Email Studio List Versus Email Studio Data

Extension
Learn about when to use a list versus a data extension in Marketing Cloud Email Studio.

What Is a List?

A list is a collection of subscribers that receive your communications. You can create as many lists as you want to
segment your subscribers. By creating more targeted lists, you can send more personal and effective messages.

What Is a Data Extension?

A data extension is a table within the Marketing Cloud database that contains your data. You could use a data
extension to store subscriber data (including lists) or to store relational data.

Best Practices

These guidelines can help you determine which data model to use. Use these criteria to help evaluate your current
situation and decide which model best fits your situation:

List-Based Data Model

Use lists when:

 Your lists contain 500,000 subscribers

or fewer.
 You prefer simplicity over
performance.
 You don’t require fast import speed.
 You plan to use a limited number of
subscriber attributes.

Data Extension-Based Data Model

Use data extensions when:

 Your lists contain more than 500,000

subscribers, or you plan to grow your
lists beyond 500,000 subscribers in the
future.
 You support multiple subscriber
datasets, with separate definitions.
 You send global messages.
 You require fast import speeds.
  You use triggered sends.
 You use the SOAP or REST APIs.
 You prefer a flexible subscription
model.

List Versus Data Extension

FUNCTION LIST DATA EXT
Creating the data model You can create a list in the Marketing Cloud user Creating a d
interface. You define a list name, determine if creating a li
you want to the list to be public, and determine you create a
whether to display it in the subscription center. data in. You
extension to
settings at a
Adding single members You can manually create one record at a time You can onl
from within a list. extension by
All subscribers Subscribers are automatically added on import. Subscribers
extension.
Create and update options Add and Update, Update only, Add only. Overwrite, A
only.
List Detective scrub Scrubbing begins when you import the list. Scrubbing b
data extensi
Publication list Not applicable. A publicatio
level opt-ins
sends. These
extension, k
publication
also import
unsubscribe
Import speed Around 500,000 rows an hour. Enterprise 2.0 Around one
accounts typically import records faster.
Web Collect Supported. Not support
Profile and Preference attributes You create profile and preference attributes in the Not applicab
user interface. If you have an enterprise account,
you can share attributes among all the business
units. The values stored in these attributes are
global. When you update an attribute in one
account, it appears in all accounts.
Profile and Preference attribute data types Text, Numeric, Date, Boolean Not applicab
Data Extension fields Not applicable. Subscriber d
extension le
Data Extension field types Not applicable. Test, Numer
Decimal, Lo
Requires a primary key In Enterprise 2.0, primary keys are supported. Configurabl
Otherwise, the email address is used.
Use as secondary storage of relational data No Yes
List Versus Data Extension
FUNCTION LIST DATA EXT
Data retention No Yes
Sharing (Enterprise 2.0) Lists can't be shared. Data extens
accounts in
Quick data export Yes No
Automate data export Not supported. Supported.
Quickly search for a record Yes No
Segmenting based on a Data Filters result Group created based on the list. You can cre
Query on subscriber attribute or field values For Enterprise 2.0 accounts, you can perform this Yes
query by joining the list and attribute tables.
Profile Center page Supported. Not support
Subscription Center page Supported. Not support
Insert personalization strings into content areas Supported. When building content, use a Supported. Y
via the editor dropdown to insert profile attribute personalizat
personalization strings.
View as a Webpage Supported Supported, b
from the dat
View as a W
as it pulls th
renders.
Simple Send, Guided Send, Test Send Supported Guided Sen
Standard reporting All standard reporting supports the use of lists. Data extens
were design
Tracking jobs Tracking lists all the sends you execute from your Jobs show th
account. the send. Th
directly call