Lists

A list is a collection of contacts you can send to. Lists are the foundation of your audience — you import contacts into them, build segments on top of them, and target them with campaigns and automations.

What a list is for

Think of a list as a group of people who share a relationship with you — newsletter subscribers, customers, or event attendees. Most accounts need only a handful of well-organized lists. Within a list you can target specific groups using segments rather than creating a separate list for every audience slice.

Creating and organizing lists

Create a list, give it a clear name, and you're ready to add contacts. Keep your structure simple:

Use a few broad lists (for example, “Newsletter” and “Customers”).
Differentiate audiences with segments and custom fields, not dozens of lists.
Reserve separate lists for genuinely separate audiences with different consent.

Consent and list health

Only add contacts who have agreed to hear from you. Clean, permission-based lists are the single biggest factor in deliverability. EmailFlow AI helps by running automatic verification on contacts as they're added, filtering invalid and risky addresses before they can damage your sender reputation.

groups

Grow lists the right way with a signup form — new subscribers land directly in the list you choose and can kick off a welcome automation.

List limits

Your plan sets how many lists and contacts you can keep, and how many subscribers a single list may hold. If you approach a limit you'll see a clear prompt; higher tiers raise these allowances substantially. To learn how individual contacts work, continue to Subscribers & import.

Frequently asked questions

Should I make a new list for every audience? Usually not. A few broad lists plus segments and custom fields are easier to manage than many overlapping lists — and they avoid emailing the same person twice.

Can the same contact be on two lists? Yes. Reserve separate lists for genuinely separate audiences with different consent; otherwise lean on segments within one list.

What keeps a list healthy? Permission-based growth through forms, automatic verification, and automatic suppression of unsubscribes and bounces — all handled for you.