The goal of list management is so you can send emails to the most relevant contacts or to view/export a specific group of contacts. Relevant and personalized emails are key to high engagement and low unsubscribe rates.

List management settings

  • Tags: Internal categorization of contacts

  • Subscriptions: Content preference management by your contacts. Standard, private or mandatory subscriptions are available.

  • Segments: Create custom and dynamic lists based on a variety of conditions

  • Standard fields: These include email, address, phone, website, etc.

  • Custom fields: Store information specific to your organization.


There is no limit to the number of tags, subscriptions, segments and custom fields you can use even in the Standard billing plan.

Sending targeted emails

When you build your emails you can select the recipient list based on tags, subscriptions or segments. (Standard and custom fields are part of segments.)


Visibility to contacts

Tags are not visible for your contacts unless you explicitly add them to forms, for example "Select your industry: financial, education, other".


Tags are primarily used for internal list segmentation. You can use unlimited tags and send emails to contacts based on how they're tagged.


Contact type = staff, volunteer, stakeholder.

Other usage

Since tags are internal, they can also be used to create ad hoc lists or to temporarily mark a group of contacts even if you have no intention to sending emails to these temporary tags.

Tags can also be used as conditions for dynamic content in emails.

Adding tags

Tags can be added in bulk via import or the API, manually for individual contacts or by your contacts themselves as they submit forms.

Updating tags

Tags can be updated via import, in bulk from the interface, manually or using the API.


Visibility to contacts

Subscriptions are visible for your contacts on the Email Preferences page.


Subscriptions are how your contacts indicate what type of content they want to receive from you. You can send emails to contacts based on their subscription settings.

You can have unlimited subscriptions or none.


Newsletter, event invitations, product news.

Other usage

In addition to standard subscriptions (such as "newsletter"), private and mandatory subscriptions are also available.

Private subscriptions are only available for current subscribers so they can unsubscribe but non-subscribers cannot subscribe: subscribers are added internally. For example: tenant updates or donor information.

Mandatory subscriptions cannot be unsubscribed from. They are sent to everyone even if they are otherwise unsubscribed from other content.

Subscriptions can also be used as conditions for dynamic content in emails.

Adding subscriptions

Subscriptions can be added by your contacts on forms and by you via import, manually for individual contacts or using the API.

Updating subscriptions

Subscriptions can be updated by your contacts on the email preferences page or by you via import, in bulk from the interface, manually or using the API.


Visibility to contacts

Segments aren't visible to contacts at all.


Segments are used to create custom lists based on multiple conditions when you need to select / send emails to contacts who aren't part of a single tag or a single subscription list.

Segments are dynamic: they are calculated/evaluated real time each time they're being used; there is no need to manually "refresh" segments.

You can have unlimited segments in your account.


Send email to contacts who are part of multiple tags / subscriptions at once.

Create exclusion lists.

Send re-engagement emails to contacts who didn't click in recent emails.

Create a custom list for reporting.

Other usage

You can create "test segments" to send test emails to multiple contacts at once.

Adding and updating segments

Segments are managed on the segments page.

Custom fields

Tags and subscriptions are "yes/no" type fields with a finite set of pre-determined answers. They are commonly shown as checkboxes or drop down selectors on forms. If you want to store custom input with no pre-determined answers then you should use custom fields. Custom fields can be used in segments.

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