The batch and blast mentality has become passé! How to build a very clean email list: - Gather lots of subscriber attributes (but not too much) from web forms etc.. - Use double opt-in methods - Welcome email with no CTA - Follow up emails - don't wait too long! - Create automation streams after you win trust - Back off sending after initial marketing stream - Survey in email - feedback wins sales!

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Split your list! A popular option for splitting your list is the 10/10/80 split. Use 10 percent of your list to test one option and 10 percent to test the other. The remaining 80 percent receives the best-performing message. Dividing your list randomly can help with getting an accurate cross-section of your overall recipients. https://www.marketingcloud.com/blog/ab-testing-how-do-you-know-that-your-results-are-statistically-valid/