Your Deliverability Warm-Up Starts Now, Not on Black Friday

Here's a mistake that quietly tanks BFCM performance: sending three times your normal email volume in one week, to a list you haven't warmed up. Mailbox providers notice sudden spikes, and "notice" often means the spam folder.

If your typical cadence is 2-3 emails a week, don't jump straight to daily sends the week of Black Friday. Start increasing frequency gradually now, through October and into November, so by the time peak volume hits, your sending pattern looks consistent, not alarming.

Pair that with the segmentation work you might already have going: prioritize your most engaged subscribers for the extra volume first. They're the ones most likely to open, click, and signal to inbox providers that your mail is wanted, not spam.

This is also the time to check your email authentication — the technical settings, like SPF, DKIM, and DMARC, that prove to inbox providers you're really you. A misconfiguration you could get away with at low volume becomes a real problem at BFCM scale.

Have you started ramping up send frequency yet, or are you planning to wait until closer to the sale?