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A Subscriber List is a list of your existing customers and/or members such as those who have already subscribed/opted-in to your online correspondence. It is important to note the difference between your Subscriber List and your “opt-in/mailing list” because you may not want to send “existing” customers the same offer you would send “prospective” customers.

The right product for the right customer

If you use the practice of not differentiating between current and prospective customers on your email campaigns, this can reflect poorly on your organization simply because you do not recognize that certain customers/subscribers are already buyers of your products or services. Ultimately it could make a current customer unsubscribe, thus erroding your current customer base.