In Salesforce Marketing Cloud (SFMC), a List is a simple way to manage a group of subscribers for your email marketing campaigns. Lists are ideal for beginners and smaller audiences where personalization and segmentation are less complex.
This guide walks you through creating a List in Email Studio, explains key settings, and offers tips for best practices.
What is a List in SFMC?
A List is a collection of subscribers (email addresses) used for sending emails. Each subscriber in a List must have a unique Subscriber Key (usually the email address) and status like Active, Unsubscribed, Bounced, etc.
When Should You Use Lists?
Use Lists in SFMC when:
- You’re managing a small, simple audience.
- You don’t need complex segmentation or relational data models.
- Your subscriber data fits into a flat structure.
- You’re primarily using Email Studio (not Automation Studio or Journey Builder).
Step-by-Step: How to Create a List
- Log in to Salesforce Marketing Cloud.
- Navigate to Email Studio > Subscribers > Lists.
- Click the Create button.
- Enter a List Name (e.g., Newsletter Subscribers).
- Provide an optional Description.
- Select options:
- Public – Visible in the subscription center.
- Private – Hidden from subscribers.
- Active By Default – Adds new subscribers as active automatically.
- Click Create.
- Add subscribers manually or import them from a file.
Key Settings in a List
| Setting | Description |
|---|---|
| List Name | Internal name used to identify the list. |
| Public/Private | Controls whether subscribers can see this list in the subscription center. |
| Active By Default | Automatically marks new subscribers as active. |
| Subscription Type | Defines how unsubscribes are handled for that specific list. |
How to Add Subscribers to a List
- Use the Import Wizard to upload a CSV file.
- Add subscribers manually, one-by-one, from the UI.
- Automate subscriber imports using Automation Studio or API connections.
Subscriber Status Explained
| Status | Description |
|---|---|
| Active | Subscriber is active and eligible to receive emails. |
| Bounced | Delivery failed; may be due to invalid or inactive email addresses. |
| Unsubscribed | Subscriber opted out of that particular list. |
| Held | Repeated delivery failures caused a temporary pause on sending. |
List vs Data Extension
Choosing between Lists and Data Extensions depends on your data needs. Here’s how they compare:
| Feature | List | Data Extension |
|---|---|---|
| Best For | Simple audiences | Complex, relational data |
| Scalability | Up to ~500K subscribers | Millions of records |
| Personalization | Basic | Advanced (via SQL and relationships) |
| Speed | Faster setup | More flexible and customizable |
| Used In | Email Studio | Email Studio, Journey Builder, Automation Studio |
CSV File Format Tips
- Ensure your CSV headers exactly match the fields in your List or Data Extension.
- Use UTF-8 encoding to prevent special character issues.
- Validate your CSV before upload to avoid import errors.
- Keep column names simple (e.g., Email, FirstName, LastName).
Use Case Example
Let’s say your company hosts a monthly webinar. You collect registrations using a form and export them as a CSV. You can then import this file into your Webinar Subscribers List in SFMC. From there, you can easily send follow-up emails, reminders, and thank-you messages — all within Email Studio.
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Frequently Asked Questions (FAQ)
Conclusion
The List Model in Salesforce Marketing Cloud is perfect for marketers handling smaller, simpler data structures. While it lacks the relational power of Data Extensions, it remains an efficient way to send targeted communications quickly.
As your data needs grow, you can gradually migrate to a Data Extension model for more personalization and integration flexibility. Mastering Lists is the first step to understanding the core of SFMC data management.
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