Opt out or opt in: making the right decision for your business

Opt out or opt in? It’s a choice that many UK consumers feel they are  denied. While this isn’t true, most businesses use an opt-out strategy for customer consent, which means unless people decide not to receive direct marketing, their data is collected. But this makes consumers more likely to opt out because they fear losing control of personal data, say DVL Smith’s Patrick Young and Royal Mail’s Mike West.

Their research reveals that not only is this tactic failing to maximise consent as increasing numbers of customers tick that opt-out box, but firms are also failing to improve their data collection strategies.

Areas covered include:

* Best practice and alternative approaches.

* The main arguments for and against moving to an opt-in strategy.

* Industry trends and which sectors favour opt-in.

* Addressing consumer concerns about data security.