Each year your contacts database will decay. What should you begin with to cater to your contacts' needs?

Focusing on the right contacts in your database is crucial because the effectiveness of your email marketing efforts largely relies on the relevance and engagement of your audience. Over time, as contacts change jobs, lose interest, or change their email addresses, the data within your database becomes less reliable and more likely to lead to lower engagement rates.

By starting with the right contacts, you prioritize ensuring that your audience is made up of individuals who are genuinely interested in what you have to offer. This may involve segmenting your audience based on their interactions with your brand, such as past purchases, engagement with previous emails, and expressed interests. It allows for tailored content that resonates more deeply with those recipients, ultimately leading to better open rates, click-through rates, and conversions.

While updated templates, new marketing platforms, and budget reviews are all relevant considerations for enhancing your email marketing strategy, without a focus on the right contacts, these efforts may not yield the desired results. The foundation of successful email marketing is understanding and catering to the needs and preferences of your audience, making the right contacts a priority.