Definition of active list

The term "active list" originated in the context of email marketing and refers to a group of subscribers who have shown explicit interest in receiving promotional emails from a specific company or organization. Active lists are typically built through an opt-in process, such as sign-ups on a website, contests, or events, where individuals provide their email addresses and agree to receive communications from the sender. In contrast, recipients added to an active list did not sign up for messaging, and this may lead to spam complaints, low engagement rates, or unsubscribes, making it beneficial to avoid sending promotional emails to inactive lists. Overall, active lists provide a targeted audience for marketing campaigns, driving higher ROI and engagement through relevant and timely content.