Should I include Listserv addresses in my contact list?

QUESTION:

Should I include Listserv addresses in my contact list?

ANSWER:

Ideally you would not include any listserv (or distribution lists) in your contact list but rather send to the individual emails that make up the group you're targeting.

This can be a common request from universities or B2B senders (where listservs are more common) but be wary of including these addresses. 

There are a few reasons we do not recommend sending to listservs, including:

1. We cannot report accurately on behavior from this group since all opens/clicks/etc will be reported under the single listserv address.
2. Any person in that group who clicks 'Unsubscribe' will unsubscribe the entire group.