When you sign up for Kit, you won't find a "create a list" button. Kit works with one subscriber list: every person who opts into any of your forms or landing pages lands in the same place, once. From there, Tags and Segments do the organizing, giving you more flexibility than separate lists ever could.
Kit is a subscriber-centric platform
Every subscriber exists once in your account. No matter how many forms or landing pages someone opts into, they appear on your list once—and you're never billed for duplicates.
From there, Tags and Segments let you categorize your subscribers and send more targeted content to the right people at the right time.
Tags and Segments replace traditional lists
Tags and Segments give you the flexibility that separate lists never could.
Tags mark what a subscriber has done—purchased a product, signed up via a specific form, clicked a particular link. They're a permanent record of where someone has been in your world.
Segments work like a saved search: combine Tags, forms, custom fields, and any other criteria to group your subscribers exactly how you need. Define it once and Kit keeps it updated automatically. Change who's included at any point—no manual cleanup, no list juggling.
Together, they let you reach exactly the right people for every send, without the complexity of managing multiple lists.