The magazine of the Melbourne PC User Group
Maybe a mailing list will be just right
Carol Daniels
 cad@melbpc.org.au

Once upon a time, publishing meant using lead type and a printing press to deposit ink on to paper. Full stop.

Today publishing encompass all that old fashioned paper stuff and the entire subdiscipline lumped together under the umbrella term of "electronic publishing." We all know about disk and CD-ROM publishing, Unless you've been in a cave for the past year or so, you've also heard about the World Wide Web. But you may not have heard about mailing lists. If you haven't you should take a few minutes to find out about them, whether you're a producer or consumer of electronically distributed information.

What's a mailing list?

Mailing lists have been around for a long time, longer certainly than the Web. Informally, mailing lists probably go back to the early days of e-mail, when someone first decided to send a regular e-mail message to a number of people at the same time. At its most simplistic, that's what a mailing list is, a mechanism for distributing messages to a defined group of people.

Don't let the history of mailing lists and the fact that they predate the Web, turn you off. Mailing lists aren't old fashioned, quite the contrary. A mailing list is an excellent and easy-to-understand example of the latest Internet buzz, "push" technology.

That's one of the advantages of mailing lists, they come to you, just like a newspaper or magazine does. Another advantage is the controlled nature of lists. They are rarely as chaotic as newsgroups nor as static as most Web pages. That's why a mailing list may be the "just right" choice in your quest for better information or an audience for your message.

There are mailing lists that focus on just about any subject you can imagine, and probably some you can't. I'm not going to cover list subjects in this article, there are Web sites where you can search for lists, catalogues, and directories of lists, by subject and title.

For example T here are other spots with large collections (and most, including those listed above will include many outdated addresses). I'll leave it to you to find the ones that best suit your needs.

More list basics

There are two main types of lists, announce and discuss. An announce list is a one-way list. The owner sends messages to subscribers. Subscribers can write to the owner, but not to the list. Announce lists aren't just about announcements, they can be newsletters or zines (containing the work of single or multiple authors.)

A discuss list is a two way list. Messages sent to the list are distributed to every subscriber, with the expectation that subscribers will "discuss" the topic within the list. Subscribers to a discuss list must be aware of the default reply setting for the list. It can be to the list, or to the author.

If the default is to the list (and many are), the "To" field in your reply will be the list address. If you want to reply to the author only, you must edit the "To" field. If you don't your reply will be sent to subscriber.

If the default is to the author, the "To" field will be the author. If you want to send your reply to the whole list, you will have to edit the "To" field.

It's up to you to ensure that the messages you send to the list that are useful or of interest to the entire (or at least the majority) of participants.

Variations on a theme

A discussion list can be moderated or unmoderated. The moderator is often, but not always, the list owner. On a moderated list messages are reviewed by the moderator before the messages are sent to subscribers. The moderator's focus usually is to ensure that discussion is on topic and to reject spam before it gets to subscribers. But on some lists, the moderator controls the tone or scope of discussion, and yes, that is censorship. You don't have to like it, but the list owner makes and enforces - or appoints someone to enforce - any list rules of conduct.

Study the rules of conduct for a moderated list carefully. It's easy to be kicked off a moderated list and you are unlikely to have any recourse if you feel your treatment is unwarranted.

Don't confuse an unmoderated lists with a free-for-all. All lists have rules of conduct, there just may be fewer on an unmoderated list. But you can still be removed from a list, without recourse, if the owner decides that you are not a good list citizen.

More variations on a theme

Lists can be open or closed (not to be confused with announce vs discussion). An open list is one that can be subscribed to by any one with an e-mail address. All it takes is a properly formatted subscribe message and the list messages will start flowing.

Only those people who meet some prerequisite(s) can join a closed list. For example some lists are only open to librarians, others are only open to physicians, or university staff or members of an organisation.

With an open list, you will most likely be subscribed automatically. For a closed list, you usually need to provide some substantiation that you meet the list's requirements. You won't get messages until that information is verified.

That's a brief summary of mailing lists, and how they work. See "So you want to start a list" for special information list owners need to know before they start, and "Finding a list and staying on it" for more detailed information about participating in mailing lists.

More information on Mail Lists

List lingo

  • List owner (sometimes called the list maintainer) - The person who manages the list. Often, but not always the list's founder. Lists can outlast the founder's interest.
  • List administrative address (sometimes called list subscribe address) - The address to which you send subscribe/unsubscribe information. This is usually different from the address to which you send messages.
  • List address (sometimes called list message address) - The address to which you send messages. If you send a subscribe or unsubscribe message to this list, it is sent to each member of the list or rejected if it's an announce list (see below) but it will rarely result in you being subscribed or unsubscribed to the list. There are exceptions, such as mailing lists run using e-mail software, such as Pegasus.
  • Subscribers - The people who receive messages from a list
  • Automated list servers - Programs that manage routine list housekeeping tasks, such as subscribing and unsubscribing, distribution of list messages, etc. This is the generic term for such programs, while "listserv" is a specific, proprietary program for managing mailing lists. These terms are not interchangeable.
  • List server manager - The person (usually employed by, or associated with, the ISP) who works with list owners to ensure the smooth operation of the list.
  • Subscribing/unsubscribing - Getting your e-mail address on to/off a mailing list. This will usually require a precisely formatted message to the list's administrative address. Frustrations with the process are often due to operator error (an improperly formatted message, a sig in the body of your message, sending the unsubscribe message from an e-mail address other than the one you subscribed from, or the classic, sending your message to the wrong address (the list address not the list's administrative address).
  • Welcome message - Usually generated by the automated list software, after receiving your subscription request. The message confirms your subscription. It may also contain the list's charter, rules of conduct, instructions for getting the list's FAQ and other automatic responses if available. Save this message until you have left the list.
  • Digest mode - In digest mode, the automated list server doesn't send messages as they are received, but holds them until a certain number or volume has accumulated. It then sends the messages in a single file. Not all automated list server programs accommodate digest mode. From those that do, you will probably have the option to select either Digest or Reflection mode (see Reflection mode below). Digest mode is especially useful for very busy lists and/or very busy people.
  • Reflection mode - When a list member sends a message to the list, it is copied and sent to each member immediately. (Compare to digest mode, above.)

So you want to start a list

 Before you start your list, make sure it's not already covered by another list. There's no law that says you can't duplicate someone else's efforts, but why would you want to. Unless you provide an alternative point of view you are unlikely to attract subscribers.

Next decide which combination of options, announce/discuss, moderated/unmoderated, open/closed, etc, as described in the main article, best suits your objectives.

Then review the capabilities of the major automated list server programs, to find the one that will serve your needs. Different programs support different options, or support them better than others. Things to consider include, availability of digest option, security options, ease of importing subscriber information from another file or file format, support for auto responder, ease of backup, and overall ease of operation.

Find an ISP to host your list. Not all ISPs host lists, for good reason. Lists can be difficult and troublesome to manage, and high volume lists can require a great deal of management. This reluctance has provided the opportunity for other ISPs to carve out a niche market, serving lists exclusively. Start looking at http://www.cs.ubc.ca/spider/edmonds/usenet/ml-providers.txt. Search with your preferred list software in mind because ISPs generally handle a single type of list software. Other restrictions the ISP may place on your list include

  • the size (number of subscribers) or volume (message load)
  • The level of support the ISP can provide (compared to your expected needs).

With your list server software and ISP selected, it's time to settle on a name for your list (don't get too creative, the server software will restrict your choices) and write a charter. Your charter should include, at a minimum

  • The purpose or topic of the list
  • A description of the list (announce/discuss, open/closed, etc.)
  • Some rules of conduct (if it's a discussion list)
  • Frequency (be flexible when you're first starting out)
  • Requirements for participants (if a closed list)
  • List owner's contact information
  • Cost of subscription, if relevant.
W hen you add the subscribe/ unsubscribe instructions, and few words of welcome to the list above, you have your welcome message and you're almost ready to go.

Once you have all those details ironed out and you've set up the list with a list hosting site, it's time to start promoting. When you do, keep the general Internet and specific mail list etiquette in mind as you do.

Announce your group in appropriate places, for starters the comp.internet.net-happenings newsgroup. Register your list with the specialist list sites, such as those listed in the main article. Add a single line with your list name and subscribe information to your SIG (avoiding any suggestion of commercialism if you want to avoid being flamed). Subscribe to listserv@vml.nodak.edu, a list that focuses on the art of promoting and publicising lists, and subscribe to the comp.mail.list.admn.policy newsgroup so you can follow policy developments.

Some final flourishes

Post the subscribe/unsubscribe information to your list regularly or include it in an automatic footer added to every message sent to the list. It won't eliminate "unsubscribe" messages sent to the list, but it should reduce them.

As your list develops start compiling answers to frequently asked questions. It makes the process of developing a list FAQ much easier. When your FAQ has some substance to it, start posting that to the list too. If you can, add the FAQ to the welcome message or set up an auto responder to send the FAQ when requested using your special mailing list program commands.

 Finding a list and staying on it

Use one of the search sites listed to find lists that suit your interests. If you're really keen, read the newsgroup, news.answers regularly, and watch for the regular posting of Publicly Accessible Mailing Lists. Be warned though. The last time I captured the full set, it was posted in 19 parts. That was in mid-1996, so who knows how many parts it may require now.

Individual entries in those lists and in searchable catalogues and directories usually include a short description of the list, requirements for joining and subscription instructions. Unfortunately not all list owners are as good about providing complete details as they should be. Sometimes you'll only find the list name, and administrative address. If you're set on subscribing to one of those lists, you may have to do some detective work.

Most list server programs are very unforgiving and will respond with an error message. If you're lucky the error message may also include the subscribe/ unsubscribe instructions. If not, here's the general form for some of the commonly used list server programs:

For majordomo send a message to the subscription address with
subscribe listname
in the body of the message (leave the subject line blank.)

For listserv send a message to the subscription address with
subscribe listname yourfirstname yourlastname
in the body of the message (leave the subject line blank.)

For listproc send a message to the subscription address with
subscribe listname yourfirstname yourlastname
in the body of the message (leave the subject line blank.)

Note, the message should be entered without quotation marks, with the name of the list substituted for listname and your first name and last name substituted for yourfirstname and yourlastname respectively.

Don't wear out your welcome

When you get the welcome message, read it and save it. You'll need it if/when you need to unsubscribe. Believe me, you won't remember it, and you won't want to go hunting for it again. If you receive administrative updates, save those too. They may include new administrative list address, or new rules of conduct, information you will need in the future.

Before you jump in and make a fool of yourself, observe the list for a while. Try to get a feel for the list's culture. When you're ready to make your first posting, be sure you understand the list's default reply settings. (Covered in detail in the main article.)

For your first message, consider sending an introductory message, to give other subscribers an idea about who you are and what you are like. Most lists develop a culture and sense of community, if you respect those you are likely to be welcome wherever you go.

Stay on topic, leave chatting to private e-mail.

Unsubscribe if you are going on holiday. Or "suspend" your subscription for the duration, if your list provides this option. If you don't and your mail box overflows, bounced messages will make you very unpopular, very quickly. And never set one of those auto responders that reply to every message sent to you with a message that you are offline for "x" amount of time and won't be able to answer messages. That can start a list crippling cascade of messages. You will most certainly be unsubscribed, possibly banned from the list forever.

Some more don'ts
  • Don't send HTML formatted messages to the list. It's a waste of bandwidth and your fellow subscribers will most likely flame you for it, if the list owner doesn't kick you off first.
  • Don't imagine it's funny to subscribe someone else to a mailing list to watch their angry response and don't post spam to a list. No one thinks this sort of prank is funny, because they aren't. They may be cause for termination of your service agreement by your ISP.
  • Don't send a response to every message and avoid sending a "me too" or "I agree" messages. There is an expectation that messages will add to the overall discussion. When you do respond trim as much from the message you are replying to as you can, while retaining enough information to identify the author and subject of the message, and the specific element of the message you are responding to, as appropriate.
  • Don't hog centre stage.
  • Don't appoint yourself defacto moderator, when another list member does or writes something you don't like. Consider the list rules of conduct and respond appropriately.
Do participate and do enjoy yourself.

The natural life cycle of mailing lists

This was first posted on the EARLYM-L mailing list in December 1994, after an uproar about uncouth limericks that followed a particularly virulent episode in The Wobble Wars (a looong-running argument about performance practice in renaissance music.) Reprinted with permission of Kat Nagel.

It is the best description of the social development of a mailing list I've read.
Every list seems to go through the same cycle:
  • 1. Initial enthusiasm (people introduce themselves, and gush a lot about how wonderful it is to find kindred souls.)
  • 2. Evangelism (people moan about how few folks are posting to the list, and brainstorm recruitment strategies.)
  • 3. Growth (more and more people join, more and more lengthy threads develop, occasional off-topic threads pop up.)
  • 4. Community (lots of threads, some more relevant than others; lots of information and advice is exchanged; experts help other experts as well as less experienced colleagues; friendships develop; people tease each other; newcomers are welcomed with generosity and patience; everyone - newbie and expert alike - feels comfortable asking questions, suggesting answers, and sharing opinions.)
  • 5. Discomfort with diversity (the number of messages increases dramatically; not every thread is fascinating to every reader; people start complaining about the signal-to-noise ratio; person one threatens to quit if other people don't limit discussion to person one's pet topic; person two agrees with person one; person three tells one 1 & two to lighten up; more bandwidth is wasted complaining about off-topic threads than is used for the threads themselves; everyone gets annoyed.)
  • Finally:
    Smug complacency and stagnation (the purists flame everyone who asks an "old" question or responds with humor to a serious post; newbies are rebuffed; traffic drops to a doze-producing level of a few minor issues; all interesting discussions happen by private e-mail and are limited to a few participants; the purists spend lots of time self-righteously congratulating each other on keeping off-topic threads off the list.)

or

  • Maturity (a few people quit in a huff; the rest of the participants stay near stage four, with stage five popping up briefly every few weeks; many people wear out their second or third Delete key, but the list lives contentedly ever after).

Reprinted from the May 1997 issue of PC Update, the magazine of Melbourne PC User Group, Australia

 

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