You don't own audiences

Marketers like to talk about “owned audiences”.

They think because they have an email addresss, it’s an “owned audience”.

They’re wrong.

Having an email address in your database hasn’t “earned” you the right to be heard. Or liked. Or bought from.

You “own” the database… but you don’t own the records.

So put on a show worthy of their attention, affection, and consideration.