This is a little teaser for an upcoming Podcast episode. Chris and I covered far more than this short checklist, and the full episode will be live on YouTube soon. Subscribe to be alerted when the episode goes live: https://www.youtube.com/@audiencebridge.
I wrapped a great podcast with Chris Miquel from Audience Bridge, and it reminded me just how chaotic the holiday season can be for email senders. Everyone wants to send more, reach more people, and win more revenue. The problem is that every risky decision you make now leaves a mark that follows you into January. Why create work for yourself when you can glide into the holidays with confidence?
Warmup Early
One thing I stressed on the podcast was timing. If you plan to push high volumes for Black Friday or Cyber Monday, you need to warm up right now. A sudden jump from modest sending to massive spikes looks suspicious, and mailbox providers react quickly. Slow, steady increases build trust, so why not start today?
Hygiene Matters
Another point that always comes up is list quality. This season attracts shortcuts, but unvalidated lists cause more harm than good. Run proper hygiene across new uploads, older segments, and anything you consider for re-engagement. Clean data leads to clean inbox placement, and you never want to explain to your leadership why a risky segment tanked a major campaign.
Authentication is Mandatory
Authentication deserves a fresh look as well. Make sure SPF, DKIM, and DMARC are correct, aligned, and passing across every domain and platform you use. Google and Yahoo are enforcing their rules with increasing precision, and even legitimate senders get soft-bounced when their records are sloppy. A quick audit now protects your busiest sending days later.
Don’t dig too deep
I also encouraged listeners to avoid reviving old data just because it is the holidays. Each year we see big brands hit Spamhaus because they over-reached. I joked on the episode that “every December there is at least one avoidable horror story,” and it is always tied to ignoring basic hygiene. If a segment has been cold for ages, leave it in the freezer.
It’s all about Consent
Consent is another hot spot. During high-volume periods, mailbox providers look closely at how you acquired addresses and whether your audience genuinely engages with you. Make sure your opt-ins are clear, defensible, and well documented. Strong consent signals create trust, and trust drives inbox placement.
Segment, Segment, Segment
It also helps to build daily guardrails. Even if you feel confident about your list, scale responsibly. Use send caps, monitor complaint rates through tools like Yahoo’s Sender Hub, and avoid overflowing your sending infrastructure. A little restraint keeps your reputation stable when it matters most.
Be proactive to avoid issues
The truth is simple. Every year I spend most of January helping brands repair damage done in December. If you ignore these steps, you are almost guaranteeing a rough start to the new year. What you do between now and Black Friday determines whether January becomes profitable or a recovery project.
Ready to tighten up your holiday sending plan, or do you want help reviewing your current setup?
