Which sampling methodology should the analyst use to most efficiently select the test/control groups?

An ecommerce brand plans on running a Conversion Lift test on a new media platform. The digital marketing team wants to reach existing customers who have purchased one of its products within the past year. To enable this targeting decision, the digital marketing team asks an analyst to provide a list of email addresses of customers who made a purchase in the past 365 days. The total count of these customers is 10,000,000.

The platform does not have a lift tool in production, so it recommends that the advertiser hold out 10% of the customer list to compare against the other 90%.

Which sampling methodology should the analyst use to most efficiently select the test/control groups?

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