List vs Data Extension

Know the difference list vs D.E.

List

Contain 500k subscribers or less

List

Has slow import speed

List

Has limited number of subscriber attributes

Data Extension

Contain more than 500k subscribers

Data Extension

Has multiple subscriber data set with separate value

Data Extension

Send global message - hold more data + process faster

Data Extension

Has fast import speed

Data Extension

Can trigger the sends

Data Extension

Use SOAP and REST API

Data Extension

Leverage data such as purchase history like Google Analytics 360

Yes

When someone mentions the word 'Data Points' does it refers to attributes in a list or data extension? Yes or No

Both List and Data Extension can do this

Used to store subscriber data

Both List and Data Extension can do this

Can use Import Wizard and Import Activity (Add, Update, Add & Update)

Both List and Data Extension can do this

Both can be used with Send flow & Use-Initiated sends

Both List and Data Extension can do this

Can use drag/drop segmentation

Both List and Data Extension can do this

Can use text, date, numeric data types

Data Extension

Only works with Publication list

Data Extension

Has Data retention

List

Has Profile and Preference attributes

and

default Profile Center page & Subscription Center page

List

If a subscriber clicks unsubscribe on a standard newsletter list, Marketing Cloud flags their status as "Unsubscribed" only on that list. They will continue to receive emails sent to your other lists.

Data Extension

Without a Publication List, If you send to a [ ] and use the default setup, an unsubscribe click drops back to the system default. This flags the contact as "Unsubscribed" on the All Subscribers list, which means they are completely opted out of all commercial marketing from your system.

Data Extension

With a Publication List, you select a Publication List at the time of sending. When the contact unsubscribes, their opt-out status is logged against that specific Publication List. Future sends using that same data extension and publication list combination will automatically exclude them.

List

Can use Web Collect - functions via a simple HTML form POST to add or update subscriber data and manage opt-in statuses.

Data Extension

Cannot use Web Collect. DEManager can be used.

• CloudPages with Smart Capture: Drag-and-drop form blocks hosted natively within Marketing Cloud that map directly to Data Extensions.

• CloudPages with AMPScript/SSJS: Custom web forms using server-side code to validate data and upsert records into Data Extensions.

• REST/SOAP APIs: Highly secure, server-to-server integrations used for real-time data submission from external platforms.

List

Can be used with Simple Send

List

Every [ ] contains the same attributes (because it's coming from subscriber profile attributes - full name, email address and user define). Every [ ] you create in the account shares these exact same profile attributes.

List

Unique identifier (subscriber key) can only be included once. Subscriber Key is unique per person. You cannot have the same Subscriber Key in a [ ] multiple times. (However, if needed, multiple Subscriber Keys can share the same email address).

Data Extension

Can ‘overwrite’ data in a [ ].

Data Extension

Can use a SQL query to segment data in a [ ]

Data Extension

Can use decimal, email address, phone, locale, & boolean or other specialized data types

Data Extension

Fields included can be unique to each [ ]

Data Extension

Subscriber key can appear multiple times (by using a different primary key): you can set a completely different field as the primary key (or use a composite key), allowing the same Subscriber Key to appear in multiple rows (e.g., a customer making multiple distinct orders).