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Email Marketing Glossary.

Clear, no-fluff definitions of every email marketing term that matters—from open rates to double opt-in. 

 

Email List

An email list is the collection of contacts who have opted in to receive email from your business. Unlike social followers, it's an audience you own and can reach directly.

Also known as: mailing list, subscriber list, email marketing list

Your email list is one of the few marketing assets you truly own. Social platforms can change their algorithms or disappear, but your list travels with you — and lets you reach subscribers directly in their inbox.

Why is an email list important?

You own the relationship. No algorithm decides who sees your message, and email consistently returns among the highest ROI of any marketing channel. That makes list growth a foundational ecommerce priority.

How do you build an email list?

Capture emails with onsite signup forms and popups, offer a compelling lead magnet (a discount, quiz, guide, or email course), and give people a clear reason to subscribe. Paid ads and referral programs can accelerate growth.

Quality beats size

A smaller list of engaged, opted-in subscribers outperforms a big, cold one. Practice good list hygiene — remove inactive contacts and honor unsubscribes — to protect deliverability and keep engagement high.

Related terms

Lead Magnet List Segmentation Subscriber Opt-In Form Double Opt-In

Related reading from Drip

Quickly Build an Email List with Facebook Advertising 15+ Email List Building Strategies for E-Commerce

Frequently asked questions

What is an email list?
An email list is the group of people who have given you permission to email them. It's a first-party marketing asset you own outright, unlike an audience on a social platform.
How do you build an email list?
Add signup forms and popups to your site, offer a valuable lead magnet like a discount or guide, and make the benefit of subscribing clear. Referral programs and paid ads can speed things up. Always use permission-based, opt-in collection.
Why is an email list important for ecommerce?
Because you own it. Email isn't subject to social algorithm changes, reaches subscribers directly, and delivers some of the highest ROI in marketing. A healthy list powers your automated flows and campaigns.
Is a bigger email list always better?
No. A smaller list of engaged, opted-in subscribers outperforms a large, unengaged one and protects your deliverability. Regularly clean inactive contacts and remove hard bounces to keep your list healthy.
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