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Leading opt-in incentives according to marketers and consumers in English-speaking markets worldwide as of November 2025

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Sources

Release date

February 2026

Region

Australia, Canada, New Zealand, United Kingdom, United States

Survey time period

October and November 2025

Number of respondents

8,249*

Age group

18-79 years

Method of interview

Online panel

Supplementary notes

* The source surveyed 6,192 adults who engaged personally with a brand's marketing SMS messages or emails during the two years preceding the survey, and 2,057 marketers working with email or SMS list growth, audience targeting, deliverability, customer retention, and/or omnichannel strategy.

Multiple answers were possible.

Citation formats

Leading opt-in incentives for marketers and consumers worldwide 2025

Published by ÌÇÐÄÆƽâ°æ Research Department, Mar 16, 2026

During a late 2025 survey fielded in the United States, Canada, the United Kingdom, Australia, and New Zealand, approximately ** percent of responding marketers considered discount or promo codes an effective opt-in incentive. Among participating consumers, the share stood at ** percent. Meanwhile, ** percent of marketers and ** percent of consumers found event or webinar signups effective. According to the same study, privacy concerns ranked among the leading reasons for consumers to unsubscribe from brands' emails and SMSs.

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