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An electronic mailing list or email list is a special usage 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, 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.
How automated electronic mailing lists work
Electronic mailing lists are usually fully or partially automated through the use of special mailing list software and a reflector address that are set up on a server 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. Depending on the software, additional addresses may be set up for the purpose of sending commands.
Many electronic mailing list servers have a special email address in which subscribers (or those that want to be subscribers) can send commands to the server to perform such tasks as subscribing and unsubscribing, temporarily halting the sending of messages to them, or changing available preferences. 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. Some list servers also allow people to subscribe, unsubscribe and change preferences through a web-based interface.
Electronic mailing list servers can 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).
One type of electronic mailing list is an announcement list, which is used primarily as a one-way conduit of information and can 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.
Another type of electronic mailing list is a discussion list, in which any subscriber may post. On a discussion list, a subscriber uses the mailing list to send messages to all the other subscribers, who may answer in similar fashion. Thus, actual discussion and information exchanges can happen. Mailing lists of this type are usually topic-oriented (for example, politics, scientific discussion, joke contests), and the topic can 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 messages.
Discussion lists were popular in the 1990s and early 2000s but their usage has declined in favor of other techniques such as web forums that provide better threading and searching capabilities and are less intrusive than email.
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, although higher traffic lists typically only moderate messages from new subscribers, and only then for a time. 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, which can often reroute these legitimate, non-spam emails.
Some mailing lists are open to anyone who wants to join them, while others require an approval from the list owner before one can join. Joining a mailing list is called "subscribing" and leaving a list is called "unsubscribing".
A mailing list archive is a collection of past messages from one or more electronic mailing lists. Such archives often include searching and indexing functionality. Many archives are directly associated with the mailing list, but some organizations like Gmane collect archives from multiple mailing lists hosted at different organizations; thus, one message sent to one popular mailing list can end up in many different archives. Gmane had archives of over 9000 mailing lists as of 16 January 2007. Some popular free software programs for collecting mailing list archives are Hypermail, MHonArc and FUDforum.
- Dada Mail
- Email marketing software
- Google Groups
- GNU Mailman
- Mailing list
- Majordomo (software)
- MSN Groups
- Online consultation
- squeeze page
- Yahoo! Groups