Black Friday Email Marketing with No Surprises - ft Deliverability Expert Steve Henderson

How do you make the most of Black Friday email marketing without creating problems for your inbox placement - or your customers? In the first episode of CX Real Talk, deliverability expert Steve Henderson joins host, strategic consultant Mark Johnson to explore what marketers should do before, during and after their biggest sales events. Steve’s guiding principle? Two words: no surprises. Drawing on almost a decade of working together, Mark and Steve discuss: Preparing your data, content and sending approach before volumes peak. Re-engaging inactive subscribers and knowing when to let them go. Why aggressive signup tactics and over-personalisation can undermine engagement. What AI inbox summaries and prioritisation could mean for your campaigns. Practical considerations around send times, resends and other channels. Giving customers a reason to stay after the discounts end. A candid conversation about the connection between deliverability, customer expectations and marketing strategy with practical ideas you can apply this Black Friday and beyond.