What is a mailing list and how to create one: Step-by-step guide

A mailing list is a great way to reach customers or members to create a (long-term) relationship. While social media and instant messaging platforms come and go, mailing lists have remained one of the most reliable ways to communicate with a group of people at scale.

Whether you want to send a company newsletter, share product updates, or keep a community engaged, a mailing list ensures that your message reaches everyone who has chosen to hear from you.

But what exactly is a mailing list, and why does it matter for businesses and creators alike? In this article, we’ll break down how mailing lists work, the benefits they bring, and the best practices to manage them effectively.

What is a mailing list?

A mailing list is a collection of email addresses grouped together under a single list, allowing you to send the same message to multiple people at once. Instead of writing individual emails to each contact, you can simply use the list to reach your entire audience in one go.

Mailing lists are commonly used by businesses, organizations, and creators to share updates, news, or promotions with people who have opted in to receive them. This makes them different from generic bulk email because recipients have actively shown interest in staying informed.

From a technical perspective, a mailing list can be managed manually—by keeping a record of addresses—or automatically, through email marketing tools that help you organize contacts, handle subscriptions and unsubscriptions, and ensure compliance with privacy regulations.

In short, a mailing list is more than just a contact sheet: it’s a communication tool that connects you directly with an engaged audience.

How does a mailing list work?

A mailing list works as follows. Your website has a registration form where interested visitors can sign up. Once signed up, one or more lists of email addresses are created. It could, for example, be a list of people interested in updates on women’s clothing and a list of children’s clothing. You can email one group and not send it to the other and vice versa, making it possible to send targeted emails.

How to create a mailing list?

Creating a mailing list isn’t just about gathering email addresses—it’s about building a reliable communication channel that supports your business goals and respects your recipients. A well-structured mailing list helps you share updates, send newsletters, and maintain a professional relationship with your audience.

By following these principles from the very beginning, you’ll ensure that your mailing list remains effective, professional, and compliant—while giving every email the best chance of reaching your recipients’ inbox.

1. Define your goals and target audience

Before you start collecting email addresses, it’s important to be clear about what you want to achieve with your mailing list. Are you planning to send monthly newsletters, promote special offers, share company news, or simply keep your customers engaged? Defining these goals will help you set the right tone, frequency, and format for your emails.

Then, define your target audience. In doing so, ask yourself questions like: 

• Who do you want to reach? 
• What are they interested in? 
• What is the goal? 
• How do you achieve this goal?

By explicitly writing down the target audience, it is easier to determine the content of the email (s) and create specific mailing lists.

2. Choose the right tool

Once you know your goals, the next step is to pick the right tool to create and manage your mailing list. A good tool makes it easier to collect addresses, organize your subscribers into groups, and send emails efficiently.

There are several tools available that allow you to create mailing lists easily. For example:

• Mailchimp, HubSpot, or ConvertKit for fully-featured email marketing solutions.
• WordPress plugins like Popup Maker, OptinMonster, or Ninja Kick, which help you quickly set up sign-up forms directly on your website.

If you’re hosting your email with one.com, you already have everything you need to get started. With one.com’s mail service you can:

• Send newsletters while following simple guidelines that improve deliverability.
• Add an unsubscribe option to every email, which is essential to stay compliant and avoid being blocked by spam filters.
• Send in batches (25 emails per 5 minutes, or up to 250 recipients per 5 minutes) to make sure your messages are delivered reliably.
• Keep your mailing list updated by removing invalid or bounced addresses, reducing the risk of being flagged as spam.

By choosing a tool that balances features, compliance, and ease of use, you’ll ensure your mailing list grows smoothly and your emails consistently reach your audience.

How to create a mailing list in Outlook

Creating a mailing list in Microsoft Outlook is simple. You can use Contact Groups (previously called distribution lists) to collect multiple email addresses in one place. Simply go to People → New Contact Group, add the email addresses you want to include, give your group a name, and save it. Next time you send an email, just select the group instead of adding each recipient manually.

How to create a mailing list in Gmail

In Gmail, you can create a mailing list using Google Contacts. Start by going to Google Contacts → Create Label, and give your list a name. Then, add the email addresses of your recipients to this label. When composing an email in Gmail, type the label name in the recipient field, and all contacts in that list will be added automatically. This method allows you to quickly send emails to a group without typing each address individually.

3. Collect email addresses

Once you’ve chosen your tool, the next step is to gather email addresses for your mailing list. Make it easy for people to sign up by placing sign-up forms on your website or using pop-ups. You can also promote your newsletter on social media, offering incentives like discounts, exclusive content, or free resources to encourage subscriptions.

Remember to follow best practices from one.com: only add recipients who have actively opted in using a double opt-in mechanism. This ensures your emails reach people who genuinely want them, prevents your messages from being marked as spam, and keeps your mailing list compliant with legal standards such as GDPR.

4. Organize and segment your contacts

To make your mailing list effective, organize your subscribers into groups based on interests, demographics, or behaviors. Segmentation allows you to send targeted emails that are relevant to each group.

For example, you can create separate lists for new customers, loyal buyers, or people interested in specific product categories. Proper segmentation improves engagement, reduces unsubscribes, and ensures your newsletters reach the right audience.

5. Create the content of the emails

Once your list is organized, it’s time to craft your emails. Focus on relevant, valuable content for each segment, and keep messages clear and concise. A good starting point is your first welcome email, which should introduce your brand, explain what subscribers can expect, and set a positive tone. Include a strong subject line, a personalized greeting, and a clear call to action.

Make sure your emails comply with one.com’s guidelines: include an unsubscribe option, avoid suspicious content, and ensure your message is readable and engaging.

Reading tip: In our article on email marketing, you will find tips on how to write a marketing email.

6. Maintain and grow your list

A mailing list is only as good as its quality. Regularly analyze engagement metrics like open rates, click-throughs, and unsubscribes to understand what works. Remove inactive or bounced email addresses to keep your list clean and efficient.

Continue to encourage new sign-ups through pop-ups, social media, or special offers. Finally, experiment with different types of content—newsletters, product updates, or exclusive resources—to keep your subscribers interested and engaged over time.

6 types of mailing lists

You can create different mailing lists depending on your goal and who you want to reach. Below are 6 examples:

1. Newsletter
   A newsletter lets you inform people or give updates about a product, service or company.
2. Marketing mail
   In a marketing email, you can include offers, coupon codes, and discounts.
3. Service message
   In a service message, you inform people about a product or service, for example, when maintenance is needed.
4. Member letter
   In a membership letter, you can inform about activities, events and the association itself.
5. Geographical email
   A geographical mail is intended for people from a specific location, for example, if you are an international company and want to mail Dutch customers.
6. Demographic email
   A demographic email targets people with specific characteristics, such as age and occupation.

A mailing list and the GDPR

When you create a mailing list, you process personal data. However, you are not allowed to use that personal data just like that. You need permission to do so since the introduction of the GDPR (General Data Protection Regulation). Among other things, you must:

• Clearly state what you will use the data for;
• Enabling someone to opt out easily;
• Store and process personal data securely;
• Be able to prove that someone has given consent.

You can find all information about sending emails and the GDPR on the GDPR website. Note: also check whether your mailing list software is GDPR compliant.

To make GDPR compliance easier when managing your mailing list, consider using tools like Termly. This platform helps you create clear privacy policies, consent forms, and cookie notices, ensuring that your email marketing follows current regulations.

How to collect emails to build your list?

But how do you build a mailing list? You can do this in several ways. Below are 4 options.

1. Give something away

Almost every business that is online collects email addresses. So how can you stand out from the rest? By giving something away! With this, you reward people for signing up. For example, you can discount their first order or send them a free e-book with tips.

2. Give exclusive access

You can also collect email addresses by giving people access to something exclusive. It could, for example, be access to specific content, a webinar or luxury products.

3. Use pop-ups

Pop-ups are also an excellent way to build your mailing list. A pop-up is a window that appears automatically (on the part of) a page. In such a pop-up, you can place a giveaway to make it attractive for visitors to sign up.

Note: Do not overdo it with many pop-ups on 1 page or huge pop-ups. This creates frustration among visitors, making them less likely to sign up.

4. Use social media

Finally, you can build a mailing list on your social media channels. For example, create a (paid) post that includes a prize draw when followers sign up for your newsletter. Just make sure it is clear to people what they are leaving their email addresses for.

Buying an email list?

Do you need to manage to collect email addresses? Or have you just started your business? Then there is the option of buying one or more mailing lists. According to the GDPR, you can use contact data from a third party when this party has informed the receivers.

Not a good idea

Often, buying a mailing list alone is not a good idea. This is because it is no guarantee of success, as chances are that people are not interested in what you send. In addition, a bought mailing list may contain outdated information, so your emails may arrive later. It would help if you also were sure that the third party had asked permission from the receiver. If this is not the case, you can not email them.

An effective way to connect with your audience

A well-managed mailing list is one of the most effective ways to communicate with your audience, whether for business updates, newsletters, or promotions. By carefully defining your goals, choosing the right tools, organizing your contacts, crafting relevant content, and maintaining your list over time, you can build strong, long-term relationships with your subscribers.

Using reliable platforms like one.com and following best practices—including GDPR compliance—ensures your emails reach the right people while remaining professional and efficient. A thoughtful approach to email marketing not only keeps your audience engaged but also strengthens your brand’s credibility and trust.