The purpose behind using a central versus various list

Should you already have multiple lists, that’s okay. In Chapter 3, there will be an entire section dedicated to combining lists and the pros and cons of those actions. However, before we move on to that, I’d like to talk about the purpose of having a different strategy at the outset of your account. The ideal situation would be to combine them into one primary list and utilize features such as segments, tags, and groups to organize subscribers for specific sends.

One of the main reasons is that each list in the platform is viewed as completely distinct and is largely what billing is based on. For example, if you have the email address [email protected] listed as a subscriber in audience A and audience B, then that contact would count as two distinct contacts and be billed accordingly. But instead, if we have the address in a single, centralized list and use groups or tags to indicate they’re in Group A...