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Sending from a new domain: why the first campaigns should be small

Inbox providers judge a sender they have never seen by its first few thousand emails. Here is how to make those count.

Subject lines: what actually moves the open rate

Forget the tricks. Six things about a subject line that change whether it gets opened, and one way to find out which works for your readers.

Single or double opt-in: which one should your list use?

What each one does, what it costs you in signups, and the cases where the extra click is worth it.

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