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New Intuit Mailchimp Report Reveals What Marketers Overlook at the Opt-In Moment and Why It Matters

Intuit Mailchimp’s new “Art of the Opt‑In” report reveals that most marketers misjudge consumer willingness to share data, leading to low‑quality email and SMS lists. Only a third of marketers rate their lists as very high quality, and merely 8% see opt‑in conversion rates above 20%, while automation adoption remains limited at 21%. The study highlights that trust varies by age, with Gen Z more confident in brand privacy compliance, and that targeting high‑intent moments such as browsing or checkout dramatically improves sign‑up rates. It also shows that fully automated, omnichannel orchestration can triple the odds of achieving best‑in‑class list quality.