Black Friday Post-Mortem: Making Sense of the Email Marketing Madness with Seth Charles [Video]

Hot off Black Friday and Cyber Monday 2024, we’re breaking down the email strategies that soared—and the ones that flopped—in this year’s retail rush.
In this action-packed episode, Senior Director of Delivery Operations at Iterable, Seth Charles, joins hosts Guy Hanson and Danielle Gallant to unpack the chaos of Black Friday email marketing.

From inbox overload and spam filters to Gmail and Yahoo’s bulk sender requirements, we’ve got the expert tips brands need to navigate peak seasons while keeping deliverability and engagement on track.

Guest at a Glance:

Seth Charles is an established expert with 15 years of experience in email and deliverability. His clear perspective on how senders approach high-volume periods makes him the perfect guest to unpack the chaos of Black Friday/Cyber Monday.

Seth on LinkedIn: https://www.linkedin.com/in/seth-charles-08058457/

Hosts at a Glance:

Danielle Gallant – Senior Email Strategist at Validity with over seven years of experience working with global brands to craft strategies that amplify email performance.

Danielle on LinkedIn: https://www.linkedin.com/in/danielle-gallant-6443a248/

Guy Hanson – Vice President of Customer Engagement at Validity, leading global consulting teams to improve email deliverability, subscriber engagement, and revenue.

Guy on LinkedIn: https://www.linkedin.com/in/guyhanson/

Chapters:

00:01:03 – Initial observations on Black Friday volume
00:04:46 – Strategic vs. reactive sending approaches
00:07:40 – Impact of new Gmail and Yahoo requirements
00:10:04 – Election cycle impact on November campaigns
00:22:51- Gmail annotations and unintended consequences
00:25:59 – Best and worst Black Friday emails
00:33:49 – Year-round best practices from peak season