What Is an Email List (or Mailing List)?
An email list (also called a mailing list) is a collection of email addresses gathered by a business or organization to send communications to subscribers.
These communications may include:
- Newsletters
- Promotions
- Product updates
- Event invitations
- Transactional messages
- Educational content
An email list is the foundation of any email marketing strategy. It represents a direct, permission-based channel to reach your audience.
How an Email List Is Built
A high-quality email list is built through consent-based signup methods, such as:
- Website signup forms
- Landing pages
- Checkout opt-ins
- Event registrations
- Gated content (eBooks, webinars, guides)
- In-store or offline signups
Subscribers must knowingly provide their email address and agree to receive communications.
Buying, renting, or scraping email lists is strongly discouraged and often illegal under laws like CASL.
Email List vs Contact Database
An email list typically includes subscribed contacts who are eligible to receive marketing messages.
A contact database may include:
- Active subscribers
- Unsubscribed contacts
- Bounced addresses
- Suppressed contacts
Not every contact in your system should be emailed.
Why Email Lists Matter
An email list is one of the most valuable marketing assets a business can own.
Unlike social media platforms, where reach is controlled by algorithms, an email list gives you:
- Direct access to your audience
- Full control over communication
- Higher engagement potential
- Measurable performance
- Long-term relationship building
A well-maintained email list improves deliverability, engagement, and conversion rates.
Types of Email Lists
Marketing List
Used for promotional campaigns, newsletters, and product announcements.
Transactional List
Used for order confirmations, receipts, account notifications, and other service-related messages.
Segmented Lists
Divided based on:
- Demographics
- Location
- Purchase history
- Engagement level
- Preferences
Segmentation allows for more relevant messaging and better performance.
Growing an Email List the Right Way
To grow a healthy list:
- Offer clear value in exchange for signup
- Be transparent about what subscribers will receive
- Use double opt-in when possible
- Avoid pre-checked consent boxes
- Clearly explain frequency and content type
Quality matters more than quantity. A smaller, engaged list performs better than a large, inactive one.
Email Lists and Compliance
In Canada, email lists must comply with CASL.
This means:
- Obtaining express or valid implied consent
- Keeping records of consent
- Providing an easy unsubscribe option
- Processing unsubscribe requests promptly
Failure to comply can lead to penalties and deliverability issues.
Key Takeaway
An email list (or mailing list) is a permission-based collection of email addresses used to send marketing or transactional communications.
Building and maintaining a compliant, engaged email list is essential for successful email marketing and long-term audience growth.