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, but with the rise of email, the

electronic mailing list 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 re ...

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 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 newsgroups, another form of discussion group that may have an aversion to

off-topic In the context of mailing lists, discussion groups, discussion forums, bulletin boards, newsgroups, and wikis a contribution is off-topic if it is not within the bounds of the current discussion, and on-topic if it is. Even on very specialized fo ...

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 and

Debian Debian (), also known as Debian GNU/Linux, is a Linux distribution composed of free and open-source software, developed by the community-supported Debian Project, which was established by Ian Murdock on August 16, 1993. The first version of D ...

. 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 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 Spam may refer to: * Spam (food), a canned pork meat product * Spamming, unsolicited or undesired electronic messages ** Email spam, unsolicited, undesired, or illegal email messages ** Messaging spam, spam targeting users of instant messaging ( ...

) 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 email that allows for widespread distribution of information to many Internet 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 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, 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 Digest may refer to: Biology *Digestion of food *Restriction digest Literature and publications *''The Digest'', formerly the English and Empire Digest *Digest size magazine format * ''Digest'' (Roman law), also known as ''Pandects'', a 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

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 aim of the

computer scientists Computer science is the study of computation, automation, and information. Computer science spans theoretical disciplines (such as algorithms, theory of computation, information theory, and automation) to practical disciplines (including th ...

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. Broadly speaking, the scholarly mailing lists can even be seen as the modern version of the salons of the

Enlightenment Enlightenment or enlighten may refer to: Age of Enlightenment * Age of Enlightenment, period in Western intellectual history from the late 17th to late 18th century, centered in France but also encompassing (alphabetically by country or culture): ...

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 in

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 (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 ...

, timestamps, 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. 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 mail distributors, which agree to standards and high fines from ISPs should any of the opt-in subscribers complain. In exchange for their compliance and agreement to prohibitive fines, the emails sent by whitelisted companies are not blocked by

spam filters Email filtering is the processing of email to organize it according to specified criteria. The term can apply to the intervention of human intelligence, but most often refers to the automatic processing of messages at an SMTP server, possibly appl ...

, 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 email 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

mers to maintain a low-complaint list of spammable email addresses. Internet service providers who forward complaints to the spamming party are often seen as assisting the

mer 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