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Email list

An email list is a store's own register of people it may send marketing emails to, built from signup forms, a box ticked at checkout and other subscriptions.

How it works

You have already paid for every visitor who came from an ad. A signup turns that paid visit into a contact you can reach again without buying another click. The first emails after a signup can go out as an automated email flow. What to offer and what to say is covered in the welcome email series.

Sending marketing email needs permission. In the EU that means prior consent, with one exception for the store’s own customers (ePrivacy Directive, Article 13). Gmail asks senders to mail only people who opted in, to confirm each address before subscribing it and to consider removing people who never open. Spam reports from uninterested recipients can lower your domain’s reputation, and with it deliverability.

Where you see it

In the email service. Klaviyo, for example, shows lists and segments together under “Lists & segments”. A list is static and grows as people subscribe; a segment changes as people meet its conditions.

Example

Example store, not client data.

The tableware shop gets 8,000 ad clicks a month at a cost per click of 5, so 40,000 of spend. If 2 in every 100 clicks end in a signup, the list gains 160 contacts a month. That is 1,920 a year before unsubscribes and unconfirmed addresses. The shop can reach these people again without paying for their clicks a second time.

Not to be confused with

  • Marketing consent — the permission itself. An address on the list does not prove that consent was given.
  • Customer Match — a Google Ads audience built by uploading customer emails or phone numbers. Your list can go into it, but for people in the European Economic Area only with their consent recorded.

Right and wrong readings

  • Wrong: “Everyone who has ordered can go on the newsletter list.” Right: the customer exception covers only offers of the store’s own similar products. It applies only if the customer could refuse when giving the address and can refuse in every email. Anything wider needs consent.

Sources