategic lever left—and one too often mishandled.

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