As ICSC approaches, most people focus on schedules, meetings, and travel logistics. What often gets overlooked is one of the most important pieces of preparation: your email list. Before the conference even begins, your list should be reviewed, refined, and aligned with your current goals.
Over the course of a year, your network evolves. New relationships are formed through deals, introductions, and ongoing conversations. If those contacts aren’t captured and incorporated into your outreach, you’re missing an opportunity to deepen connections that are already in motion. Revisiting your list ensures that the people you’ve recently met are included in your communication and invited into the next stage of the relationship.
At the same time, your priorities shift. The people you wanted to meet last year may not be the same as the ones you need to connect with now. Whether you’re targeting new markets, expanding service lines, or pursuing different types of deals, your outreach list should reflect that direction. Being intentional about who you want to connect with allows you to approach ICSC with purpose rather than reacting in the moment.
There’s also a practical reality to account for; this industry moves quickly. Contacts change roles, move to new organizations, or update their email addresses more often than we realize. An outdated list can lead to missed connections or messages that never reach their intended recipients. Taking the time to verify and update your contacts ensures your outreach is both accurate and effective.
When you bring these elements together, your email list becomes more than a database of people; it becomes a strategic tool. It allows you to communicate ahead of the conference, set meetings with intention, and reinforce relationships before you ever get to Vegas. That preparation creates momentum, making your time at ICSC more productive and focused.
Ultimately, revisiting your email list each year is about aligning your relationships with your strategy. It’s a simple step that often gets skipped, but it plays a critical role in how effectively you show up, connect, and follow through.
