[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"detail-sidebar-cat-1-en-105":3,"doc-seo-254003-105":53,"doc-detail-254003-en":127},{"code":4,"msg":5,"data":6},0,"success",[7,14,19,24,29,34,39,44,49],{"id":8,"doc_module":9,"doc_module_name":10,"category_name":11,"show_sort_weight":12,"slug":13},11,1,"Template","Presentations",90,"presentations",{"id":15,"doc_module":9,"doc_module_name":10,"category_name":16,"show_sort_weight":17,"slug":18},12,"Resumes",80,"resumes",{"id":20,"doc_module":9,"doc_module_name":10,"category_name":21,"show_sort_weight":22,"slug":23},14,"Invoices",70,"invoices",{"id":25,"doc_module":9,"doc_module_name":10,"category_name":26,"show_sort_weight":27,"slug":28},15,"Posters",60,"posters",{"id":30,"doc_module":9,"doc_module_name":10,"category_name":31,"show_sort_weight":32,"slug":33},16,"Social Media",50,"social-media",{"id":35,"doc_module":9,"doc_module_name":10,"category_name":36,"show_sort_weight":37,"slug":38},17,"Forms",40,"forms",{"id":40,"doc_module":9,"doc_module_name":10,"category_name":41,"show_sort_weight":42,"slug":43},18,"Letters",30,"letters",{"id":45,"doc_module":9,"doc_module_name":10,"category_name":46,"show_sort_weight":47,"slug":48},21,"Paper Templates",5,"papers-templates",{"id":50,"doc_module":9,"doc_module_name":10,"category_name":51,"show_sort_weight":4,"slug":52},158,"General","general-158",{"code":4,"msg":54,"data":55},"ok",{"site_id":56,"language":57,"slug":58,"title":59,"keywords":60,"description":61,"schema_data":62,"social_meta":120,"head_meta":122,"extra_data":124,"updated_unix":126},105,"en","new-intuit-mailchimp-report-reveals-what-marketers-overlook-at-the-opt-in-moment-and-why-it-matters-press-release","New Intuit Mailchimp Report Reveals What Marketers Overlook at the Opt-In Moment and Why It Matters - Press release","","February 4, 2026, Intuit Mailchimp released “The Art of the Opt-In: Why List Building is Only the Beginning,” based on findings from thousands of marketers and consumers. The report explains how opt-in expectations shape brand-customer relationships, highlighting gaps between signup requests and consumer trust, including friction from early phone-number collection. It outlines opportunities through high-intent moments, age-based trust differences, and list-quality practices like automation and omnichannel orchestration.",{"@graph":63,"@context":119},[64,80,102],{"@type":65,"itemListElement":66},"BreadcrumbList",[67,71,74,77],{"item":68,"name":69,"@type":70,"position":9},"https://docshare.wps.com","Home","ListItem",{"item":72,"name":10,"@type":70,"position":73},"https://docshare.wps.com/template/",2,{"item":75,"name":41,"@type":70,"position":76},"https://docshare.wps.com/template/letters/",3,{"item":78,"name":59,"@type":70,"position":79},"https://docshare.wps.com/template/new-intuit-mailchimp-report-reveals-what-marketers-overlook-at-the-opt-in-moment-and-why-it-matters-press-release/254003/",4,{"url":78,"name":59,"@type":81,"image":82,"author":87,"headline":59,"publisher":90,"fileFormat":93,"inLanguage":57,"description":61,"dateModified":94,"datePublished":95,"encodingFormat":93,"isAccessibleForFree":96,"interactionStatistic":97},"DigitalDocument",{"url":83,"@type":84,"width":85,"height":86},"https://docshare.wps.com/thumbnails/new-intuit-mailchimp-report-reveals-what-marketers-overlook-at-the-opt-in-moment-and-why-it-matters-press-release/254003.png","ImageObject",442,249,{"name":88,"@type":89},"Fez","Person",{"url":68,"name":91,"@type":92},"DocShare","Organization","application/pdf","2026-10-26","2026-09-13",true,{"@type":98,"interactionType":99,"userInteractionCount":101},"InteractionCounter",{"@type":100},"ViewAction",7,{"@type":103,"mainEntity":104},"FAQPage",[105,111,115],{"name":106,"@type":107,"acceptedAnswer":108},"What is the main focus of Intuit Mailchimp’s new opt-in report?","Question",{"text":109,"@type":110},"The report focuses on why the opt-in moment matters and how signup choices shape engagement, data quality, and retention across email and SMS.","Answer",{"name":112,"@type":107,"acceptedAnswer":113},"Why do many brands struggle with opt-in conversion and list quality?",{"text":114,"@type":110},"Many marketers rate their lists as low quality and only a small share sees high conversion rates, often due to limited automation, weak tracking confidence, and signup requests that exceed consumer trust thresholds.",{"name":116,"@type":107,"acceptedAnswer":117},"Which strategies does the report recommend to improve opt-in outcomes?",{"text":118,"@type":110},"It recommends aligning signup requests with high-intent behaviors (like browsing and checkout), using trust-building personalization such as relevance and cadence, and enabling automation and omnichannel orchestration across channels.","https://schema.org",{"og:url":78,"og:type":121,"og:title":59,"og:site_name":91,"og:description":61},"article",{"robots":123,"canonical":78},"index,follow",{"doc_id":125,"site_id":56},254003,1790210568,{"code":4,"msg":5,"data":128},{"doc_id":125,"user_id":129,"nickname":88,"user_avatar":130,"doc_module":9,"category_id":40,"category_name":41,"doc_title":59,"doc_description":61,"doc_content":131,"file_id":132,"file_url":133,"file_type":134,"file_size":135,"view_count":101,"is_deleted":4,"is_public":9,"is_downloadable":9,"audit_status":9,"page_count":76,"language":136,"language_code":57,"site_id":56,"html_lang":57,"table_of_contents":137,"faqs":138,"seo_title":139,"seo_description":61,"update_tm":140,"read_time":9},2336478940794,"https://ap-avatar.wpscdn.com/davatar_9964176cb1d06d4a9deccf72a44ae3dc","February 4 , 2026  \nNew Intuit Mailchimp Report Reveals What Marketers Overlook at the Opt-In Moment and Why It Matters  \nThe Art of the Opt-In finds that trust, timing, and restraint at sign-up shape engagement, data quality, and retention across email and SMS  \n The opt-in moment sets expectations for the entire brand-customer relationship , and many marketers overestimate how much data consumers wish to share. But tying signup requests to high-intent behaviors , like browsing or checkout, could bridge the gap.  \n Trust builds differently across age groups. In fact, 39% of Gen Z assume brands will follow privacy laws compared to just 19% among Baby Boomers.  \n After sign-up , high-performing lists rely on personalization , relevance , cadence , and automated execution. But less than one-third of marketers consider their email and SMS lists to be “very high quality” and only 8% see opt-in conversion rates above 20% .  \nMOUNTAIN VIEW , Calif.--(BUSINESS WIRE) --  Intuit Inc. ( Nasdaq: INTU) , the global financial technology platform that makes  Intuit TurboTax, Credit Karma, QuickBooks, and Mailchimp  , today released a new report, The Art of the Opt-In: Why List Building is Only the Beginning. Developed by Intuit Mailchimp and Ascend2 , this report includes findings from thousands of marketers and consumers across the United States , Canada , the United Kingdom , and Australia/ New Zealand , outlining practical guidance to close the gap between consumer expectations and marketing execution at opt-in and beyond.  \nThis press release features multimedia. View the full release here:  \n[https://www.businesswire.com/news/home/20260204721675/en/](https://www.businesswire.com/news/home/20260204721675/en/)  \nOpt-in strategy can shape not just how subscribers engage , but whether brands have what they need to keep those relationships relevant and valuable.  \n“As tracking and retargeting become more complex , the opt-in stands out as  \none of the few moments when a brand can earn a direct relationship-with permission ,” 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.”  \nThe data shows that early opt-in decisions can shape not just how subscribers engage , but whether brands have what they need to keep those relationships relevant and valuable. The modern consumer is skeptical about inviting a brand into the inbox; marketers prove they belong there by asking for (and , later, acting on) data that allows for a personalized , benefitdriven customer conversation.  \nThe Striking Gap Between Marketing Strategies and Consumer Preferences  \nThe Art of the Opt-In report found that nearly all marketers maintain email and SMS lists , but less than one-third consider their lists to be “very high quality ,” and only 8% see conversion rates above 20% . Lack of sophisticated tools may be a factor; only 1 in 5 brands (21%) have fully automated their email and text campaigns , and only a third feel very confident that they can track which channels drive sign-ups.  \nMeanwhile , most consumers have noticed an uptick in marketing emails and texts , but only 40% say they are paying more attention , and about a quarter admit they are tuning out these channels more than they did a year ago. Those who stay subscribed say they want content that actually adds value (56%) and messages at a frequency that doesn't feel like spam (40%) . But many opt-in strategies misjudge customer trust from the start: 65% of brands ask for a phone number in their popup forms , for example , but only 28% of consumers are willing to hand it over, suggesting that brands are overstepping consumer trust thresholds by asking for high-friction data too early.  \n“Most opt-ins come up short because they’re created only thinking about what the business needs , not what the customer actually wants ,” explains Cimino. Instead of relyi","cbCaiidpD970EBfB","https://ap.wps.com/l/cbCaiidpD970EBfB","pdf",51469,"English","# New Intuit Mailchimp report overview\n## Opt-in moment expectations and data quality\n## Trust differences by age and signup friction\n## Gap between marketing strategies and consumer preferences\n## Automation and omnichannel orchestration insights","[{\"question\":\"What is the main focus of Intuit Mailchimp’s new opt-in report?\",\"answer\":\"The report focuses on why the opt-in moment matters and how signup choices shape engagement, data quality, and retention across email and SMS.\"},{\"question\":\"Why do many brands struggle with opt-in conversion and list quality?\",\"answer\":\"Many marketers rate their lists as low quality and only a small share sees high conversion rates, often due to limited automation, weak tracking confidence, and signup requests that exceed consumer trust thresholds.\"},{\"question\":\"Which strategies does the report recommend to improve opt-in outcomes?\",\"answer\":\"It recommends aligning signup requests with high-intent behaviors (like browsing and checkout), using trust-building personalization such as relevance and cadence, and enabling automation and omnichannel orchestration across channels.\"}]","New Intuit Mailchimp Report Reveals What Marketers Overlook at the Opt-In Moment and Why It Matters - Press release | PDF",1789272918]