Email list
A collection of email subscribers and their subscription details, used to send messages to people who asked to receive them.
An email list contains subscriber addresses and the information needed to manage communication, such as signup source, preferences, and subscription status. It is often called a mailing list or subscriber list. An address in a database is not automatically permission to send marketing.
If a signup form promises a weekly newsletter, the list records who subscribed to that publication. Someone who unsubscribes may remain in the database as a suppressed contact so they are not accidentally added to the next send.
List size and reachable audience are different. Unsubscribed, bounced, or suppressed contacts may appear in a contact total but should not receive the newsletter. Review active subscribers and engagement alongside the headline count, and retain consent information when moving providers.
Related terms and guides
Explore the glossary
Build your understanding of newsletters, social media, and audience growth, one topic at a time.