"To get the right message to the right person at the right time you first need to get the right data to the right database at the right time." – John Caldwell The success of your email marketing efforts will only be successful if you start with the right list. Your email marketing list should consist of past, current, and prospective customers. Your efforts should be focused on reaching an engaged audience that is interested in what your organization has to offer. If you’re pushing information out to people who aren’t interested, you are wasting your time and building a bad email marketing reputation. In order to grow this list, make sure you have opportunities to opt-in throughout your website and blog.