Whether you've started to prepare for next year's GDPR (General Data Protection Regulation) or not, it's worth remembering how important it is to listen your customers wishes, even if you think you've got something great to tell them about!

Despite GDPR not yet being in place, UK price comparison website Moneysupermarket.com has been fined £80,000 by Information Commissioner's Office (ICO) for sending emails to consumers who had previously opted out. Over 10 days in 2016, the company sent out 7.1 million to people who asked not to receive anymore emails. 

Whilst GDPR may appear daunting to some, sending emails to people who aren't interested in your email marketing, or business as a whole, will not produce any quality return to your business, and instead get you into trouble with a massive fine. 

For marketers, now is the time to not just try and get "GDPR ready" with their email marketing databases, but also to build a better understanding of their opt-ed recipients - what are they interested in receiving, why and when. Sounds a lot like marketing 101, doesn't it?