What is opt in opt out?

What makes Kudos different? We are not ignoring the fact that GDPR, PECR & privacy legislation is changing data marketing in Europe forever. And that’s not a bad thing. Consumers need to control their permissions, their data and how your business uses their data. The Privacy and Electronic Communications Regulations 2003 (PECR) has been law since 2003 but most companies have not been compliant, with regards to email and telephone communications. Ignore PECR at your peril! GDPR went live across Europe on 25th May 2018. Ignore GDPR at your peril!

So how do we help clients turn a legislative nightmare of complying with GDPR & PECR into a success story? Through understanding GDPR, providing advice and consultancy and through our The Preference Centre technology! See here for a real-world case study from The Woodland Trust charity.

maximising opt-in rates | Kudos Data SolutionsAnd then by helping you to use the technology to maximising opt-ins. We do this through insight, analytics, and strategic planning. Of which we are masters! Through robust testing of statements and different approaches, split cell testing and statement deployment, understanding the cross-channel consent metrics, audience segmentation and developing an optimal consent journey. Through developing granular consent strategies. Basically by taking a higher-level view of the post-GDPR landscape and planning for it.

At Kudos, we see technology as an enabler. The Preference Centre enables brands to be compliant and to manage all aspects of consent and permissions, including statement testing, self-service permission management, split cell testing, bi-directional integration with existing infrastructure and much more. It’s a very clever piece of tech. But it’s how that tech is utilised that drives post-GDPR success.

The Preference Centre was designed and developed around what are the crucial aspects of data-marketing for the future. And now that future has arrived, in the legislative form of GDPR!

But The Preference Centre is about more than just complying with legislation. It enables brands to give consumers control and choice over how they are marketed to, by whom and about what. Yes, GDPR is bureaucratic and legislative. But the central premise of putting consumers in control of the use of their data is fundamentally a correct, ethical and morally right concept. What’s more, consumers want it. The public is jaded by junk mail and spamming. They want it to change and they will appreciate and value the brands that clearly give them choice and control. To quote from the ICO paper “Doing consent well should put individuals in control, build customer trust and engagement, and enhance your reputation”

GDPR & PECR – A Positive Vision

maximising opt-in rates | Kudos Data SolutionsConsumers will appreciate and value the brands that clearly give them choice and control. If done right, those brands will then generate a higher level of engagement and loyalty from the customer/supporter/stakeholder base. By opting in, (or by not opting-out of Legitimate Interests!)  a consumer is showing the highest level of interest in your cause, product or organisation. That is gold-dust! It is the best way to do a value segmentation of all consumers who touch the brand in some way – if they opt-in, (or don’t opt out), they are interested and you should focus your effort on them. So whilst GDPR will result in a smaller active customer/supporter/stakeholder base than pre-GDPR, the base will be of higher engagement and probably higher value than the current average. That means lower campaign and admin costs and higher responses. That equals improved ROI and maximising opt-in rates. And that is a good thing for all involved.

So contact us today and join our growing number of clients who “do consent well”, who are the trusted brands of the future, who have maximised positive consent it will also help with maximising opt-in rates.

Contact us today to see how we can improve your data

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Having previously been part of the Qbase Group, we have worked with Mark and the kudos team since inception. Their knowledge of data-based marketing, attention to detail and project management is exemplary and sets them apart from the rest of the pack.
preference management testimonial Ian Johnstone


We have worked with the Kudos team for over 10 years and have a great working relationship. Kudos always go above and beyond to ensure that they can fulfil their client’s requirements and what Kudos don’t know about data is not worth knowing! They are always on the phone to discuss client briefs and we have the pleasure to call them a partner. They are a hardworking and very approachable team and we look forward to working with them for many more years.
preference management testimonial James Urquhart

Sales & Operations Director, MIB

DBS have had the pleasure of dealing with the management team of Kudos Data Solutions for nearly 10 years. In that time, their approach to understanding the needs and wants of their clients has been second to none coupled with a professional and efficient approach to all projects. Kudos always look to innovate in the data driven industry, both from a communications and engagement level. Kudos are a key partner for DBS and we hope to continue that relationship long into the future.
preference management testimonial Gary Brandon

Commercial Director, DBS

I have had the pleasure of working with the Kudos team for over 10 years now. Their desire to put their client’s briefs at the heart of everything they do makes them stand out within the industry. Always looking for unique, dynamic and value adding solutions to suit the activities and visions presented to them. They excel at thinking outside of the box and have built up strong relationships within the industry and their client base due to their sector leading ‘customer focus’ approach. A professional, hardworking and diligent team, who are innovative and ethical at all times, I have no hesitation in recommending for any of your data solution needs.
preference management testimonial Jason Rayne

BDM, Data8

We have worked with Mark and his team for 6 years due to their expertise in the Fleet sector and their access to high ROI fleet data sources. These include their own in-house Fleet Universe and 3rd party datasets. We utilise a combination of actual tele-marketed leads and also propensity-modelled records which are scored by Kudos according to the business profile. This approach has worked consistently.
preference management testimonial Beverley Mason

Group Marketing Manager, Bauer Media

Jane and her team have provided fantastic customer service to us over the years and Kudos still come up with the goods each month! They are able to locate and source niche lists as well as provide large-volume datasets and they negotiate hard on our behalf to reduce data costs.
preference management testimonial Rachel Betts

Campaign Manager UK, Brady Corporation

We use Kudos' National Business Universe and their National Consumer Universe for numerous purposes, including Supporter enhancements, which greatly supports our Single Supporter View and also profiling and target corporate prospects and undertake market sizing around Goodison Park and nationally. This drives our ticket sales and merchandising activities - both consumer and corporate.
preference management testimonial Michael Gittins

Data Scientist, Everton Football Club

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