The opt-in advantage: How to build an audience that wants to hear from you
Katy Pilar, local marketing lead at Intuit Mailchimp, unpacks how zero-party data is becoming the most powerful and trusted asset for brands navigating the new privacy-first era.
Today’s marketers have stepped into a new era of audience-based growth. With stricter privacy regulations and the sunset of third-party cookies, many traditional data-driven advertising methods are becoming less effective and harder to execute at scale. Brands are having to rethink the ways they reach and keep customers.
In this state of play, consent-based marketing, also known as opt-in lead generation, is emerging as one of the most effective and ethical ways to build a high-quality customer base. Research from Intuit Mailchimp shows that around three in five consumers in Australia and New Zealand are willing to share their personal data in exchange for value.
Ultimately, the best customers are those actively choosing you. And when people want to hear from your brand, it’s easier to drive long-term engagement and customer loyalty. But how do you earn that critical ‘yes’?
