Your marketing database is NOT your audience!
When you send the same blanket message to everyone on your database you are not building an audience. You are just talking about a group of people.
The difference between your subscribed audience and your marketing database is the reason they are giving their information.
A subscriber doesn’t sign up only for the immediate content asset. A subscriber also signs up for what they’re going to get down the road.
This article is published on:https://contentmarketinginstitute.com/2020/06/audience-not-marketing-database/