In the realm of once upon a time there was a term that was often used to describe a secret list of potential dates for the owner of the list. The term was 0a little black book0. The notion was picked up in movies, books and as a means of poking fun at someone else.
The idea of the little black book had, at its core, the idea of list building.
Others have used the term to describe contacts they might have in business that may be called upon when the salesman needed to reach a specific sales goal. These were customers you could count on to make a purchase if you just asked, So the salesman kept their names and only called when they really needed that extra boost.

Some things about marketing have changed, but not the idea of a list. Businesses realize they need to develop contacts that may have an affinity for their business and/or product line.
These contacts are needed if the business is to conduct an effective email marketing campaign. Because this should be an opt-in process the customer has the option of continuing to receive your email notices or be removed from the list.
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