It's not the first time I've heard that GDPR doesn't necessarily have to be all doom and gloom for businesses. As I witnessed at a recent Pardot User Group, it can also be seen as an opportunity for marketers. It is no doubt an important set of regulations to be aware of and adhere to but if you are already delivering on data collection best practice then you will be part of the way there. 

Putting the customer first ensures you build processes that are both fair and relevant for the user. The benefits to your business are paramount with engaged and active prospects who want to receive your communications and who are more likely to become loyal customers. 

So our advice? Review the data you already have and what permissions you already hold to contact them. Work out how current prospects are being opted in and consider whether it is a clear enough statement and expresses explicit consent. Next ensure your customers preferences are properly maintained as their interests, requirements and circumstances change over time.