Also called mailing list, subscriber list
An email list is the set of contacts who have agreed to receive email from you, and the only major audience channel a creator actually owns.
A list is an asset because it is portable. It survives a platform ban, an algorithm change and a move between tools, which is not true of any social following. That property, rather than any performance metric, is the reason it keeps being recommended.
Lists decay. Addresses go stale, interest fades, and a list untouched for a year performs far worse than its size suggests. Sending regularly is what keeps it alive; hoarding addresses for a future launch is what kills it.
Deliverability depends on engagement. Continuing to mail people who never open teaches inbox providers to filter you, which harms the subscribers who do want to hear from you.
In practice
A 3,000-subscriber list mailed monthly outperforms a 12,000-subscriber list mailed twice a year, on both opens and sales.
Common mistake
Buying or scraping addresses. It is illegal in most jurisdictions under consent rules, and it destroys deliverability for the contacts who did opt in.
Read more on this
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