A mailing list is a collection of names and addresses used by an individual or an organization to send material to multiple recipients. The term is often extended to include the people subscribed to such a list, so the group of subscribers is referred to as "the mailing list", or simply "the list." Transmission may be paper-based or electronic. Each has its strength, although a 2022 article claimed that "direct mail still brings in the lion’s share of revenue for most organizations."

Types

At least two types of mailing lists can be defined: * an ''announcement list'' is closer to the original sense, where a "mailing list" of people was used as a recipient for newsletters, periodicals or advertising. Traditionally this was done through the

postal system The mail or post is a system for physically transporting postcards, letters, and parcels. A postal service can be private or public, though many governments place restrictions on private systems. Since the mid-19th century, national postal syst ...

, but with the rise of

email Electronic mail (email or e-mail) is a method of exchanging messages ("mail") between people using electronic devices. Email was thus conceived as the electronic ( digital) version of, or counterpart to, mail, at a time when "mail" mean ...

, the electronic mailing list became popular. This type of list is used primarily as a one-way conduit of information and may only be "posted to" by selected people. This may also be referred to by the term ''newsletter''. Newsletter and promotional emailing lists are employed in various sectors as parts of

direct marketing Direct marketing is a form of communicating an offer, where organizations communicate directly to a pre-selected customer and supply a method for a direct response. Among practitioners, it is also known as ''direct response marketing''. By ...

campaigns. * a 'discussion list' allows subscribing members (sometimes even people outside the list) to post their own items which are broadcast to all of the other mailing list members. Recipients may answer in similar fashion, thus, actual discussion and information exchanges can occur. Mailing lists of this type are usually topic-oriented (for example, politics, scientific discussion, health problems, joke contests), and the topic may range from extremely narrow to "whatever you think could interest us". In this they are similar to

Usenet Usenet () is a worldwide distributed discussion system available on computers. It was developed from the general-purpose Unix-to-Unix Copy (UUCP) dial-up network architecture. Tom Truscott and Jim Ellis conceived the idea in 1979, and it was ...

newsgroup A Usenet newsgroup is a repository usually within the Usenet system, for messages posted from users in different locations using the Internet. They are discussion groups and are not devoted to publishing news. Newsgroups are technically distinct ...

s, another form of

discussion group A discussion group is a group of individuals, typically who share a similar interest, who gather either formally or informally to discuss ideas, solve problems, or make comments. Common methods of conversing including meeting in person, conducting ...

that may have an aversion to off-topic messages. Historically mailing lists preceded email/web forums; both can provide analogous functionalities. When used in that fashion, mailing lists are sometimes known as ''discussion lists'' or ''discussion forums''. Discussion lists provide some advantages over typical web forums, so they are still used in various projects, notably

Git Git () is a distributed version control system: tracking changes in any set of files, usually used for coordinating work among programmers collaboratively developing source code during software development. Its goals include speed, data in ...

and Debian. The advantages over web forums include the ability to work offline, the ability to sign/encrypt posts via GPG, and the ability to use an e-mail client's features, such as filters.

Tracking

Mailers want to know when items are delivered, partly to know how to staff call centers. Salting (or seeding) their lists enables them to compare delivery times, especially when time-of-year affects arrival delays. It may also provide information about poor handling of samples. Having seeded entries in an eMail list simplifies tracking who may have "borrowed" the list without permission.

More definitions

When similar or identical material is sent out to all subscribers on a mailing list, it is often referred to as a

mailshot Advertising mail, also known as direct mail (by its senders), junk mail (by its recipients), mailshot or admail (North America), letterbox drop or letterboxing (Australia) is the delivery of advertising material to recipients of postal mail. The d ...

or a blast. A list for such use can also be referred to as a

distribution list A distribution list is an application of email client programs that allows a user to maintain a list of email addresses and send messages to all of them at once. This can be referred to as an ''electronic mailshot''. Sending mail using a distribu ...

. In legitimate (non- spam) mailing lists, individuals can subscribe or unsubscribe themselves. Mailing lists are often rented or sold. If rented, the renter agrees to use the mailing list for only contractually agreed-upon times. The mailing list owner typically enforces this by " salting" (known as "seeding" in direct mail) the mailing list with fake addresses and creating new salts for each time the list is rented. Unscrupulous renters may attempt to bypass salts by renting several lists and merging them to find the common, valid addresses. Mailing list brokers exist to help organizations rent their lists. For some list owners, such as specialized niche publications or charitable groups, their lists may be some of their most valuable assets, and mailing list brokers help them maximize the value of their lists. A mailing list is simply a list of e-mail addresses of people that are interested in the same subject, are members of the same work group, or who are taking class together. When a member of the list sends a note to the group's special address, the e-mail is broadcast to all of the members of the list. The key advantage of a mailing list over a things such as web-based discussion is that as new message becomes available they are immediately delivered to the participants' mailboxes. A mailing list sometime can also include information such as phone number, postal address, fax number and more.

Electronic mailing list

An electronic mailing list or email list is a special use of

that allows for widespread distribution of information to many

Internet The Internet (or internet) is the global system of interconnected computer networks that uses the Internet protocol suite (TCP/IP) to communicate between networks and devices. It is a '' network of networks'' that consists of private, pub ...

users. It is similar to a traditional mailing list – a list of names and addresses – as might be kept by an organization for sending publications to its members or customers, but typically refers to four things: * a list of email addresses, * the people ("subscribers") receiving mail at those addresses, thus defining a community gathered around a topic of interest. * the publications (email messages) sent to those addresses, and * a ''reflector'', which is a single email address that, when designated as the recipient of a message, will send a copy of that message to all of the subscribers.

Mechanism

Electronic mailing lists usually are fully or partially automated through the use of special

mailing list software The mail or post is a system for physically transporting postcards, letters, and parcels. A postal service can be private or public, though many governments place restrictions on private systems. Since the mid-19th century, national postal syst ...

and a reflector address set up on a

server Server may refer to: Computing *Server (computing), a computer program or a device that provides functionality for other programs or devices, called clients Role * Waiting staff, those who work at a restaurant or a bar attending customers and su ...

capable of receiving email. Incoming messages sent to the reflector address are processed by the software, and, depending on their content, are acted upon internally (in the case of messages containing commands directed at the software itself) or are distributed to all email addresses subscribed to the mailing list. A web-based interface is often available to allow people to subscribe, unsubscribe, and change their preferences. However, mailing list servers existed long before the

World Wide Web The World Wide Web (WWW), commonly known as the Web, is an information system enabling documents and other web resources to be accessed over the Internet. Documents and downloadable media are made available to the network through web ...

, so most also accept commands over email to a special email address. This allows subscribers (or those who want to be subscribers) to perform such tasks as subscribing and unsubscribing, temporarily halting the sending of messages to them, or changing available preferences – all via email. The common format for sending these commands is to send an email that contains simply the command followed by the name of the electronic mailing list the command pertains to. Examples: ''subscribe anylist'' or ''subscribe anylist John Doe''. Electronic mailing list servers may be set to forward messages to subscribers of a particular mailing list either individually as they are received by the list server, or in digest form in which all messages received on a particular day by the list server are combined into one email that is sent once per day to subscribers. Some mailing lists allow individual subscribers to decide how they prefer to receive messages from the list server (individual or digest).

History

Mailing lists have first been scholarly mailing lists. The genealogy of mailing lists as a communication tool between scientists can be traced back to the times of the fledgling

Arpanet The Advanced Research Projects Agency Network (ARPANET) was the first wide-area packet-switched network with distributed control and one of the first networks to implement the TCP/IP protocol suite. Both technologies became the technical fou ...

. The aim of the computer scientists involved in this project was to develop protocols for the communication between computers. In so doing, they have also built the first tools of human

computer-mediated communication Computer-mediated communication (CMC) is defined as any human communication that occurs through the use of two or more electronic devices. While the term has traditionally referred to those communications that occur via computer-mediated format ...

. Broadly speaking, the scholarly mailing lists can even be seen as the modern version of the salons of the Enlightenment ages, designed by scholars for scholars. The " threaded conversation" structure (where the header of a first post defines the topic of a series of answers thus constituting a thread) is a typical and ubiquitous structure of discourse within lists and fora of the Internet. It is pivotal to the structure and topicality of debates within mailing lists as an arena, or

public sphere The public sphere (german: Öffentlichkeit) is an area in social life where individuals can come together to freely discuss and identify societal problems, and through that discussion influence political action. A "Public" is "of or concerning the ...

Habermas Habermas is a surname. Notable people with the surname include: * Jürgen Habermas (born 1929), German sociologist and philosopher * Rebekka Habermas (born 1959), German historian *Gary Habermas Gary Robert Habermas (born 1950) is an American ...

wording. The

flame wars Flaming or roasting is the act of posting insults, often including profanity or other offensive language, on the internet. This term should not be confused with the term trolling, which is the act of someone going online, or in person, and causing ...

(as the liveliest episodes) give valuable and unique information to historians to comprehend what is at stake in the communities gathered around lists. Anthropologists, sociologists and historians have used mailing lists as fieldwork. Topics include TV series fandom, online culture, or scientific practices among many other academic studies. From the historian's point of view, the issue of the preservation of mailing lists heritage (and Internet fora heritage in general) is essential. Not only the text of the corpus of messages has yet to be perennially archived, but also their related

metadata Metadata is "data that provides information about other data", but not the content of the data, such as the text of a message or the image itself. There are many distinct types of metadata, including: * Descriptive metadata – the descriptive ...

timestamp A timestamp is a sequence of characters or encoded information identifying when a certain event occurred, usually giving date and time of day, sometimes accurate to a small fraction of a second. Timestamps do not have to be based on some absolut ...

s, headers that define topics, etc. Mailing lists archives are a unique opportunity for historians to explore interactions, debates, even tensions that reveal a lot about communities.

List security

On both discussion lists and newsletter lists precautions are taken to avoid

spamming Spamming is the use of messaging systems to send multiple unsolicited messages (spam) to large numbers of recipients for the purpose of commercial advertising, for the purpose of non-commercial proselytizing, for any prohibited purpose (especia ...

. Discussion lists often require every message to be approved by a moderator before being sent to the rest of the subscribers (moderated lists), although higher-traffic lists typically only moderate messages from new subscribers. Companies sending out promotional newsletters have the option of working with

whitelist A whitelist, allowlist, or passlist is a mechanism which explicitly allows some identified entities to access a particular privilege, service, mobility, or recognition i.e. it is a list of things allowed when everything is denied by default. It is ...

mail distributors, which agree to standards and high fines from ISPs should any of the

opt-in Opt-in email is a term used when someone is not initially added to an emailing list and is instead given the option to join the emailing list. Typically, this is some sort of mailing list, newsletter, or advertising. Opt-out emails do not ask ...

subscribers complain. In exchange for their compliance and agreement to prohibitive fines, the emails sent by whitelisted companies are not blocked by spam filters, which often can reroute these legitimate, non-spam emails.

Subscription

Some mailing lists are open to anyone who wants to join them, while others require an approval from the list owner before one may join. Joining a mailing list is called "subscribing" and leaving a list is called "unsubscribing".

Listwashing

Listwashing is the process through which individual entries in mailing lists are to be removed. These mailing lists typically contain

addresses or phone numbers in the United States, via the Federal DO-NOT-CALL registry, 888-382-1222 of those that have not voluntarily subscribed. . Only complainers are removed via this process. Because most of those that have not voluntarily subscribed stay on the list, this helps spammers to maintain a low-complaint list of spammable email addresses.

Internet service provider An Internet service provider (ISP) is an organization that provides services for accessing, using, or participating in the Internet. ISPs can be organized in various forms, such as commercial, community-owned, non-profit, or otherwise private ...

s who forward complaints to the spamming party are often seen as assisting the spammer in list washing, or, in short, helping spammers. Most legitimate list holders provide their customers with listwashing and data deduplication service regularly for free or a small fee.

References

{{Computer-mediated communication Direct marketing Email Internet culture Postal systems Social information processing Spamming Virtual communities