InboxAlly, the company behind the award-winning email deliverability platform of the same name, is urging marketers to begin preparing their Black Friday email campaigns in September to secure maximum inbox placement and engagement during the year’s most competitive sending period. Waiting until October or November, the company warns, can leave businesses scrambling to fix deliverability issues and missing peak holiday revenue opportunities.
“Preparation is the cornerstone of success for any email campaign, especially during high-stakes periods like Black Friday,” said Shub Goel, CTO of InboxAlly. “By planning ahead, businesses can not only improve their deliverability rates but also enhance customer engagement and drive better results.”
Why September is the Cutoff
InboxAlly points to three key reasons September marks the true starting line for Black Friday email readiness:
- Sender reputation takes time – Repairing or strengthening deliverability signals can take 30–60 days of consistent sending.
- Holiday volume triggers stricter filtering – Mailbox providers become more aggressive in November due to global spikes in email traffic.
- Engagement history matters – Strong open and click rates in September and October help maintain inbox placement during the holiday surge.
Last year, global email traffic surged dramatically in the weeks leading up to Black Friday, with some retailers sending two to three times their normal volume. During that surge, inbox placement rates for unprepared senders dropped significantly, while those who had built strong reputations earlier were rewarded with higher visibility and better campaign performance. InboxAlly expects 2025 to bring even tougher filtering standards.
“This year will be one of the most competitive holiday seasons we’ve seen,” said Darren Blumenfeld, CEO of InboxAlly. “Brands that treat deliverability as an afterthought will find themselves invisible in November. September is when inbox success is won.”
Black Friday readiness is not just about timing — it’s about execution. InboxAlly works with brands year-round to strengthen deliverability, improve engagement, and ensure that when high-stakes seasons arrive, emails land where they’re supposed to: the inbox. These same principles apply directly to holiday campaigns, where competition is at its peak and inbox real estate is limited.
Holiday Readiness Tips from InboxAlly
As businesses gear up for the holiday season, InboxAlly advises focusing on:
- Warming up sending domains before heavy promotions begin.
- Re-engaging inactive subscribers early to build engagement momentum.
- Cleaning and verifying email lists to avoid spam traps and bounces.
- Testing content and messaging well ahead of peak send dates.
This year’s holiday season will reward marketers who prepare early.
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